Podcast 92: writing B2B content for telecoms (and other changing sectors)

How can B2B marketers get to grips with an industry that's constantly changing? To find out, we talk to telecoms marketing expert Sarah Zammit.

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This month’s episode of Good Copy, Bad Copy focuses on the changing role of content in the telecommunications sector – and what other B2B marketers can learn from it.

The pandemic has had a seismic impact on B2B telecoms, with brands moving fast to accommodate the stampede to home working. But even before that, the market’s major players were moving away from just selling connectivity to a wider range of more strategic services. And their content was playing a big role.

Our guest co-host, Radix Consultant Writer George Reith, joins David to get to the bottom of that change – and what it means for content marketing.

David is also joined by Sarah Zammit, Business Marketing Specialist at GO plc – Malta’s biggest internet, TV, and mobile provider. Sarah gives her view from the B2B telecoms marketing frontline, including the shift to selling new kinds of products and expertise, and how this has affected the way marketers position their content.

How do you earn the right to change?

Change has always been at the heart of telecoms. New technologies enter the market, customers’ priorities evolve… and right in the middle is the content marketer who’s tasked with making sense of it all.

But for some organisations, the COVID-19 pandemic compressed five-year digital transformation ambitions into a matter of weeks, and their telcos had to keep up. Sarah explains how B2B organisations had to adapt their marketing twice – first to meet the immediate crisis, and then to help audiences adjust to the new reality.

In the interview, Sarah also discusses:

  • How telecoms breeds agile marketers – who have to deal with constant shifts in technology and business strategy
  • Why telcos need to earn the right to reposition – and how marketers can achieve this through content
  • How marketers can get up to speed with new tech – and how Sarah works with experts in her team to distil technical concepts into digestible content

Following their chat, George reveals his take on creating marketing content for telecoms as an outsourced copywriter. He concludes that while telecoms has unique marketing challenges, much of the way the industry tackles change can apply to other sectors too.

In this episode, you’ll find…

03.44 – Marketing is a process of constant education: an interview with Sarah Zammit

17.51 – George and David discuss the key takeaways from Sarah’s discussion, including how good B2B content can help brands move up the value curve

25.15 – How experts and third-party contributors can help establish authority in a new subject area

30.09 – George shares some unconventional tips you can use to get up to speed quickly on challenging technical concepts

We really want to hear from you

If there’s anything you’d like to hear more about on the podcast (or even things you don’t), contact us through @radixcom on Twitter or podcast@radix-communications.com.

You can even get on the podcast yourself – just send us a voice memo with what you want to say.

How to listen 


Thanks once again to Sarah Zammit for giving us an insider’s perspective on the state of telecoms marketing today – here’s to it being completely different tomorrow! And we’re forever grateful to George Reith for his invaluable ‘on the ground’ insight.

Podcast editing and music by Bang and Smash


Nick developed his copywriting skills in retail, e-commerce, and politics, writing for brands like John Lewis, Tesco, and IHG – and even Members of Parliament and the House of Lords. Today, he’s a favourite among our public sector, retail, and cloud computing clients for his ability to translate complex subjects into audience-relevant and reader-friendly content.

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