Revision is real … time consuming and expensive.
Time and time again, you enlist the help of a B2B marketing writer—only to have their work fall short of expectations.
They have trouble capturing your brand voice. They fail to engage your audience. They have difficulty articulating your messaging.
So how are other businesses doing it? How have other marketers developed special connections with writers who deliver outstanding work day in and day out?
Yesler’s Creative team has forged rich, long-lasting relationships with some of the world’s top B2B marketing organizations. And we’ve learned along the way what it takes to form fruitful writer–company alliances.
Below are things you should absolutely expect from a first-rate B2B marketing writer, and some steps you can take to partner with them in creating captivating content that impacts your business.
What to look for in the perfect writer
Your search for a B2B marketing writer begins with a choice:
Do you make a beeline for Agency Avenue or venture down Freelancer Road?
Agency Avenue gives you access to multidisciplinary specialists, including strategists, editors, and designers. It allows you to easily scale your content marketing efforts with support from other agency staff.
Freelancer Road helps you minimize content creation costs. It also provides you with greater flexibility for scheduling and availability.
Whichever option you choose, your writer must prove their worth. They’ll need to:
- Demonstrate an understanding of how to engage with prospects at different points in the customer journey. For example, generally speaking they should avoid mentioning specific products until prospects reach the consideration phase.
- Show they have expertise in writing for different channels. The breezy tone of social copy, for instance, should differ from the authoritative voice in a thought leadership blog.
- Make it clear they know how to create consistent, multichannel messaging. Customizing content to individual channels is one thing; crafting an incremental story with consistent messaging that’s finely tuned for different channels is something else altogether.
You can often spot these qualities in the samples your writer provides. If you can’t, ask your candidate to write a few things for you. Give them explicit instructions to use your company’s brand voice or tailor the messaging to a specific point in the customer journey and see how they do.
How will you know you’ve hired the right writer? Simple. They’ll ask you a boatload of questions. Good writers have an insatiable thirst for knowledge. They want to know as much as possible before putting that proverbial pen to paper.
Truly great writers will take that a step further. On top of asking questions, they’ll make suggestions. They’ll point out ways you can increase engagement or improve your content strategy.
Why loading your writer up with information is essential
A lack of information leads to lousy content. If you fail to provide your writer with the proper insight, you’ll receive content that fails to meet your expectations.
How can you help? By giving your writer a comprehensive creative brief that contains:
- Goals: Tell your writer exactly what you’re aiming to achieve. Whether you’re trying to educate your audience with a thought leadership blog or share brand recognition on your Twitter page to earn customer loyalty, this is the first thing your writer needs to know.
- Content types: What do you want developed? An email? A case study? An infographic? A top-notch writer will be well versed in the best practices of all those content types. And provided you tell your writer what type of deliverable you need, they’ll be able to create content to your liking that also generates results.
- Schedules: Your writer likely has multiple projects on their plate. A detailed schedule—featuring draft due dates and final deadlines—will help them juggle their workload and prioritize.
- Customer personas: Different audiences require different messaging. Let your writer know the professional title of the person they’re addressing in their copy, along with the industry, line of business, greatest pain points, and anything else you deem relevant to connecting with your audience.
- Marketing funnel stages: Do you want to raise awareness of a growing business problem? Do you want to convince your reader to make a transaction? Share that with your writer, and they’ll create copy tailored to precisely where your audience is in the customer journey, whether at the top or bottom of the funnel.
- CTAs: There should be one action—above all others—you want your readers to take. It could be registering for a conference. It could be downloading an e-book. Whatever it is, make that action clear to your writer.
Sound like a lot of work? It’s not. In fact, it’ll save you work in the end. You’ll avoid countless rounds of revisions and feedback, as your now-informed writer can deliver on-point copy from the get-go.
How staying engaged helps your writer stay in sync
With your writer in the fold and in the know, you may think your work is done. Not true.
It’s crucial to stay engaged with your writer. Why? Because the more you communicate with them, the more effective they’ll be. Continued engagement is especially important when your company:
- Rolls out a new brand narrative your writer will need to follow.
- Introduces new campaigns your writer will need to promote.
- Hires new employees your writer will need to interview.
There’s no shortage of ways to maintain a strong connection with your writer. You can schedule one-on-one chats, invite them to team meetings, or give them access to your content calendar.
By staying engaged and making your writer an instrumental part of the team, they’ll be empowered to contribute. And they can help shine a light on potential strategy, campaign, or communication shortcomings.
Your writer will do the heavy lifting when it comes to creating content. But every weightlifter needs a reliable spotter. Be that for your writer—and strong content will surely follow.