The 7 Types of B2B Copywriter

…and how the wrong one can destroy your campaign

Fiona Campbell-HowesFounder, Radix Communications

@patroclus / @radixcom

Why is this important?

13 different types of content

78% of UK marketers created more content in 2014 than in 2013.

Source: Content Marketing Institute, Content Marketing in the UK 2015

19 million+ blog posts published

50,000 long-form posts published on LinkedIn

80,000 presentations uploaded to Slideshare

3 million hours of video uploaded to YouTube

Sources: Wordpress 2013, LinkedIn investor report Feb 2015, Slideshare, YouTube

Each week…

Making engaging content is hard

It’s not hard to see where all this ends…

So how do you make content that

stands outgets readstrikes a chordconverts

You can start by hiring the right writers.

Think about it…

Initial research stage: below 150 words

Source: Octopus Group, Tech Heads Report, 250 CIO decision-makers, 2014

Decision-makers like different formats at different stages…

Decision stage: c. 2,000 words

Shortlisting stage: 300 – 500 words

13 different content formats

3 funnel stages

Lots of communications channels

…one writer can’t be great at it all!

(Despite what they may tell you…)

“A versatile, all-round writer”

“I can write anything, on any subject”

“Anything you want written, I can write”

“I find the right words for your business”

“Words are my passion”

In reality, there are 7 different types of B2B copywriter.

You need to be able to tell which types you’ve got – and always match the right one to the right job.

How can you tell which is which?

Their background

Type of content in their portfolio

What they say on their website

#1 The Creative Copywriter

#1 The Creative Copywriter

BackgroundAdvertising – agency or in-house

ThinksLaterally, in big, visual concepts. They show, not tell, and aim to make an emotional connection.

AdvantagesHelps you stand out at the top of the funnel. Works with designers to create striking art/copy combinations.

Great for:Ad copy, top-level web copy, branding, naming, concepts, ideas

#2 The Digital Copywriter

#2 The Digital Copywriter

BackgroundDigital agency/in-house web team

ThinksUser experience, conciseness, SEO, on-page conversion

AdvantagesWorks well with digital specialists, understands digital formats, design and technologies

Great forWeb copy, landing pages, apps, banners, PPC, social copy, microcopy

“You don’t need a [creative] copywriter to spend weeks working on a “big idea” when you can find a digital copywriter who’ll tell you adding “now” to your call to action could increase conversions by 4%.”

- Allastaire Allday, Digital Copywriter

#3 The SEO Writer

#3 The SEO Writer

BackgroundJust starting out, or just left an agency to go freelance.

ApproachMust work fast to survive, so repurposes Wikipedia articles. Keywords, keywords, keywords…

AdvantagesCheap: £9 for 500 words is common

Great for:Keyword-stuffed filler, fast turnarounds when quality doesn’t matter.

#4 The Technical Writer

BackgroundIn-house product development / publishing house

ApproachExplains how technical stuff works to a technical audience. Their aim is to clarify and educate, not to inspire or create an emotional connection.

AdvantagesWrites clearly and knowledgeably about tech subjects for a technical audience.

Great for:Technical web pages, product manuals, datasheets, knowledge base articles, FAQs#4 The Technical Writer

#5 The Explainer

BackgroundPR, AR, internal comms, report writing

ThinksTranslates complex subjects into plain language for a non-technical audience. May be unused to working with designers and thinking in visual concepts.

AdvantagesWrites clear, readable, engaging copy on complex topics.

Great for:White papers, ebooks, press releases, reports, blogs, articles, newsletters

#5 The Explainer

#6 The Conversion Copywriter (aka direct response copywriter, persuasion copywriter)

BackgroundOld-school (pre-digital) direct marketing: in-house or agency.

ApproachPersuasive and laser-focused on conversion. May not be very design-oriented.

AdvantagesKnows lots of psychological/emotional techniques to convince people to take action.

Great for:DMs, eDMs, long-form ad copy, sales letters

#6 The Conversion Copywriter

#7 The Journalist

BackgroundTrade or national media, usually print or web

ApproachUncovers your stories – or your customer’s stories – and tells them in an interesting and engaging way.

AdvantagesGreat interviewing/reporting skills, and sense of what makes an engaging story. Knows your industry, but this can create conflicts of interest.

Great for: Blogs, articles, expert pieces, case studies, brand journalism, managing brand newsrooms.

#7 The Journalist

Why does getting the right writer matter?

vs.

vs.

Play them to their strengths…

In the funnel…

And in the right formats…

Concepts, ads, web copy, branding, naming

DMs, eDMs, landing pages, long-form ads, sales letters

Web copy, landing pages,

apps, PPC, banners,

social copy, microcopy

Technical web pages, manuals,

datasheets, knowledge base

articles, FAQs

Blogs, articles, expert pieces, case studies,

brand journalism / newsrooms

White papers, ebooks,

press releases, reports, blogs,

articles, newsletters

Keyword-stuffed filler articles and

blogs

Build your dream team…

Our creative copywriter is

…………..…………

Our conversion copywriter is

…………..…………

Our digital copywriter is

……………………….

Our technical copywriter is

…………………………

Our journalist copywriter is

…………………….

Our explainer copywriter is

……………………..

Our SEO copywriter is

…………………...

Go forth and create great content!

Thank you