Content marketing is by no means a niche service, but to our knowledge, Radix is something of a unique business.
Unlike other agencies in the B2B marketing sector, we dedicate ourselves fully to B2B technology copywriting. We’re driven to do the best job we can, so we focus on doing one job, really well.
While it sounds simple on paper, we’re often asked by prospective clients what it really looks like to work with us – and how their project will fit into our daily workflows.
Let me take you on a journey through a typical blog post project at Radix, and hopefully answer the titular question: “Just what is your copywriting process?”
Setting the scene: a new blog brief
It’s time for a little make-believe. Today, one of our regular clients needs a blog post about the latest digital transformation trends in their industry.
In classic Choose Your Own Adventure style, our client has two paths by which they can proceed:
- Describe the required content to their Radix account manager so we can book time out with a writer best suited to the job and, if required, book in a briefing call.
- Use the standardised Radix briefing template to send a full, written brief to their account manager. (Again, we can book in a briefing call if further insight is needed.)
In most scenarios, we’ll recommend the briefing call as this gives the allocated writer an opportunity to clarify exactly what is required, such as:
- Who is the content for?
- Where will it live?
- What’s its purpose?
In cases where we are engaging with a new client, or it’s a more substantial project, the process can be a little more complex.
Account Director Sarah G explains: “If it’s a complicated topic, or a new client, the project will first go to a content lead to evaluate. If needed, we may also arrange a briefing call before booking in time with the writer. Then, all that’s left before writing an outline or a first draft is to send the client a quote for approval and confirm the timeframe for delivery.”
Does your content need an outline?
So far, we’ve:
- Received word of an exciting new brief
- Identified the best writer for the job
- (Probably) had a briefing call to clarify the story
- Agreed on a quote and timeframe for delivery
Nice. Everything’s looking good.
Now it’s time for our writer to either whip up an outline or jump right into the first draft. With blogs, our writers will often have everything they need from the briefing (and maybe a little desk research) to begin the first draft.
With bigger writing projects – such as case studies or white papers – we tend to write an outline first. That way, changes in project direction or messaging can be easily identified and actioned ahead of any substantial copywriting – potentially saving time, money, and frustration.
Once you’re happy with the outline, the writing itself can begin.
Delivering your copy
Upon completing the first draft, our writer will proofread your copy before passing it on to a content lead or appropriate peer to review. This is where our in-house quality control process begins (and, in the best-case scenario, ends).
If the reviewer spots anything that needs changing, the writer will be brought back in to make the necessary amends before notifying your account manager that your copy is ready to deliver.
Only when we’re completely happy do you get to read the first draft. If you or your stakeholders identify further changes, or the scope of the project changes, the account manager will reserve time with the original writer to revisit the content. We may also arrange a follow-up call to clarify what needs to happen next.
To ensure the piece is completed as efficiently as possible, we will always track our changes and, if required, explain the thought process behind any adjustments we’ve made – especially if the amends required a little compromise. In cases of scope change, this will likely require an additional call or written correspondence with the writer to set expectations.
Managing client-writer expectations
When it comes to the amends process, we recognise that we’re delivering a product and, as they say in retail, “the customer is always right”. While that’s true most of the time, we prefer to see our work as a collaboration in which both parties learn from each other (and in turn, get the best outcome possible: damned good copy).
We work really hard to make your copy as good as it can be. But if we’ve missed the mark, that’s on us; we’ll always swallow our pride and put things right. If we disagree with a change you’ve suggested, we may try to compromise with a different approach (and explain it in the comments). But as fellow writer Nick said in his write-up on lessons learned at the Copywriting Conference:
“If the feedback is along the lines of, ‘I envisioned something different’ then this should ring alarm bells for future projects, to make sure expectations on both sides are clearly set out from the start.”
Communication matters, so never hesitate to flag any concerns or queries with us regardless of progress through a given project. The most important thing is that you get the right content to achieve the results you want.
Working with Radix
Of course, this is just one example of how a project can go. To discuss our process in greater detail, or see if we’re the right copywriting agency for you, please contact us here or give us a call on +44(0)1326 373592.