Society For Technical Communications

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Society For Technical Communications

• Best Practices For
• Creating B2B Marketing Copy
• February 19, 2008

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Representative Clients
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The Content Factor Explained

• Were focused on original content generation
• Writing
• Concepts (diagrams and visualization)
• Themes
• Messaging
• Not focused on traditional agency services, such
  as design, production or media buying
• Senior writers and marketing professionals with
  years of B2B and technology experience--at
  reasonable prices

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What Can You Use The Content Factor For
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Value Proposition

• For Clients
• A consistent source of great writing. Supply and
  demand are better matched than with a network of
  freelancers.
• Less overhead and more flexibility than in-house
  staff.
• Easy-to-manage one invoice and one 1099.
• Collaborative eRoom for document management and
  control.
• Everything gets edited and is seen by at least
  two professionals.

• For Writers
• A community of like-minded professionals.
• Someone else to manage the business elements.
• A break from the feast or famine freelance
  environment.
• Great reference sources and other tools.
• Everybody has an editor.
• Someplace else to call home.

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Client Benefits

• A professional services approach to content
  generation. Not a lifestyle business.
• Collaborative team, not a single source viewpoint
• Built-in editing services
• Broad experience in marketing and communications
  beyond editorial services. We know the end game
  is to sell more.

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Why Companies Must Focus on Good Content

• More important than ever in the age of online
  marketing. The prospect is in control and often
  hidden from the view of the marketer.
• Goes to the holy grail of B2B marketing thought
  leadership
• Studies show that prospects crave educational
  content. It helps them make decisions and
  self-select. Less pressure on the sellers
  sales/marketing engine.
• Institutionalizes messages in a go-to-market
  format
• Is required if you have any type of lead
  incubation or lead nurturing program

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Good News Writing Is Here To Stay!
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Blogs and Blogletters
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Research Studies
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Primers
Ideal for demand generation programs
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Five Things All B2B Writers Should Keep In Mind

• Understand the sales program and goal. See the
  big picture.
• Think like a salesperson to better
• Communicate
• Educate
• Arouse interest and emotion
• Think like your client or boss with regard to
• Costs
• Re-usability
• Suitability and context
• Think like a reporter as to
• Background
• Facts
• Proof Points
• Credibility
• Finally. Think like a writer!

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Key Elements of a Good Message
Emotional
Relevant or newsworthy
Differentiating
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Content By Sales Stage
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What Types of B2B Content Work Best?
ONE-TO-MANY Emails, Ads, PR, PPC, Offline
tactics
DEEP DIVES White Papers, Case Studies, Brochures,
etc.
ONE-ON-ONE PowerPoints Letters Warranties
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Some Discovery and Interview Suggestions

• Preparation and discovery are key
• Try not to settle for just background
  information. Try to get an interview or two.
  Close copy contact is always best.
• Open ended questions yield the most interesting
  answers. Try to avoid the pre-completed form if
  possible.
• Make the interviewee comfortable. Get them first
  talking about something they know.
• Play devils advocate Make them prove their
  claims.

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Some Writing Suggestions

• Use the 3-30-3 rule
• Write as you speak
• Eliminate jargon
• Short sentences are usually best
• Give the conclusion first
• Studies show that pictograms are best for
  cognition

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http//www.fightthebull.com/bullfighter.asp
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Writers Should Think Graphically Too!
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More Tips For B2B Writers

• For case studies and testimonials, it is more
  important to reinforce the companys messaging
  than to tell the exact story
• At the same time, dont create the document for
  the benefit of your boss (or your clients boss).
  Be the advocate for the reader.
• Writing is the easy part. Research and project
  management are key.
• Add value. Dont think of your self as a writer
  or chronicler. Think of yourself as a consultant.
• Delight the client (or your boss). Give them
  something unexpected. Its the kiss of death to
  give them what they want.

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How To Migrate To B2B Marketing Copy

• Dont lose your technical underpinnings. In order
  to explain something simply, you must understand
  it!
• Look for initial projects that are deep-dives,
  but not documentation white papers, research
  studies, primers.
• Be willing to listen, learn and change

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In Closing

• Paul McKeon
• pmckeon_at_contentfactor.com
• 770-457-2489 ext. 227