All these figures confirming the power of content marketing are pretty self-evident. So, who is writing your content? Who is your go-to B2B copywriter?
Perhaps a few people on your marketing team are tasked to write your long-form content. And your CEO or CTO contributes a blog post every couple of months. But not only does that put pressure on these people, who already have responsibilities they should be focused on, it won’t get you the amount of content you need to compete in today’s marketplace.
Meanwhile, these folks, regardless of their intent, may not have the copywriting skills needed to capture the interest of your audience. Or they’re simply too close to your solution to write clearly about the ways it will benefit your audience. And if you fail to do that, it won’t matter how many groundbreaking features your enterprise solution offers. People will tune out.
That’s why you might seek a freelance B2B copywriter for help writing content. But you run into problems there as well because too many B2B copywriters:
- Don’t understand enterprise technology, let alone how to write about it
- Understand the technology and your audience, but can’t turn this knowledge into narratives that resonate with your audience
- Lack education or training in the storytelling arts
- Don’t know how the position you as a trusted resource
What can you do to generate content that grips your audience—and turns them into leads? Here’s our suggestion.