B2B Marketing Writing

At Canright Communications, we help build your audience of prospects and clients through credible content that informs, educates, and connects. We translate tech-speak into persuasive copy that identifies key selling points and explains technologies in a way that nontechnical executives and decision-makers can understand.

We write white papers, bylined articles, web pages, detailed technical documentation, brochures, trade show presentations, and more. Our aim is to show how your financial solutions help:

Make financial operations more efficient.
Enhance service to clients, vendors, and employees.
Increase returns on capital.

The Canright Content Method:
A Journalistic Approach to B2B Marketing Writing

To accomplish this, our team follows five steps to gain an understanding of what your business is about and in our approach to B2B marketing writing. The result is content that resonates with who you are and where you are taking your prospects and customers.

Step 1. Ideal State Action Plan (ISAP)

We use the ISAP to determine the ideal state you want to achieve. ISAP is a process of asking questions and categorizing answers as Ideal, Present, and Pathways. It leads to an overall understanding of your business, what you want to achieve, where you stand, and how to get to where you want to go. Questions include:

What are your purpose, mission, vision, goals, and objectives?
What do you do and how do you make money?
Who are your customers/clients?
Who is your competition?
What are your internal processes and systems like?
What do you like and don’t like about your present communications?

Step 2. Creative Brief

The purpose of the creative brief is to help find and define the essence of your brand and express it in terms that support B2B marketing writing. This helps us develop the “story” behind the brand, or why your company exists and how it benefits your clients. In the brief, we express what you want to accomplish through marketing and communications, including specific deliverables. Questions include:

What do you want your prospects and clients to understand?
How do you want them to react?
Who is your primary and secondary target market?
What type of messaging will most appeal to them?

Step 3. Content Marketing Plan

At this step, we look at what types of B2B marketing and technical content you need and are appropriate to meet your goals. If we’re working on a complete plan, we’ll shape it to best fit your goals and budget while delivering the highest possible impact. In many cases, we’re starting with a specific assignment. Even so, we look at the different ways we can use any given assignment across multiple channels:

Articles and whitepapers
Blog posts
Email campaigns
Product collateral
Sales and educational presentations
Social media
Web pages

We also suggest topics. We look for compelling stories, with an eye toward making your services as personal as possible. Brands have personalities, and that’s what we want your content to reflect. We start to develop tone and voice as part of the plan.

Step 4. Copywriting

We take a journalistic approach to B2B marketing writing.

Our B2B marketing and technical content writing process starts with research. We want anything you have on a topic: PowerPoints, web pages, notes, whatever. We’ll also want a subject-matter expert to interview. We want to both understand the product and, especially, how it helps customers, what value it brings.

We are goal-oriented in our approach to writing copy and stories. We write with the purpose of the copy—the results you want to achieve—in mind.

Years ago, we learned that rewriting is the essence of writing. We deliver a draft, generally a week after the interview. You will review, and we will rewrite based on your comments. You can expect three drafts.

Step 5. Testing & Refinement

For marketing and sales communications, this step especially critical. We run A/B tests of subject lines, email content, and landing pages. These tests, in turn, influence social media and web.

We run tests through a prospecting and email automation platform. We can also see blog performance through Google Analytics. We refine copy based on these tests. And then we test again.

Manufacturing