Desk Writer

White papers … ghost blogging … sell sheets …

Different marketing tactics require different writing skills. If you have limited resources, will a copywriter or a content writer help you achieve the best results?

As a B2B marketer, you’re likely tasked with producing a ton of content.

According to the 2015 B2B Content Marketing Benchmarks, Budgets and Trends report, B2B marketers now use an average of 13 content marketing tactics. These tactics include everything from blog posts to videos to ebooks.

And this doesn’t include the traditional sales and marketing collateral that B2B buyers need to make informed purchasing decisions – such as brochures, sell sheets and website copy.

Working with a freelance writer can help you produce more marketing collateral faster. However, different marketing tactics require different writing skills.

Will a copywriter or a content writer help you achieve the best results?

What Does a B2B Copywriter Do?

A copywriter persuades readers to take a specific action, such as opting in to a list, buying a product, signing up for a demo or calling a sales rep. Traditionally, B2B copywriters are responsible for things like product pages, brochures and sell sheets.

What Does a B2B Content Writer Do?

A content writer educates a specific audience about one of their key challenges and how to solve it. Important skills for content writers include telling stories and writing in a journalistic style. They typically write things like blog posts, video scripts and ebooks.

You Can’t Have One Without the Other

Writing copy and content are two different skills. However, they depend on each other.

For example, you might publish an amazing blog post that gives readers your best tips. However, you’ll need persuasive copy at the end of the post that motivates readers to take the next step (such as downloading an ebook or registering for a webinar). This will align your content with your marketing goals, helping you attract leads and turn them into customers.

On the other hand, you can’t just publish sales-focused copy. Buyers don’t want to hear about how great your product is when they’re just starting to research their problem. You need entertaining or educational content to earn their trust.

Plus, many B2B marketing tactics require a mix of content and copy. For example, a white paper both educates readers about their problems and highlights the key benefits of your product.

When you work with someone who writes both copy and content, you can: 

  • Engage readers – from the headline to the call to action
  • Guide buyers through your sales cycle
  • Speak to your customers’ challenges and needs
  • Show customers how you can help them achieve their goals
  • Differentiate yourself from your competitors
  • Increase your conversions, leads and sales

3 Ways to Apply This Information Now