For most people responsible for producing content within agencies, the biggest struggle comes from balancing what you want to write about with what you should write. Unless you have a team of dedicated copywriters and content marketers, chances are you aren’t stellar at writing about topics which you’re unfamiliar, let alone, not passionate about. But if your interest in writing lies in topics that don’t quite make sense for your brand or agency, should squelch your urge for the sake of preserving your brand? Or should you force yourself to write about things you aren’t as excited about because you know it’ll be good for your company’s search results? Luckily, you can do both. There are ways to capture whatever energy you can scrounge up to get writing and blend it with relevant, interesting content that aligns with your agency’s brand.
The trick is to use your interests outside of work (no matter how unrelated) as a metaphor for something relevant to your company. Say you’re a graphic designer who’s really passionate about hand lettering (you know, creating your own fonts by hand), yet your agency doesn’t generally offer this type of service (or hasn’t delved into this arena just yet) but you really need to get up a post about your company’s approach to branding. Try and explore what it is about hand lettering that makes you have such a passion for it; maybe it’s the attention to detail it requires or the sense of a one-of-a-kind finished product. Once you’ve brainstormed the reasons for enjoying this particular activity, it’s easy to take those concepts and reflect upon your agency’s offerings and see what clicks.
If your approach to branding requires in-depth scrutiny of your client’s market place and competitors and combines all of your research into a totally unique deliverable, you’ve just made a relevant connection to your passion for hand lettering and can begin to visualize how this piece of content will unfold. Bam!
This approach allows for deeper, personal connections to relevant agency content and I can’t think of anything I’d rather read. Can you? Creativity is all about making interesting connections, and your agency is filled with them if you just take the time to look.
Still struggling with what exactly to write about? Stay tuned for our upcoming post on interesting ways to find writing prompts.