PMG Digital Made for Humans

How to Write Content for a New Client

3 MINUTE READ | January 12, 2017

How to Write Content for a New Client

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Abby Long

Abby is PMG’s senior managing editor, where she leads the company’s editorial program and manages the PMG Blog and Insights Hub. As a writer, editor, and marketing communications strategist with nearly a decade of experience, Abby's work in showcasing PMG’s unique expertise through POVs, research reports, and thought leadership regularly informs business strategy and media investments for some of the most iconic brands in the world. Named among the AAF Dallas 32 Under 32, her expertise in advertising, media strategy, and consumer trends has been featured in Ad Age, Business Insider, and Digiday.

Writing content for the SEO team at PMG has its perks and one of my favorites is that I’m able to write marketing copy for a variety of clients across several industries. After a few tries at familiarizing myself with writing for a new client, I’ve developed a personal writing strategy (steps are shown below) that allows me to quickly adjust my voice to fulfill the needs of each client and every audience type.

1. Know the Brand Voice

2. Know the Audience

3. Know the Product/Service

First, it’s best to know the Brand’s voice. This can best be done by exploring the Brand’s website(s) and product/service line, learning about the company values and objectives, or reviewing press releases. It doesn’t take long to read all the content and familiarize yourself with the style shown on a client’s website. By learning more about the company, you can adapt your voice and writing style to best resemble theirs. (5-10 minutes)

For example, the content on a children’s retail brand’s website will be different than the content on a luxury retail brand’s website that primarily sells men’s suits. By changing the voice and style, one writer can fulfill the content needs of both companies.

Next, know the Brand’s audience. This can be done by reading a few posts on the company’s blog or briefing yourself on the competition and their techniques. (10-15 minutes)

Like my example from earlier, the audience of a children’s retail brand will need different content than a luxury retail brand that sells men’s suits. Make sure to write in a language that your audience will understand. Similar to how academic papers need to be written differently than your Facebook posts, your content and ad copy needs to vary between clients and across industries.

Finally, know the Product/Service. When you are tasked with a project that requires you to write about a specific product or service, it will be in your best interest to do your research to make sure you know what you are writing about. This can be done by reading articles, reviewing competitors, and learning more about the product or service you are writing about. If you don’t know the product, how can you confidently write about it? (15-20 minutes)

For example, a few weeks ago I had a project that involved writing copy for a luxury retail brand’s category page. As confident as I was in my ability to identify the different types of sweaters that were popular this season, it was still important to do my research on the subject. Once I was confident that I knew when to wear a cold shoulder sweater or a knit pull-over, I was ready to begin writing.

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Once you familiarize yourself with the brand, its audience, and the products, you can adjust your writing style to best fit the needs of your new client and begin working on your new writing project. Best of luck!

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