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From Boring to BOOM!How to write B2B content that packs a punch
Chelsea Reay, Head of Content
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BEING A CONTENT WRITER IS
HARD
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B2B COPYWRITE
RS FACE ADDITIONAL PRESSURE
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CREATIVITY COMMERCE CONUNDRU
M [email protected] : @Fieldworks
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STAND OUT IN A
CROWDED MARKET
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MOST B2B CONTENT IS
BORING
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“Every year there’s a huge increase in the total amount
of content being created. Most of that content is just
wallpaper.”
Todd Wheatland, Global Head of Strategy, King Content
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STOP
Telling your story instead of theirs
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WANDERING ROUND IN
METAPHORICAL
HEADPHONES
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THE STORY IS
EVERYTHING
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STOP
Trying to tell everyone EVERYTHING at once
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IF THEY WANT THE TAP, DON’T SELL THEM THE SINK
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DON’T OVERLOAD
YOUR AUDIENCE
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STOP
Selling! Selling! And more selling!
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SEGMENTATION IS
CRITICAL
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THE B2B BUYING
TREADMILL
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START
Giving yourself time to think
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FIND YOUR CREATIVE
SPACE
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YOU ARE NOT A
PERFORMING MONKEY
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START
Segmenting – without dehumanising
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ONE SIZE DOES NOT
FIT ALL
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SEGMENT YOUR
AUDIENCE
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Learnings
Challenges Challenges Challenges Challenges
Responsibilities
Responsibilities
Responsibilities
Responsibilities
Persona name
Persona name
Persona name
Persona name
Persona targeting
Learnings Learnings Learnings
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REMEMBER PROFESSION
ALS ARE STILL
PEOPLE
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START
Challenging yourself creatively
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SHOW EMOTION IN
YOUR WRITING
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CONTINUE
Repurposing (but not repeating)
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CONTENT IS NOT COAL
SHOVELLING
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EACH CHANNEL IS
SLIGHTLY DIFFERENT
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CONTINUE
Listening to what works
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YOU ARE THE ENGINE FOR LEAD
GENERATION
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CONTINUE
Making sure your content is a valid part of the prospect journey
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DON’T SEND PROSPECTS
INTO FREEFALL
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PASS THE BATON TO THE SALES
TEAM
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ASK YOURSELF THE GOLDEN QUESTION…
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WOULD I READ THIS?
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www.fieldworksmarketing.co.uk
Chelsea Reay
e [email protected]