A strategic approach to crafting copy
Over 60% of B2B transactions start online.
All online transactions are born from copy that grabs attention, adds value, then converts. But what makes your audience stop scrolling and click on your business’s blog? Take a swipe through your social posts? Or read your recent thought-leadership article
– Copy that knows who it’s talking to.
– Sentences that provoke thought.
– Thoughts that open eyes and leave users wanting more.
If you’ve got a B2B service or product, our copywriters have got the words.
What is B2B copywriting?
With the typical B2B sales cycle taking around two months, the copy that is available for your brand’s target customers to view and engage with plays a pivotal role in supporting – and shortening – the process.
Content must address the specific pains or niche industry challenges of your business’s target audience to initiate a relationship. Then it’s got to keep them there, encouraging users to explore both your brand and your product/solution.
The first word our copywriters note down in our B2B copywriting process is research. From your personas and competitors to the current state of your market, our copywriters work with you to understand:
- Who your content wants to talk to
- How it needs to speak to them
- What value you can add to your audience’s day
Did you know…
Optimising copywriting for search
That’s a short amount of time to make a big impression. Copy needs to strike the fine balance of clear and concise, yet informative and insightful. B2B copywriting is a complex process, but it’s made far more effective with our talented team.
Our copywriters are specialists at crafting copy for a range of highly technical B2B solutions that is optimised for search engines, like Google. Using a range of tools for SEO (search engine optimisation), we find out exactly what your audience is typing into those search boxes – ‘keywords’.
Tone of voice
So, your audience has landed on your B2B website or has found your latest PR activity published in their favourite industry publication.
What next?
How your copy comes across to your audience, whether that’s informative, authoritative, or playful, shapes both your audience’s initial and ongoing impressions of your brand. Both of which are key to creating and maintaining relationships.
Communicating effectively
Writing an array of copy for multiple audiences in differing tones across a variety of specialist industries is our copywriters’ bread and butter.
At the core of every short social media caption or detailed case study is a tone that has been meticulously planned, tested, and continuously refined to that client’s needs, ensuring the business’s messaging is consistently relevant and memorable.
Wherever your audience finds and engages with your content, we’ll produce copy that’s written in a style consistent with your brand. When we nail the tone of voice, you nail communication between your business and your audience.
Combining copywriting with content marketing
As a long-standing partner to a variety of B2B businesses, we’ve got a wide range of experience in choosing impactful words and the right tone to show your brand in the best light.
Powerful taglines
Thought-provoking articles
Comprehensive industry reports
Just three of the content activities our B2B copywriters get up to on a daily basis. But there’s more to the copy we whip up than just words.
We’re not a copywriting agency.
We’re a B2B marketing agency.
And we’ve got something a lot of content marketing businesses don’t: a team of creative minds who are specialists in their craft.
GRAPHIC DESIGNERS | VIDEOGRAPHERS
DIGITAL COMMS EXPERTS | EVENTS SPECIALISTS
ACCOUNT MANAGERS | (And copywriters, of course!)
We take a strategic approach to all copywriting, advising businesses on the marketing mix that gets them in front of the right audience.
And keeps them there.