10 Oct SpeakerBox’s Editorial Services Team: Who We Are, What We Do, and the Need for Great Writing
The world needs great writing. Our clients demand it. The editors that we work with on a daily basis crave it. Search engines love it. And that hunger for well-articulated, thoughtful commentary, combined with compelling marketing language, seems to be growing with each passing day.
At SpeakerBox, we began to notice a sharp shift toward content a few years ago. Spurred by newsroom shortages and overworked reporters, editors began asking for more client-written byline articles. Meanwhile, demand for online content continued to rise; we began to see more clients asking for website copy, white papers, ebooks, and more.
The net result? We were all writing. A lot.
As someone who enjoys the process of writing, I found myself gladly taking on quite a bit of the load. This led me to a realization that there was a real need for a dedicated writing resource within our agency, but the volume of work suggested that this resource had to go beyond just one person. We needed a team of experienced writers to be able to help our account managers meet the content needs of their clients; an agency within the agency, as it were.
Thus, our SpeakerBox Editorial Services team was born.
We are a team with diverse backgrounds and expertise. Some of us, like myself, are full-time SpeakerBox employees, while others are freelance writers. We all come from different disciplines. Several used to be reporters. Others have backgrounds in marketing and PR. Collectively, we are well-versed in IT, B2B, B2G, consumer, healthcare, education, and too many other markets to list. If I had to guess, I would say that, together, we’ve got more than 100 years worth of experience running PR and marketing campaigns, covering stories, and developing content.
Over the years, we’ve become a go-to resource for clients who need a variety of content. White papers, website copy, award submissions, email marketing copy, and datasheets are all well within our wheelhouse. Most of the demand these days comes from a need for authored articles. Our account teams land the stories; we work with our clients to write them and have them say exactly what needs to be said to establish them as leading voices within their industries. As I write this, since we formed the Editorial Services team, we’ve written nearly 600 pieces of content of all sizes and types.
Our method is pretty simple. We work closely with our clients to understand their goals and key messages and try to capture their unique voices. The process usually begins with a sourcing call, which is essentially an information gathering session. From that, we develop written copy that reflects what the client wants to say in a way that is unique, interesting, and designed to garner attention and, in many cases, a specific call to action. Then, we work with the client to refine the copy, finalize it, and ship it. For marketing pieces we’ll often work with the client’s graphic design team or bring in our own designers. Every project is different, and we work to suit the needs of the client.
It’s a fun gig, too. We get to work with an amazing number of talented and smart people. We get to tell their stories, which is something that we absolutely love doing.
It’s gratifying, but more than that, it’s helped move the needle for more than one client. We’ve received feedback that our efforts have led directly to increased awareness, product sales, and, in one instance, even an acquisition. That’s a testament not just to the Editorial Services team, but to our SpeakerBox account teams, who we always work with hand-in-hand to ensure our work matches what the client needs and brings their content to life.
I don’t see any sign of our work dying down anytime soon. In fact, we are currently looking at ways to expand our Editorial Services offerings. We are always looking at trends in the market so we can provide new services, sound advice, and valuable content so that our clients are always one step ahead.
It’s the way of the world today, folks. Content is king, and we will always do our best to be kingmakers.
If you’d like more information about how SpeakerBox’s Editorial Services team can help you, please do not hesitate to contact us.