From Boring to BOOM!How to write B2B content that packs a punch
Chelsea Reay, Head of Content
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[email protected]: @Fieldworks
BEING A CONTENT WRITER IS
HARD
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B2B COPYWRITE
RS FACE ADDITIONAL PRESSURE
CREATIVITY COMMERCE CONUNDRU
M [email protected]: @Fieldworks
[email protected]: @Fieldworks
STAND OUT IN A
CROWDED MARKET
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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
Telling your story instead of theirs
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WANDERING ROUND IN
METAPHORICAL
HEADPHONES
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THE STORY IS
EVERYTHING
STOP
Trying to tell everyone EVERYTHING at once
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IF THEY WANT THE TAP, DON’T SELL THEM THE SINK
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DON’T OVERLOAD
YOUR AUDIENCE
STOP
Selling! Selling! And more selling!
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SEGMENTATION IS
CRITICAL
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THE B2B BUYING
TREADMILL
START
Giving yourself time to think
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FIND YOUR CREATIVE
SPACE
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YOU ARE NOT A
PERFORMING MONKEY
START
Segmenting – without dehumanising
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ONE SIZE DOES NOT
FIT ALL
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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
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REMEMBER PROFESSION
ALS ARE STILL
PEOPLE
START
Challenging yourself creatively
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SHOW EMOTION IN
YOUR WRITING
CONTINUE
Repurposing (but not repeating)
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CONTENT IS NOT COAL
SHOVELLING
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EACH CHANNEL IS
SLIGHTLY DIFFERENT
CONTINUE
Listening to what works
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YOU ARE THE ENGINE FOR LEAD
GENERATION
CONTINUE
Making sure your content is a valid part of the prospect journey
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DON’T SEND PROSPECTS
INTO FREEFALL
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PASS THE BATON TO THE SALES
TEAM
ASK YOURSELF THE GOLDEN QUESTION…
WOULD I READ THIS?
www.fieldworksmarketing.co.uk
Chelsea Reay
e [email protected]