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The public sector isn’t like any other B2B audience. The people, the practices, and the motivations are very different – and there are whole ecosystems of sectors within sectors. So how do you avoid creating marketing content that’s tone deaf, and publish something that actually works? In this special edition of Good Copy, Bad Copy, we go pretty de…
 
In this month’s Good Copy, Bad Copy we’re joined by guest co-host Angela Cattin, as we find out just how much behind-the-scenes work it takes to align stakeholders behind an award-winning B2B campaign. Our interviewee is Mwamba Kasanda, from Barings. In her previous role at Korn Ferry, Mwamba spearheaded the Global Talent Crunch campaign, which man…
 
In this month’s Good Copy, Bad Copy, we’re looking at not one, but two recent reports into the current attitudes and trends driving B2B blog writing. With the publication of the 2020 Content Marketing Institute (CMI) benchmarking report, its clear that marketers no longer malign blogging the same way they did back in the dark days of… *checks calen…
 
In this month’s Good Copy, Bad Copy, we’re talking about all the challenges that come with managing a creative team – both in B2B marketing, and outside of it. Creativity is a difficult thing to handle. As this episode’s guest co-host, Velocity Partners’ Harry Kapur, puts it: “It’s not a tube you can squeeze, and magic comes out. Creativity is insa…
 
In this month’s Good Copy, Bad Copy, we’re talking about Agile and Lean-Agile processes, and whether B2B content producers can learn something from software development and engineering. David’s joined (virtually, of course) by a very special guest co-host: our former host Emily King, now Content Coordinator at Bluefruit Software. She shares her wea…
 
In this month’s episode of Good Copy, Bad Copy (recorded in a simpler time, while the world was still relatively normal), we’re talking about the technology that’s changing how we write – from the digital tools at your disposal, to the AI writing bots taking over the boring bits of your job. David interviews Parry Malm, digital anarchist and CEO of…
 
Ah, social media. Everyone’s doing it, but – in B2B marketing, at least – it seems there are still precious few brands doing it very well. From a copywriting point of view, social is too often an afterthought. Instead of a nuanced, two-way conversation, pre-created content gets blasted out to anyone who wants to read it, in a post desperate to attr…
 
Alarmingly, the end of the year is upon us. To avoid thinking about the fact that January is looming, and we haven’t finished writing out our 2018 resolutions, let alone done any of them, we’ve been looking back on just some of the great B2B content this year has had to offer. In our final episode of Good Copy, Bad Copy for the year, we’ve put toge…
 
At any point in time, B2B content marketers have an almost infinite number of strategies, formats and tactics they can use to engage their audience. But how do you know which will have the greatest impact? Do you need to adopt different approaches at different points in the funnel? And how do you even measure the real engagement of your content ass…
 
Making people laugh is hard at the best of times – but when you’re writing in the guise of a brand, it’s even harder. How do you know what your audience will find funny? And what if your audience doesn’t share your sense of humour, and it actively damages your brand’s reputation? With the risks so high, you might think it’s best to avoid humour alt…
 
Every copywriter dreads getting a document back from a client covered in red markup and sharp comments. But how do you deal with that feedback constructively? And how can you change the way you work to avoid getting more of it? In our latest episode of Good Copy, Bad Copy, David sits down with pro proofreader Lorraine Williams of Lighthouse Proofre…
 
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