John W. McCoy, Freelance Writer

B2B Copywriting and Marketing Content

Marketing Content

Marketing Content

By on July 24, 2016

The world of B2B marketing is drowning in content. Millions of marketing content messages every day — ads, brochures, emails, blogs, white papers, e-books, case studies, videos, tweets…on and on…

It reminds me of watching the sky on a cold, clear night from a 12,000-foot mountaintop when there is nothing between my eyes and the stars but a thin atmosphere and empty space. The stars seem endless, but a few stand out because they shine brighter than others.

And so it is with marketing content. Some messages get attention. Others fade into the background.

Quality beats quantity every time…but what is quality content?

Skip to marketing content types

What does quality content have that dimmer stars don’t?

Today’s B2B buyers have little patience with low-quality content. They are searching for answers, and when they don’t find them quickly, they move on. But more than answers, they are looking for someone they can trust. Often, their careers are on the line.

Here are four aspects of copy that I believe are essential to building lasting relationships.

Authenticity

Being open and honest about who you are — including your warts and foibles — creates trust. Your customers want to connect with real people.

Being honest does more than connect you with the people who need your products and services, it helps you disconnect from people who don’t need your services, so you don’t waste your resources trying to grow relationships that will not bear fruit.

Authenticity doesn’t mean you need to advertise your honesty and integrity. Just demonstrate your values with the way you speak openly to your prospects. A few weeks ago, my construction engineer neighbor and I were talking about contractors. He said, “if you need to put the word integrity in your business name, you don’t have any.” Integrity is not what you say. It is what you do.

I tell your story without hype or hoopla. I present the facts about your services, explain the benefits, and show them the proof.

Personal Messaging

The profile or persona you develop for your ideal buyer can be geographic, demographic, behavioral, social, psychological or any combination of those characteristics. I want to know as much as I can learn about your customers. Then I help you speak directly to them and their needs. I don’t write for a broad audience. I write for an audience of one, many times over.

Timeliness

There are unlimited ways to deliver your message, and my mission is to help you create and deliver the messages the resonate with the individuals in your target market at the right time in the buyer’s journey.

However, the buying process is not a straight line. At any point, especially in a long sales process, buyers can learn about new options and possibilities, reconsider their needs, or decide not to buy at all. Here’s a picture of how I recently bought a chair mat for my home office.

chair mat buying process

I bounced back and forth, even after my second decision. Notice that I only somewhat made it to the Loyalty stage. It would be easy to woo me away with a better product or price.

An effective marketing strategy will have the right content available for any point in the buyer’s journey, so you can reach your potential customer with the right answers at the right time.

Conversational Tone

Imagine yourself sitting in a quiet coffee shop with the CIO you want to do business with. You wouldn’t want to try to impress him with technical gobbledygook. He’d see right through it. You wouldn’t use formal language, and you wouldn’t try the hard sell. You would use a conversational tone to describe what you do and how you do it. You would explain the benefits, but you wouldn’t make unrealistic promises.

That’s the way I write. One human being to another.

Marketing Content Packages

I can write individual marketing pieces, but most of the work I do is creating magnet content — material your prospects find so valuable they will give you their contact information to get it. The most common magnet marketing content types are e-books, white papers, infographics, and webinars, but they can be anything your prospect perceives as valuable enough to give you contact information.

You can develop the best e-book in the world, but if you don’t let people know about it, you will not generate leads. When you work with me to create content, I produce the entire package of promotional materials and devices to market and deliver it.

White Papers

read a sample white paper
A white paper establishes you as an authority in your industry with the ability to solve the problems your prospects face. It can be a research paper or a problem solution, from a few pages to more than twenty-five. The language is often a little more formal than for something like a blog article.

A typical white paper package includes these items:

  • 3 insert ads
  • 3 social media posts
  • 1 LinkedIn advertorial
  • 1 video script up to one minute for a video ad, landing page video, or video blog
  • A landing page, written to motivate the prospect to sign up to access the content
  • An email sequence to deliver the content to the prospect and establish a relationship
  • A follow-up email to offer additional resources
  • Consulting sessions with your team to create the final layout. Or, if you like, I can bring in one of my creative resources.

White Paper packages start at $2200.

Contact me to get started.

E-Books

Read a sample e-book

An e-book is a how-to or step by step guide on a topic, project, or a decision process. You can use it to educate your prospect on how to approach a project or how to do anything connected with your business. We can often use it to allay a prospect’s fears about taking on a technology project.

E-Books are a powerful way to move your buyer from toward a decision. A well-written e-book gives your prospect solid assurance that you know your craft by sharing insider tips that your prospect can use.

The cost for an e-book varies depending on the length and the amount of research required.

Packages typically start at $1800, and will include this collateral:

  • 3 insert ads
  • 3 social media posts
  • 1 advertorial
  • 1 video script up to one minute for a video ad, landing page video, or video blog
  • An email sequence to deliver the content to the prospect and establish a relationship
  • A follow-up email to offer additional resources
  • Consulting sessions with your team to create the final layout. Or, if you like, I can bring in one of my creative resources.

Contact me to see how e-books can generate leads for you.

Webinars

Webinars are growing in popularity. I can’t make you a great webinar presenter, but I can help you build a great presentation slide deck. I’ve been creating slide presentations for executives for over 30 years, and the one most important thing I can tell you is that expectations have changed. Today, the focus is on the expertise and presentation skills of the presenter. If you present a webinar by talking through bullet points in a slide deck, your audience will bail out of your webinar and forget about you.

If you don’t have a good presenter, consider partnering with an experienced pro to present a joint webinar. Professional associations are a good source for experienced presenters. Independent authorities in your industry can also be helpful.

A typical webinar package will include:

  • 3 promotional emails
  • 3 insert ads
  • 3 social media posts
  • 1 advertorial
  • A registration page and email sequence
  • Reminder emails in the run-up to the presentation
  • A follow-up email to offer a recording
  • Consulting sessions with your team to create the final layout. Or, if you like, I can bring in one of my creative resources.

Webinar packages start at $1800. Contact me. Let’s start planning yours.

Infographics

Read a sample infographic.

When you put powerful statistics, images, and compelling copy into a visual format, you can create a story your prospects will remember. It is best used to present a complex topic in a simple way that identifies a problem or need, proves that the need exists, and then presents a solution.

Like other content, an infographic must be marketed. Packages start at $1400.

  • 3 promotional emails
  • 3 insert ads
  • 3 social media posts
  • 1 advertorial
  • A registration page and email sequence
  • Reminder emails in the run-up to the presentation
  • A follow-up email to offer a recording
  • Consulting sessions with your team to create the final layout. Or, if you like, I can bring in one of my creative resources.

Contact me to get started on your infographic

Updated: September 17, 2018

Links

Services
Home