Thomas Clifford // B2B Copywriting Tips - 5 new articles
Welcome to the last article in this series on creating a writing and interviewing system for capturing content from subject matter experts.
For several years, studies have shown that lack of time is the biggest challenge B2B marketers face.
If that's true for you, it makes sense to start putting time on your side, right?
And that’s what'll happen when you have a dependable content writing/interviewing system at your fingertips.
In Part 1 of this series, you learned the importance of having an interviewing/writing system in place to capture content.
Part 2 taught you how to create a dependable interviewing/writing system.
You learned in Part 3 the two important steps to take to prepare for the content interview (including two checklists you...
In Part 1 of this series, we covered the importance of having an interviewing/writing system in place to capture your content.
Part 2 covered how to create a dependable interviewing/writing system.
In Part 3, we’ll cover two important steps to take when preparing for the interview, including two checklists you can easily customize for your interviews.
Before we begin, let me ask you a simple question.
Do you know why most content interviews fail?Most content interviews fail because of poor preparation.
Here is what usually happens.
The interviewer tells the guest an interview is needed to gather some material for a project.
A date and time is set.
Everything is looking good.
Until things spin...
In Part 1 of this series, we covered the importance of developing an interviewing/writing system to capture your marketing copy from content experts.
In Part 2, you’ll learn how to create a dependable, repeatable interviewing/writing system.
What do I mean by a “dependable system”?
By system, I mean having a step-by-step structure or method to accurately and consistently capture the content you need from content experts.
Let’s get started.
Start by asking a few “who,” “what,” “where,” “when,” “why,” and “how” questions.
Here’s an outlining tip
Your next project is “in the can.”
You’re confident it hits the target.
You’ve shared it with colleagues and they love it.
However, did writing it feel like it took forever?
If so, you’re definitely not alone.
A 2014 Content Marketing Institute survey of trends and benchmarks in North America revealed the top challenge for B2B marketers:
Since lack of time is the biggest challenge B2B marketers face, I thought I’d show you a simple solution to speed up the content writing process—interviewing content experts.
Interviews: The heart of the system
The heart of the system uses interviews with subject matter experts so...
Over the years, two pillars have served marketing writers well: features and benefits.
They have become the building blocks for B2B, and deservedly so—they do a lot of heavy lifting for marketers.
But features and benefits are just two out of more than a dozen copywriting ingredients available for marketers and writers to choose from. Why not tap into the other copywriting ingredients and put them to use?
By using a few (often missing) persuasive ingredients in B2B marketing copy, you can increase engagement levels with your audience.
Mix and match different techniques to see what works best for you.
Tip #1: Write benefit-driven headlinesWhen writing headlines, focus on the benefits an audience receives from your ideas. “How to Speed...