Here is Fiona Campbell-Howes' presentation from B2B Summit 2015, which discusses how different types of copywriter are suited to different types of marketing content.

1. The 7 Types of
B2B Copywriter
…and how the wrong one
can destroy your campaign
Fiona Campbell-Howes
Founder, Radix Communications
@patroclus / @radixcom

2. Why is this important?

3. 13 different
types of
content

4. 78%of UK marketers created more
content in 2014 than in 2013.
Source: Content Marketing Institute, Content Marketing in the UK 2015

5. 19 million+ blog posts published
50,000 long-form posts published on LinkedIn
80,000 presentations uploaded to Slideshare
3 million hours of video uploaded to YouTube
Sources: Wordpress 2013, LinkedIn investor report Feb 2015, Slideshare, YouTube
Each week…

6. Making
engaging
content is hard

7. It’s not hard to see where all
this ends…

9. So how do you make content that
stands out
gets read
strikes a chord
converts

10. You can start by hiring the right writers.

11. Think about it…

12. Initial research stage: below 150 words
Source: Octopus Group, Tech Heads Report, 250 CIO decision-makers, 2014
Decision-makers like different formats at
different stages…
Decision stage: c. 2,000 words
Shortlisting stage: 300 – 500 words

13. 13different content formats
3funnel stages
Lots of communications channels
…one writer can’t be great at it all!

14. (Despite what they may tell you…)
“A versatile, all-round writer”
“I can write anything, on any subject”
“Anything you want written, I can write”
“I find the right words for your business”
“Words are my passion”

15. In reality, there are 7 different
types of B2B copywriter.
You need to be able to tell which
types you’ve got – and always
match the right one to the right job.

16. How can you tell which is which?
Their background
Type of content in their portfolio
What they say on their website

17. #1 The Creative Copywriter

18. #1 The Creative Copywriter
Background
Advertising – agency or in-house
Thinks
Laterally, in big, visual concepts. They show, not
tell, and aim to make an emotional connection.
Advantages
Helps you stand out at the top of the funnel.
Works with designers to create striking art/copy
combinations.
Great for:
Ad copy, top-level web copy, branding, naming,
concepts, ideas

19. #2 The Digital Copywriter

20. #2 The Digital Copywriter
Background
Digital agency/in-house web team
Thinks
User experience, conciseness, SEO, on-page
conversion
Advantages
Works well with digital specialists, understands
digital formats, design and technologies
Great for
Web copy, landing pages, apps, banners, PPC,
social copy, microcopy

21. “You don’t need a [creative]
copywriter to spend weeks working
on a “big idea” when you can find a
digital copywriter who’ll tell you
adding “now” to your call to
action could increase conversions
by 4%.”
- Allastaire Allday, Digital Copywriter

22. #3 The SEO Writer

23. #3 The SEO Writer
Background
Just starting out, or just left an agency to go
freelance.
Approach
Must work fast to survive, so repurposes
Wikipedia articles. Keywords, keywords,
keywords…
Advantages
Cheap: £9 for 500 words is common
Great for:
Keyword-stuffed filler, fast turnarounds when
quality doesn’t matter.

24. #4 The Technical Writer

25. Background
In-house product development / publishing house
Approach
Explains how technical stuff works to a technical
audience. Their aim is to clarify and educate, not to
inspire or create an emotional connection.
Advantages
Writes clearly and knowledgeably about tech
subjects for a technical audience.
Great for:
Technical web pages, product manuals, datasheets,
knowledge base articles, FAQs#4 The Technical Writer

26. #5 The Explainer

27. Background
PR, AR, internal comms, report writing
Thinks
Translates complex subjects into plain language for a
non-technical audience. May be unused to working
with designers and thinking in visual concepts.
Advantages
Writes clear, readable, engaging copy on complex
topics.
Great for:
White papers, ebooks, press releases, reports, blogs,
articles, newsletters
#5 The Explainer

28. #6 The Conversion Copywriter
(aka direct response copywriter, persuasion copywriter)

29. Background
Old-school (pre-digital) direct marketing: in-
house or agency.
Approach
Persuasive and laser-focused on conversion.
May not be very design-oriented.
Advantages
Knows lots of psychological/emotional
techniques to convince people to take action.
Great for:
DMs, eDMs, long-form ad copy, sales letters
#6 The Conversion Copywriter

30. #7 The Journalist

31. Background
Trade or national media, usually print or web
Approach
Uncovers your stories – or your customer’s stories –
and tells them in an interesting and engaging way.
Advantages
Great interviewing/reporting skills, and sense of
what makes an engaging story. Knows your industry,
but this can create conflicts of interest.
Great for:
Blogs, articles, expert pieces, case studies, brand
journalism, managing brand newsrooms.
#7 The Journalist

32. Why does getting the right
writer matter?

33. vs.

34. vs.

36. Play them to their strengths…

37. In the funnel…

38. And in the
right
formats…
Concepts, ads,
web copy,
branding,
naming
DMs, eDMs,
landing pages,
long-form ads,
sales letters
Web copy,
landing pages,
apps, PPC,
banners,
social copy,
microcopy
Technical web
pages, manuals,
datasheets,
knowledge base
articles, FAQs
Blogs, articles,
expert pieces,
case studies,
brand
journalism /
newsrooms
White papers,
ebooks,
press releases,
reports, blogs,
articles,
newsletters
Keyword-
stuffed filler
articles and
blogs

39. Build your
dream
team…
Our creative
copywriter is
…………..…………
Our conversion
copywriter is
…………..…………
Our digital
copywriter is
……………………….
Our technical
copywriter is
…………………………
Our journalist
copywriter is
…………………….
Our explainer
copywriter is
……………………..
Our SEO
copywriter is
…………………...

40. Go forth and create great content!

41. Thank you