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.
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 [email protected]