B2B thought leadership content

B2B thought leadership content is all about showcasing your skills, knowledge, and expertise in action. Arguably, all content should demonstrate thought leadership. But as a specialist thought leadership copywriter, I think of this type of content as the high-value assets you can build entire marketing campaigns around – content that is considered so valuable by your audience, they’re willing to ‘pay’ for it with their contact information.

B2B thought leadership content it critical to your marketing efforts because:

• It proves your worth and brings your company values to life.
• It helps to differentiate you, so you create a USP in your market.
• It allows you to push your subject matter experts into the spotlight, without putting them centre stage during a conference (which let’s face it, is a terrifying thought!).

If you have a project in mind and need a thought leadership copywriter, get in touch and let’s have a chat.

An article writer for tech companies specialises in your domain and is experienced in extracting the skills, knowledge, and experience of your subject matter experts and senior leaders, before transforming it into clear, compelling copy.

Key skills include:

• Matching different types of thought leadership to different stages of the sales funnel.
• A core understanding of SEO principles.
• How to adhere to editorial and tone of voice guidelines.

IT white paper writing services take a deep-dive into a topic. Rather than specifically promote a product/service, white papers exist to educate the audience by helping them understand a topic, trend, or technology in detail.

Key skills include:

• Research to back up your opinions with valid statistics.
• Crafting messaging to showcase your expertise without directly selling.
• Understanding how to translate technical concepts for business buyers.

While white papers go deep on a topic, a tech eBook writer will go broad. It’s a great way to demonstrate empathy with your audience, because you can touch on their pains, aspirations, and all the periphery areas that impact the topic.

Key skills include:

• Knowledge of how to repurpose your existing content for campaign consistency.
• Behavioural science techniques to speak to the audience’s subconscious.
• Storytelling to keep the audience hooked from start to finish.

An executive ghostwriter for tech leaders articulates the ideas, opinions, and experiences of your subject matter experts on their behalf. While the ghost does not generate the narrative for the content, they will perform additional research to strengthen the article, white paper, or eBook.

Key skills include:

• Leading the brief to extract interesting/useful insights.
• Capturing the individual’s tone of voice, while maintaining the company’s brand.
• Knowing how to challenge in a way that feels comfortable to the author.

As a writer who can simplify complex tech, there are several techniques I use to make complex IT topics accessible to non-technical audiences. The key is to keep questioning until you get to ‘why’ it matters to the audience. For example, a product has X feature, which delivers Y benefit, which translates into Z value for your customer.

The following are a handful of copywriting techniques I use to translate technical concepts for business buyers:

• Storytelling: the human brain actively seeks out stories, and they help you connect with your audience on an emotional level.
• Behavioural science: like storytelling, it plays to the brain’s natural bias to engage your audience on a deeper level.
• Research:to back up your ideas and opinions with credible stats and facts, as well as align your brand with analysts and big industry voices.
• Structure: knowing how to put different types of content together with good flow and a clear narrative, to ensure everything hangs together.
• Tone of voice: because it’s not just about what you say, but the way that you say it that builds trust with your audience.