The Power of Words: A Writer's Journey into Marketing Agencies

In my many, many, many years as a marketing team leader, I've learned that no matter how creative or innovative a marketing campaign is, the content determines success. If the writing is crap, the opportunity is lost. Content is the driving force behind all successful campaigns, establishing connections with target audiences and shaping narratives that resonate.

Since marketing agencies specialize in successful marketing strategies, I'll never understand why, in many agencies, copy and content writing is relegated to junior account reps or art directors instead of actual writers. However, I've also learned that this lack of expertise is an opportunity for freelance writers like me. I plug that talent hole for many marketing agencies, and I really enjoy the work. This article will outline some of the basics of writing for marketing agencies and offer some tips on getting started.

Scope of Work

One of the things I like best about writing for marketing agencies is that the work is never the same. It depends on so many factors, including:

• Client's industry or sector
• Client's Target audience
• Client's goals
• Type of marketing campaign
• Type of content

One day, I am writing an e-book on employee engagement for a SaaS company and the next social media posts for a packaging company attending a trade show. Or, I might write a brand story guide for a logistics company and an email campaign for a recruiter. I might also write content for the marketing agency to use in its own sales and marketing campaigns. In one month, I typically write content for 6-10 clients of five different marketing agencies. I love the variety and the challenge of writing for so many different target audiences and in so many different brand voices.

Key Skills

In general, here are are some of the skills you need to write for agencies:

1. Branding and Identity: Effective writing helps establish and reinforce a brand's identity. It's important to master a consistent tone, voice, and messaging to communicate a brand's values, personality, and mission and foster a distinct and memorable brand perception.

2. Content for a Wide Range of Materials: Writing is at the core of all marketing strategies. You know how to adapt written content to a wide range of materials, including blog posts, articles, social media, website copy, emails, and more. High-quality content informs, educates, entertains, and engages audiences, driving traffic and building trust. You may also need to know how to write sales-oriented and action-driven copy for advertising and sales materials.

3. Search Engine Optimization (SEO): I always tell people I know only enough about SEO to be dangerous. It's critical to understand why SEO is crucial and the proven tactics to do it authentically.

4. Storytelling: If you've read any of my content, you know that I am a strong proponent of storytelling in B2B writing. Narrative-driven content captivates audiences, creating emotional connections with brands. Stories can convey how a brand can make a customer's life easier, happier, or more meaningful, making the brand relatable and compelling.

5. Audience Targeting: Effective writing considers the target audience's needs, preferences, and demographics. Tailoring content to specific segments ensures it resonates with readers, leading to higher engagement and conversions.

6. Engagement and Interactivity: Good writers craft engaging and interactive content. Whether it's social media posts that spark discussions, interactive quizzes that collect email addresses, or compelling CTAs on webpages, well-written content encourages audience participation that meets marketing and business goals.

7. Educational Content: Sometimes, the goal of a piece of content is to educate and inform target audiences. Brands can establish authority and trust by providing valuable, informative content that addresses audience questions and pain points. This is a slightly different style of writing that relies less on narratives and more on facts and research.

8. Email Marketing: Email campaigns rely heavily on well-crafted writing and require a certain skill in writing persuasive copy. Effective subject lines and engaging email content drive open rates, click-through rates, and conversions in email marketing efforts. It's also critical that a writer understands the rules (both spoken and unspoken) behind spam filters, email platforms, and "email etiquette."

9. Conversion Optimization: Compelling writing persuades readers to take desired actions, such as making a purchase, signing up for a newsletter, or filling out a contact form. Copywriting that converts can significantly impact the success of a marketing campaign.

In essence, good writing influences brand perception, audience engagement, and overall success. Its multifaceted role extends from creating an authentic brand voice to driving conversions and fostering lasting customer relationships. Effective writing is the heart of any successful marketing strategy.

Knowing Your Agency's Clients

As I said, part of the reason I love working for agencies is the variety of clients. That being said, it can be a challenge to keep every client's target audience, goals, and brand voices straight. Your success is built upon a deep understanding of each client and their unique requirements. I've found that by asking for or researching certain critical items, I can understand their brand and produce what they need. Here are some of the items I use to immerse myself in each client's brand:

• Client brand guide/profile
• Target audience personas
• Competitor analysis
• Market research
• Past marketing materials
• Digital marketing channels
• Complete brief for each deliverable, including the goals, timeline, strategy, and KPIs

Knowing your agency's clients is not merely a preliminary step; it's an ongoing commitment to understanding their evolving needs and preferences. By recognizing the diversity of clients served, identifying client personas and industries, and conducting thorough research, you will forge strong partnerships with clients and the agency and deliver tailored, effective marketing solutions that drive success.

Getting Started

I've found that referrals are the best way to find work with marketing agencies. Most agencies do not post contract or freelance positions. Instead, they ask their staff to recommend people they know. Make sure your network knows you are open to working for agencies, and post a message on your LinkedIn profile. Also, make sure your portfolio is up to date and can be found via search engines. Attend networking events for creatives and agencies to meet new contacts who work for agencies. Join freelancer and solopreneur groups like Let's Work Network. Portfolio Creative is a staffing agency specializing in creating creatives, and I highly recommend them. I make sure to touch base with my agency contacts on a regular basis just to check in and keep my name at the top of their minds.

I have found writing for marketing agencies to be highly rewarding. It offers me the opportunity to work on diverse projects, develop my skills, and contribute to the success of various clients and campaigns. If you'd like to talk more about writing for marketing agencies or if you're looking for a writer for your agency, contact me on my website. I'd love to chat.