Effective copywriting for B2B businesses

Turning business strategy into converting content. This is B2B copywriting from a human called Al.

Strategic & effective copywriting

AI is transforming marketing. It can do jobs that used to take weeks in minutes: research, analysis, copywriting, proofing. Does this spell the end of the copywriter? Not quite. While it means that a lot of the grunt work can be automated, there are many aspects of a campaign for which you still need a human.

That’s because effective copy doesn’t come from the words alone, but the strategy behind them. What are your words trying to achieve? Who are they aimed at? Which emotions are they stirring? What action are they driving?

Before executing a brief, I work with clients to ensure the brief is the right one. I help to define what the copy needs to do before deciding what it needs to say. This approach helps align your communications with your commercial goals.

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An approach that delivers for B2B brands

Before I write a word, I get clear on your objectives: what are we trying to achieve? Then I understand your audience: what are their challenges and motivations? And the copy comes last: how do we articulate our message in the most simple, effective, and engaging way?

I can help answer these questions for marketing directors who need messaging that holds up across channels, heads of content managing a small team, and agency partners who need a reliable freelance hand for specialist B2B projects.

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A suite of B2B messaging services …

With many years’ experience behind me, I offer a range of services to help you deliver engaging and efficient B2B marketing campaigns.

With over a decade of copywriting experience, I can help guide and write your B2B campaign, from planning and strategy to execution and delivery. See more …
Your messaging strategy keeps your brand communications consistent across content and across channels, and gives your whole team a single source of truth they can use for all marketing assets. See more …
ABM assets for each stage of your campaign: Account-specific value propositions and sales toolkits for the planning; Creative ideation, white papers, infographics, and web copy for the campaign creation; Emails, lead gen ads, social posts, and thought leadership blogs for ongoing campaign delivery. See more …
B2B sales toolkits are often created by marketing teams but they are not marketing assets: your Sales team needs concise, scannable, and direct messaging that makes life easier. See more …
Often the most interesting insights are locked inside expert heads. A well-planned conversation to tease them out is a solid foundation for a series of thought leadership articles. See more …
Your B2B brand has published a lot of content over the years, but does it align with your messaging today? A content audit will show you what you need to remove, update, or renew. See more …
How does your business present itself to the world? Which words, phrases, and acronyms does it use? What would it say in any given situation? Is it English or American? A Tone of Voice guide gives you the answers. See more …
Ad headlines and email subject lines draw attention; the B2B white papers, annual reports, and research studies give substance. See more …
There’s a time and a place for flashy metaphors and clever puns. And, usually, that’s not website copy. I can help you optimise your site for action with copy based on UX design best practices. See more …
While emotion is very important in B2B buying, buying committees aren’t impulsive. They need to see evidence in order to purchase, and case studies are the tool for this. See more …
LinkedIn’s scale and targeting tools make it an obvious place (but not the only place) to run a B2B campaign. I can help you plan and write your campaign according to LinkedIn best practices. See more …