Jennifer Robinson
Experienced B2B Content Strategist
Skilled Writer & Editor
Freelance Writer
Jennifer Robinson
Experienced B2B Content Strategist
Skilled Writer & Editor
Freelance Writer
B2B Blogging
I'm a strategic writer who effectively blends analytical thinking with creative expression to produce compelling, purposeful content that yields results.
With a wealth of experience spanning over 20 years in B2B sales, marketing, and content strategy, I have successfully collaborated with clients to develop and implement strategies that align content decisions with business objectives. This expertise and corporate sales background bring a results-oriented focus to my work.
My diverse client roster includes SaaS, technology, luxury real estate, insurance, pharmaceuticals, and employee recruitment. I've led teams from strategy development through execution, measurement, and assessment. The scope of content I've developed includes blogs, sales one-pagers, eBooks, white papers, infographics, emails, and more.
See my B2B writing samples below.
How to Build Enthusiasm Into Your B2B Brand Voice
One of the biggest myths in B2B marketing is that it’s boring. There’s no excitement. No pizzazz. And for many a B2B brand, there’s some truth to that perception: They struggle with how to be credible without being stiff, fun without being silly, and persuasive without being too salesy.
But that doesn’t have to be you.
Somewhere in the middle of it all is your brand’s authentic personality: genuine, compelling, and powerful. Strike the right balance, and you’ll infuse new life into your communications, boosting engagement and outpacing your competitors.
How exciting is that?
Find the Elusive B2B Copywriting Partner Who Just Gets You
Looking for a B2B copywriting partner? You’re not alone. After all, 73% of B2B marketers use content marketing as a part of their overall strategy. Your audience has an insatiable appetite for credible and relevant information—which means you’re on the hook for non-stop content generation. Buyers want to know how you’ll solve their challenges better and faster than your competitors can—and they want to know now.
You could try to generate all of this content in-house, but there’s only so much your staff can produce. If you’re like many companies, the answer may be to partner with an outsourced writing team that, over time, develops an intimate knowledge of your products and brand.
Is Your Account-Based Management Team Collaborating With Your Content Team? They Should Be.
As strategies for driving growth, account-based management (ABM) and content marketing share the same goal: get the right content in front of the right people at the right time. So why are these two tactics often siloed—especially when working together could fuel more dynamic and effective B2B sales efforts?
The division is a common pain point: an overwhelming majority of sales and marketing leaders told LinkedIn that they believe collaboration between sales and marketing enables critical business growth.
Thought Leadership: A 5-Point Plan for Real Business Results
Who is your company’s number-one competitor? What’s propelled them as a go-to source for solutions in your category? If we had to guess, a steady stream of high-quality thought leadership content is probably part of their equation for success.
Companies that position themselves as innovative, insightful thinkers are poised to grow their market share. They play (and win!) the long game by consistently answering the burning questions in their industry—and untangling its most complex challenges.
If that isn’t you, it needs to be—or your bottom line will suffer.
Human-Speak for Large Audiences: How Brex Succeeds
Financing for startups can be thorny, from seed money to venture capital funding to a successful IPO. Founders may not know when, or if, they’ll get to the next round of funding. But fintech giant Brex has a solution that provides credit for the needs of growing companies—and website copywriting that surely converts.
The Brex solution is a credit card for companies with funding and sales growth. These companies cannot rely on the owner’s personal guarantee that other business credit cards require, like the Ink Business Cash Credit Card or the Capital One Spark Cash Plus Card. And given the company’s success, there’s a significant market for this new business credit card.
Why Facebook is Good for Advertisers + 5 Tips for a Successful Ad Campaign
Profitable businesses have quality employees as a foundation. That means your job as an HR professional is vital to the organization. It’s not easy to recruit great employees.
Why Brands Should Pay Attention to Facebook Instant Articles
Earlier this month, after nearly a year of being available only to a select group of large publishers, Facebook made Instant Articles available to publishers of all sizes. But why should publishers have all the fun?
One-On-Ones That Motivate Under Performing Reps
Have you ever met a salesperson eager to meet with a sales manager when he has an empty pipeline? I haven’t.
But for a sales leader, that one-on-one session presents a huge opportunity. Chances are that the sales rep already has what it takes to be a rainmaker. All he really needs is a great coach. That’s where you come in.
A great sales coach is a strategist, data analyst, counselor, cheerleader, mentor, and facilitator. It’s about developing your reps in a productive way that provides improvement. Rather than having a simple discussion about how to close specific deals, you can use the one-on-one to motivate your rep to succeed.
HR & RECRUITMENT
Video: The Game is Changing in Recruiting. Are You Ready?
The recruiting game has changed. If you aren’t ready, you’re probably missing out on some really great opportunities. In this short video, Monster explains the three critically important areas of focus in recruiting today: engagement with potential candidates, employer branding and employee advocacy. You won’t get very far in your recruiting efforts without mastering these three areas. There just aren’t any shortcuts.
Infographic: 5Things You Need To Know About Google for Jobs
Google is flexing its search engine dominance again. This time, it’s taking on recruitment marketing. Google for Jobs, launched in June, is garnering positive reviews and gaining momentum.
Google for Jobs allows job seekers to get job search results directly on the Google search results page. It appears near the top of the page between paid ads and organic search results.
Simplify the Production of Your Epic Employment Recruitment Video
Epic employee recruitment videos have been around for years, but some employers have yet to master the balance of art and entertainment with design and function. It's difficult to do, so here's our quick take on what makes an epic employee recruitment video.
Your video should instill what your employer brand actually is. Employer branding doesn't begin or end with an employee recruitment video, though. Branding is a consistent and deliberate effort to convey who you are as an employer. It should also speak to the energy, experience and setting you provide for your employees.
6 Smart Tactics You Need for a Winning Recruitment Strategy
Profitable businesses have quality employees as a foundation. That means your job as an HR professional is vital to the organization. It’s not easy to recruit great employees. Without a winning recruitment strategy, your job gets even harder.
The number one question our HR clients ask us is how they can recruit the right candidates to match the skills and talents their organizations need. They also want to know how to do it on a tight budget in a changing digital environment.
It’s not simply that things have changed that’s problematic though. It’s the rapid pace at which things have changed and continue to change.
B2B Content Strategy & Creation
About Me
I’ve been driving new business since my early days in corporate sales. I uncovered prospects’ needs, and I sold to those needs—no fluff. My approach is the same with content marketing. I strategically create valuable content to drive customer action—delivering the right message to the right audience at the right time.