You’re in a deeply technical industry. You know you speak a special kind of language only you, your colleagues and your clients can understand.
But, somehow, you have an agency producing content for you and they’re killing it. They’ve got the vocab and know-how down to a T. It’s as if one of your own is writing for the business.
Wake up, you tell yourself. That could never happen.
How could anyone from the outside - with negligible hands-on experience in what you do - understand your business well enough to write about it with depth?
The truth is, that dream is not as far-fetched as you think.
In this post, discover the journey agency writers embark on to understand the intricacies of exceedingly technical businesses. So they can become your champion content creators.
Rulers of Research
Agency writers are also readers who relish digesting and reproducing knowledge. When a new project comes in, the first thing they’ll do is read the brief. Then they’ll start researching.
Only when a writer is 100% confident they have all the information needed can the typing begin. Of course, some subjects are harder than others...
Say a writer is crafting content for two businesses and doesn’t know much about either. One is a clothing retail online store. The other is an aerospace and avionics engineering company. There’s little doubt that the latter business will be harder to understand.
But will there be a disparity between the quality and depth of written content produced?
Not if an experienced and capable writer is on the job. In fact, it’s not unusual for such a person to prefer tackling difficult subjects. As T.S Eliot once said, “If you aren't in over your head, how do you know how tall you are?”
This is how agency writers learn about what you do:
1. They listen to thought-leaders
Articles written by the pioneers making waves in your industry are goldmines for knowledge. They help writers understand relevant trends and the hottest topics on readers’ minds.
This doesn’t mean that an agency writer is a copycat. In the writing-verse, plagiarism is treason. Instead, they expand on ideas or use quotes to give your content an authority boost.
2. They use various tools to find information sources, fast
Understanding research shortcuts save time. A writer might love researching, but they also want to be efficient.
Using online tools like Ahrefs - where you search keywords and receive the most popular related articles on the web - agency writers can locate quality information rapidly, shortening their research time by hours.
3. They read what the competition is shouting about
To get your brand heard amongst the noise, your writer will dissect your competition’s content. So they can jump on opportunities to challenge opinions and talk about original topics that’ll consolidate your position as a thought-leader.
It also helps writers get comfortable with technical vocabulary, seeing how it fits in with the language. Through this, they can turn complex subjects into plain English helping readers digest information quicker. It allows them to write like an expert too.
4. They use information gleaned during insight sessions
Before the writing begins, an agency will offer any helpful information about your business to its writers.
That could include your brand’s tone of voice, company values, details of your products or services, mission statements, promotional videos and case studies (the more information on offer, the better the content).
With this information to hand, your writer can mirror your voice perfectly, embodying your values consistently through written content.
5. They interview you
What better way to learn about your services and products than to talk to you? Granted, this might not be necessary, especially if an in-depth insight session has already taken place.
But when it's needed, a twenty-minute call with you can reveal more information than hours of online research. The writer or agency can organise the call to make this an effortless process.
6. They read your past blogs
Your historical articles and website copy offers a window into your business like no other. It helps writers understand who your customers are, your brand positioning, the language and style you prefer and other various elements. From there, they can create content that reflects your business masterfully.
Tackling tricky, highly-technical subjects and coming out on top is a mammoth motivator. So, as research equals valuable content, writers enjoy diving in head first, encouraged rather than phased by the challenge. On the flip side, don’t be surprised if your writer does have experience in your specialism.
7. They use targeted content
Agency writers know you aren't writing for everyone, so they tailor the content to meet your company needs. That could mean a couple of things.
For example, they'll be able to write for different platforms. Social media writing is different from blog writing. Video scripts are different from website content pages. An agency writer should adapt like a chameleon.
They'll also consider who they're writing for. If you sell engineering equipment and your primary target is business buyers, they won't lose focus and target marketing executives.
Finally, they'll have an understanding of each stage of the buyer's journey. They'll be able to write top, middle and bottom of the funnel content with ease and answer your customer's questions at every stage of the journey.
Click here to find out more about targeted content.
Most Writers Specialise in Something
Agencies hire copywriters that have a variety of experience. Usually, the writer with the most relevant skills and experience will be assigned to you.
While they might not have in-depth insights into your industry from the get-go, they could be in familiar territory, used to writing about highly-technical subjects and learning industry-specific vocabulary.
For example, there’s been a huge rise of organisations in marketing, travel, manufacturing, e-commerce (and lots more) using artificial intelligence, machine learning, automation and many other modern innovations to progress. And when they need someone to write about these technical subjects, who do they call?
Even if your writer has no experience in your profession, they’re likely to have grasped complicated topics before. No subject is beyond them. It’s simply something new (or not so new) to learn.
More Than Just Subject Writing
Understanding your niche is just one part of a writer’s job. Agency writers strive to understand the emotional factors as well as the facts. They put on your readers’ shoes to learn who they're, what problems they encounter and what they need or want.
As acclaimed author and marketer, Ann Handley points out, compassion is critical for connecting to an audience: “Quality content means content that is packed with clear utility and is brimming with inspiration, and it has relentless empathy for the audience.”
It doesn’t matter what your customers are buying from you. Be it a plane engine or state-of-the-art sales forecasting software; they'll commit themselves to understand your customers’ identities.
This is translated throughout your tone and style to create content your readers care about. Resulting in words that aren’t only a source of valuable information but a highly-engaging read for the customer or prospect.
Turning Complex Ideas into Plain English
Good copywriters are masters of brevity. Difficult subjects aren’t dumbed down, but they're simplified.
Depending on the audience, a writer’s priority is to make your business understandable to someone with no prior knowledge.
They’ll explain technical terminology, use jargon sparingly or not at all, write in short sentences and give examples where possible. The reader should never be left second-guessing, no matter how technical the discussion.
The payoff for you? You retain your authority while valuing readers’ time and energy through the use of everyday language - boosting your appeal.
Do You Have Time To Write?
We’re not saying you aren’t a creative writer… but do you have the time to be? Like painters or musicians, writers are creative creatures passionate about the art of expression. It’s in their nature to inject vibrancy into written content.
They can easily make complex or dry topics fun to understand. Entertaining your readers is the key to engagement. Imagination, humour and storytelling techniques can turn your content from a plain scoop of vanilla ice cream into a tub of Ben and Jerry's.
Of course, your writer knows you’re not looking to release a bestselling novel. You’re here to drive traffic to your website or raise your brand awareness.
Fancy words or lengthy jokes don’t take precedence over useful and easy-to-grasp information. And your brand’s tone will always match the style of writing.
But if a writer spots an opportunity to engage through creativity, they’ll find a way to spice things up while staying true to your business. And when your click-through rates increase, you’ll understand exactly why.
Read our article about content to see which types you need. Consider if you're able to complete any of this work, or whether it would be better to employ a professional.
Good Writing Benefits Agency Writers Too!
The biggest bonus to gain from using agency writers? They care about their craft and want more than anything to get it right.
They're committed to you on a personal level.
Seeing you progress with the help of their written content is an essential part of their success. To ensure you benefit from their words, thorough research into what you do, who you are and what you’re customers want is essential.
This dedication translates into oodles of enthusiasm. And that, dear reader, is the secret ingredient to killer content, no matter how technical the subject matter may be.