Learning about a client's strategy

Modified on Sun, 27 Nov 2022 at 05:02 PM

Upon being added to a client’s team, clicking the "Create Pitch" button, or being assigned a story, you'll have access to viewing a client's content strategy. Below are the different facets of a strategy, what they mean, and how they can inform your writing.


Mission and Goals: A high-level overview of what the brand is looking to accomplish through their content.


Audience and Personas: The different people that the content is hoping to reach. This information establishes the level of knowledge that your audience has, which will inform how in-depth your explanations should be.


Pillars and Plan: Most clients have a content plan—a recipe for publishing that includes their core topics (which we call Pillars). Don’t waste time pitching about something that isn’t included as a Pillar!


Voice and Style: We’ve found that tone of voice is the most important thing when developing a relationship with a brand publisher. Some B2B brands prioritize being playful and different, while others stick to a more serious approach. Showing that you can write to a specific tone is imperative.


Pitch guidelines: Each client has preferences around what pitches should include. For example, one client may like to see multiple headline options, whereas others are more interested in your potential sources. This section will also include the different types of content they’re interested in, and the associated pay per story.

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