Industrial B2B copywriters create content that is engaging and establishes authority and trustworthiness. Valuable content that speaks to the right audience. We need to nail the right tone of voice and address the appropriate pain points to create a connection that makes users want to convert.

We’re good at what we do, but even the best writers can’t create good content without a bit of collaboration.

Establishing Client Marketing Goals

Business owners know their products and services better than anyone. They carry an insane amount of information in their heads but don’t always share that knowledge with the people doing their writing. So, it’s up to us to get those valuable tidbits from our clients.

Here’s the thing to remember: Business owners are so busy they probably skip lunch (or even dinner) most days. So, the last thing we want them to feel like is that we’re stealing valuable time from their day. Make sure they understand we’re doing this to help them meet their marketing goals!

Working with Clients to Understand their Audience and Goals

Speaking with a client, even if it’s just a quick 15-minute chat, can make all the difference. Do we want “good enough” content that gets the job done, or targeted content that makes a site stand out? With so many businesses competing for attention online, you need to do everything possible to help clients stand out from their competition.

It’s important to understand the “who, what, and why” behind a client’s products and services. It’s only then that we can communicate effectively with their target audience and provide useful answers to their most asked questions.

Questions to ask include:

• Who are your typical customers?
• Who do we want to target with this content?
• What are their pain points? (meaning, their challenges/issues we’re trying to solve)
• What do you want them to know about your company/product/service?
• What tone of voice should we use?
• What action do you want customers to take?

Collaborating with Your Marketing Team

It’s time to collaborate and strategize, my friends! Every piece of content created, whether it’s for social media, email communications, website, or blog should have a specific goal. This involves having the marketers on your team create a content strategy for each client. This critical component of marketing will help you take the information provided by your client and turn it into content with a specific goal.

The strategy process should include the following steps:

• Determine your content marketing goals. Are you promoting a product/service? Trying to expand your audience?
• Review the analytics of your client and their competitors to identify traffic, keywords, and demographics
• Conduct research to identify the client’s target audience
• Create buyer personas to help you tailor each piece of content to the right audience
• Determine which channels need content to help your clients reach their marketing goals
• Map out a content plan that includes website copy, blog posts, social media, and email marketing

Finding Your Best Content Collaboration Process

Every digital marketing agency setup is different, so there might crossover in terms of who handles which tasks. The important thing is that marketers and designers collaborate on each piece to make sure it hits all the right marks. Once you have a content strategy in place, the copywriter can get to work on research and content creation.

The world of internet marketing changes constantly, and we all pick up different bits of information and insight along the way. Working together and sharing ideas helps us learn from each other and find new and exciting ways to help clients meet their goals. Regular communication with clients and internal team members allows us to produce the targeted content your prospects are searching for on the web.

Work with a B2B Digital Marketing Agency for Website Content

Ecreative’s team of digital marketing specialists and copywriters are here to help with all your website content needs. Let’s start a conversation to see how we can help you reach your marketing goals with a focused industrial content strategy.