Account-based marketing owes a lot of its power to the way its content can speak to this reader in particular, and address their unique needs. But how much tailoring is too much? That’s the question we’ll be tackling in this episode of B2BQ&A, on behalf of Rhiannon Blackwell, Account-Based Marketing Leader at PwC. Specifically, Rhiannon asked: “How do you strike the right balance between your brand voice and messaging and hyper-relevance with a client, for example, by using their language?” To answer Rhiannon’s great question, we’re thrilled to welcome two further well-known experts f ..read more

Researching keywords is relatively easy in a popular B2C market – where data is plentiful and vocabulary is simple. But how do you find search intent in the rarefied world of B2B tech? That’s what Emily King from Bluefruit Software wants to know: “It’s one thing to know what you call your product or service, but it’s another to know what your potential audience is actually using in their searches. So how do you find this out?” Such an important question needs a very special guest… so we went straight to the top: Andy Crestodina from Orbit Media. Andy literally wrote the book on SEO and content ..read more

After a longer than expected absence from the recording booth, the podcast is back, though not quite in the usual B2BQ&A format. In this episode, we’ve collected our favourite copywriting tips from the past few months. Imagine a compilation album called Now That’s What I Call Copywriting, featuring freelance writer Matt Binny, Giles Edwards from …Gasp!, Katherine Wildman from Haydn Grey, and copywriter Vikki Ross, as well as contributions from our own in-house writing team. You can read a full transcript of this episode at the bottom of this page. Three tips for great B2B copy… Keep it sh ..read more

In an ideal world, a B2B copywriter can read your mind and conjure up the most perfect piece of content you could ever dream of. But here in the real world, there’s briefing to be done. And in this episode we answer a question from freelance B2B writer (not to mention Radix founder, and original host of this here podcast) Fiona Campbell-Howes, about what happens when briefings go wrong: “We hear lots on social media about what writers find frustrating about their clients. But I’d be really intrigued to hear things from the client side: what do marketers find frustrating about writers that they ..read more

This episode, we’re answering a question that’s been bothering Irene Triendl: “How much content actually gets consumed in B2B? So, how much of the stuff that we create is actually read, or watched, or listened to? And how can we use that knowledge to create better content?” It’s a damned good point. We spend all this time writing blogs, ebooks, white papers and video scripts, but who knows how much of it finds its way to an actual reader? Katie Colborne, Senior Manager of Global Demand Generation at Basware, that’s who. So we asked her. This month’s episode also features a copywriting tip from ..read more

In this episode of B2BQ&A, we answer a great question from Richard Hatheway, Senior Manager for Ezmeral Marketing and GTM at Hewlett Packard Enterprise. He asks: “I have influencers, decision-makers and end-users that I have to engage, so how do I determine what type of content to use for those different target audiences?” And as you’d expect, we’ve put together an all-star podcast to answer. First, we put Richard’s question to Claire Drumond, Head of Marketing, Jira Software & Agile Solutions at Atlassian. But that’s not all; you’ll also hear from our guest co-host for this episo ..read more

This month’s question gets to the heart of what it means to be a B2B copywriter: the tension between our technical subject matter, and the need to be compelling, engaging, and clear…. Wait. Didn’t we cover this already? You might remember last time, we asked Katherine Wildman of Haydn Grey and WeTransfer’s Robyn Collinge:“How can I take a fairly dry – some would say boring – non-sexy service, such as law, which is often laden with jargon, and turn it into something people actually want to read?” The question came from Dave Briggs, marketing manager at Nash & Co Solicitors. And Dave, we’ve ..read more

This month’s question gets to the heart of what it means to be a B2B copywriter: the tension between our technical subject matter, and the need to be compelling, engaging and clear. Dave Briggs, marketing manager at Nash & Co Solicitors, asks: “How can I take a fairly dry – some would say boring – non-sexy service, such as law, which is often laden with jargon, and turn it into something people actually want to read?” To answer, we needed some serious inspiration. So we put Dave’s question to B2B copywriter and all-round creative firebrand Katherine Wildman of Haydn Grey – and as our guest ..read more

This month’s question comes from Caroline Robinson who, among many other roles, is the senior editor of the British Cartographic Society’s popular magazine, Maplines. She wants to know: “What QA/QC processes do other people have for editing content?” It’s a fantastic question. At Radix, we use a version of this 16-point copywriting quality checklist when editing each other’s work, but we were also super curious to find out what processes others use to ensure the quality of their B2B content. So we spoke to Laurence Taphouse, Director of Digital Marketing and Content Strategy at Deltek‘s EMEA ..read more

Nobody likes B2B content that’s repetitive. It’s boring to write and – more importantly – it’s unlikely to be successful if your audience feels like they’ve heard it all before. But if you often have to write about the same products, services and ideas, keeping your content fresh and compelling is easier said than done. It’s a problem B2B marketers and content creators face all the time. So we were delighted when Chelsea Groome of Fierce Content gave B2BQ&A the perfect excuse to go in search of an answer, by asking: “If you’ve been working with a client for a long time and their product ha ..read more