Category: Radix Podcast

Podcast 63: writing B2B copy for international audiences

Posted on by The Radix Team

Knowing the copy you are writing will be translated into another language can have a huge impact on the way you approach it.

What vocabulary can, or can’t you use? Are there cultural differences that you should consider?

In this episode of Good Copy, Bad Copy, David talks to Anja Jones of AJT Translation, to get a first-hand account of the factors that can affect a translator’s job – from figurative language to technical jargon – and what she’d like copywriters to do about it.

Recognising how translating copy can influence its underlying message, Anja explores how to use localisation and transcreation to keep your communications consistent throughout a campaign.

You’ll also hear Fiona and Radix’s head of copy team, Matt, discuss ways to ensure your copy doesn’t produce problems for translators. A few key points being:

  • Don’t compromise good copy for easy translation
  • Avoid ambiguous words with multiple meanings
  • Keep the intent of the copy clear

Finally, we induct another nominee into the Radix B2B Hall of Fame. Nick explains why he chose to blog about Air Charter Service: a company that supplies private jets to the rich and famous – not to mention some high profile world leaders too.

Thanks again to Anja for talking with us. You can find out more about AJT Translation here.

Want to contact the show?

We love to hear from you. You can find us on Twitter… or you can send over your thoughts, questions or ideas to [email protected] (or email us a voice memo!).

How to listen…

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Credits:

Audio editing and music by Bang and Smash.

Podcast 62: content strategy, and how B2B web writing has changed

Posted on by The Radix Team

In a world where design dominates new website projects, copy often comes as an afterthought, or gets overlooked completely.

But why?

Great web copy is a vitally important part of any website. Get it wrong, and your customers will likely drop off because it doesn’t give them anything useful. Get it right though, and you get better page views, less page drop-off, and – most importantly – more conversions.

In the latest episode of Good Copy, Bad Copy, David and Fiona talk about writing web copy, content strategy, and what it takes to run a successful web copy project from start to finish.

Listen now to learn:

  • How we recently managed a successful web copy project for a large international client
  • What you should consider when briefing a writer on a web copy project
  • How strategist Irene Triendl sees the crossover between copywriting and content strategy

We also announce which piece of content is the latest to make it into our B2B Content Hall of Fame this month.

How to listen:

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Credits:

Audio editing and music by Bang and Smash.

Podcast 59: writing email subject lines, B2B InTech 2018

Posted on by The Radix Team

Here’s a simple fact. Your B2B marketing email can be as good as you want, and if your subject line’s no good, nobody will read it.

But here’s where things get really meta… even if your subject line is brilliant, two thirds of your audience are still not going to open your email. That means, most of the time, the subject line and preview text is the only part that will reliably get read.

We tend to think of subject lines as a functional thing, just to get the email opened. But more often than not, they’re all the copy you’ve got.

In this episode of Good Copy, Bad Copy: The B2B Copywriting Podcast, we’re joined by senior copywriter and content lead Steve George, who’ll share:

  • His five go-to approaches for B2B email subject lines
  • How mobile usage is affecting subject line copywriting (in more ways than you think)
  • Why we might need to think differently about what a subject line is for
  • Whether his choice of hat makes a difference to voice and tone

You can also hear our special report from B2B InTech 2018, where we’ll recap favourite sessions, and talk to senior tech marketers, like Scott Stockwell of IBM’s Watson IoT and Malin Liden from SAP, about what they got out of the day.

Want to contact the show?

We want to hear from you. You’ll find us on Twitter… or feel free to send your thoughts, jokes, questions, suggestions, complaints or hat recommendations to [email protected] (better still, email us a voice memo).

Next month, we’ll be talking about what you can expect from a messaging workshop, and inducting the first member to our B2B Content Hall of Fame. 

 

Ways to listen…

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

 

Credits:

Thanks to Scott Stockwell, Sinead, Lukas, Laura Sutton, Malin Liden and Alysha Ferris for allowing David to interrupt your day, and speaking with such clarity.

Audio editing and music by Bang and Smash.

 

Podcast 58: how to get value for money from your copywriter

Posted on by The Radix Team

Demand for great B2B content is growing, but that doesn’t necessarily mean your budget for copywriting is expanding to match. So, naturally you start looking for ways to get more value for money.

But, obviously, you shouldn’t sacrifice quality just to save a few quid – it’s all about balance.

In the newest episode of Good Copy, Bad Copy, David and Fiona discuss a few ways you can get the biggest possible bang for your B2B copywriting buck.

Listen now to find out:

  • How our pricing strategy and copywriting price list came to be
  • Where you can save money and add value to your project
  • Where you really, really shouldn’t cut corners

How to listen…

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Other content we talk about in this episode:

Want to contact the show?

It’s always good to hear from listeners. You’ll find us on Twitter… or feel free to send your thoughts to [email protected] (if you’re feeling fancy, email a voice memo).

Next month, we’ll be talking about the dark art that is writing email subject lines. So if you’ve any questions, thoughts or tips, do get in touch.

 

Credits:

Audio editing and music by Bang and Smash.

Podcast 56: 2017 – a content odyssey (witness B2B marketing’s latest evolutionary leap)

Posted on by The Radix Team

The biggest B2B marketing news of the last 12 months? I’d like to say it was the reclassification of case studies as content by CMI and Marketing Profs – after one plucky content writing agency so eloquently called them out for dropping the format from their annual state of B2B content marketing report.

I’d like to say that… but in truth, the forces at play in B2B marketing this year have been even bigger than our ego. We’ve seen:

  • The triumph of quality over quantity (for now)
  • A battle between data-driven content and creativity
  • A new willingness to invest in deeper, longer form content

And with business-to-business content continuing to evolve, whether it’s through technology (here’s looking at you, VR) or legislation (“Give me a G! Give me a D! Give me a P! Give me an R! Give me a massive new challenge for technology to solve!”) 2018 is shaping up to be even more “exciting” than 2017.

Join Fiona, David and I as we discuss the big surprises of the past year in B2B copywriting and marketing, as well as what we really, really hope to see in 2018.

Listen now to discover:

  • How global politics impacted agencies everywhere in 2017
  • What’s going to replace B2B ebooks
  • How account-based marketing could all go Pete Tong
  • What the current increase in blog lengths really means
  • Why VR fits so naturally in the bottom of the funnel
  • …and more

Plus we’ve got expert insights from:

Evelyn van Kelle (SIG)

John Espirian

How to listen >>

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Credits:

Intro and outro music by Industrial and Marine.

Podcast 55: what did we learn at Copywriting Conference 2017?

Posted on by The Radix Team

Marketers have no shortage of conferences where they can meet like-minded professionals, get inspiration, and spot the latest industry trends. But a conference dedicated to copywriting? That’s not something you see every day.

Attending a conference can sometimes be a risk, as the return on investment’s not always certain. But Copywriting Conference 2017 struck the sweet spot between being informative and entertaining… very entertaining.

In this episode of Good Copy, Bad Copy – and under Emily’s guidance – David, Katy, Ben and I share our impressions of the event and our key takeaways. (Spoiler alert: if you’re here to get the dirty on the bad speakers, there were none. Sorry.)

Listen now to discover:

How to listen >>

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Credits:

Intro and outro music by Industrial and Marine.

Podcast 54: why standout content needs writers *and* experts

Posted on by The Radix Team

Every copywriter knows the feeling of being asked to think up content ideas for clients – and in some cases, developing their whole content strategy. But how much of this planning work should a writer do, who should pay… and, crucially, how much client input do we really need?

Talking to subject matter experts can make the difference between “me too” content and a really standout, original take on a subject. It’s why David rates them among the three people your B2B copywriter definitely needs to meet.

It’s pretty clear that an effective editorial board can transform your content – so why doesn’t this happen as standard? And how can writers and experts work together in a focused way, to get the best results?

In episode 54 of our B2B copywriting podcast, Fiona, David and Emily discuss what it takes to go from good copy to great copy.

Listen now to discover:

  • Why there’s issues around access to subject experts
  • The risks of being cagey with access
  • Standing out from the crowd, and why it’s important
  • How deep insight on a niche topic can make all the difference
  • When copywriters should be relied on for content ideas

How to listen >>

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Credits:

Intro and outro music by Industrial and Marine.

Podcast 53: style guide v tone and voice. What’s the difference?

Posted on by The Radix Team

Do you italicise titles? Or put them in speech marks? The question may seem barely worth your time, but the fact remains: writing “Ulysses 31” and Ulysses 31 in the same sentence looks more than a little sloppy.

A good style guide can help you keep content consistent, even when you’ve a small army of people writing for your brand.

But do you need one? What should it contain? And is it the right place to lay down the law on voice and tone?

Hear Emily, Fiona and David share their expert perspectives in our 22-minute guide to guides (and still find the time to reminisce over 1980s Franco-Japanese cartoons).

Listen now to discover:

  • The difference between “editorial style” and “voice and tone” guides
  • The one thing absolutely every style guide should contain
  • Our gripes with The Economist Style Guide (which, for the most part, we love)
  • Why blog posts are a special case when it comes to “voice and tone” rules
  • … and much, much more

How to listen:

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Resources mentioned in this episode:

The Economist Style Guide Online

Credits:

Intro and outro music by Industrial and Marine.

Header based on photo by Tim Graf on Unsplash.

Podcast 51: Do you need jargon in effective B2B marketing copy?

Posted on by The Radix Team

You may think you can escape using jargon in your B2B copy. You may believe that you need to write in a way that your Auntie Kathleen can understand. Alternatively, you might feel that your copy isn’t professional unless it’s couched in the latest technical and business speak. Which is right?

It’s easy to see why technical jargon has a place in B2B marketing copy – you need to call things by the same terms the audience is using. Using industry jargon in context can mark your copy out as relevant to customers.

Even copy laden with full-on business speak can have its place in the B2B copy landscape. It’s all a matter of context and audience.

But how do you do that, without turning your copy into meaningless business BS? Can you use jargon and still stand out?

Join Fiona, David, and me as we take a journey down a linguistical rabbit hole, and find out how to effectively use jargon in business-to-business marketing copy.

Listen now and find out:

  • The importance of speaking your audience’s language
  • Why plain English isn’t always the answer
  • How language affects the credibility of copy
  • Business guff that does need to go
  • … and more

Ready to give it a listen?

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Stuff we mentioned

You can find that awesome article on corporate claptrap, by Lucy Kellaway, for FT.com, here.

Check out the picture of that Pokémon and coding language infused recruitment profile here.

And you can see the “Accelerating Next” copy in Fiona’s blog post on why you need to stop using the present participle in your headlines.

Credits:

Intro and outro music by Industrial and Marine.

Header image adapted from photo by Caleb Rogers on Unsplash.

Podcast 48: B2B blogging keeps changing – so how do you write a good post?

Posted on by The Radix Team

Blogs are one of the most-used content tactics by B2B marketers, according to research by Content Marketing Institute and MarketingProfs. (In fact, they’re the second most used.)

And guess what? Here at Radix, we wrote more blog posts in 2016 than any other content format.

Blogging is still big in business to business marketing – but things are changing, fast. In our recent #b2bcopychat, some people were noticing a trend for longer, better-researched blogs… while others had heard whispers that the format might be dying out.

Which is true – or could it even be both? Join Fiona, David and me as we discuss why blogs play such a huge role in B2B marketing, and how to write blog posts that readers will want to engage with.

Listen in now and find out:

  • Why blogs are such a versatile format
  • Why they’re getting longer, better, and more expensive
  • The importance of quality, and niches
  • Our top tips for writing quality blog posts
  • … and more

You can download the episode here (right-click and “save-as” to download). Or stream the episode in the player at the top of the page.

(Or you can subscribe to the podcast on iTunes here. Alternatively, add our RSS to your preferred podcast player.)

Notes from this episode…

Want to know what a present participle is? Then check out this explanation over on Grammar Monster.

Thanks to Paul Hewerdine of Earnest, and the #b2bcopychat gang for their input to this episode.

Music by Industrial and Marine.