Technically Speaking: B2B content & copy for specialist audiences
A Talk by Rachel Sparacio-Foster , Molly McBeath and Douglas Paton
About this Talk
Are content and copywriting different for technical B2B companies? Yes... and no. Strategies that work well for writing in eCommerce and (sometimes) SaaS don't always make sense for more specialized audiences, where sales timelines can take years, budgets can be in the millions, and your target audience is allergic to hyperbole.
With decades of experience between them, this panel will discuss the realities of working for clients in very specialized fields. Topics will include technical storytelling, appropriate use of jargon, and how to balance likability, trust, and accuracy on the web.
