Writing and Editing

Industry Update: 16.01.2021

Vertical: Writing and Editing
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Writing and Editing, what are we seeing?

We are seeing a mixed picture. We are seeing an uplift from specific client sectors due to the pandemic. This includes updating health information, travel advice, hygiene guidelines and changes in operational procedures into different languages for global businesses communicating to staff, customers and prospects.

We are seeing a spike (now subsiding) as every still-functional business has raced to prepare and present COVID-19 sections on their website.

In contrast, those businesses who are not seeing an up-side post COVID-19 are being cautious and pausing work and commissions that are non-urgent / essential.

What do these businesses need to do now?

1. Adjust your business targeting

Whilst we’re seeing little change to targeting within this sector, we are seeing suppliers target a greater number of global businesses, particularly those affected by COVID-19 and with additional staff, customer and prospect communication to be written.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Tradeshows and Exhibitions


Awards Circuit


Door to door sales


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Tweak your support model to help the high demand sectors, those requiring large amounts of new content right now.

Typically, these will be related to your experience in their specialism, your capacity and service levels. Of course, the leading priority right now is speed. With quality a close second. Pricing is less of a consideration in high demand situations. In many cases new web copy or promotional content is required to enable new business lines or new products and services that businesses are commercially dependent on launching ASAP. Capitalise on this demand model and service the urgency.

Flexible payment terms are obviously of interest if you can support this option.

4. Revise your messaging

To explain how you can help customers solve their COVID-19 response challenges with best in class content production and support services.

Highlight any specialisms that this audience are likely to value/appreciate. Typically these are around technical knowledge, service levels and sector nuances. If you have them, give examples of how you’ve delivered something similar for a COVID-19 customer.

But ultimately… explain to prospective clients you can help them now, you can provide high quality copywriting support now. You can start today. That is what businesses are looking for. Service the urgency.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

Our Totally Bonkers 60 Second Explainer Video

What better way to convey the surreal magic of the SoPro service than through an animated 60-second explainer video, starring a flying submarine. We commissioned the experts over at Sentio Space to encapsulate SoPro’s fantastical prospecting machine in under a minute. And we don’t mind admitting they totally nailed it.