Recently, my cohort Robin drafted an insightful article on copywriting for B2B websites and digital mediums. As she states in the article, digital content is consumed differently than print content.
Think about it. You may pick up a print magazine and read the article from the first word to the last word. However, when you click on a link to an online news article, you may read the first two sentences, glance over the subheads in the article, and then skip down to the bottom and read the last paragraph.
Stubborn writers don’t understand this. They think all their content is read in a very linear fashion. However, savvy writers know that when they are crafting content for digital consumption, they need to approach it differently. They break up the copy into smaller chunks with breaks, include subheads and have a strong closing with a mini-recap or takeaway. Successful B2B marketing writers understand how digital content is consumed and draft their content accordingly.
It’s a noisy world where a lot of brands and thought leaders are crafting and sharing content. What makes content stand out or resonate with the end reader? A strong or compelling story.
Effective B2B copywriters focus on weaving a story into each piece of content that they craft. They don’t just simply throw all the information on a page, they tell a story. I’ve said it in previous posts and I’ll say it again, storytelling is a skill that can be learned – but it takes practice (and a lot of it). Good writers want to engage their audience and focus on the storytelling Finland Email List element to connect with that reader. They look at all the data they have gathered and organize it in a way that appeals to and draws in the audience.
, I understand that amount of effort that goes into parsing out the right words and debating mentally over sentence structure and the flow of an article, ebook, or white paper. I personally have spent hours and hours on website copy only to have a client come back and say they don’t like it. It can be crushing, especially if the revisions requested are silly or inconsequential or whatever you deem them to be.
The one thing that strong B2B copywriters have in common is that they know the feedback is not personal and they don’t take it as a reflection of their skills. Instead, strong writers delve into the feedback and get CRYP Email List at the true meaning behind the feedback. If a client doesn’t like the copy, the writer looks to discover whether it’s not the right tone, or if the style is too reserved or too casual, or if it doesn’t include enough industry terminology, or doesn’t reflect the clients’ value proposition.
Good writers know that, at the end of the day, the feedback isn’t a reflection of their writing ability. It’s not a rejection of their own style or craft, rather it’s a reflection of that brand or the audience that client wants to connect with.
Successful B2B Marketing Writers Are Worth It
I’ve learned that successful copywriters don’t just appear. In other words, They are writers who refined their craft over time and have a strong customer-centric attitude. Working with a professional, polished writer for your B2B marketing is completely worth the investment. Trust me, I’ve spent my time editing.