Why Every Tech Marketer Needs a Specialist Copywriter In Their Corner
Tech marketers wear too many hats. A good B2B copywriter doesn’t add noise; they sharpen your message, speed things up and create content that makes things happen for your business. Here’s how…
Tech marketing can be chaos.
If you’re a tech marketer, the chances are you’re juggling five jobs in one. One day it’s demand gen. Next, it’s a webinar with five internal reviewers and a product sheet that no one has read since 2021.
And then there’s content. The blog backlog. The vague “we need to say more about AI” brief. The sales team asking, “Where’s our one-pager?” every five minutes.
I see you. I’ve written for enough tech brands to know your pain. And it’s why I believe every tech marketer needs a buddy in their corner:
A specialist copywriter who actually gets B2B tech.
Not just a “wordsmith” to make things sound good. You need a translator. A time-saver. A fellow chaos-juggler who knows their landing pages from their case studies and can cut through waffle without cutting corners.
Let me explain why…
1. Tech needs translation, not just decoration
The average tech buyer doesn’t care about your architecture diagram. They care what it means for them. Most internal content is either written by engineers (too dense) or brand leads (too bubbly). You need a middle ground. Someone who understands the product but can write for the buyer.
That’s where a specialist B2B copywriter comes in. We bridge that gap and help your positioning hit home. (Need one of those? I’ve written about how to hire a B2B tech copywriter and what to expect here).
2. Consistency is what builds trust (and pipelines)
A splintered content strategy is the norm in B2B tech. One week, the focus is on “more thought leadership” before a product launch sees the long-form writing go out the window. Once the hype from that shiny new thing dies down, an “opportunity” to capitalise on a current trend takes its place. No one’s managing the message, so the tone swings from robotic to rah-rah depending on who wrote it and how much time they had to do it.
Great copywriting creates coherence. Across your website, emails, sales decks and even LinkedIn. And no, ChatGPT won’t fix that with a prompt and a prayer. AI is a tool. You still need someone who can wield it well while understanding how to keep your brand voice intact.
3. Copywriters keep things moving
You know what slows down content? Endless back-and-forths with people who don’t get your world. Those who claim to be tech copywriters but really only know enough to help elderly family members access their email are no help to you.
A good tech copywriter will:
Get your audience
Understand the sales cycle
Be aware of the pressures you face
Create clarity from complexity
Write smart, effective copy without handholding
Whether it’s homepage messaging, a lead magnet or the dreaded About page, we make decisions easier, not harder. That’s because time is your most precious resource, and copywriters like me know it. We’re here to help you protect it, if not free up more of it.
4. B2B doesn’t have to mean ‘Boring to Bland’
Most B2B tech content is drier than a milk-less Weetabix served in the Sahara.
It’s not because tech is boring. It’s because those promoting it often forget to tell stories, to speak ‘human’ and to actually care about the person reading.
A freelance copywriter with experience in tech (hi 👋) helps you dodge the jargon and say things your buyers will remember. Clarity isn’t a nice-to-have; it’s the difference between bounce and conversion. If you want people to stick around, you need to sound like a brand that’s worth hearing more from and, ultimately, talking to.
5. You don’t need big copywriting agencies. You need the right freelancer.
I mean to cast no shade on B2B content marketing agencies. I work for one, after all. But sometimes you don’t need a 3-month retainer and 6-person sign-off process. You need the guy or girl who can take a brief on Monday and deliver solid copy by Thursday. Someone you trust to write fast, think clearly and care enough to ask the awkward questions about your audience or offer. B2B copywriters like this are hard to come by, but can make all the difference.
By the way, that’s what I do (surprise!). You can read more about my process here.
Final thoughts
You’ve already got too much on your plate. Content shouldn’t be another battle.
If you’re a tech marketer looking to make your copy sharper, your messaging tighter and your day a little less soul-sucking, you could opt for an agency offering B2B content marketing services. However, you’ll need to set aside time for meetings and burn days waiting for drafts to arrive.
The alternative, of course, is someone like me. A UK freelance copywriter who already ‘gets’ what you need and can quickly make sense of your offer and audience.
If that sounds like the right choice for you, we should talk.
I like nothing better than getting to grips with a new brand and helping overworked tech marketers find some breathing room.
If you could use a break from the daily content grind, drop me a line to find out how quick and easy it is to slide jobs off your plate and onto mine.