In the competitive world of B2B marketing, compelling content is king. But crafting content that truly resonates with your target audience and drives results requires skilled B2B writers. This guide goes beyond finding these talented wordsmiths. We'll delve into not only how to identify them but also how to foster a collaborative environment that empowers them to create their best work.
From defining an ideal candidate profile to fostering open communication, this guide equips you with the tools to find and help great B2B writers produce compelling content that achieves your marketing goals.
The biggest obstacles to searching for B2B writers
B2B articles and blog posts were the most popular content format among marketing specialists in 2023, with a 94% usage rate compared to 89% in 2022. As demand for high-quality content reaches an all-time high, the supply of writers is vast.
Our content marketing inbox was flooded with requests from B2B writers—about 20 per week. Yet, finding the right talent involves more than selecting the first person who reaches out. It requires advanced B2B expertise and strong research skills.
For many B2B writers, their knowledge is theoretical. We realized we needed to change our approach to find writers capable of producing bottom-of-the-funnel (BOFU) content that resonated with our audience.
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How to find skilled B2B writers whose articles lead to conversions
In today's content-driven world, finding skilled B2B writers who can craft articles that not only resonate with your audience but also drive conversions is crucial. This guide will walk you through a three-step process to identify top talent who can deliver high-performing B2B content.
1. Outline the ideal candidate profile.
Before diving into the search, take a step back and define the ideal B2B writer for your needs.
Industry Expertise: Do you need someone with in-depth knowledge of your specific industry or a generalist who can grasp complex topics?
Content Style and Tone: Formal and authoritative, or engaging and conversational? Determine the writing style that best aligns with your brand voice and target audience.
SEO Knowledge: Understanding search engine optimization (SEO) principles is essential for creating content that ranks well in search results.
Content Marketing Experience: Prior experience with crafting content for B2B lead generation and conversion is a plus.
Portfolio and Writing Samples: Look for writers whose past work showcases their ability to write clear, compelling, and conversion-focused B2B content.
2. Scrape professional platforms and relevant resources.
Once you have a clear picture of your ideal B2B writers, it's time to start your search.
Professional Platforms: Leverage platforms like LinkedIn and Upwork. Use advanced search filters to target writers with relevant B2B experience and skills.
Competitor Content: Analyze the B2B content of your competitors. Identify well-written articles and see if the authors have available contact information or freelance profiles.
Industry Publications: Look for B2B publications catering to your niche. Many publications have author bios or contributor sections where you can find skilled writers.
Freelance Marketplaces: Explore freelance marketplaces focused on content creation. These platforms often have writer profiles showcasing their expertise and portfolio samples.
3. Assign a pilot task
Once you've shortlisted candidates, it's time to test their skills:
Tailored Project: Develop a pilot project that reflects the type of content you need.
Clear Instructions: Provide clear instructions for the pilot project, including the target audience, tone, style, and desired length.
Evaluation Criteria: Determine your evaluation criteria beforehand. This could include writing style, adherence to instructions, SEO optimization, and effectiveness.
Teaching B2B writers: 4 tips to make your content outstanding
In the competitive world of B2B writers, standing out is essential. Here are four tips to help you elevate your team's writing and ensure your content resonates with your audience.
Create a robust onboarding process
A comprehensive onboarding process is the foundation of great writing. It helps new writers understand your company's voice, style, and expectations. Create a structured program that includes an overview of your business, customer personas, and the buyer's journey. Include practical exercises that align with your content strategy and encourage new writers to immerse themselves in your brand's messaging from day one.
Offer constructive feedback
Effective feedback drives growth. Constructive criticism helps writers refine their skills and adapt to your brand's tone. Establish a regular review process where experienced editors provide detailed feedback on structure, clarity, and style. Encourage an open dialogue where writers can discuss challenges and seek advice. This not only improves the quality of writing but also fosters a culture of continuous learning.
Link them up with your in-house experts
Your resident experts are a treasure trove of industry knowledge. Help build connections between your writers and these experts to deepen their understanding of your products and services. Regular interviews, Q&A sessions, and collaborative content creation can help writers produce more insightful and authoritative content that speaks to their audience's needs and challenges.
Assemble a knowledge library
A well-organized knowledge library is an invaluable resource for writers. Compile research reports, case studies, white papers, and other relevant materials in a centralized repository. Ensure it's accessible and updated so writers can stay informed about industry trends and leverage accurate data to back their claims. This not only saves time but also enhances the credibility and depth of your content.
Summarizing B2B writers
By implementing these tips, you can empower your B2B writers to create content that not only stands out but also drives engagement and conversion. Remember, outstanding content is not just about writing well; it's about understanding the audience, delivering value, and improving.
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