Tips for reclaiming your voice in writing
Do any of you find it challenging to shift between the worlds of content marketing writing, editorial and creative writing?
For the last four years, I've lived in all those worlds, and most of the time, I write two styles in one day.
If you are a writer, you've probably pivoted to some form of content marketing or copywriting in a full-time or freelance capacity in the past few years.
Content marketing has been a blessing for some writers because traditional media has been the wild west for quite some time. Many of us have had to transfer our skills for stability.
The lure of a stable job, better pay (especially if you land a content role at a tech company), healthcare benefits and a possibility of peace of mind (because it's not easy to be creative when bills are due.) Content marketing is as stable as it can be in this economy because we know that when companies downsize, marketing is a department they look at first to cut.
I started my career as a publicist who pivoted to marketing and dabbled in editorial until I freelanced full-time. My love has always been with storytelling; my preferred way to do that is through writing. Editorial writing always made sense but didn't make sense for my financial goals. I've spent most of my career trying to find the best of both worlds and then came content marketing.
Content marketing has always existed, but until the last few years, companies started to fund the specialty and grow departments that only focused on the efforts to tell their brand's story in different mediums. From blogs, video content, podcasts, and other media to engage and bring awareness to keep consumers and prospective clients interested in the brand.
There are a few things I have to remember when I'm turning in my content marketing writer cap and putting on my editorial hat that I hope helps others who are struggling to manage both worlds:
Master the brand's voice
In content marketing, the number one rule is to write from the voice of your client. That client can be your company or a brand that has hired you. Writers with editorial and creative writing backgrounds need help relinquishing their voice when writing marketing content. It can be hard not to add your style and flavor to your writing. Think ghostwriting. Much of your work in this space won't include a byline or credit.
The goal of the content will always be to engage within the perimeters of a brand voice. When client teams edit your work, they want to see if you understand that voice and brand style. Mastering that brand voice and doing it well keeps the opportunities coming. To get a solid start with understanding brand voice, try these tips to get you started:
Study past published material to get a sense of the brand's identity
Ask your editor or hiring manager to describe the brand voice and give you access to the brand/style guide
Practice and get comfortable. Start by writing short sentences or social copy before moving on to long form.
Reclaiming your voice
When you want to get back in your editorial or creative writing bag, you've got to shake that brand voice out of you and reclaim your own again. Turning it off is sometimes challenging after writing in a brand's voice all day. In the past, I've had editors always remind me when I have lost my voice in my work in the editing process. Lately, I've been working on catching it before they do. Here are a few ways that's helped me get back to myself.
Time management allows you to break away before jumping into a project where you must change voice. You can meet deadlines but have time to rest your mind before switching gears.
Resting your brain can look like taking a walk, watching a mindless show, talking on the phone or doing something fun.
Read some of your past work for voice recognition.
Record or write your ideas and watch it or read it. Journaling every day or most days helps with this.
Please don't take it personal
I've edited many content marketing pieces, and the most significant edits I see are from writers unable to write in brand voice and style. If someone is editing you heavily, it's mainly because the voice and style in your writing are not aligning. It's not because you are a terrible writer. Not all writers can get down with writing in a voice that isn't theirs. If this is a lane you are interested in, don't take it personally; go back to studying the brand voice, ask questions and be patient.
In content marketing writing, brand voice and style come first; next, it's writing for a targeted audience; and last, it's adding the call to action and the marketing goals in your copy to round out your work. Check for those things before turning in your draft to help eliminate those edits.
Remember you are writing for a client and their goals. You aren't writing for you and your audience. Don't take the edits personally. Your job is to tell that story the way your client wants it to be told. It's not for everyone, but it pays a lot better.