This page covers other types of B2B writing services that I provide, and describes how these forms of content can help your company.

Brochures & Data Sheets

A good brochure is a customer-focused marketing piece. It doesn’t just give potential buyers an overview of your B2B products or services. It explains how those products or services will help the customer to solve their problems and eliminate their pain points. An effective brochure highlights the benefits – not just the features – of your solutions.

A data sheet is the “Reader’s Digest” version of a high-tech brochure. It condenses product information and benefits down to a single page of text, squeezing the most crucial facts into two or three well-written columns. (If you add a second page, it’s usually a table of technical specs.)

Above all, brochures and data sheets must be persuasive. They should convince potential customers that your products are not just a possible solution, but the only solution worth considering. They must demonstrate the value of your products, and prompt your customers to contact your company for more information.

Video Scripts, Webinars, and Podcasts

B2B marketing videos inspire, persuade, and educate prospective customers about your company and its solutions. A survey by Search Engine Watch found that 73% of B2B buyers were more inclined to buy a product after seeing a video about it.

In B2B marketing, many types of videos still require well-written scripts that combine visuals with appropriate voice-over narration. These include:

Corporate videos that describe your company
Product videos that show how a specific product works
Solution videos that describe the steps in a solution or service
Tutorials and how-to videos

Webinars and podcasts may not require a script, but they do require planning to be effective as B2B marketing tools. This usually involves planning out the information points that the webinar or podcast host will cover. For a webinar, it often involves organizing those information points in a slide deck.

Video scripts, webinars, and podcasts can help your company to:

Create brand awareness
Build connections with new and potential customers
Establish credibility as a solution provider
Differentiate your business from your competitors
Improve your rankings in organic searches
Increase conversions and boost sales

Web Content

A B2B web site is your company's "calling card." It's often your first point of contact with a prospective customer. By examining your web site, they determine whether or not your solutions are right for their current or future needs. They decide if it's worth their time to investigate or contact your company. So it's important to make a good impression on them, right off the bat.

Like a brochure, your web content must be persuasive, alluring, and compelling, not just informative (and certainly not dry or dull). Individual product pages should highlight benefits and value, and company pages should give your customer an idea of what it's like to work with your people.

Not only that, your web site should be like a neon sign, calling to the search engine bots! ("Hey! Over here! We have the solutions that people are searching for!") You should make it easy for prospective customers to find your company when they do an organic web search for products or services like yours.

Your web content should include a good mix of SEO keywords that will help to get your site placed in organic search results. The trick is to include those keywords in context with the value-driven content on your site.

Press Releases

A press release "gets the word out" to journalists, bloggers, and media outlets about significant events at your company. Whether it's a new software or product launch or upgrade, an important client you've acquired, an upcoming trade show presentation by your CEO, or a recap of your annual or quarterly stockholders meeting, a press release helps to generate "buzz" about your company name and brand.

Press releases give you instant exposure for a very small price. They are perfect for small to mid-sized businesses, as well as large corporations. If you put out regular press releases, the B2B media will write, talk, and blog about you, and your potential clients will notice you.

But a press release must be well-written, to give the reader the impression that your company knows its stuff, and is therefore worth following. Also, a modern press release should be written with SEO keywords, in order to attract the search engine bots when you post it on your company website. In addition, you need to know who to send the press release to – which industry bloggers and newsletters will pick up on news from your company, and give your announcement the “buzz” that you’re seeking.

Looking for a B2B Marketing Communications Writer?

As a skilled B2B copywriter, I will…

Work with your SMEs to develop engaging content
Update existing content with new or better, more persuasive information
Produce customer-focused brochures and data sheets that highlight the benefits of your products.
Write video scripts or plan webinars that combine visuals and audio.
Write web content that not only informs, but uses SEO keywords in context
Write keyword-rich press releases that get the word out about product launches, new clients, or recent or upcoming company events

But there's more…I can show you how to…

Develop marketing pieces around a common theme.
Repurpose one marketing piece into several content pieces
Use several marketing pieces together in an integrated campaign.

LET'S TALK ABOUT YOUR NEXT MARKETING PROJECT!

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Brochures, Etc.