From the experience of our team that has been busily copywriting in High Wycombe for many years, here are some useful content writing tips that we have found successful in our experience:
1) Use of generic terms, avoiding over-use of brand-focused content
71% of all searches begin with a generic term. So if your content is bloated with brand-centric and feature led copy, extolling the virtues of your product in a keyword-focused way, chances are your site will turn up somewhere on page 12 of Google. Your approach to content marketing needs to answer buyers’ questions and provide genuine and useful information.
2) Find the right tone
Thirty times more searches on mobile phones are spoken rather than typed. This means your website copywriting content needs to reflect search terms that are more conversational and presents information that answers practical questions. Product-promoting sentences will switch off Google and visitors to your site.
3) Hit the right target
It is unlikely to be the MD or CEO researching options. Instead, the B2B buying journey is likely to be kick-started by the end-user of your product or service who will make a recommendation to the decision maker once all the facts have been collated. Content marketing copy directed at top-level executives is likely to miss the target.
4) Choose your words wisely
Statistics show that before making contact with a potential supplier, B2B buyers perform an average of 12 searches. Your website content needs to grab the buyer’s attention if it has any chance of becoming that 1-in-12 that converts the visitor into a lead. Too many words, excessively long paragraphs and dense text can be hard-going. Use persuasive or descriptive headings and bullet or numbered points to break up your text. Carefully chosen and well positioned images always help.
Content writing Case Study