from boring to boom! how to write b2b content that packs a punch

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From Boring to BOOM! How to write B2B content that packs a punch Chelsea Reay, Head of Content

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Page 1: From Boring to BOOM! How to Write B2B Content that Packs a Punch

From Boring to BOOM!How to write B2B content that packs a punch

Chelsea Reay, Head of Content

Page 2: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

Page 3: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

BEING A CONTENT WRITER IS

HARD

Page 4: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

B2B COPYWRITE

RS FACE ADDITIONAL PRESSURE

Page 5: From Boring to BOOM! How to Write B2B Content that Packs a Punch

CREATIVITY COMMERCE CONUNDRU

M [email protected]: @Fieldworks

Page 6: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

STAND OUT IN A

CROWDED MARKET

Page 7: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

MOST B2B CONTENT IS

BORING

Page 8: From Boring to BOOM! How to Write B2B Content that Packs a Punch

“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

Page 9: From Boring to BOOM! How to Write B2B Content that Packs a Punch

STOP

Page 10: From Boring to BOOM! How to Write B2B Content that Packs a Punch

STOP

Telling your story instead of theirs

Page 11: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

WANDERING ROUND IN

METAPHORICAL

HEADPHONES

Page 12: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

THE STORY IS

EVERYTHING

Page 13: From Boring to BOOM! How to Write B2B Content that Packs a Punch

STOP

Trying to tell everyone EVERYTHING at once

Page 14: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

IF THEY WANT THE TAP, DON’T SELL THEM THE SINK

Page 15: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

DON’T OVERLOAD

YOUR AUDIENCE

Page 16: From Boring to BOOM! How to Write B2B Content that Packs a Punch

STOP

Selling! Selling! And more selling!

Page 17: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

SEGMENTATION IS

CRITICAL

Page 18: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

THE B2B BUYING

TREADMILL

Page 19: From Boring to BOOM! How to Write B2B Content that Packs a Punch

START

Page 20: From Boring to BOOM! How to Write B2B Content that Packs a Punch

START

Giving yourself time to think

Page 21: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

FIND YOUR CREATIVE

SPACE

Page 22: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

YOU ARE NOT A

PERFORMING MONKEY

Page 23: From Boring to BOOM! How to Write B2B Content that Packs a Punch

START

Segmenting – without dehumanising

Page 24: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

ONE SIZE DOES NOT

FIT ALL

Page 25: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

SEGMENT YOUR

AUDIENCE

Page 26: From Boring to BOOM! How to Write B2B Content that Packs a Punch

Learnings

Challenges Challenges Challenges Challenges

Responsibilities

Responsibilities

Responsibilities

Responsibilities

Persona name

Persona name

Persona name

Persona name

Persona targeting

Learnings Learnings Learnings

Page 27: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

REMEMBER PROFESSION

ALS ARE STILL

PEOPLE

Page 28: From Boring to BOOM! How to Write B2B Content that Packs a Punch

START

Challenging yourself creatively

Page 29: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

SHOW EMOTION IN

YOUR WRITING

Page 30: From Boring to BOOM! How to Write B2B Content that Packs a Punch

CONTINUE

Page 31: From Boring to BOOM! How to Write B2B Content that Packs a Punch

CONTINUE

Repurposing (but not repeating)

Page 32: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

CONTENT IS NOT COAL

SHOVELLING

Page 33: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

EACH CHANNEL IS

SLIGHTLY DIFFERENT

Page 34: From Boring to BOOM! How to Write B2B Content that Packs a Punch

CONTINUE

Listening to what works

Page 35: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

YOU ARE THE ENGINE FOR LEAD

GENERATION

Page 36: From Boring to BOOM! How to Write B2B Content that Packs a Punch

CONTINUE

Making sure your content is a valid part of the prospect journey

Page 37: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

DON’T SEND PROSPECTS

INTO FREEFALL

Page 38: From Boring to BOOM! How to Write B2B Content that Packs a Punch

[email protected]: @Fieldworks

PASS THE BATON TO THE SALES

TEAM

Page 39: From Boring to BOOM! How to Write B2B Content that Packs a Punch

ASK YOURSELF THE GOLDEN QUESTION…

Page 40: From Boring to BOOM! How to Write B2B Content that Packs a Punch

WOULD I READ THIS?

Page 41: From Boring to BOOM! How to Write B2B Content that Packs a Punch

www.fieldworksmarketing.co.uk

Chelsea Reay

e [email protected]