The role of technical content manager is new for me – as well as for BDB. Given the specialised nature of many of our b2b clients, there is a continuing need for content in various formats. Already in my third week, I have so far crafted copy for white papers, features, press releases, blogs and social media.
BDB’s client portfolio is wide-ranging and includes food and nutrition, construction, engineering, manufacturing and pharmaceutical industries, so it helps that my background is b2b. This makes it easier when copywriting for specific audiences and to get to grips with clients’ needs, sectors and business.
A typical day as a technical content manager starts with a detailed brief – generally from a member of the account handling team, but it can come directly from a client, too. Switching between different topics on a day-to-day basis involves immersing myself in subjects that I’m not always familiar with already, such as valves or collagen peptides. However, the varied nature is what I love!
Taking the time to write a thorough brief is essential, as well as extensive research into the topic – reading around any current issues can form the backbone of an interesting piece of content.
To help form the basis of a good copywriting brief, it is useful to know the following details:
- What? The specifics – is it a feature, white paper or a blog? What are we trying to achieve? Any key messages that are important should be outlined here.
- Why? Why should the audience care? Think about the action you want the reader to take – do you want them to buy something or learn more about the brand?
- Who? Who is the audience? Whether they are knowledgeable or not on the subject really sets the tone and defines the style of the content.
- Where? Where will the copy appear? Let us know the platform too – is it a website or brochure? It’s also crucial to know if the text will be translated as it needs to be easily interpreted into other languages.
- How? The review process, the deadlines, the research involved – all key points in the process.
Armed with the information above, it’s easier to shape the argument and themes of the piece of content.
Inevitably there are still questions to be asked – it is the role of the copywriter to be inquisitive and check details with the wider team. While it takes time in the short-term, it is ultimately worth it in the end, to produce something that is exactly what the client needs.
The rise in businesses taking a more content marketing focused approach (A 63% to 75% rise in the UK between 2015 and 2016 (1), to be exact) has meant that our clients are looking more than ever at the creation of engaging, relevant and informative content. For more information on our content marketing strategies, or if you’re interested in a career at BDB, contact us at [email protected].
(1) Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends, The Content Marketing Institute