Welcome to episode 12 of the Radix Copycast, in which we look back at what changed in B2B technology copywriting in 2013. Plus we look at a couple of new trends we see coming up in 2014.
This year we’ve seen several trends emerge in B2B content marketing (and hence copywriting), from the increased use of marketing automation to the popularisation of storytelling. It was also interesting to see what didn’t quite happen as we expected, especially around video marketing.
Fiona and I discuss what changed in 2013 for B2B tech content writers, including:
- eBooks find their place in the marketing funnel
- Why reports of the death of the whitepaper were exaggerated
- The emergence of comic book-style storytelling
- Why experts and influencers were in high demand
And in the final part of the show, Fiona considers what could be the big (and difficult-to-pronounce) content marketing buzzword of 2014: hyper-specificity.
Download the episode here (right-click and “save as” to download). Or listen in the player at the top of the page.
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