There’s an old direct marketing axiom – pictures tell; copy sells.

Crafting a compelling content marketing strategy that engages your target audience is essential for effective B2B content marketing.

But how? How can a business owner do this?

You can hire a dedicated content marketing team that will write a powerful content marketing strategy and use their expertise to execute the content plan, maximizing the impact of your content marketing efforts.


But wow, this will get expensive fast. How do I achieve this without breaking the budget?

Of course, hiring a content marketing team or a skilled copywriter is ideal, but not every business has the resources to do it.

Fortunately, there is another way.

Don’t Leave Empty Handed!

Get Digital Tips & Tricks Delivered to Your Inbox

  • This field is for validation purposes and should be left unchanged.

We will never share your email address.

You can use the five proven copywriting frameworks covered in this article to DIY your copy. They will help you write your social media posts and email marketing messages effectively. You can also use the copywriting frameworks in other content formats. For example, the PAS framework is an effective way to introduce blog content. You can see this in action in the post’s hero section.

You can also use them for website pages that engage your audience and draw them along their journey. There’s more on this further into this article.

And remember the two guys being chased by the bear. You don’t need to be better than the bear—you just need to be better than the guy next to you. Given that most business owners are either doing nothing or doing it poorly, you have a solid chance to outrun the bear if you use the five copywriting frameworks to create content that will impact your target audience.

What We’ll Cover

In this blog post, we’ll explore five powerful copywriting frameworks that you can easily adapt and apply to your B2B content marketing strategy. For each one, we created a copy example that uses the framework in an email copy block that’s designed to encourage our readers to follow the link and read this post.

I know this is kind of self-serving, but the inspiration for this article came from a coaching session with our marketing VA. During that session, I showed her how to use the PAS copy framework to improve the email she was working on. She commented on how useful having a guide was, so I took some time to document the five frameworks I use most often.

1. AIDA: Attention, Interest, Desire and Action

B2B Copy Marketing - the AIDA Framework

The AIDA framework is a classic approach to creating persuasive content, especially top-of-funnel ads. AIDA stands for Attention, Interest, Desire, and Action.

You start by grabbing your audience’s attention with a compelling headline or opening statement. This is a crucial step. Then, generate interest by highlighting the relevance and importance of your message. This tells your target audience that the content is for them. Next, create desire by showcasing the benefits and value your product or service offers. How what you offer solves their problem. And finally, encourage them to take the next step with an enticing and clear call-to-action (CTA).

The AIDA copy framework should be your go-to for effective content.

An Email Using the AIDA Framework

Subject: Unlock the Secrets of Persuasive B2B Copywriting

Attention: Are you struggling to create compelling B2B content that engages your audience?

Interest: Our latest blog post reveals five proven copywriting frameworks you can use to craft persuasive content.

Desire: Examples are provided that demonstrate how you can apply these frameworks to elevate your content marketing and drive leads and conversions.

Action: Click here to read the blog post now and start creating impactful B2B content today!

2. PAS: Problem, Agitate, Solution

PAS Copy Framework - Poke the Pain

The PAS framework focuses on identifying and addressing the pain points your target audience experiences. Poke the pain.

Specifically, the PAS framework highlights the Problem, Agitates the pain points, and presents your Solution. Begin by clearly defining the problem your target audience faces. Then, agitate their pain points by emphasizing the consequences of not addressing the issue.

Finally, introduce your product or service as the ideal solution to their problems, highlighting how it can alleviate their pain points and provide value.

The PAS framework is very versatile and can be used for many content formats. Here’s an example of a headline and subhead that uses the PAS (Problem-Agitate-Solution) copywriting framework.

“Is Poor Customer Service Costing You Clients?
Boost Your Customer Retention with Our AI-Powered Chatbot Solution!”

Let’s break down how this headline uses the PAS framework.

  • The problem: The headline identifies a common problem faced by B2B companies – losing clients due to poor customer service.
  • Agitate: The question also agitates the problem by implying that suffering from client loss can significantly impact revenue and growth. And, it suggests that the reader may not be aware of the extent of the problem.
  • Solution: The second part of the headline offers a solution—an AI-powered chatbot that can help boost customer retention. The headline implies that by implementing this technology, a B2B company can improve its customer service, reduce client churn, and increase customer satisfaction.

By using the PAS framework, the headline and subhead grab the attention of B2B decision-makers, highlight a pain point that can impact their business, and present a cutting-edge solution to help them overcome the challenge.

This approach is particularly effective in B2B ads, where companies are always looking for ways to improve their processes, reduce costs, and retain clients in a competitive landscape. Look for the PAS framework the next time you are on LinkedIn.

The PAS Framework is used often in B2B Content Marketing

Example Email Copy Using the PAS Framework

Subject: Is Your B2B Content Strategy Falling Flat? We Have the Solution!

Problem: Are you struggling to create B2B content that resonates with your target audience?

Agitate: Ineffective content can lead to low engagement, poor conversion rates, and missed opportunities.

Solution: Our latest blog post reveals five proven copywriting frameworks you can use to create persuasive and impactful content.

Click here to read more and maximize your content marketing efforts!

3. FAB: Features, Advantages, and Benefits

The FAB framework is particularly useful when describing product or service offerings.

Start by outlining the Features of your product or service. Then, explain the Advantages those features bring, such as improved efficiency or cost savings. Finally, highlight the benefits your customers will experience by using your services. This could be increased productivity or better decision-making.

By connecting features to advantages and benefits, you draw your audience into your story and effectively communicate the value of your product or service.

The FAB framework is especially effective when your target audience includes linear thinkers, such as engineers or CPAs. A common use case for this is the services page on your website. Search engines will reward a content strategy using the FAB framework because it’s useful and matches potential customers’ search intent.

Example Email Copy Using the FAB Framework

Subject: 5 Copywriting Frameworks to Enhance Your B2B Content

Features: Our latest blog post explores five powerful copywriting frameworks: AIDA, PAS, FAB, 4Ps, and BAB, which you can use in your content marketing.

Advantages: These frameworks provide a structured approach to creating persuasive content that engages your B2B target audience.

Benefits: Applying these frameworks will improve your content marketing and increase engagement,

Don’t waste time and treasure. Click here to read the blog post and start benefiting from these frameworks today!

4. 4Ps: Promise, Picture, Proof, Push

The 4Ps framework involves making a Promise, Picturing the benefits, Providing Proof, and ending with a Push.

Begin by making a compelling promise or proposition that addresses your audience’s needs or desires. Then, portray the benefits they will experience by using your product or service. Provide Proof or reasons to believe that support your claims. This could be case studies, testimonials, or data. Finally, end with a strong push by including a clear, persuasive call to action.

The 4Ps framework is especially effective on visual social media platforms like Instagram or Pinterestwhere the target audience is more visual and will value this approach.

Example Email Using the 4Ps Copy Framework

Subject: A Promise of Better B2B Content Awaits!

Promise: Our latest blog post will boost your content strategy with five proven copywriting frameworks.

Picture: Imagine creating content that captivates your audience, drives engagement, and generates leads. What a day this would be.

Proof: These frameworks have been successfully used by skilled copywriters to create impactful content for many brands. Now you can use them too.

Push: So don’t miss out on this opportunity to elevate your content marketing.

Click here to read the blog post now!

5. BAB: Before-After-Bridge

The BAB framework is designed to showcase the transformation your product or service can bring.

Start by describing the challenges or limitations your audience currently faces—this is the Before. Then, describe the ideal situation they can achieve by using your services. Finally, bridge the gap by explaining how your product or service helps them make the transformation.

BAB can be especially effective with more emotional purchases. Here is copy for a network security solution ad, which is based on a fear-based situation.


Is Your Business One Click Away from a Devastating Cyber Attack?


Protect Your Data, Secure Your Network, and Safeguard Your Reputation with Our Advanced Network Security Solutions

Copy Block

In today’s digital landscape, cyber threats are more sophisticated and persistent than ever before. Hackers, malware, and data breaches constantly threaten businesses of all sizes, putting sensitive information, financial assets, and hard-earned reputations at risk.

Imagine the consequences of a successful cyber attack on your organization. Confidential client data was exposed, critical systems were paralyzed, and your brand’s credibility shattered in an instant. The financial and reputational damage can be catastrophic, leading to lost clients, costly legal battles, and a tarnished image that may never recover.

But there is a way to protect your business from these devastating consequences. Our cutting-edge network security solutions provide the robust protection your organization needs to operate with confidence in the face of ever-evolving cyber threats. Our team of experienced security experts and advanced AI-driven technology work together to create an impenetrable shield around your network, keeping your data safe, your systems secure, and your reputation intact.

Don’t wait until it’s too late. Invest in our network security solutions today and gain the peace of mind that comes with knowing your business is protected from the catastrophic consequences of a cyber attack. Contact us now to learn more about how we can help you secure your digital assets and safeguard your business’s future.

Example Email Using the BAB Framework

Subject: Transform Your B2B Content with These Copywriting Frameworks

Before: Are you struggling to create B2B content that truly connects with your audience?

After: Imagine having the tools to craft persuasive, impactful content that drives engagement and business results.

Bridge: Our latest blog post bridges the gap by revealing five proven copywriting frameworks you can easily apply to your content marketing.

Click here to read more and start your content transformation today!

Use Copywriting Frameworks for a Successful B2B Content Marketing

By understanding and applying these five proven copywriting frameworks, you can boost your B2B content marketing strategy and create persuasive, impactful content that will resonate with your target audience.

Integrating these frameworks into your B2B content marketing efforts will result in content marketing that is tailored to your goals and the needs of your target audience.

These copywriting frameworks can be employed in many content formats, including social media platforms, email marketing, search engine content, and marketing funnels.

The frameworks are flexible tools that you can adapt and tailor to your specific needs. You don’t need to use them all; mix and match as needed. The frameworks you use can also depend on the social media platforms you are using. Social media posts on LinkedIn may benefit from the more logical FAB framework, while Instagram might benefit from the 4Ps or BAB framework. Select the framework you need to support the target audience you’re reaching and the content marketing strategy you are employing.

There are more frameworks than what we’ve covered here. In addition to AIDA, PAS, FAB, 4Ps, and BAB, three more copywriting frameworks are the 4Cs (Clear, Concise, Compelling, Credible), the 4Us (Urgent, Unique, Ultra-specific, Useful), and the ACCA (Awareness, Comprehension, Conviction, Action).

Use campaign testing to find the copy frameworks that work best for your audience. With some creativity, experimentation, and a deep understanding of your best customers, you can craft social media posts and email marketing that engage, persuade, and drive results.

Start implementing these frameworks in your B2B content marketing strategy today and watch your engagement and conversion rates climb. Use the email examples as inspiration to create compelling subject lines and body copy that encourages your subscribers to click through and read your valuable content.

Elevate your B2B content marketing strategy with these proven copywriting frameworks. Start creating content that truly connects with your target audience and drives business results!

Author: James Hipkin

Since 2010, James Hipkin has built his clients’ businesses with digital marketing. Today, James is passionate about websites and helping the rest of us understand online marketing. His customers value his jargon-free, common-sense approach. “James explains the ins and outs of digital marketing in ways that make sense.”

Use this link to book a meeting time with James.