So, you’ve hired a writer straight from advertising school. They have all the right credentials, they show great promise, and you think you’ll start them off on the company blog.
You set reasonable deadlines, you think – a blog a week – you give them some topic ideas and breif them, and send them off to do their thing. And instead of producing one blog a week, they’re struggling to produce one a month, even though they do a great deal of research on the topic and are doing their best to come up with engaging content.
This is the story of a client I’ve worked with for the past two years – working with a solo writer in a fintech company, and helping her to produce great content.
How did I do that?
First, I trained her. I taught her how to take the very thorough research she did and choose what to keep and what to discard. I taught her how to structure a blog post, how to get the tone just right, how to choose precisely the right word and string everything together on a golden thread that keeps people reading.
Then I coached and mentored her every month, and acted as a sounding board when she had questions or was struggling to disentangle a brief. I advised on how to approach difficult topics; I found holes in her content and made sure she answered all the questions a reader might have as they went through the blogs.
And finally, I was responsible for editing and proofreading the final version before it went live on their website, to make sure everything was ship-shape once all the various internal inputs had happened.
Training was an upfront cost, but thereafter, for a monthly fee, they had access to someone who has more than 25 years of experience writing and editing content – for magazines and newspapers, websites and blogs. Someone who understands content strategy. Someone who understands how to tailor copy to an audience and give them great takeaways with every piece. Someone who understands writers and writing, and how to get the best out of both.
They also got someone who is now very confident in her abilities, and more than capable of continuing on her own.
Wouldn’t you like to do the same for your content writer(s)? Get in touch and let’s chat.