Category: Radix Podcast

The B2B Content Audio Blog #11: how to run a successful editorial board

Posted on by John Kerrison

Editorial boards are a great way for marketers to continually produce original, engaging ideas and deliver on a successful content marketing strategy. But, getting people together is just the first step.

For your editorial board to truly work its magic you need to follow some best practices, and this 8-minute audio blog will tell you what they are.

Tune in now to learn:

  • What and editorial board is – and why you should run one
  • 5 essential steps for editorial board success
  • How to structure your meetings for the best results

“Looks like we got ourselves a reader…”

If you’d rather read than listen, here’s Emily’s original blog post: Editorial boards in B2B content marketing: a beginners’ guide.

Or if you’d like to try another Radix podcast, there’s always Good Copy, Bad Copy: the B2B Copywriting Podcast.

How to listen

You can download the episode here, or stream the episode in the player at the top of the page.

Alternatively, you could subscribe to us on iTunes, or use this RSS feed here. Excitingly, you can also now find us on Spotify.

Get in touch

Got something to say?  Email [email protected], tweet at us, or leave an iTunes review. We have three episodes left, so we’d love to know what you thought of the series.

Credits

Audio editing: Bang and Smash

Theme tune: “Chinny Reckon” by the Nye Bevans

Podcast 67: B2B content trends and analytics – which formats get the best results?

Posted on by George Reith

At any point in time, B2B content marketers have an almost infinite number of strategies, formats and tactics they can use to engage their audience.

But how do you know which will have the greatest impact? Do you need to adopt different approaches at different points in the funnel? And how do you even measure the real engagement of your content assets?

In our latest episode of Good Copy, Bad Copy, David and Fiona dig into the CMI and MarketingProfs B2B Content Marketing report. They look at the different content trends marketers are using and discuss why some types of content are performing better than others.

They also recap twitter conversations with MarketingProfs’ Ann Handley, and Lisa Murton Beets and Robert Rose from the Content Marketing Institute, about the report, and what’s really stopping marketers from producing their best work.

David also speaks with analytics consultant Jake Kimpton from specialist SEO agency 3WhiteHats. They discuss why bounce rate isn’t a great metric, how you can use Google Analytics to add goals and calculate real page value, and some advanced engagement tracking tips offered by Google Analytics expert Simo Ahava.

Also discussed in this month’s episode:

  • Will better data help B2B content marketers secure buy-in for better content?
  • Why do so few marketers use conversations with real customers to inform content?
  • Should you ever really consider bounce rate an accurate measure of performance?

We want to hear from you

We very much welcome any comments, questions and ideas on the podcast. You can send them via @radixcom on Twitter or [email protected] (you can even email us a voice memo, if you’re into that sort of thing).

Lots of ways to listen

There’s a big “play” button at the top of the page. But if you don’t fancy streaming, you have plenty of other options…

Have you heard our *other* podcast?

The pilot series of our B2B Content Audio Blog is nearing its climax. The idea is it’s a quick, weekly listen that’s easy to digest on a commute, or a run, or while you’re darning your socks.

Lately, we’ve talked about QA tests for B2B copywriting, a multipurpose blog structure you can steal, and a new way of looking at email subject lines. We’d love to know what you think.

Credits:

Podcast editing and music by Bang and Smash

The B2B Content Audio Blog #10: five essential QA tests for B2B copywriting

Posted on by John Kerrison

Even the best writer can have an off day. So how do you ensure your content is consistently top-notch?

Unfortunately, there are no shortcuts—but there are some tricks of the trade. Here at Radix, we have a set of five quality control standards, which we use for our internal reviews.

Whether you’re reviewing someone’s copy, or about to publish some of your own, these five questions will let you know if your writing is good to go.

Listen now to learn:

  • The questions behind our Maslow-inspired pyramid of copywriting skills
  • How to spot simple, and not-so-simple, mistakes
  • How to pass the ‘so what’ test and the importance of being exceptional

“Looks like we got ourselves a reader…”

David’s original blog post includes a graphic of the skills hierarchy itself: Does your B2B tech copy pass these five tests?

Or if you’d like to try another Radix podcast, there’s always Good Copy, Bad Copy: the B2B Copywriting Podcast.

How to listen

You can download the episode here, or stream the episode in the player at the top of the page.

Alternatively, you could subscribe to us on iTunes, or use this RSS feed here. Excitingly, you can also now find us on Spotify.

Get in touch

Got something to say?  Email [email protected], tweet at us, or leave an iTunes review. We have three episodes left, so we’d love to know what you thought of the series.

Credits

Audio editing: Bang and Smash

Theme tune: “Chinny Reckon” by the Nye Bevans

The B2B Content Audio Blog #9: a foolproof blog post structure you can steal

Posted on by John Kerrison

You’ve got a great idea for you next blog post—so why is it so difficult to get down?

Ordering your arguments and writing persuasively is one of the most important skills for a writer to have, and with the right structure it doesn’t even have to be that hard.

In this audio blog you’ll hear structural template that you can totally steal (with our blessing) and use for almost any blog you’re likely to write.

In six minutes flat, you can pick up:

  • Our bulletproof structural template for a basic blog post
  • The top tips we rely on for engaging our audience
  • Ways to add value to your posts—no matter what you’re writing about

“Looks like we got ourselves a reader…”

You’d prefer the old-fashioned, written version of this piece, here’s A basic structure you can use for almost any blog post.

Or, if you’re you’d like to listen to something longer, try our monthly discussion podcast Good Copy, Bad Copy: the B2B Copywriting Podcast.

How to listen

You can download the episode here, or stream the episode in the player at the top of the page.

(If you’d rather use your podcast app, you subscribe to us on iTunes, and there’s an RSS feed here.)

Get in touch

Got something to say?  Email [email protected], tweet at us, or leave an iTunes review. (Please, we’re lonely…)

Credits

Audio editing: Bang and Smash

The B2B Content Audio Blog #8: you’re doing email subject lines wrong; here’s why

Posted on by John Kerrison

If you write marketing emails you’ve no doubt been told over and over again that the subject line is the most important thing to get right. Why? Because it’s first thing the audience will read – and governs whether or not your email gets opened.

But the truth is, it’s more than that. Most of the time, it’s the only thing your audience will ever read.

So, how do you craft punchy, engaging subject lines time after time? In this audio blog we share our top tips for capturing your audience’s attention from the get-go (and delivering at least some marketing value even when they don’t open your mail):

  • Why getting an email opened isn’t even half the battle
  • The importance of targeting your reader’s subconscious
  • Four ways to craft the perfect subject line

“Looks like we got ourselves a reader…”

You’d prefer to read Steve’s original blog post for yourself? That’s absolutely fine by us. Here’s Subject lines: the secret shortcut into the subconscious.

Or, if you’re you’d like to listen to something longer, try our monthly discussion podcast Good Copy, Bad Copy: the B2B Copywriting Podcast.

How to listen

You can download the episode here, or stream the episode in the player at the top of the page.

(If you’d rather use your podcast app, you subscribe to us on iTunes, and there’s an RSS feed here.)

Get in touch

If you found this audio blog format useful, we’d love to know. Email [email protected], tweet at us, or leave an iTunes review.

Credits

Audio editing: Bang and Smash

Title music: “Chinny Reckon” by the Nye Bevans

The B2B Content Audio Blog #7: how to write an ebook that gets results

Posted on by John Kerrison

Content marketing is full of ebooks; some good, some bad, and some ugly. How do you write content that really stands out?

In this audio blog we present a definitive guide to writing ebooks the right way. We identify the key characteristics and tricks of the trade that will get your words read – and more importantly, responded to.

Listen now to learn:

  • The three hallmarks of a great ebook
  • Top tips for approaching your next project
  • An step-by-step guide to writing every section

“Looks like we got ourselves a reader…”

If you’d rather see the written version of Fiona’s complete guide, here’s How to write an ebook for a B2B audience.

Or, if you’re you’d like to listen to something longer, try our monthly discussion podcast Good Copy, Bad Copy: the B2B Copywriting Podcast.

How to listen

You can download the episode here, or stream the episode in the player at the top of the page.

(If you’d rather use your podcast app, you subscribe to us on iTunes, and there’s an RSS feed here.)

Get in touch

If you find the audio blog format useful (or if you have a way to improve it), please do get in touch. Email [email protected], tweet at us, or leave an iTunes review.

Alternatively, you can read about our ebook writing services, here.

Credits

Audio editing: Bang and Smash

Title music: “Chinny Reckon” by the Nye Bevans

Podcast 66: is it ever OK to use comedy in B2B copy – and if so, how do you do it well?

Posted on by The Radix Team

Making people laugh is hard at the best of times – but when you’re writing in the guise of a brand, it’s even harder.

How do you know what your audience will find funny? And what if your audience doesn’t share your sense of humour, and it actively damages your brand’s reputation?

With the risks so high, you might think it’s best to avoid humour altogether in B2B copywriting. But is that really true – and if not, how do you go about getting B2B comedy right?

Three B2B comedy experts share their insights

In this special edition of Good Copy, Bad Copy, I talk to three people who know a thing or two about comedy and B2B copywriting.

The result: a full 45 minutes packed with expert tips on how to do B2B comedy well; what to avoid at all costs; and when it’s better not to try to be funny, even if you really want to.

Here’s the line-up:

Craig Beadle, comedy journalist-turned-copywriter at B2B content marketing agency Velocity Partners, gives us the lowdown on:

  • Which content formats work well for comedy – and which don’t (06:30)
  • How Velocity uses its own brand of humour to attract the right kind of clients (09:00)
  • The one time they took things too far – and discovered a line you can’t cross (13:21)

PLUS: Why this trio of ads by Sandwich Video for Wistia is his favourite bit of B2B humour.

Pauliina Jamsa, senior online marketing manager at Siemens and veteran of over 70 stand-up appearances, spills the beans on:

  • How she uses humour to liven up conference presentations (19:11)
  • Why B2B brands shouldn’t try too hard to be funny (22:52)
  • Why customers are your best source of comedy inspiration (just don’t make them the butt of the joke) (28:59)

Richard Preddy, comedy scriptwriter with TV credits including The Fast Show and Green Wing, and writer-for-hire on corporate video projects, gives us his two cents on:

  • When it’s appropriate to use humour in your content – and when it isn’t (35:04)
  • How to convince sceptical client stakeholders your idea is genuinely funny (36:38)
  • Why visual content lends itself better to comedy than text (38:23)

PLUS: Why this video earned Zendesk Richard’s vote for funniest B2B tech brand.

Thanks once again to our three fabulous contributors for their time, honesty and humour.

Want to contact the show?

If you have any questions for our contributors, or comments for us, fire away. You can reach us via @radixcom on Twitter or [email protected] (you can even email us a voice memo, if you like).

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.

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

Have you heard the one about… interviewing subject matter experts?

That’s the latest topic in our new, short-form podcast series, The B2B Content Audio Blog. Each one is a quick, easy listen on a specific aspect of B2B content writing – from writing for ABM to the evils of using the present participle in headlines. We’d love to know what you think.

Credits:

Podcast editing and music by Bang and Smash

The B2B Content Audio Blog #6: how to interview subject matter experts

Posted on by The Radix Team

Here’s a thing nobody tells you about being a B2B content writer: it’s not just about writing. You also need mad interviewing skills.

You see, most really good B2B content starts in the head of a subject matter expert. And it’s usually your writer’s job to get it out.

In this short audio blog (like a proper blog, except we read it out loud so you can do something more interesting instead), we reveal six surprising questions we use to get beyond the same-old content, and create something our client’s audience will really love.

When you’re ready, click play.

“Looks like we got ourselves a reader…”

If you’d rather read George’s questions for yourself, you’ll find them in his blog post 6 weird questions we ask subject matter experts (and why).

And here’s that guide to interviewing B2B experts that we mentioned in the recording.

Or, if you’re happy listening and you’d like some more, try our monthly discussion podcast Good Copy, Bad Copy: the B2B Copywriting Podcast. The next one’s a B2B comedy special!

How to listen

You can download the episode here, or stream the episode in the player at the top of the page.

(If you’d rather use your podcast app, you subscribe to us on iTunes, and there’s an RSS feed here.)

Get in touch

If you find the audio blog format useful (or if you have a way to improve it), we really, really, really want to hear from you. Email [email protected], tweet at us, or leave an iTunes review.

Credits

Audio editing: Bang and Smash

Title music: “Chinny Reckon” by the Nye Bevans

The B2B Content Audio Blog #5: the big mistake you’re making with titles

Posted on by John Kerrison

What is a present participle? Why are they overused? And what exactly is the difference between a gerund and a gerundive?

In this 9-minute audio blog, we look at the unexpected effect all those “-ing” words are having on your copywriting, and show how you can replace vague sentiments with clear, effective titles.

Give it a listen, to learn:

  • What a present participle is—and why you’re almost certainly using them too much
  • The best alternatives to woolly word choices
  • Why no one in their right mind cares what a gerundive is anyway

“Looks like we got ourselves a reader…”

If you’d rather read the full text of Fiona’s original blog post in all its unadulterated glory, here’s Death to the present participle, or why “-ing” is not your friend in B2B headlines.

Alternatively, if you prefer a longer listen, try our monthly discussion podcast Good Copy, Bad Copy: the B2B Copywriting Podcast.

How to listen

You can download the episode here, or stream the episode in the player at the top of the page.

(If you’d rather use your podcast app, you subscribe to us on iTunes, and there’s an RSS feed here.)

Get in touch

If you find the audio blog format useful (or if you have a way to improve it), we really want to hear from you. Email [email protected], tweet at us, or leave an iTunes review.

Credits

Audio editing: Bang and Smash

Title music: “Chinny Reckon” by the Nye Bevans