As a beginner copywriter or content writer, one of the most important aspects of your work is to establish a solid infrastructure for each client. A well-organized client infrastructure allows you to systemize your work, making content production more efficient and ensuring that you consistently meet your clients’ expectations. In this mega guide, we’ll walk you through the process of building an effective client infrastructure, covering everything from the initial discovery call to creating style guides and templates.
During the Discovery Call
The discovery call is your first opportunity to gather essential information about your client and their needs. This conversation will lay the groundwork for your client infrastructure, so make sure to ask the right questions and take thorough notes. Some key areas to explore during the discovery call include:
The client’s goals and objectives for the content
Their target audience and customer demographics
The preferred tone and style of the content
Any existing branding guidelines or style guides
The type and format of content they need (e.g., blog posts, social media content, email campaigns, etc.)
The client’s preferred communication channels and project management tools
Building the Client Avatar
A client avatar is a detailed profile of your client’s ideal customer. This profile will help you tailor your writing to the specific needs and preferences of your client’s target audience. To create a client avatar, consider the following aspects:
Demographics: Age, gender, location, education level, occupation, and income
Psychographics: Interests, hobbies, values, and lifestyle preferences
Pain points: The problems and challenges the target audience faces
Goals and desires: The aspirations and motivations of the target audience
Preferred content formats and channels: The types of content and platforms the target audience is most likely to engage with
Determining the Client Type
There are various types of clients, each with their own unique needs and expectations. Identifying the type of client you’re working with will help you customize your approach and better meet their specific requirements. Some common client types include:
Small business owners: These clients often need a variety of content types, from blog posts to social media updates. They may require more guidance on content strategy and may have limited resources for content production.
Large corporations: These clients typically have established branding guidelines and may require more specialized content, such as whitepapers or case studies. They may have a more formal approval process and may prioritize consistency and professionalism in their content.
Marketing agencies: Agency clients may have multiple clients of their own, requiring you to adapt to various brands and styles. They may have tight deadlines and expect high-quality, polished content.
Creating the Client’s Style Guide
A style guide is a document that outlines the specific guidelines and standards for your client’s content. This guide helps ensure consistency in tone, style, and formatting across all content pieces. When creating a style guide, consider including the following sections:
Brand voice and tone: Describe the overall voice and tone of the content, from formal and professional to casual and conversational.
Formatting and structure: Outline the preferred formatting for headings, subheadings, lists, and other content elements.
Writing conventions: Specify the client’s preferred spelling, punctuation, and grammar rules, as well as any industry-specific terminology or jargon.
Visual elements: Provide guidelines on the use of images, graphics, and other visual elements in the content.
Visual elements: Provide guidelines on the use of images, graphics, and other visual elements in the content. This may include preferred image sizes, color schemes, font styles, and any branding elements (such as logos) that should be incorporated.
Building the Client’s Templates
Templates can help streamline the content creation process by providing a consistent structure and format for your writing. They can also help ensure that your content meets the client’s expectations and adheres to their style guide. For each type of content you’ll be producing for the client, create a template that includes:
A pre-formatted layout with headings, subheadings, and other content elements
Placeholder text and instructions for each section of the content
Any branding elements, such as logos or color schemes, that should be incorporated into the design
Other Items to Consider
In addition to the items outlined above, there are a few other aspects of your client infrastructure that you should consider:
Communication: Establish clear channels of communication with your client, such as email, phone, or project management tools like Asana or Trello. Set expectations for response times and update frequencies to ensure smooth collaboration.
Deadlines and timelines: Work with your client to establish deadlines for content delivery, as well as any milestones or checkpoints throughout the content creation process. This can help keep projects on track and ensure that both parties are aware of their responsibilities.
Feedback and revisions: Discuss your client’s expectations for providing feedback on your work and their preferred process for requesting revisions. This can help prevent misunderstandings and ensure that your content meets the client’s needs.
Billing and invoicing: Set up a clear system for invoicing your client, including your preferred payment methods and the schedule for submitting invoices. Be sure to outline any late payment policies or fees, as well.
Building a solid client infrastructure is essential for beginner copywriters and content writers looking to streamline their work and consistently produce high-quality content that meets their clients’ expectations. By following the steps outlined in this mega guide – from the discovery call and client avatar creation to style guides, templates, and other essential items – you can set yourself up for success and foster strong, long-lasting relationships with your clients.
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