If you’re looking for the very best examples of B2B marketing content, you’ve come to the right place. Because – after a whirlwind of nominations, shortlisting, group stages, and voting – we’ve whittled them down. Nineteen contenders. Five finalists. And, ultimately, one winner. In a departure from our usual format, this B2BQ&A tries to ask a quest…

As Greek philosopher Heraclitus pointed out, change is the only constant. So, how can B2B marketers ensure their content stays up-to-date and relevant to customers when technology and markets never stand still? We’ll find out in this episode of B2BQ&A, where we answer a question posed by Kate Terry, Head of Demand Generation at Unily. Specifically,…

Account-based marketing owes a lot of its power to the way its content can speak to this reader in particular, and address their unique needs. But how much tailoring is too much? That’s the question we’ll be tackling in this episode of B2BQ&A, on behalf of Rhiannon Blackwell, Account-Based Marketing Leader at PwC. Specifically, Rhiannon asked: “How…

Researching keywords is relatively easy in a popular B2C market – where data is plentiful and vocabulary is simple. But how do you find search intent in the rarefied world of B2B tech? That’s what Emily King from Bluefruit Software wants to know: “It’s one thing to know what you call your product or service, but it’s another to know what your poten…

After a longer than expected absence from the recording booth, the podcast is back, though not quite in the usual B2BQ&A format. In this episode, we’ve collected our favourite copywriting tips from the past few months. Imagine a compilation album called Now That’s What I Call Copywriting, featuring freelance writer Matt Binny, Giles Edwards from …G…

In an ideal world, a B2B copywriter can read your mind and conjure up the most perfect piece of content you could ever dream of. But here in the real world, there’s briefing to be done. And in this episode we answer a question from freelance B2B writer (not to mention Radix founder, and original host of this here podcast) Fiona Campbell-Howes, abou…

This episode, we’re answering a question that’s been bothering Irene Triendl: “How much content actually gets consumed in B2B? So, how much of the stuff that we create is actually read, or watched, or listened to? And how can we use that knowledge to create better content?” It’s a damned good point. We spend all this time writing blogs, ebooks, whi…

In this episode of B2BQ&A, we answer a great question from Richard Hatheway, Senior Manager for Ezmeral Marketing and GTM at Hewlett Packard Enterprise. He asks: “I have influencers, decision-makers and end-users that I have to engage, so how do I determine what type of content to use for those different target audiences?” And as you’d expect, we’v…

This month’s question gets to the heart of what it means to be a B2B copywriter: the tension between our technical subject matter, and the need to be compelling, engaging, and clear…. Wait. Didn’t we cover this already? You might remember last time, we asked Katherine Wildman of Haydn Grey and WeTransfer’s Robyn Collinge:“How can I take a fairly dr…

This month’s question gets to the heart of what it means to be a B2B copywriter: the tension between our technical subject matter, and the need to be compelling, engaging, and clear. Dave Briggs, marketing manager at Nash & Co Solicitors, asks: “How can I take a fairly dry – some would say boring – non-sexy service, such as law, which is often lade…

This month’s question comes from Caroline Robinson who, among many other roles, is the senior editor of the British Cartographic Society’s popular magazine, Maplines. She wants to know: “What QA/QC processes do other people have for editing content?” It’s a fantastic question. At Radix, we use a version of this 16-point copywriting quality checklis…

Nobody likes B2B content that’s repetitive. It’s boring to write and – more importantly – it’s unlikely to be successful if your audience feels like they’ve heard it all before. But if you often have to write about the same products, services and ideas, keeping your content fresh and compelling is easier said than done. It’s a problem B2B marketers…

This month’s B2B content question comes not from one of our lovely listeners, but from us here at Radix. And if you’re looking for content marketing inspiration, you’re in the right place – because we asked you: What was the best B2B content of 2021? In our quest to find the answer, we invited you to vote for your favourites among eleven great cont…

This month’s B2B content question comes from Alistair Ross, who wants to know: “Why is there so little humour in B2B content?” It’s a fair question. At a time when everyone in B2B is talking about the importance of emotion and brand likeability, content in the sector seems to be getting more and more serious. In fact, 69% of our pals on LinkedIn sa…

This month, we answer a question that haunts any B2B content writer who’s ever argued about whether their copy needs to match what a client or stakeholder learned at school: how much do we really need to follow the “rules” of grammar? Andy Bacon says: “The question I’ve got for you is whether grammar is important in copywriting. So, for example, ma…

It’s the 100th episode of the Radix Communications podcast… and it’s all change. New format, new sound, and a new name. So if you were expecting Good Copy, Bad Copy, don’t panic; you’re in the right place. You’ll still hear great guests discussing B2B content and copywriting. But as the new name suggests, each episode of B2BQ&A will focus on a spec…

This month’s episode of Good Copy, Bad Copy is all about bringing the emotion back into B2B content. We’re joined by Paul Cash, CEO and Founder of Rooster Punk – and author of Humanizing B2B – for our feature interview. David and Paul talk about the human side of B2B copywriting, how the focus on the individual who is ultimately reading your conten…

In this month’s episode of Good Copy, Bad Copy, we’re talking about how to make your B2B content readable and accessible for the widest possible audience. And who better to talk to on this subject than Sarah Winters, founder of Content Design London? In our feature interview, David and Sarah discuss how our readers really take in information… and h…

In this month’s episode of Good Copy, Bad Copy, we’re talking about creating content with real value for the reader. More specifically, writing content that reflects your customers’ priorities and furthers your business goals. In our feature interview, we get a lesson from the two inspirational voices behind The School of Valuable Content: Sonja Ni…

In this month’s Good Copy, Bad Copy, we’re getting serious about diversity and inclusion in B2B marketing content. Guest co-host Kavita Singh, Assistant Editor at B2B Marketing, joins David to share her experiences starting in the UK’s B2B sector as both an American and a woman of colour – and to lay bare the societal shifts we’ve lived through thi…

In this month’s Good Copy, Bad Copy, we’re talking about writing social media copy for B2B brands – how to write it, what tactics work well, and what B2B marketing experts think great social content looks like. Guest co-host Lorraine Williams, founder of Lighthouse Proofreading (and undisputed Queen of PDF Proofing), joins David to chat about the w…

This month’s episode of Good Copy, Bad Copy is about how to write Account-Based Marketing (ABM) conhttps://radix-communications.com/type/podcasts/tent that sticks. I’ve been in this B2B technology copywriting business for a few years now, and I can think of few approaches that have flourished in that time as much as ABM. Everybody is doing it, and …

In this month’s episode of Good Copy, Bad Copy, we’re talking about an issue that plagues B2B marketers everywhere: getting other departments in your business to share the insights that are so vital to creating worthwhile content. Guest co-host Adam Harper, Quantexa’s new Demand Generation Manager for EMEA, joins David in the virtual studio to disc…

This month’s episode of Good Copy, Bad Copy focuses on the changing role of content in the telecommunications sector – and what other B2B marketers can learn from it. The pandemic has had a seismic impact on B2B telecoms, with brands moving fast to accommodate the stampede to home working. But even before that, the market’s major players were movin…

Successful B2B marketing requires everyone pulling in the same direction: sales, marketing, product specialists… everyone. Which is why you can’t properly market your brand unless there’s alignment around your key messaging. We’re increasingly asked to run messaging workshops to help our clients nail down a core set of wording they can use across a…

Attending industry events can be fun and informative, but they’re not so much fun for the marketer whose time, budget and stress goes into making everything run smoothly. So it makes sense to get as much ROI as you can, by turning your hard work into written content too. That means you’ll need a write-up. And unfortunately, years of scribing at cli…

Editorial boards are a great way for marketers to continually produce original, engaging ideas and deliver on a successful content marketing strategy. But, getting people together is just the first step. For your editorial board to truly work its magic you need to follow some best practices, and this 8-minute audio blog will tell you what they are.…

Even the best writer can have an off day. So how do you ensure your content is consistently top-notch? Unfortunately, there are no shortcuts—but there are some tricks of the trade. Here at Radix, we have a set of five quality control standards, which we use for our internal reviews. Whether you’re reviewing someone’s copy, or about to publish some …

You’ve got a great idea for you next blog post—so why is it so difficult to get down? Ordering your arguments and writing persuasively is one of the most important skills for a writer to have, and with the right structure it doesn’t even have to be that hard. In this audio blog you’ll hear structural template that you can totally steal (with our bl…

If you write marketing emails you’ve no doubt been told over and over again that the subject line is the most important thing to get right. Why? Because it’s first thing the audience will read – and governs whether or not your email gets opened. But the truth is, it’s more than that. Most of the time, it’s the only thing your audience will ever rea…

Content marketing is full of ebooks; some good, some bad, and some ugly. How do you write content that really stands out? In this audio blog we present a definitive guide to writing ebooks the right way. We identify the key characteristics and tricks of the trade that will get your words read – and more importantly, responded to. Listen now to lear…

Here’s a thing nobody tells you about being a B2B content writer: it’s not just about writing. You also need mad interviewing skills. You see, most really good B2B content starts in the head of a subject matter expert. And it’s usually your writer’s job to get it out. In this short audio blog (like a proper blog, except we read it out loud so you c…

What is a present participle? Why are they overused? And what exactly is the difference between a gerund and a gerundive? In this 9-minute audio blog, we look at the unexpected effect all those “-ing” words are having on your copywriting, and show how you can replace vague sentiments with clear, effective titles. Give it a listen, to learn: What a …

It’s no wonder Account-Based Marketing is so popular: it works. But when you tell your key contact that this content is written just for them, you raise the stakes sky-high. And the copy absolutely needs to deliver. So, how can marketers, and copywriters, get it right first time? The fourth episode of our B2B Content Audio Blog series recaps our po…

It’s rare to find one B2B copywriter who can do every kind of content well. So it’s important to understand how to match the right writer to each job. In the third episode of our audio blogging pilot, David reads Radix’s most successful content of all time: Fiona’s wildly popular The seven types of B2B copywriter: which one is best for you? As you’…

B2B case studies are enduringly popular for one simple reason. They work. In the second episode of our audio blog, putting our best content into an easy, listenable format, David reveals Kieran Haynes’ magic case study formula, recapping his definitive guide Everything you need to know about writing a B2B case study. It covers everything from the r…

In recent years, changes to search algorithms have started rewarding quality. That’s just one reason why blog posts are getting longer, better researched… and more expensive. This is the first of our new audio blog series, putting some of our most popular, interesting and useful content into an easy, listenable format. In it, David recaps his 2017 …