Tell us about a time when you had to write copy for a B2B audience. How did you tailor your writing to appeal to that audience?

Sample answer to the question

I had the opportunity to write copy for a B2B audience when I was interning at a digital marketing agency. One of our clients was a software company that provided solutions for businesses. To tailor my writing to appeal to that audience, I focused on highlighting the practical benefits of the software and how it could solve specific pain points for businesses. I used industry-specific jargon and included case studies and testimonials from other B2B clients to build credibility. Additionally, I made sure to keep the tone professional and concise, avoiding any overly promotional language. Overall, my goal was to position the software as a valuable and reliable solution for B2B companies.

A more solid answer

During my time at a digital marketing agency, I had the opportunity to write copy for a B2B audience for a software company client. To tailor my writing for this audience, I conducted extensive research on their target audience, industry, and competitors. I focused on addressing the specific pain points and challenges faced by B2B companies, highlighting how the software could provide practical solutions. I used a professional and concise tone, avoiding any overly promotional language. In addition, I incorporated industry-specific jargon to establish credibility and connect with the audience. To maintain high editorial standards, I meticulously edited and proofread the copy, ensuring it adhered to the brand voice and reflected the client's values. The final copy was well-received by the client and effectively resonated with their B2B audience.

Why this is a more solid answer:

The solid answer provides specific details about the candidate's experience of writing copy for a B2B audience, including their research process and how they tailored the writing to appeal to the audience. It also mentions the importance of maintaining high editorial standards and showcases the candidate's attention to detail. However, it could be further improved by including specific examples or metrics to demonstrate the effectiveness of the copy.

An exceptional answer

During my internship at a digital marketing agency, I was assigned the task of writing copy for a B2B audience for a software company client. To tailor my writing to appeal to this audience, I began by conducting in-depth market research to gain a comprehensive understanding of their unique pain points, challenges, and goals. This research involved analyzing industry reports, studying competitor strategies, and conducting interviews with key stakeholders. Armed with this knowledge, I crafted copy that directly addressed the specific needs of B2B companies and positioned the software as the ideal solution. I utilized a customer-centric approach, emphasizing how the software could streamline operations, increase efficiency, and drive growth. To lend credibility and relevance to the copy, I incorporated case studies and success stories from previous B2B clients, showcasing measurable results. Throughout the writing process, I adhered to a professional and concise tone, ensuring the copy was easy to understand and compelling. I also paid great attention to detail when editing and proofreading, ensuring that the final copy met the highest editorial standards. The client was extremely satisfied with the results, reporting an increase in engagement and leads from their B2B audience.

Why this is an exceptional answer:

The exceptional answer goes above and beyond in providing specific details and examples. It showcases the candidate's in-depth research process, customer-centric approach, and ability to utilize case studies and metrics to demonstrate the effectiveness of the copy. The answer also highlights the candidate's attention to detail and adherence to high editorial standards, resulting in tangible results for the client. The exceptional answer provides a well-rounded and comprehensive response to the question.

How to prepare for this question

Familiarize yourself with B2B marketing and advertising principles.
Research different industries and companies to understand their pain points and challenges.
Practice tailoring your writing to different audiences by creating sample B2B copy.
Develop an understanding of how to maintain high editorial standards in writing.
Be prepared to provide specific examples or metrics to showcase the effectiveness of your copy.

What interviewers are evaluating

Writing for B2B audience
Tailoring writing to appeal to audience
High editorial standards