For many types of B2B writing projects, you can get most, if not all, of the information you need to complete the project from the client.
For example, if you’re asked to write a product page for a client’s website, you could ask the client questions about the product and read the existing information they have on the product.
So it may take some work, some digging. But for the most part, you can get the information you need to write the product page from the client. But there is another type of project where you can’t always get the information so easily: long-form content projects.
Long-form content projects include articles, e-books, white papers, and similar types of projects that require additional B2B research. You often have to do your own independent research in order to come up with the facts, quotes, and other information you need for the project.
Let me give you an example.
Let’s say your client is a sales training firm. They want you to write a long, meaty article for their blog. And perhaps they’re going to post it on LinkedIn as well. The article needs to address why cold calling is no longer working well for corporate sales teams.
The only direction you get is, “We want an article from you on the state of cold calling for corporate sales teams and how it’s not working anymore. Go for it.” And that may be it.
You might get some insights from the marketing director. But you’re expected to do your own research to get the key information for the article. And to do that, you’ll need good resources for doing B2B research.
I’m going to assume you already know the basics of doing research.
So what I’m going to give you are five shortcuts that make B2B research go more quickly and help you find key information to make the content piece you’re writing really meaty, accurate, fact-filled, and compelling.