Why it’s so hard to write good content

The project has begun and you’re raring to go. You’ve understood the subject, done the research, checked out the competitors and developed a site map and content tone.

It’s time to start the writing…

… and two weeks later you hope you never have to set eyes on the client, website or company again.

What went wrong?

Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.

What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.

Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.

If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.

Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.

What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.

Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.

What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.

Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.

If all fails, try getting another writer with a very different writing style to take a stab at it.

Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.

What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.

Bring relevant content onto one format. Either get typing assistance or request for soft copies.

Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.

Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.

What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.

These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.