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How to brief a copywriter for B2B marketing content

This article discusses how to brief a copywriter for a B2B marketing content project, and how a better briefing will lead to a better result. I like to understand exactly what my client needs so that I can get the assignment right first time. When we work remotely we don’t visit clients’ offices and see their business at first-hand, so an informative briefing makes a real difference.

The first things you need to explain to your copywriter are very simple. These basic points are the same for consumer marketing and B2B marketing, and most marketing managers cover them as a matter of course in their briefing.

B2B content basics

  • What is the asset we’re creating? Is it a web page, a case study, a HubSpot blog, or a script for a podcast, etc.?
  • What is the product or service we are promoting? An overview or a brochure is helpful.
  • Who is the audience, in terms of their background, level of understanding and seniority?
  • What is your company’s style? This will be your brand values and “tone of voice”.
  • What is your conversion goal? For example, it could be to subscribe to a list, sign up to a webinar, make an online purchase, or to share the story on social media.

These are the basic details a writer needs. How can you brief your copywriter better and get a better outcome? It helps to outline the context for the work and provide more details.

How to brief a copywriter for content that works better

If you can can tell your writer more about your market, message and content marketing goals, he or she will be able to deliver a more effective piece of work.

  • How does this piece of work fit into your content strategy and marketing funnel?
  • What are the benefits to customers, and the objections associated with your offer?
  • How can this assignment support your SEO strategy, and what are the relevant keywords?
  • What kind of vocabulary is right for the audience?
  • How will your company measure the effectiveness of this piece of content?

Some projects reach their goal after one or two rounds of reviews and corrections, but it is better for everybody if the copy is right first time. This is why knowing how to brief a copywriter and understanding what they need to deliver a great job can make a big difference.

A final tip to help your copywriter

I would add that it always helps to have a benchmark. If you can provide an example of a piece of content that you like, which we can use as a model, that is always a great help.

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