While many copywriters are focused on business-to-consumer (B2C) communications, there is an increasing demand for savvy business-to-business (B2B) copywriters. Business to business copywriting is approached differently than consumer-directed copywriting, because the buying process and needs are different. However, with potentially huge contracts at stake, the B2B copywriter plays a critical role in any business.
With the increase in internet communications, the need for business-savvy copywriters has become acute. White papers are created with increasing frequency, because ithey can now be distributed very cost-effectively. Corporate electronic communication documents, web copy, marketing copy, and client communications copy needs to be developed on an ongoing basis. All of these factors contribute to an increasing demand for skilled B2B copywriters.
Some carefully-selected resources for copywriters focused on business communications are listed below.
Be a B2B Copywriting Expert
Words are powerful in any business, but only if you use and implement them in the right way. This book contains 100 great copywriting ideas, extracted from the world s best companies Each copywriting idea is succinctly described and is followed by advice on how it can be applied to the reader s own business situation. A simple but potenitally powerful book for anyone seeking new inspiration and that killer application.
Christopher H. Sterling
George Washington University
* Learn what it takes to write for commercials, news, documentaries, corporate, educational, animation, games, the internet, and dramatic film & video productions
* Outlines the key skills needed for a successful media writing career
The demand for quality and knowledgeable multi-platform writing is always in high demand. An Introduction to Writing for Electronic Media presents a survey of the many types of electronic media you can write for, and explains how to do it.
Musburger focuses on the skills you need to write for animation versus radio or television news versus corporate training. Sample scripts help you learn by example while modeling your own scripts. Production files illustrate the integral role writers’ play in the production process, and individual movie frames allow you compare these to the real scripts.
Armed with the skills developed in this book, a media writer can apply for a variety of positions in newsrooms, advertising firms, motion pictures or animation studios, as well as local and national cable operations.
Robert B. Musburger, Ph.D., is Professor Emeritus and former Director of the School of Communication, University of Houston, USA. He has worked for 20 years in professional broadcasting, serving as camera operator, director, producer, and writer. Musburger has received numerous awards for his video work and teaching and he continues to work in electronic media with his Seattle, WA,. consulting firm, Musburger Media Services.
“[An] authoritative and clearly written description of the processes involved in writing for film, radio and television production.”
Raymond Fielding, Dean Emeritus
Florida State University
Different sources of online content require different approaches, and therefore the author takes a structured approach, taking each of these channels in turn, for example writing for web sites, writing for email, ezines and newsletters, writing for search engines, and writing for online ads. By approaching each topic individually, specific guidance is provided enabling the reader to be properly equipped with the tools required to write the most appropriate copy for the task in hand.
Blogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a “voice,” including organizations and their customers. So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art and science of developing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online—and using them to establish credibility and build a loyal customer base.
- Find an authentic “voice” and craft bold content that will resonate with prospects and buyers and encourage them to share it with others
- Leverage social media and social tools to get your content and ideas distributed as widely as possible
- Understand why you are generating content—getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy
- Write in a way that powerfully communicates your service, product, or message across various Web mediums
- Boost your online presence and engage with customers and prospects like never before with Content Rules.
Turn prospects into buyers with a powerful emarketing strategy!
“Albee shows how smart business-to-business marketers learn about buyers, tell a story, and greatly influence the B2B lead-to-sale process. This is your guide for Web marketing success.”
David Meerman Scott, bestselling author of The New Rules of Marketing and PR and World Wide Rave
“A compelling read for both B2B marketing and sales professionals alike, eMarketing Strategies for the Complex Sale is a practical and insightful how-to guide that will enable marketers to drive sales conversions and faster sales results.”
David Thompson, CEO, Genius.com, and founder of the Sales 2.0 Conference
“Albee lays out a path to understanding buyer personas, building their trust, and delivering contagious content that they want to read. A must-read for B2B marketers looking to engage with today’s buyers.”
Steven Woods, CTO, Eloqua, and author of Digital Body Language
“If you’re looking for a comprehensive, well-researched, single resource to plan, build, execute, and succeed in your eMarketing efforts, then buy this book!”
Barry Trailer, managing partner, CSO Insights
“New media, content marketing, social networking . . . Ardath cleverly wraps these concepts in a bow and makes this book required reading. . . . Become the expert resource for your customer and watch your business grow.”
Joe Pulizzi, coauthor of Get Content Get Customers and founder of Junta42
About the Book
Web 2.0 has reshaped the role of marketing in the Complex Sales process. Because prospects now have instant access to information about your company and its products―and your competitors―they can make buying decisions without ever communicating with you. Doing what you’ve always done simply won’t work anymore; you must entirely rethink how you attract and compel buying behavior.
With eMarketing Strategies for the Complex Sale, expert B2B marketing strategist Ardath Albee breaks new ground in the field of digital marketing and new customer acquisition. Albee offers techniques and tools for developing and executing strategies that are guaranteed to generate results.
The Internet offers an unprecedented opportunity for creating trusted relationships with your prospects and customers―before you ever “meet” them. Never before have marketers enjoyed such a wide-reaching and varied communication platform. Yet with all the noise, you have to stand above the crowd. The key is to converse about meaningful and relevant topics with your diverse audiences, to share your perspectives on what matters to them. That’s just what Albee teaches us to do.
eMarketing Strategies for the Complex Sale shares methods to help you:
- Create eMarketing strategies based on customer perspectives
- Use a contagious content structure for competitive differentiation
- Establish trusted relationships
- Continuously measure, tune, and improve your effectiveness
eMarketing Strategies for the Complex Sale also shares proven approaches to collaborating with sales. You can leverage eMarketing to move leads further into the pipeline while focusing sales time and energy on highly qualified opportunities. The results? Reduced time to sales, increased sales productivity, and growing revenues.
eMarketing Strategies for the Complex Sale reveals processes critical to ensuring that you make a powerful, measurable contribution to the lengthy sales process―and to the longterm success of your organization as a whole.
Inside you’ll find a wealth of sample documents and short, easy-to-apply guidelines for creating your own, including: Abstracts * Letters of Application * Complaint Letters * Memos * Proposals * Inquiry Letters * Follow-up Letters * Collection Letters * Emails * Reference Letters * Progress and Activity Reports * Policies and Procedures * Lab Reports * Grant Proposals * Press Releases * Newsletters * Job Offer Letters * Warning Letters * Sales Letters * Training Manuals * Speeches and Oral Presentations * Product Specifications * Summaries * Surveys * and many, many more.