Radix Copycast Episode 13 – Content marketing: this time it’s personal

Ninety-three percent of B2B marketers now use content marketing. This time we’re looking at why, as more and more marketing content is created, B2B marketers need to consider their audience as individuals in order to ensure their content gets noticed.


Ninety-three percent of B2B marketers now use content marketing. This time we’re looking at why, as more and more marketing content is created, B2B marketers need to consider their audience as individuals in order to ensure their content gets noticed.

Radix-Copycast-episode-13-header-v2

Hyper-specificity, audience relevance, context, personalisation. These are all terms being used by B2B marketers to describe what promises to be one of the top content trends of 2014: a move away from creating generic content for broad audience segments, towards highly-targeted content that is relevant to niche audiences in concrete and specific ways.

But what does this move mean for the copywriters who have to create that highly-targeted, niche content?

Fiona is joined by David McGuire of B2B copywriting consultancy Lungfish to discuss some ways in which copywriters can make their content more relevant to niche audiences, including:

  • The benefits of having a single person in mind when writing
  • How to create accurate personas from audience research
  • Imagining the kind of follow-up conversation we want the copy to provoke
  • How to avoid coming across as “creepy”

Download the episode here (right-click and “save as” to download). Or listen in the player at the top of the page.

You can subscribe to the podcast on iTunes here.

Music by Industrial and Marine.

Further reading

Why B2B Marketing in 2014 must be about Content + Context + Conversation by Bob Apollo

Why marketers are keeping B2B buyer personas in the closet by Ardath Albee

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