Category: The Blog

We need to talk: the power of a great briefing call

Posted on by The Radix Team

Even though we’re specialist B2B tech copywriters, briefing calls are essential to helping us create truly great content. It’s what adds that magic extra 10% that makes amazing content stand out from the crowd.

It’s our opportunity to talk to your experts – the people who live and breathe your story and what you’re selling. And it’s also your chance to provide us with extra nuggets of information we may not have had otherwise.

The result is a piece of copy that reads like the writer is indeed an expert in their field, which means a more interesting read, more captivated readers, and hopefully, more business coming your way.

Briefing calls take time and money. Can I avoid one?

The short answer is yes, of course. In many cases, there’s nothing wrong with writing a piece of copy without having a call first. Indeed, much of our regular work for long-standing clients and campaigns just needs a written brief.

But if you really want your content to be original and add value – especially if it’s a bigger project, or a subject uniquely discussed by your business – a briefing call can make the difference between good and great.

Often, once we start probing on a call, new themes and ideas emerge that maybe wouldn’t have seen the light of day otherwise. And it gives us a fresh, original angle that tells the reader something they didn’t already know, that’ll be of genuine use.

So, what do I (the client) get out of it?

Quite simply, it’s your chance to ensure we’re on the right track, and that we’ve got all those tasty nuggets of information that’ll help the finished piece cut through the noise and be heard.

We love to collaborate closely with our clients – it’s how we read between the lines, and ensure you get the copy back that you envisaged in the first place.

Especially for larger projects or projects with multiple stakeholders, there’s inevitably going to be lots of input which needs addressing. Close collaboration and communication keeps everything on-track.

What does it mean for a long-term relationship?

If we’re talking to you regularly, either on the phone or face-to-face, we’ll almost certainly build up a fantastic working relationship with you.

Simply, we’ll be able to understand the ins and outs of your solutions and how you make your customers’ lives easier. What’s more, our product knowledge will quickly grow, so it’s almost like having an in-house writer in your team.

Over time, briefing becomes quicker. And we become more able to suggest ideas and perspectives of our own to keep your content fresh.

Briefing calls: your ticket to truly well-written copy

If you like the sound of the way we work, take a look at some of our previous client work to see our capabilities.

B2B Content Hall of Fame: the motor catalogue that repositioned a brand

Posted on by The Radix Team

Imagine you make the world’s best electric drives and motors. Your Swiss-engineered precision is legendary, and your powerful, high-value products are used everywhere a tiny motor must never, ever break.

Your customers make Formula One cars. Surgical robots. Sub-sea exploration drills. And you know that Mars rover that was supposed to work for 3 months, but lasted 15 years instead? Yup: loads of your kit on board.

Cool, huh?

But there’s a problem: legendary, Swiss-engineered precision does not come cheap. Or especially quickly. And sitting between you and every mouthwatering engineering project, there’s a purchasing person who doesn’t care two hoots about the longevity of your Neodymium magnets.

No, their KPIs are all about delivery schedules and cost – and there’s no shortage of bargain-basement competitors lining up to sell them an inferior product at a tempting price.

That’s pretty much the problem Maxon Motor faced. Right up until the company’s marketers did something really smart, that cemented the brand at the top of its market.

And at the heart of everything? A product catalogue.

Change the audience, change the outcome

The smart thing Maxon did was to stop trying to convince the purchasers, and talk instead to an audience that really does appreciate the value of a lighter, stronger, tougher motor.

Design engineers.

If you only engage with an engineering project at the buying stage, Maxon realised, a cheaper alternative will clobber you every time. But if you can convince an engineer to build you into their design? It’s a brave purchaser who’ll overrule the technical expert on such a crucial component for the sake of a few cents.

And even if Maxon is not specified overtly, a design based around the company’s motor specifications means that the purchaser now has to find a unit that can deliver this much power, in that tiny space, while reliably withstanding these conditions. Suddenly, you can count the competitors on one hand.

The trick is getting into that design phase – and that’s a content marketing challenge.

Enter the Maxon Motor catalogue.

Product catalogue as content marketing

The first thing you notice when you open a Maxon Motor catalogue (other than the terrifying thud as it almost crushes your desk) is just how little promotional product content there is – for a company with hundreds of thousands of modular combinations, anyway.

That’s because it’s not just a list selling products; it’s a selection guide. And it contains every formula, graph, schematic and circuit diagram a design engineer could possibly need when they’re specifying the right motor for their new product. Torque profiles are discussed. Thermal tolerances explained. Commutation options compared.

At one time, you’d barely see a product for the catalogue’s first 50 pages (Maxon has since shaken up the order a little, but the principle remains).

Because the second thing Maxon realised is this: Maxon’s engineers may live and breathe drives and motors every day, but a customer’s design engineer might specify a motor once a year; maybe less. They’ll have learned the theory at university, but even those who were paying attention will appreciate their memory being refreshed.

Picture the time-honoured content marketing Venn diagram: “stuff the customer is interested in” versus “stuff your brand knows about”. For Maxon, at the time a design engineer is specifying a high-precision motor (the key moment to influence), that diagram’s basically a circle.

You just have to get the content there at the right time. Which is why the format is so clever.

Content that pulls its weight

The Maxon Motor catalogue weighs a tonne. (I haven’t done the science, but I’m willing to bet it’s heavier than any of the products it describes.) For context, its page count is roughly the sames as Dickens’ Great Expectations.

That’s the genius.

Everyone hates to feel marketed to. And design engineers feel that aversion stronger than most. So when someone eschews a flimsy product showcase and sends you a big-off, serious-looking book, full of figures and diagrams? And it’s about something you need to know on a periodic basis?

First thing: the brand clearly gets you. These are people you can deal with.

Second thing: the book stays on your desk. There’s no way you’re losing something that useful. (Besides, think how many forests were beaten to death to bring it to you…)

The book’s size is precisely what enables it to put the content in the right place, at the right time. I have no idea how wince-inducing the postage is to send them out (not to mention the cost of translating 508 pages into eight different languages), but it’s worth every Euro.

And that’s not all. Maxon gives you the CAD drawing for every product in the guide. So when you know the specification you need, you pick up the file, drop it in place, and… BOOM. The design engineer’s life gets a whole lot easier, and suddenly the purchaser has to buy a motor the exact size, shape and capabilities of this Maxon motor. Neat.

You’d better believe this is great B2B content

The more B2B content marketing anchors itself at the mouth of the sales and marketing funnel, the harder it is for buyers to actually make a decision. That benefits nobody.

For years, Maxon Motor’s selection guide has quietly been aligning the brand with its most profitable target audience, by giving them the knowledge they most need, in a format that feels natural, and that customers are glad to receive and keep to hand. And Maxon has dominated its natural target market.

I can think of no more fitting nominee for our B2B Content Hall of Fame.

Ghostwriting in B2B: fake content or essential thought leadership tool?

Posted on by The Radix Team

This may not come as a shock to you, but a lot of blogs, articles, and white papers published by influential names in B2B aren’t necessarily written by that person.

Even thought-leadership pieces, where the named author is an expert in their field, are often ghostwritten by a copywriter – either because words aren’t that expert’s strong suit, or they simply don’t have the time to write it themselves.

Matching the best writing with the best expertise is a recipe for great content. But where anyone who’s willing to pay for the goods can commission a copywriter to make them look like a thought leader, there’s also the temptation to pretend you know more than you do.

So, in a bid to rid the world of disingenuous content, here’s a short guide to ghostwriting – why it’s an opportunity for true B2B experts, and why easy thought leadership isn’t something you can just buy.

What can a B2B ghostwriter do, exactly?

Let’s make one thing clear. Ghostwriting is a perfectly acceptable thing to do in B2B content marketing.

In fact, it’s invaluable for people who have a lot of important stuff to say, but little time to write it. Or who may be super smart, but simply don’t have a way with words.

Done well, ghostwriting helps to ensure we get to read interesting, engaging stuff from the real thought leaders – not just people who happen to write well, and have time on their hands.

Consider a day in a life of a CEO. They’re extremely busy, and barely have enough time as it is. And while they may have the drive to write their own content, they just don’t have the time. Or think about a product specialist, who knows absolutely everything about their subject, except what a non-expert would find interesting.

That’s where a ghostwriter is essential.

A thought leader can brief a writer on a subject – even if it’s just their big idea, or a brain dump of what they know. A good copywriter who understands the audience can find the angle, and present it in a way that reflects the true views and deep knowledge of the expert, and also chimes with their real voice.

You get the piece they would have written, but sharper and more engaging. (And actually written instead of still in their head.)

Critically, because it’s based on the expert’s real knowledge and opinions, the content says something that no one else is really talking about, or that contains genuinely unique insight.

Why can’t we all be thought leaders?

Simply, to be a thought leader, you need to know your subject inside out. You need to have insights that other people don’t have.

As a B2B technology copywriter, I’ve amassed a broad enough knowledge to write confidently about enterprise tech, and translate someone else’s knowledge into a decent piece of copy. With a solid brief, a call, and some desk research, I can soon write in a confident way on even a niche subject. On a good day, I can make the real thought leader look like a writer as well.

But I’m still far from a thought leader in anything.

Without that crucial insight from a real expert, my best content is still only going to be a rehash of views and information that’s already available in the world. It won’t add any value. It’s not thought leadership.

Faux thought leaders: why ultimately, the frauds lose

If a specialist copywriter can produce something decent from their own knowledge, why aren’t people pretending to be thought leaders in the pursuit of new business?

The short answer is, they are. And it’s a really big problem in B2B technology. Faux thought leaders passing themselves off as experts, while copywriters do the leg work of re-presenting old thoughts as if they’re new.

As a result, the internet is awash with blogs and articles which merely repeat what’s already being said. It’s disingenuous, and it contributes to the noise that makes the B2B internet such an annoying place to be.

Happily, though, the phoney thought leaders are usually wasting their money.

Fake thought leadership (the kind without any leading thoughts) is easy to spot. And not only does it reflect badly on the brand or person it represents, but when it comes to actually deliver the goods, they simply can’t.

I’ve got the knowledge, but no time. Help me.

Perfect – that’s what we like to hear. We’ll bet you have a tonne of insight ready to be put down onto paper, and copywriters are here to help.

 

The three pillars of a great B2B copywriting brief

Posted on by The Radix Team

There’s far more to achieving great copy than just hiring a great writer.

If you’re lucky enough to find a writer that just gets you from day one, that’s a great start. Most of the time however, great copy needs a little bit more. To get real results, you’ll need to spend time briefing your writer on what it is you hope to achieve.

But what exactly goes in to a quality brief? There will always be variables that dictate how extensive a brief must be, but as a rule of thumb, it will always revolve around these three pillars.

The three pillars of a perfect brief

  1. The non-negotiables

Good housekeeping is just as important as good writing. Nobody wants to deliver heartbreakers like: “the copy is great, but it’s all in the wrong wireframe” or “it’s wonderfully written, but way too short” – and we don’t exactly love hearing them either.

When we say the non-negotiables, we’re referring to often overlooked, but crucial information like word counts, calls-to-action, language preferences, content formats and wireframes.

Is it in UK or US English? What do you want the audience to do after reading? Is it gated or open content? All that stuff that’s easy to forget, but oh-so-important.

Who are we, and who cares?

Good B2B marketing copy serves a function. Great copy puts on a performance, one that has:

  1. A clear idea of who you are, how you speak, and how you want your audience to perceive you – one that accurately reflects your tone and voice?
  2. A well-defined audience persona: what is their job role, what are their immediate and long-term challenges, and what are their primary values? What’s going to get them emotionally invested in the topic?

It might seem like we’re asking a lot but creating a semi-fictional persona can go a long way to attaining an appropriate tone that’ll resonate with your audience. We don’t need to know what they had for breakfast, or whether they prefer Revolver or Rubber Soul [editor’s note: Rubber Soul, obviously], but we do want to know what business challenges they face and how they prefer to work. Keep it simple, and on-point where possible.

Why this project – and why now?

So, you want to write an eBook about emerging threats to enterprise security. But why? And why now? This kind of context is always helpful, so make sure you consider the following:

  • What circumstances led to the project coming to life?
  • What do you hope to get out of the project as a business?
  • What do you want the audience to take away from it?

And again, what do you want the audience to do?

The more the writer understands about what they’re writing, the more confident they’ll be in the copy they produce, and better yet – the more they’ll feel confident enough to add additional value.

While your answers might not make it into the first draft, a project’s purpose, and the context around it are critical. So please don’t shy away from a little background exposition. We love it.

To discuss our briefing process in greater detail, please get in touch.

Or in the meantime, have a read of David’s piece on ‘Three people your B2B copywriter definitely needs to meet’ for more advice on getting the best copy from your writer.

A content marketer’s guide to the B2B Marketing Expo 2019

Posted on by The Radix Team

The sheer size of a big marketing exhibition can be both promising and frustrating. With all those exhibitors and talks, there’s bound to be a few unexpected gems that can add value to your work – but how do you cut through the parts that aren’t relevant, to find what you really need?

As a company that’s both speaking and exhibiting at London’s B2B Marketing Expo in March, we have the same concern. The niche we work in (writing content for B2B tech agencies and brands) means we’re bound to be of interest for content marketers visiting the show. But will they find us amid all the videographers, Hubspot aficionados and branded cupcake firms?

To help, we’ve combed the listings (don’t even go there… Soooo. Many. Buzzwords…) to come up with a focused tipsheet for content marketers in particular – with the keynotes, seminars and stands you won’t want to miss.

Into content marketing? Go on the Wednesday.

It may seem counterintuitive – what with SAP’s Jack Dyson giving his big content keynote on the Thursday – but we think there’s marginally more for a content marketer to see on Wednesday 27th. (And no, it’s not just because that’s the day we’re speaking.)

Here’s one potential route through the day…

11.00–11.30 Scaling visual content marketing (Keynote theatre)

This clashes with a promising-looking Inbox Insight talk in Theatre 27, but that’s also on Thursday (see below) so we’ve gone for Grant Munro from Shutterstock. Tailoring a message at scale is a tricky thing to do – whether it’s writing or visual content – so the “tools and strategies” Grant promises should be helpful. (We just hope this isn’t simply a big stock photo pitch in disguise.)

11.45–12.15 How to plan an inbound campaign in 20 minutes (Theatre Hall 26)

If Ian Guiver from Axon Garside can deliver what he promises, there should be plenty of good ideas here to set your content within an effective sales and marketing strategy… with ten minutes to spare!

13.15–13.45 Five terrifying risks you should take with your content (Theatre Hall 12)

A good hour to grab some lunch, browse some exhibition stands and hit the networking area before joining the queue for the undisputed highlight of the event. Yes, it’s Radix’s own seminar, which will give you five calculated creative risks that will help your content to stand out.

(If you’re attending on the Thursday – or if you can’t get a seat – don’t despair; we’re also planning to run this session as a webinar. Sign up for our copywriting advice emails, and we’ll keep you updated.)

14.00–14.30 Cut the crap: transparency in video (Theatre Hall 28)

This is the year video marketing is supposed to take over (which is what they said at the start of 2008, and every year since). Whether that’s true or not, we’re big fans of the insane honesty school of B2B content, for video and writing alike. Most B2B marketers could do with an occasional reminder to keep it real, so if Paul Hamblin of The Video Club has some practical tips to share, you can count us in.

15.30–16.00 10 key pointers on B2B market research (Theatre Hall 14)

OK, this one’s a bit of a curve ball. But a great, original piece of primary research is always a brilliant starting point for a tasty bit of content that really stands out. (Don’t believe us? Ask Orbit Media, or Grist and Coleman Parkes.) A basic grounding won’t go amiss, and Teresa Hadfield from The ICG’s talk promises a key pointer every three minutes on average, which seems like a pretty good return to us.

Thursday’s agenda: content marketing in context

OK, so you’ve booked to go on the Thursday. No problem; there’s still plenty of promising sessions for you to attend. Some will improve your content directly, others are more about the context where it sits.

11.00–11.30 Content that Works (Keynote theatre)

With a capital “W”, no less. Jack Dyson from SAP is promising hacks that can save your life, squeeze every last drop of value from your marketing, and takes your content from bland to brilliant. SAP create some good stuff, so this should be worth a listen (even if it’s just to find out what “couture content” is).

11.45–12.15 ABM: what it is and how to do it in B2B services (Keynote theatre)

Don’t move a muscle; stay right in your seat. Account-based marketing (ABM) is the close cousin of content marketing, and we think there’s lots of scope for crossover between the two. Andrea Clatworthy from Fujitsu is as good a speaker on the subject as you’ll find (and we’re not just saying that because she contributed some great advice to our ABM content ebook). If you want a crash course in ABM, this is the place to be.

12.30–13.00 You’re looking at the funnel the wrong way (Theatre 27)

We’ve long agreed that the funnel is a useless metaphor for the buying journey, and that other alternatives would be much more fun. But we’ve never heard the thought applied to content amplification before, and we’re intrigued to hear what Ross Howard from Inbox Insight has to say.

14.00–14.30 7 steps to creating the perfect explainer video (Theatre 25)

There are few things to beat a really good explainer video. Sadly, few explainer videos are really good. If you’ve never wondered why some work and others don’t, these seven steps from Eden Videos’ Martin Ray-Jones could be just the ticket. We’re certainly hoping to learn a few tricks and tips for our own script writing efforts.

14.45–15.15 Make B2B prospecting great again (Theatre 11)

Yes, this is Leadfeeder (one of those services that tells you which companies have been looking at your website). And no, we haven’t lost our marbles. As long as it’s above board, and not personally identifiable data, the more intelligence we can all get about who’s enjoying what content, the better we’ll all get at writing for the clients we most want. The speaker, Dipak Vadera, is a sharp guy, and we reckon this will be full of tips for bridging the gap between content and sales, without being weird about it.

Our pick of the exhibition stands

You might want to mark a few stands on the floor plan, to visit between the talks. But unless you have a military-grade tolerance for marketing clichés, we recommend you steer clear of the online exhibitor list. Seriously; we barely made it out alive.

While we were there, though, these stands struck us as worth a visit:

Animation and video production

If you want to make video content, you’re in luck. It seems like very third stand at the expo you’ll find a videographer, lying in wait. Unscientifically, the ones that caught our eye include FLETCHERWILSON (we like corporate documentaries so we’ll overlook the all caps) on stand 1582, and we like No Magnolia’s brand (stand 1986). The Animation Guys (stand 2374) have a brilliant animation showreel and The Videonauts (stand 2348) have a brilliant name. And finally, we love a whiteboard video – the more of them in B2B, the better – so we’re delighted to see Eden Videos on stand 1584.

Site search

There are any number of SEO companies to talk to at the expo, but Sooqr Search (stand 2422) are a bit different: they optimise your on-site search so your visitors can find exactly what they’re looking for. Sounds like a good idea.

Translation services

Getting content into a language your buyer is comfortable with is so important for engagement and search. And if 101translations (stand 1732) can deliver everything they promise (cultural analysis, international SEO, etc) then theirs could be a good business card to have in your pocket. We’re slightly freaked out by the lack of a space in their name, but what can we say? We’re writers.

Branded content

If branded content’s your bag, you might want to make a point of visiting the Branded Content Marketing Association (BCMA) on stand 1580. Apparently, they can connect you with experts, but we can’t say much more than that because their exhibition blurb is kind of… intense.

Content delivery

A tonne of B2B content gets shared on LinkedIn, so if InSurge (stand 1922) can help you make it that bit more successful, that’s got to help your content ROI. Maybe even see actual LinkedIn themselves on stand 2350 while you’re at it. And Landingi (stand 1982) reckon their platform can make your landing pages better – which means more downloads for your assets. Could be worth a look.

Market research

As we’ve mentioned, original primary search is always a content winner. So you might want to chat with Ardent Fieldwork (stand 2382), or The ICG (stand 2284). And we reckon there are all sorts of fun ways you could use Wizu (stand 1546) to collect useful information.

Digital asset management

There’s no point making content guidelines and assets if nobody knows how to use them. So maybe have a chat with Asset Bank (stand 1740). Widen (stand 2346) looks fancy, too.

Something a bit different

We’ve no idea how it works, but apparently CoolTabs (stand 2321) can make your written content into an “interactive experience”, which sounds intriguing. DataSine (stand 2614) say they have a “personality-based marketing content augmentation tool” (no, us neither) and it’s called Pomegranate, which is cute. Peek and Poke (stand 2349) make addictive branded games. And if you want something *really* clever, maybe talk 3D modelling and AR with bloc digital (stand 2512).

Branded cupcakes

OK, it has nothing to do with content marketing. We just love Eat My Logo’s name. If you go to stand 1784, bring us back a couple of samples.

B2B copywriting

And of course, if you’d like to talk about any aspect of B2B content writing, come and have a chat with Radix, on stand 2184 (we’re over the far side, near seminar theatres 11 and 12).

We’ve had a load of free writing guides printed, so if you want the inside track on creating good web copy, ABM content, case studies, B2B comics, blog posts or messaging, we’ll give you something helpful to take away.

If you play your cards right, you may even get a natty pencil, made from a recycled CD case. (And if that’s not worth coming to ExCeL for, I don’t know what is.)

Be there, or be an equal-sided parallelogram.

Getting started with B2B podcasting – eight quick tips for first-time podcasters

Posted on by The Radix Team

Podcasts are a great way to get in front of your target audience and show your expertise in your particular sector. And while podcasting can be a lot of fun, getting started can be a bit daunting.

To help you along, we’ve put together a set of eight content tips that will help you to profile your audience, choose the right topics and format, promote your podcast and track the results. It’s based on our experience to date with the Radix podcast – our monthly podcast looking at trends and issues in B2B marketing copywriting.

You may also like to look at our earlier SlideShare on getting the techy side of your podcast right, from choosing where to host it and investing in the right equipment to getting it on to iTunes.

Webinar: 5 terrifying risks you should definitely take with your B2B content

Posted on by The Radix Team

Five terrifying risks you should definitely take with your B2B content

Here’s a sad fact: behind every piece of bland, lifeless, me-too B2B content, there’s a marketer.

A marketer who wanted to do something different. Who had a better, bolder idea, but had it rejected – or shelved it because they’d never get their stakeholders to agree. Who’s frustrated, because they weren’t allowed to take a risk.

And that’s why the internet is full of  bullshit like “experience our end-to-end digital solution” and “in today’s fast-moving digital world…”

Standout content necessarily involves an element of risk – otherwise it wouldn’t stand out. But the right risk, the right way, at the right time. And that’s what our first ever webinar is about.

Spoiler alert: I’m NOT going to tell you to be braver. But I am going to share five ways you can take a sensible, calculated risk that will set your content apart. Importantly, I’ll also talk about how you can get your clients and stakeholders on board.

After the presentation, we’ll have plenty of time for questions and answers, to swap nuggets of best practice, and to tell stories from the B2B content trenches.

If you write, create or specify B2B content, I solemnly swear it will be a valuable and thought-provoking use of your time.

Hope to see you there.

David

Note: This webinar has now ended. Thanks to all who took part.

Avoiding v12 hell: how to stop your B2B content getting stuck in approvals limbo

Posted on by The Radix Team

“I just don’t ever want to be in the situation again where we’re at version 12 and the final copy is still nowhere in sight.”

So said a prospective client to me once during a pitch, as I was explaining how Radix approaches client writing projects.

(Spoiler: we got the work, and I’m happy to report that nothing we wrote for that client ever got anywhere near v12. We don’t let that sort of thing happen on our watch.)

For many marketers – not to mention copywriters – the spectre of approvals limbo is all too real. The ebook that was meant to accompany a product launch in April? Still doing the rounds of stakeholders in September. The new website that was meant to go live eight months ago? Nobody can agree on the copy, so the embarrassing old site is still there for all the world to see.

A fatberg of unapproved content

We’ve all seen the stats about how 60% of B2B marketing content never gets used. But the stuff Sirius Decisions was thinking about had at least been approved. I reckon that lurking beneath the surface is a problem of equal if not bigger size: a fatberg of content that never even gets signed off.

B2B Content FatbergThat’s content that marketers are paying for, and copywriters are pouring hours of thought and craft into – only for all that time, effort and budget to go to waste.

So what causes a piece of content to go to 12+ rounds of edits – and more to the point, how can we B2B marketing types stop it from happening?

10 root causes of approvals limbo

Bitter experience has taught me that there are at least 10 factors that can cause a piece of written work to get stuck in approvals limbo. Luckily, they’re all avoidable – or at the very least, manageable.

Here’s a handy root-cause diagnostic to help you uncover why your written content has gone wrong, who can fix it, and how we can all avoid v12 hell:

#1 There was no brief

Why it happens: The content was needed in a hurry, and nobody had time to write one. Or the briefing was done in person or over the phone, and the writer lacked the confidence or experience to ask for the kind of information that results in a great piece of work.

Who can fix it: Writers and marketers can both fix this one.

How to fix it: The writer should decline to start without a brief. They can speed things along by a) having a briefing template that the marketer can fill in, or b) asking the right questions on the briefing call to get the right information.  Marketers can fix it by writing a clear brief, ideally to the writer’s template. It may seem like a lot of work upfront, but it saves a lot of rework down the line.

#2 There was a brief, but it wasn’t good enough

Why it happens: The person giving the brief didn’t have a clear understanding of essential factors like the objectives of the piece, the target audience and what they’re interested in, or the role of the piece in the overall marketing strategy. The writer didn’t have the experience or the confidence to request the missing information.

Who can fix it: The writer can – and should – fix this.

How to fix it: Writers, don’t be scared to ask for the information you need. If there’s a written brief and it seems to be missing important details, don’t second-guess: pick up the phone to your client and get what you need. Even if it seems clear, it’s always worth a quick call to make sure you’ve understood it properly. We make this a part of our process at Radix and it’s made a huge difference to the quality of our work.

#3 The writer isn’t the right fit for the project

Why it happens: Not every writer is a great fit for every project. Some briefs may require industry or technical knowledge – or creative flair, or experience writing for a specific format – that the chosen writer doesn’t have. Way back in the day we identified seven different types of B2B copywriter, and it really matters which one you use for your project.

Who can fix it: Marketers and writers can both fix this (if they want to).

How to fix it: If you’re a marketer, make sure your chosen writer has a great track record of producing the kind of content you’re after. If you use an agency with a team of writers (*ahem*), ask them to recommend the best writer for the job. If you’re a writer, be honest about your areas of strength and areas where you’re less likely to produce a brilliant piece of work. If you take on a project you’re unlikely to excel at, be prepared for a lot of back-and-forth after the first draft.

#4 There wasn’t enough time for a solid first draft

Why it happens: The deadline was unrealistic for the amount of work involved, or the writer promised a quick turnaround and then found the job more difficult than they expected.

Who can fix it: Both marketer and writer – but it needs a frank conversation.

How to fix it: Marketers, if you want a high-quality piece of work, give your writer time to interview,

research, think, plan, and produce a great first draft. Even better, give them time to research, think, and write you an outline, so you can check the direction they plan to take. You’re not going to get a brilliant piece of work if you expect it back the same day. Writers, be honest with your clients – and yourself – about how long a piece of work is going to take.

#5 More than one stakeholder was involved, and they couldn’t agree what they wanted

Why it happens: Multiple stakeholders are a fact of life, especially in larger companies. The problem becomes particularly acute when the piece of content spans two or more business units: like product and industry. The product stakeholder wants to big up the product; the industry stakeholder wants to focus on industry issues. The writer is stuck in the middle trying to incorporate everybody’s feedback – usually to nobody’s satisfaction.

Who can fix it: Marketers, this one’s on you.

How to fix it: If your stakeholders aren’t aligned on what they expect from a piece of content, it’s too early to get a writer involved. Often it’s a case of identifying at the start which stakeholders will have input, clearly briefing them on the purpose, objectives and direction of the content, and making sure they’re all on board with it. This Velocity Partners interview with PathFactory’s Elle Woulfe has some great pointers from an experienced stakeholder-wrangler.

#6 The stakeholder couldn’t articulate what they wanted

Why it happens: A stakeholder briefs the writer, but the briefing doesn’t go well. The stakeholder hasn’t had time to prepare, or they haven’t been briefed, or they’re distracted because they’re driving or getting on a train. They may not know enough about the proposed topic, or they may know a lot but they’re not an accomplished verbal communicator. Any of these can lead to a sub-par first draft that delivers diminishing returns after that.

Who can fix it: Mainly the marketer, but the writer can also help here.

How to fix it:  Marketers, make sure your stakeholder has the right knowledge, is fully briefed and has time to prepare and talk to the writer. Ideally, join the call yourself, to make sure the writer gets what they need. Writers, don’t turn up to the call expecting to be spoon-fed. Prepare for it, write out your questions, and use them to get the information you need. If the call goes wrong, work with the marketer to fix the problem – maybe by organising another call, or talking to a different expert.

#7 The stakeholder knew what they wanted, but it got lost in translation

Why it happens: The writer is briefed second-hand, often by an agency that’s reluctant to put the writer in direct contact with the client. Or the first writer on a project failed to deliver, so a second writer is brought in to fix it – but they aren’t given access to the subject matter expert.

Who can fix it: The marketer can fix this, and the writer can help.

How to fix it: Marketers (whether client-side or agency-side) should allow the writer to interview the expert directly, so none of the nuance gets left out or lost in translation. If the writer feels they’re not getting what they need from the second-hand materials, they should insist on an interview.

(Incidentally, getting a second writer on board because the first failed to deliver is almost never an easy fix, as our senior writer Steve explains in his post: What to Do When B2B Writing Goes Wrong.)

#8 One or more stakeholders got involved part-way through the project

Why it happens: A new stakeholder joins the company, or someone from another business unit takes an interest in the content piece. Their feedback gets added to the pile. Bonus frustration points if they feed back on an earlier/different version of the piece.

Who can fix it: Mainly the marketer, but the writer can help.

How to fix it: Marketers, decide upfront who will be involved in reviewing and providing feedback. Make sure everyone reads and feeds back on the same version. Writers, clarify upfront with the marketer how many stakeholders will be reviewing, and ask for consolidated feedback rather than implementing everyone’s feedback at different times.

#9 The primary stakeholder is a frustrated writer

Why it happens: The stakeholder would like to write the piece themselves, but doesn’t have time. Nothing the writer produces will live up to their idea of what the piece should be like. Cue endless rounds of demoralising amends (until the stakeholder decides to rewrite it themselves anyway).

Who can fix it: The writer can fix this (if they’re brave), with support from the marketer.

How to fix it: A frank conversation between writer and stakeholder, to persuade the stakeholder to trust the writer’s judgment. If the marketer can back the writer up, so much the better. We’ve also found that explaining your thinking through margin comments or a rationale, can work wonders.

#10 The world has moved on since the content was commissioned

Why it happens: While the content piece cranks through endless rounds of approvals, the world continues to turn. And the world of B2B tech turns faster than practically any other. By the time the piece gets to version 5, a new CMO might have joined, or the business might have pivoted or been acquired. Cue another 5+ rounds of amends as the writer is asked to “incorporate the new positioning” into an already-moribund piece.

Who can fix it: The marketer must fix this, swiftly and decisively.

How to fix it: If the world has moved on, the best way to fix this is to kill the piece and start again – this time avoiding all of the above scenarios.

Escape approvals limbo for good

Everybody wants the content creation process to go smoothly, and end in a wonderful piece of work that’s delivered on time and achieves its objectives. But all too often, these 10 scenarios consign the content to approvals limbo, sometimes never to resurface.

If you recognise the warning signs early and take the right action, you can stop that from happening. And if you’d like to talk about how an experienced B2B writing agency can help, do get in touch.

Keywords and a crowbar: a rant about SEO copywriting for B2B

Posted on by The Radix Team

Keyword stuffing is cheap, tactless and ugly. And yet, it continues to go unchallenged by some as an acceptable SEO practice. Why? Because in the early days of SEO, keyword density mattered.

Today, in theory, quality is what counts. But even in an era where purposeful, relevant and well-written content is the benchmark for all B2B marketing, copywriting briefs still regularly come with a whole spreadsheet of awkward keywords attached.

Let’s make one thing clear: there’s nothing wrong with expecting a copywriter to adhere to your SEO strategy. But when that strategy is “use abstract keywords from this oblique spreadsheet as many times as Google will allow it”, we need to talk.

Keyword stuffing: as rubbish as it is pointless

OK. Imagine you’re an exhaust pipe manufacturer, and you’ve got an exciting new website that you want customers to find with ease. You’re also convinced that you’re the best in the business, and you won’t settle for anything less than hitting the front page of Google for all the most relevant search terms. But those relevant terms? “Car”, “Exhaust”, “Rust Resistant Exhaust Pipes”.

One of these terms is reasonable enough. Use “Rust Resistant Exhaust Pipes” in a couple of strategic places – in a piece of web copy about rust resistant exhaust pipes – and sure, we’re cool.

But asking your writer to stuff “car” into your web copy as many times as they can is just undignified. It’ll only make for word soup. More to the point, it’s a waste of time: do you really think you’re going to outrank the combined might of the entire automotive industry? (Also, an honourable mention to Fintech startups who insist they want to rank for “bank”. Just stop.)

The same goes for vague, overly-long technical terms. By all means, commission a compelling deep dive into your latest tech innovation, but don’t expect multiple instances of “z-buffer techniques for legacy GPU emulation” to make for a graceful read. Just ask Harry Kapur about life before he became Head of Writing at Velocity Partners.

I once had to crowbar “personalized phone cases for Samsung Galaxy S7 or S8” into multiple 400-word articles. 8 times each. I do NOT miss ‘article marketing’.

 – Harry Kapur, Head of Writing, Velocity Partners

Ouch.

In short, keyword stuffing is a quick way to make your copywriter hate you and (more importantly) instantly undermine your credibility with your audience. And the worst part? It doesn’t even work.

Google’s relationship with keywords: “it’s complicated”

With the launch of its Panda algorithm back in 2011, Google began demoting low-quality, duplicate, and unhelpful content. Subsequent updates like Google Penguin homed in on keyword stuffing, actively prowling copy for the unnatural use of keywords as well as low-quality backlinks and narrow anchor text.

To quote John Mueller, Webmaster Trends Analyst at Google back in 2014: “Keyword density, in general, is something I wouldn’t focus on. Search engines have kind of moved on from there.” In fact, many SEO influencers now argue that the ideal keyword density percentage is a myth, and the recommended minimum target density of 3-5% once preached by “experts” is now moot.

The law of SEO changed again in 2013 when Google launched its Hummingbird update, shifting the way Google reacts to different types of queries. Rather than locating content containing similar terms to those typed by a user, it takes a more natural, conversational reading, and locates content that best matches the user’s intent. It’s an approach called Latent Semantic Indexing, or LSI.

Latent Semantic Indexing (LSI): a quick introduction

LSI keywords are conceptually related to the main subject. They help search engines to understand content at a deeper level, including what it is about, and what search terms it relates to. For example, if a blog contains keywords like “stylus”, “cartridge”, “oxidisation”, and “anti-static brush”, the search engine might identify that the content is likely about record player maintenance (regardless of how many times the actual words “record player maintenance” appear in the text).

Why? Because, as Google says, it uses “words frequently occurring together” to understand the content topic. That’s why using keywords like “car” in a blog about exhaust pipes acts as more of a backbone to the wider piece, just not the exact word you would want to rank on.

The trick is to separate your LSI keywords (other relevant terms you’d reasonably find on a page about this subject) from the thing your content is actually about.

What’s more, Google has become smarter about offering up content types based on conversational searches. So by searching “how do I clean my stylus”, you’re likely to end up with a blog about record player maintenance. Or, for example, by searching “how many albums has Radiohead released”, you’ll get both a quoted number in bold, and a top link leading to the band’s discography.

Be realistic about your keywords

Google’s search algorithms are now so sophisticated that they can tell pretty much off the bat whether your copy is junk or not. So, the trick is not to have your writers write for Google, but for people who use Google.

As long as Google exists, it’s unlikely that keyword research and lists will go away. But the job now is to use that research as information, to help us create content that matches user intent. Let me sign off with this quote from our very own Creative Director, David McGuire.

As B2B web writers, we need to remember that our reader is not Google… but they are using Google, and we need to make that easy for them. The job is really to look at each search term, picture the page that user most wants to see, and write it.

 – David McGuire, Creative Director, Radix Communications

 

What’s the perfect work environment for creating B2B content?

Posted on by The Radix Team

If you’ve read our Barriers to Great B2B Content 2020 report, you know the results are pretty bleak. Of the 105 B2B marketers we interviewed, 68% said they’re not proud of even half their own content.

You might even be one of that number. And if so, it’s probably because where you work doesn’t work for you. Whether it’s because of internal politics, limited resources or interfering stakeholders, our survey showed that lots of marketers just don’t have the right environment to thrive.

And while many of these obstacles may be out of your control, every self-appointed marketing expert will still judge the ‘unoriginal’ work you produce as a result.

We talked to Maureen Blandford, VP of Marketing at Community Brands, about this particular frustration and she gave us a great response: “A lot of the time we have no choice, unless you happen to be in a lucky fairy land.” (Feel free to yell that whenever the mood takes you.)

But don’t give up hope. Your perfect B2B workplace – where you really can be proud of the content you publish – could be out there.

So, what would it look like and how can you identify it? We’ve spoken to Maureen and examined the statistics. Here’s what to look for.

Does company size matter?

Unsurprisingly, our survey revealed that across small, mid-sized and enterprise-scale firms, marketers have different ideas about what makes content great. Similarly, we found that different sized business find some obstacles more challenging than others:

But which will enable you to create your best content? Well, that depends what problems you find least intrusive, and what aspects of B2B content you value most.

We’ve taken a deep dive into the survey results shown above. These figures, taken directly from our global survey of B2B marketers, suggest how the benefits and obstacles of working in an enterprise, mid-sized organisation or a smaller firm could vary.

Enterprise:

Benefits

  • Least likely to struggle with workload or budget
  • Best chance of being proud of your content’s design, humour or emotional impact
  • Close correlation between perceived quality and business results

Obstacles

  • Brand, legal or policy issues could be an issue
  • Direct contact with your customers is likely to be very limited
  • Lowest chance of creating content that reflects customer priorities

Mid-size business:

Benefits

  • Highest likelihood of reflecting customer priorities
  • Slightly better chance of avoiding stakeholder interference
  • Fewest problems with brand and legal restrictions

Obstacles

  • Workload and budget issues are almost inevitable
  • Least chance of using humour, originality or emotion
  • Most likely to experience departmental friction

Small business:

Benefits

  • Easy contact with customers
  • Coordinating with other departments is less of a challenge
  • Best chance of writing copy you’re proud of

Obstacles

  • Constantly changing priorities likely to be a big issue
  • Micromanagement from senior leadership is likely
  • Smallest correlation between satisfaction and business results

When we asked Maureen, she said:

“I work in a sizable company as head of marketing for one of the divisions, and I’ve also worked for small tech companies and start-ups. And while size doesn’t really matter, a HUGE difference – in our quality of work and its results – is seen when bosses and executive teams are switched on and work collaboratively.”

So if you have an excellent leadership team, you’re more likely to create effective content you’re happy with – regardless of where you work. But what does that team look like? Well…

“Results follow good leadership”

When Totaljobs surveyed 2000 UK employees, they found one in two people had left a job because of bad management. And HR tech firm AdviserPlus found that in at least 70% of cases, management coaching resulted in better employee performance.

So the chances are, you’ve had at least one boss with questionable leadership skills.

And whether your boss was (or is) completely incompetent, or just a bit of a micromanager, poor leaders can prevent you from creating your best copy – or stop it being released.

We asked Maureen about great leadership in a B2B working environment – and how it can enable you to write copy you’re proud of. She said:

“There’s a whole bunch of stuff that goes into making content, that the market doesn’t acknowledge. Talent, passion and will are maybe 10% of it. Do you have a supportive team? Are sales co-operative? What about the leadership team? What kind of budget and tools do you have? How many micromanagers are there?

“I can tell you about my boss here, and my previous boss in Amsterdam, who runs a smaller technology company. Both of them had my back, completely supported me, and bought in to transformation.

“And the experiences I’ve had is exactly what Harvard Business School would say. The results are much stronger when leaders actually know how to lead, as opposed to leaders who are micromanaging jerks. Results follow good leadership.”

Toxic workplaces: “just get out”

You’ll find a B2B marketing workplace is always challenging – as our survey results made clear. With so many different departments and functional areas, everyone has their own goals and priorities. And earning their respect is no easy job – you’ll need to juggle a LOT of opinions.

And even though a challenging workplace is normal, it can still prevent you from producing your best work. 86% of our respondents say a problem with departmental co-operation gets in the way of their content.

We asked Maureen how she navigates this obstacle:

“I treat internal stakeholders like customers and prospects. I anticipate their objections, and what their values are. I’m never going to pitch our Head of Sales on some fancy-schmancy thing I want to do, or talk about colours. I’ll ask about her conversion rates, and where she wants to do better. Then I’ll frame projects to her business objectives.

“When I’m mentoring colleagues, I tell them we’re planting seeds. The first or second seed you plant may not grow or sprout ideas in their minds, but after a couple they start to understand your perspective.”

But a challenging culture is very different from a toxic one. So, how can you clearly define the two? Maureen draws a clear line between them:

“In most cultures, it’s challenging to work with colleagues in other functional areas. I don’t think I can code better than the software developers or do F&I better than the CFO; that’s not a thing. But of course everyone thinks they can do marketing.

“But a toxic culture is to do with the CEO; are they encouraging lying, cheating, stealing, hustling or hacking? People should be respectful but challenging, not demeaning and arrogant. If it’s a demeaning culture, that’s a toxic culture. And you’re not going to be able to change that, so just get out.”

And if you’re really, really determined to find the perfect workplace…

…You might need to commute a little further.

The statistics show that if you were to work in North America, you’re more likely to create content you’re proud of. Our survey found 39% of North Americans are happy with most of their work – a big jump from the 12.87% of European respondents.

It seems strange, we’ll give you that. But the figures above suggest some possible reasons. Only 30% of North American marketers find workload a big problem, compared to 50% of Europeans.

Meanwhile, North American marketers are least likely to agree with statement: “There’s always a trade-off between creating enough content, and keeping quality high”, while the European marketers we spoke to agreed 100%.

Of course, you’ll find plenty of job opportunities closer to home. We’re just saying – it’s an option.

How do you spot your ideal workplace IRL?

By now, you (hopefully) have a better image of a workplace that will enable you to create the content you’re proud of.

But when faced with a real-life opportunity, you might not have the transparency you need to know it’s right for you. Even Glassdoor can’t always help – despite having 67 million visits a month.

And truthfully, you’re going to have to gamble a bit. As Maureen says:

“For the most part, and this is not just for marketers, it is really hard to understand the culture until you get there. And it’s important not to feel ashamed about that – you did your best.

“But one way around that is if you actually know people at a company. If you’re being hired and you know someone, they can give you the straight scoop.”

So, use this guide to know exactly what you’re looking for. Then tailor the search to your specific preferences and find someone on the inside to get a clear picture. And when you get there? That’s when the real work begins.