Four Tips To Improve Agency Writing For Clients
July 19, 2022
With the rise of blogs and social media, companies can tell their own stories and talk directly to customers. Storytelling is a compelling way to build a brand, discover what makes a company different and improve customer relationships. Companies that are good storytellers are usually successful.
While some companies hire an in-house content person, many rely on a PR agency or freelancers to handle writing projects. Several common problems creep up. Here are four surefire ways to improve the writing process.
Have A Plan: Successful writing starts with a plan. Agencies and clients should determine how they want to work on a piece of writing and then agree on a schedule, from a sourcing interview to editing and reviews. Writing something without feedback and turning it over to a client is a recipe for problems. A plan will ensure agreement on topic and approach from the get-go. A plan allows writers to research an article and helps with draft control and timely reviews.
Work On Control Issues: Some clients have trouble letting go. They constantly try to reword or rewrite articles and muddy the story along the way. If this happens, find ways to push back gently and be direct but not overly critical. Agencies should also share examples of clear, powerful writing for other clients that was published and received successfully. Clients should ultimately trust their writers to be their voice.
Get Input: It is unfair to expect PR agencies to draft 800-word articles without input. Writing for clients is a lot like journalism and requires data and insight. Writers aren’t experts; they are conduits. Nonetheless, writing without input happens and often leads to multiple drafts and dissatisfied clients. Try to avoid drafting a story without input, but when that fails, rely on your creativity and ingenuity.
Don’t Sweat Rejection: If an article you wrote for a client is rejected, don’t sweat it. Rework it or rewrite it and look at other topics. Rejection happens and will continue to happen. It’s part of the process.
Looking for an agency that knows how to create compelling content and make it work for you? Get in touch at hello@wearemgp.com
Senior Content Director
Four Tips To Improve Agency Writing For Clients
July 19, 2022
With the rise of blogs and social media, companies can tell their own stories and talk directly to customers. Storytelling is a compelling way to build a brand, discover what makes a company different and improve customer relationships. Companies that are good storytellers are usually successful.
While some companies hire an in-house content person, many rely on a PR agency or freelancers to handle writing projects. Several common problems creep up. Here are four surefire ways to improve the writing process.
Have A Plan: Successful writing starts with a plan. Agencies and clients should determine how they want to work on a piece of writing and then agree on a schedule, from a sourcing interview to editing and reviews. Writing something without feedback and turning it over to a client is a recipe for problems. A plan will ensure agreement on topic and approach from the get-go. A plan allows writers to research an article and helps with draft control and timely reviews.
Work On Control Issues: Some clients have trouble letting go. They constantly try to reword or rewrite articles and muddy the story along the way. If this happens, find ways to push back gently and be direct but not overly critical. Agencies should also share examples of clear, powerful writing for other clients that was published and received successfully. Clients should ultimately trust their writers to be their voice.
Get Input: It is unfair to expect PR agencies to draft 800-word articles without input. Writing for clients is a lot like journalism and requires data and insight. Writers aren’t experts; they are conduits. Nonetheless, writing without input happens and often leads to multiple drafts and dissatisfied clients. Try to avoid drafting a story without input, but when that fails, rely on your creativity and ingenuity.
Don’t Sweat Rejection: If an article you wrote for a client is rejected, don’t sweat it. Rework it or rewrite it and look at other topics. Rejection happens and will continue to happen. It’s part of the process.
Looking for an agency that knows how to create compelling content and make it work for you? Get in touch at hello@wearemgp.com