How to Write High-Performing Copy & Content

B2B Marketing & Copywriting

In this episode, I'm a guest on the B2B Power Hour podcast hosted by Morgan Smith. I break down what makes great content and copy. I also talk about the difference between copy and content, a question I get often. I break down my favorite frameworks for creating social content and touch on the psychological drivers of great copy. Oh, and there’s also a PRO tip about creating buttons that convert.

You can find Morgan's podcast here: https://b2bpowerhour.com/podcast/

Follow him on LinkedIn: https://www.linkedin.com/in/morganjsmith/

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The difference between copy and content [00:01:17]

Linda explains the distinction between copy and content, emphasizing that copy is intended to inspire action, while content is meant to entertain or inform.

Blurred line between copy and content on LinkedIn [00:02:17]

The conversation explores the overlap between copy and content on LinkedIn, discussing how posts on the platform can include both elements.

Creating engaging content on LinkedIn [00:07:37]

Linda shares the key ingredients of a good LinkedIn post, highlighting the importance of a captivating headline and opening sentence to grab readers' attention.

The importance of sentence variation [00:08:36]

Linda discusses the importance of breaking up copy with shorter sentences and varying sentence length for better engagement.

Creating attention-grabbing headlines [00:09:46]

Linda shares tips for writing headlines that grab people's attention, including using controversial statements or surprising facts.

Appropriate calls to action on content [00:15:07]

The discussion revolves around the appropriateness of different calls to action on content, such as asking for engagement, following, or signing up for a newsletter.

The value proposition and customer understanding [00:18:35]

Discussion on the importance of having a solid value proposition and understanding customers' needs and challenges.

Using data and tracking results [00:20:21]

The importance of using data to inform content strategy and tracking the performance of marketing efforts.

Copywriting based on reader's level of awareness [00:22:36]

Explanation of how conversion copywriting takes into account the reader's level of awareness and tailors the messaging accordingly.

The different levels of attention [00:24:40]

Explains how to capture attention with headlines and guide readers through different levels of decision making.

Mapping copy to buying journey [00:25:38]

Discusses how to balance different levels of awareness and create copy that resonates with pain aware and product aware users.

Problem agitation and solution framework [00:31:45]

Introduces the problem agitation and solution framework as a preferred method for building sales pages and engaging readers.

The AIDA Framework [00:32:40]

Linda discusses the AIDA framework (Attention, Interest, Desire, Action) and its effectiveness in creating engaging LinkedIn posts.

Creating Effective Calls to Action [00:33:20]

Linda and the host discuss the best types of calls to action on a sales page, including direct language and verbs that evoke curiosity or value.

The Importance of Not Being Boring [00:40:13]

Linda emphasizes the importance of writing conversationally, incorporating personal stories, and using humor to make content and copy more interesting and engaging.

The importance of a killer headline [00:40:54]

Linda discusses the significance of spending time on creating a compelling headline for copy or content.

Starting in the middle of the piece [00:41:14]

Linda shares her technique of starting with a section she is excited to write and then later working on the headline.

The value of waiting to create a podcast title [00:42:14]

Linda explains how she waits until the end of an interview to come up with a title that captures the selling point.