B2B CommunicationIt’s not easy. And, let’s be honest, it’s not always sexy. Writing and creating B2B content takes the right mix of information and inspiration. The ability to understand user painpoints and connect with decision-makers. The skill to turn complex information into engaging material. Don’t let the name fool you, B2B is all about writing to people.
web pages.
brochures.
product videos.
trade fair booths.
social media.
b2b impact is boundless.
Working as a native English copywriter, I’ve crafted campaigns and created content for marquee brands such as ZEISS, NFON, Siemens and Bosch. No matter how niche the audience or how strict the brand guidelines, I focus on writing clear and engaging communication that results in long-lasting relationships.
ZEISS CATARACT WORKFLOW
More than an optics pioneer, ZEISS is a global leader in medical technology, including microsurgery devices and workflow solutions. In collaboration with agency Saatchi & Saatchi Pro, plus film studio monomango, I helped introduce the new ZEISS Cataract Workflow, targeting eye surgeons and decision-makers.
lead writer, idea developmentMaking the complex clear
This campaign for the ZEISS QUATERA 700 started with the key message “Unleashing a new experience in phaco”. Simple, but perfectly designed for ophthalmologists and hospital executives looking to expand their practices. Turning complex medical jargon into engaging content is key for product campaigns like this, even when talking to people with M.D. in the names. Via a brochure, e-newsletter, digital banners, print ad and landing page, the campaign successfully introduced one of ZEISS’s latest innovations.
LEAD WRITER
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Print ad
digital banner
landing page
e-newsletterfirst TRANSLAte, then create
Adapting text from German to English requires more than simply translating sentences word-for-word. It’s about understanding the intent of the original work, then adding the nuances of language and style. One of many cases, this transcreated video script brings to life the power and leadership of tax and consulting company DATEV.
GERMAN TO ENGLISH TRANScreationBRANDED CONTENT
When Bechtle – one of Europe’s leading IT companies – underwent a corporate redesign, I worked closely with the design team at
Peter Schmidt Group to write and edit a mixed media brand book. But more than a book, it’s a colorful celebration of both a leading brand
and great design. Even with its large, coffee-table book format, it’s hard to put down.
All work and images below © Peter Schmidt Group and © Bechtle AG
copyWRITING AND EDITING
communicating a flavor explosion
MartinBauer is a leader in the food and beverage industry, creating plant-based teas, beverages, extracts and botanicals. For their product line called SuperFine, I wrote the brochure that was handed out at trade fairs. The final content is equal parts industry leadership, care for nature, culinary creativity and the fun of flavor.
lead writer
long-form storytelling
Bosch Business Innovations - formerly known as grow platform - is the intrapreneur incubator for the Bosch Group, with the mission to finance and scale start-ups that originate from internal divisions and entities. I was asked to create several stories and profiles that share the experience of being part of this leading intrapreneurship program. Using written and recorded interviews, I crafted compelling narratives that show the unique journey from initial idea to fully-formed start-up.
lead writer
Photo credit: https://www.growplatform.com/about
keep it simple
When it comes to naming projects, simple is always better. But you also have to make sure the name is unique, not only to forge a bold identity but also to secure a URL. After three communications agencies merged, I worked with strategy and design agency Whybrand to develop a list of names for the newly formed company. The simple name: RYZE Digital.
brand name conception