If you walk by the editorial desks and ask a writer what he or she specializes in, you’ll likely get an array of answers: health care, travel, education or information technology. But our teams aren’t full of doctors, teachers, engineers and CEOs – we’re writers.
What we might lack in industry-specific knowledge we make up for with expert research and the ability to assimilate new information on the fly. That’s why we can take reports about chlorine balancing and turn them into digestible articles for homeowners. We overcome these challenges day in and day out to get clients the stories they’re looking for.
My first days at Brafton were filled with learning the ins and outs of health care technology, and how physicians could use electronic health records to better their practices. How was I supposed to influence a doctor’s decision to purchase new products without a Ph.D.?
We master the voice that’s right for you
Our clients come from a range of backgrounds that call for different voices. Some companies enjoy the bubbly, conversational style akin to Huffington Post, while others look for formal, insightful analysis found in The Wall Street Journal. Throughout the day, writers jump from voice to voice and deliver high-quality, digestible content for various audiences. How is this possible?
Writers function at a higher cognitive level when they’re creating. In keeping with the fastidious nature of the job, writer Patrick Lindsey pointed to a German study published in The New York Times. Researchers from the University of Greifswald measured writers’ brain activity while producing stories using fMRI scanners. The doctors found that experienced writers displayed unique activity similar to that of professional musicians or sports players in action. The creativity writers possess allows them to function at a different cognitive levels than non-writers – including professionals in a given field – no matter the topics they’re covering.
Unlike experts in your field or doctors, we come to the table unbiased and ready to find the voice that works best for your brand and your readers.
“Writers have the unique perspective we need to break down articles for readers who may not have expert-level knowledge either.” – Kate Tully
We do the research to write expertly for your business
As writers, it’s our job and passion to immerse ourselves in subject matter so we can fluently relay it back to readers. We may not come to the table with decades of experience, but we do the reading and the research to make up the difference.
“We’re asked to write for a vast range of fields and specific industries, but the process of learning about these clients from the ground up gives us the unique perspective we need to break down articles for readers who may not have expert-level knowledge either,” says Kate Tully, senior writer for the Health, Lifestyles and Education team.
When we work with clients, we’re not just learning about niche industries – we’re also working to understand the complex brands behind them.
To get the knowledge we need, we:
- Ask for materials from you, so we can learn about what you do and how you do it
- Interview experts at your company so we can get exclusive insights first-hand
- Read publications you use and want to sound like
And of course, one of our kindest and most reliable friends is Google. As writer Liz Warren remarked, being a content writer before the internet is unimaginable. The search engine is our savior when it comes to learning more about clients and the industries they operate in.
It’s also handy for narrowing down the most reliable resources to look for relevant reports, news stories and industry analyses, as extensive research is critical to crafting the best content. Camryn Rabideau, one of the newest faces on the Health, Lifestyles and Education team, knows the power of Google and uses it to her advantage.
“When you’re tackling a feed, it’s crucial to find a few authorities on the subject where you can gather accurate information that’s nicely synthesized,” says Camryn.
We have an internal network of writing experts
Having a supporting cast of other writers is a huge help. When we start working with a new client, we use other writers as resources if they have experience writing for a similar company or know the subject matter inside and out. It’s very likely that someone else on the desk has either written about this industry before or experience with the subject matter.
“We also have our own internal network,” says writer Christine Hayes. “As we pass sources on to each other and share the research and insights we find along the way, it becomes easier to give clients the information they want.”
We might not be doctors or IT specialists, but these professionals come to us because we can hit hard deadlines, turn dry subject matter into interesting stories and catch readers’ eyes with snappy headlines and cohesive content.
Writers on every desk have a valuable support system that they can use every day to put together high-quality content for clients. No one’s afraid to ask questions or help out when a teammate is struggling to get the subject matter right – it’s what makes us an effective team.
We’re a team you can trust
The beauty of being a professional writer is coming into work knowing that each day will be different from the last. My clients might want new, time-sensitive content or we may have to do some on-the-spot editing on an article that’s set to be published before the end of the day. While we might not be doctors or IT specialists, these professionals come to us because we can hit hard deadlines, turn dry subject matter into interesting stories and catch readers’ eyes with snappy headlines and cohesive content.
We may be prideful artists as writers, but that’s why we do what we do. When you come to us for content, you can be sure that you’re getting the best product available from talented individuals who love to write – and we’re damn good at it, too.