One thing a copywriter needs to know is just how trustworthy information found on reference sites used to research client’s industry sector is. So how do you find credible B2B research sources? Well the simplest answer is for the copywriter to have had experience in that industry sector, as they will have read and utilised the media in question for marketing purposes over a period of time.

A good example of this is my own personal experience working in the IT, Technology and Telecoms area. I have subscribed to both the print and online versions of Computer Weekly, Computing, CBR, Information Age, Total Telecom and Telecoms.com for a several years, and I am very aware of the pros and cons of each. I would not hesitate to use any of them to research a particular product or service, for a client, to make sure that my copywriting was factual and up to date.

I am also aware that there other credible technology research organizations such as Gartner, Forrester and IDC that I could also use.

However, you won’t always have the benefit of industry experience to help you, so what is the answer? Most large publishing houses such as Reid, VNU and Informa publish both on and offline media in a number of sectors, from Food Manufacturing to Financial Services, so they will be a good place to start. In addition, all industries have recognised Associations and Trade Bodies that you can contact or research on their websites for reference points that they recommend.

An important skill when researching is the ability to decide if the article has been written impartially by an unbiased writer. Alternatively, if it’s sponsored by a commercial entity whose main aim is to promote the product or service for their client, and may turn a blind eye to some its shortfalls. For example, an article exalting the benefits of Unified Communications without mentioning network performance issues such as latency and jitter would not be giving you the complete picture, and would not be a very good reference point for research.

 

 

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