{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"B2B Marketers on a Mission","title":"How the Copywriter’s Changing Role Can Drive Strong B2B Growth","html":"","width":"100%","height":180,"duration":2780,"description":"How can B2B marketing leaders leverage the changing role of copywriters to accelerate growth and strengthen market positioning? Like so many aspects of the B2B marketing spectrum, the copywriter’s role has dramatically and fundamentally evolved. With the introduction of AI and automation, market dynamics, and changing buyer behaviors, copywriters must reinvent themselves and clearly define their role in the business ecosystem. Today, B2B copywriting integrates strong writing, brand strategy, audience research, and GTM execution.\nIn this latest episode, we sit down with return guest Jamie Thomson (Copywriter and Founder, Brand New Copy) who talked about how the copywriter’s changing role can drive strong B2B growth. During our conversation, Jamie discussed findings from his analysis of 230 UK and European copywriting job postings, proving that strong writing remains a critical requirement. He mentioned that employers increasingly expect copywriters to have multidisciplinary skills, and that strategy, knowledge of AI, storytelling, collaboration, social media, and research skills were also essential for the role. Jamie stressed that copywriters should be involved early, use research and conversations to reveal audience insights, and play a key role in delivering strategy and outcomes. He also highlighted why it’s important for copywriters to be more collaborative and work together with people in different departments within the organization. Finally, Jamie also advised copywriters to focus on developing skills beyond writing, and to position themselves as strategic partners and collaborators for B2B companies.\n00:00: The continually evolving role of the copywriter\n03:16: What employers expect from copywriters\n08:22: Why storytelling is a critical component for B2B content\n11:06: The modern copywriter and why getting involved early is crucial for success\n18:02: How research, curiosity, and conducting client workshops can help deliver better and more relevant content...","thumbnail_url":"https://img.transistorcdn.com/lqDFOjY_18gJt4I76gxX3JmOttH4oA_lMtWtb_95PgY/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85NGUw/NWFlYjI2ODMzNTVm/OWUwMmM0ZWM1YTRh/ZWYzOC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}