In a world full of noise, it’s easy for your company’s message to get lost—especially if you’re not strategic in identifying your audience.
(Learn more on identifying an ideal customer profile and buyer personas here.)
As the popularity of account-based marketing—specifically tailoring content and creating unique messaging for individual accounts—continues to rise, the pressure is on for marketers to create campaigns that are more targeted and distinctive than ever before. Among the top five ABM channels used today are content marketing, paid social, and marketing automation, or email. All of these avenues require the right flair with words. Translation: You need to have a B2B copywriter who wields their sentences craftily to keep a prospective account engaged and hooked.
Even if you don’t have a way with words naturally, it’s an art that can be picked up with the help of some essential tools. Take a cue from a B2B copywriter’s well-packed toolbox below to aid in the success of your content creation.
Proofreading your own copy can pose a problem—everyone needs a second pair of eyes to catch any grammatical errors. Content riddled with mistakes can appear to be a sign of unprofessionalism to the audience. Think of Grammarly as more than a proofreading platform; it’s your editor. With over 250 grammar rules, this helpful tool provides a thorough analysis of your documents, assisting you in reaching your fullest potential as a B2B copywriter.
The first rule of being a B2B copywriter is this: You have to possess the ability to create a clear and concise, SEO-friendly message that also converts. That means the inclusion of appropriate keywords is a must. The SEMrush homepage is an “all-in-one marketing toolkit for digital marketing professionals”—and that’s certainly the case. The platform makes your life slightly easier by conducting the keyword research for you. This beneficial tool also does backlink analysis in addition to finding new keyword opportunities to enhance your site. An added bonus: It gives your company a leg up by informing you of your competitors’ keywords.
The easiest way to lose credibility as a B2B copywriter is to plagiarize someone else’s work. Besides it being an ethical issue, copycat content can also affect search engine rankings causing your work to get lost in the sea of websites. Copyscape helps you avoid possible legal problems by ensuring you aren’t duplicating the words of others. The tool is free, but Copyscape Premium allows you to verify all original copy—which is surely worth the extra bucks. So, what if you’re concerned about your own work being plagiarized? Copyscape’s Copysentry skims the internet daily for copies of your written work, then emails you directly whenever duplicates are found.
HARO (Help a Reporter Out)
It’s vital to create copy that reflects your expertise in the field you’re writing about. If you show any signs of inexperience, your reader—who knows the inner workings of the niche your covering—will lose interest, and respect, fast. So, an asset such as HARO is especially helpful if you have limited experience covering certain (or all) facets of an industry. HARO is a daily email newsletter sent out to sources in every field ranging from finance to marketing and other industries. The newsletter is composed of journalists, bloggers, and copywriters searching for sources for stories. By doing research and interviewing experts in the fields you’re writing about, you’ll have sure success projecting your prowess as an authoritative B2B copywriter.
But how does it work? As a copywriter, you’ll sign into your HARO account and submit a query with the details of your story and what you’re specifically needing from the potential source. These queries are then approved by the HARO team to be included in an upcoming newsletter. Upon approval from the HARO team, you’ll begin to receive pitches from sources who saw your query and responded to it.
Most B2B copywriters—especially those who work for an agency—have to tackle multiple projects simultaneously. That’s where Asana, a project management app, comes to aid in keeping you organized, alongside managing your time and content output. Asana effectively helps you to stay on top of deadlines, ideas, pitches, and other copywriting tasks all on one platform. Since many B2B copywriters work with multiple teams across sales and marketing, you can receive (or ascribe) assignments to entire projects or components of a project to or from specific colleagues. An additional perk to using Asana is its team communication options built into the platform. This feature saves you from having to shift over to email or Slack anytime you need to message someone on your team.