Podcast 64: data v creativity, and SEO copywriting for B2B

Does B2B's addiction to data help or hinder creative copywriting? We chat with SEO expert Tom Telford.

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Technology and data are sometimes accused of killing creativity within B2B copywriting, but is it a wrongful conviction?

In the newest episode of Good Copy, Bad Copy, SEO expert Tom Telford from 3WhiteHats explains how search engine data can be a helpful content creation tool, and what copywriters can gain when they keep search engine optimisation in mind.

You’ll also hear Fiona and David talk about their experiences balancing data and creativity. Key discussion points include:

  • What is the real killer of creativity?
  • Has creativity declined since the golden age of advertising?
  • Can technology help us to be more creative?
  • What does SlideShare have in common with skateboarding?

Finally, Fiona introduces her newest addition to the B2B Content Hall of Fame. It’s Salesforce… for everything they’ve produced.

Thanks again to Tom for talking with us.

Links to stuff we talked about:

SEO things:

Data v creativity things:

Want to contact the show?

We want to hear from you. Find us on twitter at @radixcom, or email your questions, voice memos, thoughts and ideas to podcast@radix-communications.com

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.)


Audio editing and music by Bang and Smash.

Ben C

Ben was our first recruit through the Radix internship programme, impressing us so much we couldn’t let him go. He’s now one of our most flexible writers, delivering sharp and effective B2B content and demand gen copy on topics including AI, analytics delivery, digital platforms, and many more.

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