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B2B Vs B2C Content and How it Affects Your Hiring Decision

Every business owner has at one point considered content marketing, maybe even took a swing at implementing a campaign. At the very least, you may have explored the options to get visibility online. Offline to online is as easy as putting up a website. Marketing that is another aspect completely but it needs done or your site won’t do anything other than hog bandwidth. Research for that will lead you to the conclusion that content marketing is the way to go.
No time to manage it in-house: Outsource it
Ideally, your content marketing would be done in-house, but try getting your staff to write up blog posts and update your business social pages and you can expect to be met with resistance from all angles. The vast majority of employees are already bogged down with the work they need to do to keep you in business. Adding writing to their schedules will most likely be met with resistance.
Your next option is to speak to your marketing department, as those are the people who should be connecting with your target demographic to increase your sales. Try that and you’ll soon realise that everyone in that department has enough on their plates without strapping themselves down with a new editorial calendar to stick to for your new business blog.
That reality check will drive you into a new direction to consider outsourcing.
In search of a decent freelancer, you can find yourself exploring copywriters, freelance writers, bloggers for hire and pretty much anyone willing to string enough sentences together to create a decent enough post that you can claim the copyrights to after successful payment.
That’s a nerve wracking territory to be in because until you receive your content, you will have no idea of the quality and whether you’ll even be willing to publish it because it’s associated with your company name.
You need a partner for your content creation. Someone who gets your business, can research enough to understand your audience demographic, and has experience of tapping into people’s minds, resonating with them using their creative talent with words and ultimately create a brand identity for your business that helps your customers remember your company.
That’s your end goal, but how do you go about finding someone to partner with?
Advertise or approach?
Advertising a new opening for someone to create your content is one way you can go. If you choose to advertise, you will quickly establish that there are hundreds of potential candidates to choose from, all of whom promise the earth.
Should you choose to advertise, either on a freelance market site, or through a local ad, you need to know what your expectations are. Most talented writers will not do a free trial, with this service being an exception to that rule since I’m confident I can deliver, and frankly, I need to be sure we’re a good fit before moving forward.
Free trial for content marketing
If you’re advertising, you will need to have some sort of process of elimination because there will be quite a few promising results in most cases, provided you explain in no uncertain terms exactly what your business goals are.
Freelancers rely on repeat business and they can only do that when they know your business goals so they can work with you to attain them.
The second route and more advised method is to do your homework, shortlist candidates you know are independent, or an agency and approach each of them.
It will be time consuming, but it will get you better results than a canvas ad to a million strong army of independent writers.
The type of content writer you need
This is dependent on your business so it’s simpler to categorise what you need; a non-technical writer or a business writer.
A writer in the B2B sector will be more expensive because they need to research intensely to get familiar with industry jargon, unless they’ve been there and done that.
To give you an example, if you’re a digital recruitment agency seeking talented software engineers, those are much harder to target than the average consumer because of industry lingo. A non-tech writer would likely feel the need to explain jargon, whereas a competent B2B writer, creating content that aligns with someone in the know, would know when to use ERM, and perhaps go into the relationship types. Perhaps explain when and why to use a catch-all instead of a one-to-one, one-to-many, or many-to-many relationship and be comfortable that they do not have to explain what each entity is because the reader will already know. They are software engineers after all so you shouldn’t need to explain to them, unless of course, you’re targeting the beginner student at entry-level programming.
If you’re not in the IT sector and the wording after ERM above was mentioned to describe relationships, apologies for alienating you with the wording. It was done to show you how words either connect with readers or disconnect. In certain circumstances, it’s beneficial to alienate a group of readers so you can connect deeper with your ideal target audience.
People who have dedicated their careers to learning the ins and outs of their industry will be able to spot content that is not written by someone in the industry when it doesn’t use abbreviations.
Every industry has its lingo and if that language isn’t used within your content, your target audience will feel like they are reading an outsiders piece. If you want an insiders piece, it needs to use the same language that they use every day of their working lives.
To write a piece in the print industry, dealing with copiers, Encapsulated Postscript would surface at some point. You can explain that to an outsider using the full wording or you can use the industry jargon of EPS for which anyone in IT who deals with copiers will know what it is. The difference is you are going to alienate people not in the know, but connect with those in the know. Your content can weed out unqualified prospects and resonate with your target audience, provided your content is written for them, using the jargon they are familiar with.
B2B content needs your writer to either be already familiar with industry jargon, which will bring them into a specific niche content writer, in which case to seek them out, you’d need to narrow your search down from freelance writer to technical freelance writer, or freelance nutrition blogger. However, the more specific knowledge a writer has – the more in demand they are and with that comes an increase in rates; often beyond what you expected to pay.
Technical writing can be done by any writer provided they are proficient researchers. You will find some who don’t openly advertise B2B or technical writing because it is more research intensive, so they’d rather only deal with inquiries for this type of content rather than work to attract the harder work.
A B2C writer on the other hand, is not so specific that they need to perform intense research to discover any lingo that needs incorporated into the content, but instead can be constructed using creative wording, and engaging writing that resonates with the average reader.
Finding your ideal writer who will get your business results
Obviously, you need to know yourself what results you want first. Without knowing that, you will not reach your goals. Everything on a website is measurable; whatever can be measured, can be improved. Look at your traffic stats, note them at the start of any content marketing campaign and you’ll be able to see at a glance if your writer is helping you towards your goal of increasing traffic. If you have a newsletter, you will want more subscribers. Note your average daily signups, and watch for increases, or drops, or even opt outs happening if your writer gets your topics way off from what resonates with your existing and target audience.
The important thing is that you are clear about your goals with your writer because goals need considered before a piece is begun.
Outsourcing is described by many in business who have tried it as being a shot in the dark. However, you can really step up your efforts as a client by defining exactly what you need done, so you can find and work with someone who gets what you need, agrees they have the competence and when put into practice, works with you consistently to deliver on the results you set out to attain.
Have a think about the type of content you need created before approaching anyone. The more specific you can be about your goals, the more detailed responses and professional conversations you will have with people to clarify what can be done for your individual needs.

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