Podcast 76: what makes bad B2B content?

We discuss the obstacles that prevent good marketers from making good content... and Harry Kapur shares why B2B writers need "skin in the game".

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In this month’s Good Copy, Bad Copy, we’re talking about the obstacles that stop good B2B marketers making good B2B content.

It’s easy to come up with glib answers like “just be braver”, but in the real world the reasons B2B marketers can’t do the work they’d like to are often very real. We dig in to the issues… and try to find some solutions.

Also, Harry Kapur, who’s Head of Writing at the all-conquering Velocity Partners, gives us a sneak preview of his Copywriting Conference keynote on the importance of “Skin in the Game”.

A chance to vent about your B2B content frustrations

We really, really want your input on this issue – so please visit our survey on obstacles to good B2B content:


…and share the link widely among other B2B marketing folk you know. The more answers we get, the more representative the results will be.

In Episode 76, you’ll find…

1:47 – Harry Kapur introduces the idea of “skin in the game”

7:20 – The best kind of research to add authority to your content

10:20 – Being honest with your client when they’re not as good as they think they are

19:18 – Why tight deadlines undermine authentic B2B content

21:43 – How podcasts can help you understand your reader’s mindset and language

24:20 – Are we having a crisis of faith in B2B content marketing?

28:20 – What stops marketers creating the content they really want?

31:35 – How to stop stakeholders overcomplicating content for the sake of it

Send us your praise, criticism, ideas, jokes, pets…

Contact us through @radixcom on Twitter or podcast@radix-communications.com (if you really want to fill us with joy, send us a voice memo).

How to listen


Thanks to Harry for his time, and for the sneak preview into his CopyCon talk. If you want to hear more (and assuming you’re not going to Harry’s talk in Copenhagen), you’ll find he’s excellent value on Twitter.

Podcast editing and music by Bang and Smash.


David served as our Creative Director for almost eight years, before establishing a standalone practice focusing on B2B creativity and copywriting training and guidance. We continue to work closely together, with David supporting our clients as an associate as and when needed.

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