By Joshua Baez, Marketing Consultant at Heinz Marketing

Anyone can write, but it takes practice to tell a story.

It’d be wrong to think of your marketing campaigns, with all their emails, ads, phone scripts, and assets, as separate parts, when really, everything you make (should) play an interconnected role in your broader campaign.  Your blog post leads to an email which leads to an asset which leads to a phone call, and so on – with every touchpoint serving to move your prospect through the sales funnel, all while intentionally (and thoughtfully) continuing to tell your story.

Messaging and copywriting in B2B marketing doesn’t need to be some elusive end-goal you can never seem to reach, but its importance shouldn’t be undervalued either.  An email could be someone’s first impression of your organization, and poor writing might make it their last.

So, if improving your B2B messaging and copywriting in 2018 is on your holiday wishlist, here are a few resources to help guide your way.

Your Content Marketing Story

Creating more content for your organization is a great goal to have in 2018, but it’s important to create content that is unique, valuable, and educational to the space.  Too many companies create content for the sake of content – here are some tips to ensure yours stands apart from the rest.

8 Writing Lessons from Everybody Writes by Ann Handley

Writing might not come easily to everyone, but that shouldn’t stop you from doing it.  If you believe you’re not a writer, Stacey Thornberry of Marketo has found eight lessons from Ann Handley’s, Everybody Writes, to help make the time you do spend writing a bit easier.

Boost Your Email ROI by Improving Your Copy’s Readability

Email copy is tricky – it has to be short and sweet, but it also needs to communicate your information without overloading your email.  Writing marketing emails can feel like you’re running in circles, but it can be a lot simpler than you think.  Follow these tips from Trisha Randolph of PostUp and improve your emails for better ROI, readability, and conversion.

The Homepage is Dead: How to Personalize Pages to Each Unique Visitor

We all know how powerful personalization is in B2B marketing, but tailoring your emails with a first name is only the very tip of the iceberg.  Read through Neil Patel’s findings on personalizing your landing pages and reap the rewards of crafting messages that resonate with every prospect.

How To Write A Sales Email People Want To Respond To

We all know how annoying sales emails can be, especially when they’re poorly written.  But in B2B sales and marketing, sending sales emails is unavoidable, so what can you do to maximize their impact and minimize the possibility of them being deleted at first glance?  Take action with these tips from Hubspot for more compelling sales emails.

Check back tomorrow for Day 2 of the 12 Days of B2B Marketing:  Content Marketing