One of the questions I get from prospective clients is, “What do you need from me to start writing?”

Great question. Every project and client is different, so it depends.

Some of my clients send me fully-formed outlines with suggested backlinks, wording, and keywords. Others just give me a general topic and leave the rest to me. Still others give me something that lands in between those extremes.

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What I usually tell my clients is this: I’ll tell you what I need based on the project we’re collaborating on. …

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When prospects reach out to me about collaborating on a project, I have them pass through a quick Q&A before we even speak.

They answer a number of questions on my contact form, where I cover questions on project type, budgets, and referral information. In my email response, I send over another set of questions to dig deeper into the request.

I want to know:

  1. What are your goals for this project?
  2. What’s your timeline for this work?
  3. When will this need to be completed/delivered?
  4. Have you worked with an outside writer before? …

I’m always amused when I get an email from someone asking if my “corporation” would like a free trial of some piece of software. That they “read” my blog and thought their product would be a good “fit” to be mentioned in one of my posts.

If they’d actually taken a moment to read my blog or my website, they’d have seen I’m a one-woman band and have no one else to contact about “setting up a call”. This is what happens when companies market to their database and not the people behind it.

You miss the mark and risk getting marked as spam by the recipient (me.) Marketing to the people behind the data will do more for your B2B tech company than anything else you might do. You’ll engage more deeply with them, create positive customer experiences, and encourage conversation. …

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The B2B buying cycle might be long, but that doesn’t mean your tech content marketing should be. You only need to use the number of words it takes to convince your buyer to keep you on their vendor shortlist. That’s it.

Stuffing your content & copy with unhelpful words and phrases that add nothing to what you’re trying to say is getting you nowhere. It bores your readers, complicates your ideas, and waters down your ideas.

Your tech marketing content needs a light touch to succeed. Cutting those filler and unhelpful words from your content & copy will make it sparkle. …

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You’re more expensive than other copywriters out there

I hear that comment a lot, mainly from prospects. It’s actually one of the reasons I started publishing prices on my website. I want to be absolutely clear that I’m not your average copywriter. I’m a technical copywriter with over 20 years professional writing experience. And that experience costs.

Most of the clients that work with me have no issue with my pricing. We tend to quibble on the payment schedule more than anything else, but rarely on the price. That’s because they know what I bring to the table. They’re willing to invest in my skills and experience because they know they won’t have to redo all my work or hold my hand to get their project done. …

You’ve got your tech content marketing strategy ready, buy-in from upper management, and the budget ready to spend. Now what? You need the resources to execute your plans.

More specifically, you need a copywriter to work on your campaigns, but you don’t have one on staff. This puts skilled technical copywriters in the driver’s seat. And if you think you can get away with using a software application or AI bot to write marketing content fast and at an insane scale, think again. Only a human copywriter can craft stories with the emotional depth and resonance needed.

Technical Copywriters Are a Special Kind of Geek

The high demand for a skilled copywriter that can write about technology makes it hard for tech companies to augment their in-house teams with outsourced talent. (This probably explains why I’ve been getting a lot of inquiry emails from tech marketers looking to build out their freelance copywriter lists. They have a ton of work and not enough skilled technical copywriters to help them. Score one for me!) …

Printer security isn’t a sexy topic. But HP knows it’s an important part of any company’s cybersecurity plan. So they decided to take their latest marketing campaign up a notch. Instead of just publishing some use case examples of how printer security is a serious thing, they decided to create a series of short films starring Hollywood celebrities.

Enter The Wolf

In season 1, we see Christian Slater as “the Wolf”. Playing off his role in the TV series , Slater demonstrates what happens when he infects a business printer with malware. …

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Who likes B2B customers? You do.

As a SaaS company, you like selling to B2B customers. They boost your brand’s credibility and provide powerful social proof. Since they tend to stick around for longer than B2C customers, they lower your overall monthly churn risk. Not to mention the fact that B2B customers usually spend more than their B2C counterparts — more licenses and seats, usage, integrations, support, training, and more. The long term value (LTV) of a B2B customer can be quite high for your SaaS company.

But as a content marketer for SaaS companies, you’re pulled in a million different directions. You want to produce valuable and useful content for your audience, yet it’s hard to distill down the exact content these B2B customers want (versus the content they require to make a purchase from you). You’ve got your marketing campaigns all set up to work like a well-oiled machine, but then the development team drops an emergency patch or the customer success team needs your help with ad hoc content. Unless you drop everything to help, you risk losing the customer and hit your KPIs in a most painful way. …

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I still call myself a freelancer (a freelance technical copywriter, to be exact). It’s just a word, but one that I see getting trashed on a semi-regular basis online. Usually by someone else who does the same work as me: outsourced writing (copywriting or content writing) for companies, people, etc.

And I roll my eyes … hard.

Raise your hand if you’re tired of all the negativity online.

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So why are you publishing negative content for your B2B tech company?

Yes, you are publishing negative content with every post with the word “stop” in the title, every download on how “not” to do something, every webinar to help customers “fix” something.

When you’re negative all the time, your readers get tired of your content. They withdraw from you and ultimately stop engaging with you. …

About

Julia Borgini

Tech Copywriter, Geek, #ContentMarketing. Explaining the magic of technology since 1999. Come visit me at spacebarpress.com

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