Copywriting for Digital Selling

Applying effective B2B storytelling and copywriting techniques to enhance prospect and customer engagement to help grow your business.

copywriting for digital selling

B2B Copywriting Advice for Tech | SaaS & Services

Sales people will come and go but your content will keep giving for years without complaint.  You only need a low number of well-crafted articles and videos to sustain interest and engagement and the only way you can do that is by ensuring your team excel at copywriting.

Stop thinking personas and segmentation.  Think Primary, Secondary, Product & How to Buy!

Your business needs carefully constructed copy to connect to your desired audience and communicate your message on their level. This applies to:

  • Articles
  • Press Releases
  • Product information
  • Web pages
  • Brochures
  • White papers
  • Reports
  • Guest posts
  • Social media
  • Memes
  • Video clips
  • Scripts/Screenplays
Marketing Waterfall Image

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As the infographic above shows, there are four levels of content and they all serve a purpose, with the call-to-actions flowing from one to another: -

  1. General - low visibility, readers already know you
  2. Secondary - Social Proof, Press releases, advertorial, Infographics, Podcasts, Video, Live Streams
  3. Primary - Though-leadership, Business Case, Whitepapers, full engagement (2,000-5,000 words)
  4. Product - Explanatory, educational and detailed (2,000 words+)

 All your content including, video, podcasts, live streams and zoom presentations needs to be prepared by a competant copywriter in advance and critically approved before it is published to maintain your business tone-of-voice and ensure your objective will be achieved.

In addition, written content needs to conform to a so-called Google standard of being written to be understood by a twelve-year-old, so not too technical and to include certain conponents as described in the image below:

 SEO layout853

To help get your content on the right track, the copywriting services we offer are as follows:

  • Crafting your business tone of voice
  • Defining a minimum requirement of primary and product content
  • Product & services research
  • Review of existing copywriting and content to be repurposed
  • Mapping content against Google search parameters
  • Review of competition, including websites and content
  • Research and selection of images, statistics and diagrams
  • Product training of your products/services where necessary
  • Editing transcripts to include on your website
  • Reviewing of your existing website infrastructure

 

Key

Adverts

  • Video clips
  • Memes/Graphics
  • PPC/Banners

General

  • Blogs, New Hires
  • CSR, Awards, PR
  • Guest Activities

Secondary Content

  • Social Proof
  • Case Studies
  • Infographics
  • Podcast/Video/Live

Primary Content

  • Thought Leadership
  • Business Case
  • Whitepapers
  • Pro' Publications

Product Content

  • How it works
  • How to install it
  • Best Practices
  • Training
  • FAQs

How to Buy

Bouncing Path

People buy people; Prospects and customers bounce all over the place, and so they should, when they're learning about your businesses and products.  They don't follow a set path, they can't be pidgeon-holed or scored simply because a prospect wants to explore what you have on offer and therefore must be allowed to bounce all over the place with unrestricted axccess to whatever they need to identify that makes you a good fit for them, not the other way round. 

Find out more...

Digital Selling is about providing content your prospects are demanding before they'll speak to you.  To learn about how we can help your business...

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