Do you wonder what it takes to be a successful B2B marketing writer or even what to look for in a writer that you’d like to work with?
In the last 10 years of my 20+ years in marketing and sales, I’ve worked with 100+ writers on various B2B content marketing projects. Over that time, I’ve identified 5 traits that strong B2B marketing writers have in common.
The majority of writers that I’ve worked with have been freelance writers who enjoy setting their own schedules, choosing which projects to work on, and working from just about any location. This focus on a career that is flexible has French Email Lists led the writers to sharpen their ability to adapt. Too much background noise in a coffee shop? The writer finds a new location that enables them to have a smooth interview call with a subject matter expert (SME) with the client.
The subject matter expert who will be the interviewee for a topic likely has a busy schedule and an array of other priorities. In order to accommodate busy SMEs, good writers are willing to schedule calls well in advance and also go with last-minute schedule changes. Successful B2B marketing writers easily adapt to the needs of the client.
A Journalistic Approach
Not all B2B marketing writers are trained journalists and they don’t need to be. However, the strongest writers take a journalistic approach. What does this mean? It means that the writer acts like an investigator, gathering data and asking thoughtful questions meant to draw out the real crux of the story.
In an ideal world, a writer gets the exact topic in advance so CRYP Email List they can prepare questions and have a storyline in mind. In reality, particularly in B2B content marketing, this is rarely the case and good writers know this. They know that it’s on them to draw out the details, ask probing questions, and get the subject matter expert to share their knowledge.
They also apply the “inverted pyramid” approach to writing. The inverted pyramid refers to the structure an article takes. Writers place the most important information first, then follow with the details. This works with B2B writing because a business audience is busy and often won’t read paragraphs down the page searching for information. In other words, they don’t bury the leading point of a story or blog post.