from boring to boom! how to write b2b content that packs a punch
Post on 22-Jan-2017
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From Boring to BOOM!How to write B2B content that packs a punch
Chelsea Reay, Head of Content
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
BEING A CONTENT WRITER IS
HARD
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
B2B COPYWRITE
RS FACE ADDITIONAL PRESSURE
CREATIVITY COMMERCE CONUNDRU
M chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
STAND OUT IN A
CROWDED MARKET
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
MOST B2B CONTENT IS
BORING
“Every year there’s a huge increase in the total amount
of content being created. Most of that content is just
wallpaper.”
Todd Wheatland, Global Head of Strategy, King Content
STOP
STOP
Telling your story instead of theirs
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
WANDERING ROUND IN
METAPHORICAL
HEADPHONES
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
THE STORY IS
EVERYTHING
STOP
Trying to tell everyone EVERYTHING at once
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
IF THEY WANT THE TAP, DON’T SELL THEM THE SINK
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
DON’T OVERLOAD
YOUR AUDIENCE
STOP
Selling! Selling! And more selling!
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
SEGMENTATION IS
CRITICAL
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
THE B2B BUYING
TREADMILL
START
START
Giving yourself time to think
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
FIND YOUR CREATIVE
SPACE
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
YOU ARE NOT A
PERFORMING MONKEY
START
Segmenting – without dehumanising
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
ONE SIZE DOES NOT
FIT ALL
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
SEGMENT YOUR
AUDIENCE
Learnings
Challenges Challenges Challenges Challenges
Responsibilities
Responsibilities
Responsibilities
Responsibilities
Persona name
Persona name
Persona name
Persona name
Persona targeting
Learnings Learnings Learnings
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
REMEMBER PROFESSION
ALS ARE STILL
PEOPLE
START
Challenging yourself creatively
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
SHOW EMOTION IN
YOUR WRITING
CONTINUE
CONTINUE
Repurposing (but not repeating)
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
CONTENT IS NOT COAL
SHOVELLING
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
EACH CHANNEL IS
SLIGHTLY DIFFERENT
CONTINUE
Listening to what works
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
YOU ARE THE ENGINE FOR LEAD
GENERATION
CONTINUE
Making sure your content is a valid part of the prospect journey
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
DON’T SEND PROSPECTS
INTO FREEFALL
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
PASS THE BATON TO THE SALES
TEAM
ASK YOURSELF THE GOLDEN QUESTION…
WOULD I READ THIS?
www.fieldworksmarketing.co.uk
Chelsea Reay
e chelsea.reay@fieldworksmarketing.co.uk
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