How can copywriters collaborate with content strategy teams?

Please, please don't just provide (or read) a written brief and try to get started. This is a recipe for 'blank white page paralysis'. Talk to your content strategist. Chances are, you've met them plenty of times as they will have picked your brain endlessly when looking at how, what and why we produce what we do. Your views and experience are part of shaping the strategy. It's not a document that's delivered to you. So, get together and discuss the brief. It might be a 2 min chat on Teams/Slack or a full discovery interview. But get to the nuts and bolts of what someone really wants to express. This is very often much easier to talk through than read. Plus, you're building relationships as you go. Happy writers. Better content. Lovely.

Understanding the audience you're writing to is crucial in copywriting. This is where collaboration comes in. The content strategist and copywriter has to collaborate to know understand the audience and how to write to them.

Although it's important to play to people's individual strengths, specialisms and passions, there's less need to be super definitive on these two roles today. Keeping people in one lane or the other (with a chance to meet at a hand-over crossroads) can be at the detriment of your talent and certainly for your end audiences. There are real benefits in blurring the lines between these two roles. Strategic writers that love to write, but want to get 'under the skin' of the thinking process (so they can apply it more intuitively). Content strategists that know how to write and can run narratives through their strategies (to inspire the writers). It keeps life more interesting and aligns these intrinsic specialisms for the good of audiences.

Copywriters and content strategy teams can work together by talking to each other and understanding their goals. The content strategy team plans what content to make and who it's for, while the copywriters write the actual words. They should share ideas and make sure the writing matches the plan. Copywriters also need to use the right words that people search for online, and they should follow the brand's rules for writing. Both teams can learn from each other and use tools to make their work easier. When they work well together, the content they create is better and helps the brand more.

As a copywriter, you need to know the goal of every piece of content. Think of it this way: 1) What are you trying to achieve through the content? Is it that you want the reader to take an action or is it that you want the reader to know certain insights? 2) Know which topics will come next. This way you'll avoid duplicate content. 3) Keep internal links in mind. A good content strategy always have internal links specified but as a copywriter you should make sure that you understand how different pieces of content will tie-up together.

Both parties must be willing to give 100% and be honest. First start with a brainstorm of content ideas together. Copywriters and content strategists can brainstorm content ideas together to come up with new and innovative ways to reach their target audience. This could involve brainstorming new blog post topics, social media campaigns, or email newsletter series. Use a system both parties are comfortable with and peer review each other's work. Copywriters and content strategists can peer review each other's work to provide feedback and suggestions. This can help to improve the quality of the content and ensure that it is aligned with the content strategy team's goals.

A content playbook goes a long way in bridging the gap between copy and strategy. Having a clear list of do's and don'ts, must-haves, and best practices helps generate consistent content that adheres to the brand's vision.

Allow necessary time to forge a game plan that works for the entire collaborative team, and make sure it’s much more thoughtful than just scheduling and tasks. Get to know your team, the company and the brand voice. Understanding the tools your team excels with is so important, and sharing what works for you provides valuable insight and understanding. In this digital era, information and content changes every second, and that means communication has to be clear and consistent so you can be flexible with the messaging and impact you’re striving for. The more you communicate, the easier it is to work through constructive feedback and insights. It also makes it extra exciting when there’s big wins!

Many times one person will wear several hats in a marketing team (especially those in mighty teams of one) including the roles of copywriter and content strategist. This may sound silly but if you're someone in this position, you should operate as if these roles are separate because they are and each requires the other to be on task and mindful of the other's needs. Collaborate (with yourself) by being honest and open about things like bandwidth, progress, time, and what you don't know. Don't forget to be kind to yourself as we all know that nobody is a bigger critic. Take note of all of the challenges along the content journey. When you're executing at a high level, share the challenges with superiors and get the help you deserve.

Check in early and often. Strategy can shift, client priorities may change, and content that has already been published may be delivering learnings to the team that you can implement in the next iteration. Be proactive in adopting insights from published content and offer up your own suggestions. Strategy and copy go hand-in-hand to answer a deliverable, so don't hesitate to suggest experimenting with a new format or style. (Just make sure you have data or an example to point to for your reasoning.)

In my role as a Content Marketing Manager, I've come to appreciate the significance of a standard workflow in our Content Strategy Document. It's the linchpin that connects our copywriters with our content strategy teams. This well-defined process ensures everyone is on the same page, fostering collaboration and synergy. It streamlines content creation, from ideation to publication, maintaining quality and consistency. With this workflow in place, we not only save time but also deliver content that resonates with our audience. ?????

When third-party writers are used, one of the most common problems is that the writing they produce, while pleasant and readable, is "a little off-brand," with lots of little mistakes. A style guide helps. But often times you need an in-house professional writer editing what outsiders do. And many times businesses omit having the in-house writer.

Creative briefs and discovery kickoff sessions are great (and important!) but meetings don’t always happen and when they do, stakeholders might not be present. And briefs are only as thorough as the person who wrote them. Even the most well-meaning of content strategists gets busy and pressed for time once in a while. An abbreviated brief shouldn’t deter a writer from delivering premium copy. Ask for examples to follow, both for form and style. Get as specific as you need to deliver what’s needed of you. Ask your strategy team if they’re open to reviewing a preview or rough draft and providing feedback before the due date so you have time to tweak and fine-tune the finished product. It makes for a more collaborative process, too.

Adhering to guidelines and standards is crucial for ensuring consistency and quality in content. Copywriters should respect and follow the established guidelines to make the collaboration smooth and efficient. Whether it's using a specific format, structure, or template, or following rules for grammar, spelling, punctuation, and terminology, it's important to stick to them. Also, adhere to the team's process for reviewing, editing, and approving content. By following these guidelines, you demonstrate professionalism and reliability, making the team's job easier and contributing to the project's success.

Navigating the Challenges of Content Consistency In my journey, I've often seen a recurring challenge, especially in small to medium-sized businesses. Even with a robust style guide and well-defined templates in place, as teams grow and time marches on, there's a drift from these established norms. It's like a musical note that starts in tune but gradually goes off-key. Without a vigilant editing team, this drift can become the new norm, leading to a mosaic of styles rather than a cohesive voice. To anchor ourselves, it's essential to periodically revisit our style guides, conduct refresher workshops, and perhaps most importantly, foster a culture where every team member feels responsible for upholding the brand's voice.

Copywriters are a welcome addition and can be seen as an extension of the formal team. It's important to remember that although you may be freelancing when hired for a specific project, you may have to adhere to strict deadlines. This means being open to client revisions and having open communication lines. Being flexible and professional (showing up on time, sticking to guidelines, providing proper tone of voice, etc.) will not only let your client know they made the right decision in working with you, it will also increase the likelihood of obtaining a referral. Content creation is a collaborative effort. Your job as a copywriter is to seek to understand the intention of the content from all angles. The project team is there to help.

Agile teams are the ones that see the greatest success — no matter where the content is living. Becoming too precious or attached to "the way things are always done" means you're missing out on the potential of experimentation. Pause every now and then to look around and ask the question: "Is what we're doing actually working? Is it delivering on the intended goal?" If the answer is no, be ready to pivot — it may mean the difference between success and failure.

Flexibility and adaptability are like essential tools in a writer's toolbox. Just as a carpenter adjusts their tools based on the project, you need to adapt or switch your approach to fit different content strategies, audiences, and platforms. Being flexible and adaptable is being able to pivot when needed and find creative solutions to challenges during the writing process. Also, adjusting to tight deadlines, and implementing feedback. Both qualities are essential for you to collaborate with content strategy teams.

Being flexible and adaptable is essential in content creation, as it often involves changes and revisions. Copywriters should accommodate these changes and respond to the team's requests. If asked to rewrite, shorten, or expand a section, do it. If the project's scope, deadline, or format changes, adjust accordingly. Incorporate new information, feedback, or requirements as they come. By being flexible and adaptable, you demonstrate your willingness to cooperate and improve the content, contributing positively to the team's efforts.

Take feedback gracefully and learn to respond diplomatically to everybody. Your primary skill set also happens to be everyone else’s secondary or tertiary skill set. So you’ll get far more feedback than other members of your team. Don’t take anything personally. Accept their comments, consider their point of view, and if you disagree, find a way to tell them respectfully. Your relationships matter far, far more than being right about one small point in a document. Play the long game - your personal goal as a copywriter is to get invited back to the next project, not to make sure your favorite line of copy makes it to the final version. Be someone everyone wants to work with and you’ll always find more work, offers, and contracts.

Having started my career as a copywriter and now working as a content strategist, I can attest to the immense benefits of collaborating with content strategy teams. It's a two-way street where copywriters bring their creative flair to the table while content strategists offer a structured approach. One key takeaway for me has been the holistic view of content creation. It's not just about writing compelling copy; it's about understanding the audience, their pain points, and aligning the messaging with strategic goals. And let's not forget the synergy in teamwork. Collaborating with content strategists will not only enhance the writing but also improve the overall quality of content. It's a partnership that truly elevates both sides.

If the copywriter is in-house always involve them in defining the purpose and vision of the content strategy. Brainstorm content pillar ideas together and stay aligned with the content vision. Keep the target personas and customer journey front and centre. - Who are we trying to target and engage with our content? - Key channels and touch-points, identify gaps and how content can fill the gap in the customer journey. - What will keep them engaged during different stages of their journey? - End goal: Will they share the content with their family, friends and network?

Actually, growth goes both ways. Copywriters do have that concise quality that sometimes content writers do not. Working together can be a win-win if both sides are open - don't go in (any o the sides!) thinking you know better.

Treat every briefing like a job interview. Show interest, ask questions and stay engaged. Repeat back the goals of the project to make sure you understand them. Always ask: “why?” to try and get to the root of a project’s strategy. The better you understand a project’s goals, the easier it will be to deliver. Sometimes people don’t know how to write exactly what they want, even in a brief. Asking questions can help both sides re-examine what’s being discussed and act as a litmus test for the strategy. You might help your team uncover ideas or insights they hadn’t considered before. Be curious, ask questions, seek help when you need it, and don’t be afraid to share rough drafts. Early feedback can save you hours of rewrites.

Collaborating with content strategy teams is a fantastic opportunity for copywriters to learn and grow professionally. You can gain insights into research, analysis, planning, design, testing, and optimization from the team's expertise. Valuable feedback and advice will help you improve your writing, style, and technique. Embrace this chance to enhance your skills and expand your knowledge. By learning and growing with the team, you'll boost your portfolio, reputation, and career prospects, making you a more versatile and accomplished copywriter.

Content strategy is a team sport. While there are certain elements like briefs, guides, and outlines that should be provided to copywriters to help them, they aren’t always finite. Copywriters would do well to earn the the trust of the content strategy team so that they can feel comfortable asking questions and offering suggestions. Content strategy is just as much about the quality of the individual piece a contributor is working on as it is about the larger content ecosystem. If a writer has an idea that can help link a new piece into a larger strategy, that’s a win for everyone.

Content strategy teams have insight into the audience persona so can provide guidelines on content brief, keywords to be used, editorial style and tone for the content. Content teams can ensure consistency across all written materials and reinforce the brand's identity while copywriters can take these guidelines and work to produce the copy. The most important aspect is to have clear communication, track progress, collect feedback and monitor what style of content is resonating with the audience and keep adapting.