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Why Content Is King: Meeting Client Demand for B2B Copywriting

Posted by Libby Morgan on 12-May-2017 15:15:00

Everyone’s talking about great content – where to find it, how to write it, and how to use it to fuel B2B campaigns which generate real and measurable results. Once considered a department which shied away from metrics, today’s marketing wordsmith’s know only too well how important it is to prove the selling power behind their words.

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Copywriting in the digital age

Engaging, informative content has always been an important component of the multi-channel marketing mix, but in the last few years, the importance of inventive, well-targeted copywriting has soared meteorically. With the rise of lead generation and digital’s ongoing transformation towards a more holistic approach, companies are increasingly avoiding the hard-sell and seeking new ways of opening a dialogue with prospects.

According to Hubspot, B2B companies who blog frequently throughout the month report more than three times as much traffic as those who blog less often[i], while a report by the Content Marketing Institute discovered 88% of B2B marketers now consider content marketing as one of their primary strategies for generating more sustainable brand value for clients[ii].  

Far from simply playing with words and seeing what works, a competent copywriter can be a B2B campaign’s very best friend.  

A busy copywriter is a happy copywriter

The Pro Copywriters Survey 2017[iii] found that just 0.5% of respondents wanted to leave copywriting, suggesting that copywriters truly do love their work. The potential content channels are almost endless, making this an exciting time for both content-hungry clients and voracious writers eager to translate insights into activity. From providing all-important guidance on how best to write a brief to how to review copy and navigate the plethora of options open to clients, word-savvy marketers are a vital element of agency/client communications.  

Measuring content value

World-beating copywriting can be tricky to obtain, but the results speak for themselves. According to findings from the Content Marketing Institute, content marketing costs 62% less than outbound marketing tactics[iv], but generates over three times as many leads.

 

If you’d like to find out more about award-winning B2B copywriting, or how content can improve the results of your multi-channel campaigns, speak to us today on 02392 314498 or email info@reallyb2b.com

Let's talk about your B2B marketing requirements, get in touch here

 

[i] https://www.hubspot.com/marketing-statistics

[ii] http://www.wordstream.com/blog/ws/2017/04/17/content-marketing-stats

[iii] https://www.procopywriters.co.uk/survey2017/

[iv] http://contentmarketinginstitute.com/2016/08/content-marketing-stats/

Topics: B2B Marketing Content, content is king, b2b marketing copywriter, b2b copywriting

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