How to scale up your B2B copywriting (without sacrificing quality)

Big B2B campaigns need more than one writer to deliver all the copy – but how do you ensure consistency across their output? We think we’ve cracked it.

How to scale up your B2B copywriting (without sacrificing quality)

When B2B campaigns get big or complicated, a single writer isn’t enough. That’s why lots of agencies and in-house teams now employ several writers – but getting consistent output is difficult.

At Radix we’ve done a ton of work to fix the problem: from assigning a “content lead” for each client to sharing our knowledge across the whole team. This post explains how we do it.

How do you get consistent writing from a team of writers?

Today’s B2B marketing campaigns generally have multiple elements. A “hero asset” like an ebook is usually accompanied by blog posts, social seeds and emails to promote the content. Each element deserves the same level of care, but when deadlines are tight, this is easier said than done.

Similarly, account-based marketing campaigns often require numerous bespoke reports to be produced simultaneously. A single writer can do the whole job given enough time, but since most projects have to be delivered yesterday, “enough time” is a rare luxury.

As the only writer in my last job, I experienced these frustrations first hand. If the work is to be completed on time without sacrificing quality, you really need several writers – and managing that is an art in itself.

At Radix, we’ve evolved our processes to get the best results from multiple writers. Ten writers under one roof, each with their own unique skills, experience and knowledge – giving instant scale. How does it work?

The Content Lead

Radix works on a flat hierarchy – with content writers, content leads and account managers all pitching in to support and encourage one another.

And the role of a content lead is to nurture and oversee all work produced for their allocated clients.

As a writer, this is something I had never encountered before, but the benefits of always having a senior peer nearby to support me soon became apparent. Content leads assign writers they deem suitable for each part of a given project, training them to deliver a consistent tone, voice and level of quality for the client.

I sat down with content leads Kieran and Steve to discuss their time working alongside other writers at Radix.

Kieran says:

“We have  a content lead for each client, so writers working with unfamiliar clients and styles can be brought up to speed by someone who’s intimately acquainted with the client’s previous work. The work the writers produce will then be reviewed by the same content lead, allowing us to give constructive feedback.”

Communication and training

Open communication is encouraged – whether a writer needs a gentle nudge in the right direction or additional briefing on a client, it’s incredibly easy for us to turn to colleagues for guidance. In the event of a new client or project, it’s not uncommon for content leads to gather writers for additional private training on the client’s technology, service and voice.

Steve enjoys this collaborative working environment:

“From our morning meeting right the way through to how we manage each individual job, everyone is aware of what everyone else is doing and you’re never isolated. People can always give input and help, and our regular training ensures every writer picks up a rounded set of skills for each client. This enables us to deliver really consistent copy and content.”

After only four months, I’ve already received training in:

  • Client background and tone of voice
  • Writing for different audiences e.g. CIO, CFO, CEO
  • The latest content marketing trends
  • Tech industry changes and developments
  • Best practice for different content formats

Account management and swivel chairs

Rather than pressure writers into working ‘because they have to’, Radix encourages us to take pride and care in our work – feelings that come pretty naturally when you receive regular training and support. It sounds simple, but – having worked for other agencies – it’s often overlooked.

Steve shares his perspective:

“We’re encouraged to take a lot of pride in what we do individually, because we’re quite a small team – we’re all very able to see the impact of our own efforts on the business. I’ve received lots and lots of training and support, we’re well compensated for what we do – that pushed me to return a lot of value to the business and be the best I could be.”

And Kieran explains:

“We write for a lot of technology companies that talk about the importance of keeping remote workers connected in times when you might have a workforce that is spread across a number of locations. But we are very fortunate that we are all in the same space, and that lets us share our client knowledge and expertise – just by swivelling around on our chairs.”

From a client’s perspective, the presence of account managers is also hugely advantageous. Before writing begins, the cost, content and deadline of each project is locked down by our account management team. If a client has a query or needs to change a brief, they need only contact the account managers – and vice versa – instead of trying to keep track of ten writers at once.

This also makes it much easier for writers to simply focus on what we’re best at, relieving us of administrative clutter that would otherwise inhibit writing and training time. Every morning, account managers gather the team and guide us through our diary for the day – raising awareness of what a client expects, and where help is available should we need it.

Kieran says:

“It’s very easy for a client to get in touch with us, find out exactly when their job is going to happen, how much it’s going to cost them and how much time it’s going to take. It goes hand in hand with the consistency of what we deliver, in that we’re able to give very concrete answers on quotes, timelines and content as we have such a strong, dedicated account management team.”

Ten writers – better than one?

In short, it is possible to ensure consistency while using multiple writers to produce high quality B2B copy at scale – but it can’t happen overnight. It’s a lot of effort to create a working environment as comfortable and flexible as Radix, but if you can achieve it, there’s little doubt that both clients and writers will see the benefits.

As multi-touch content campaigns and ABM tactics continue to grow in popularity, scalable copywriting could become one of the most sought-after services in B2B marketing. With support and training by senior writers, and appropriate quality control, there’s no reason why clients can’t get the consistent quality, tone and voice they require from several writers at once.

If you have any questions about the way we work, please feel free to get in touch.


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