Today's Editorial Q&A is the last installment in our Q&A series. If you don't see an answer to your question, feel free to contact us!
We need copy written in a specific voice/style. Can Cennos do that?
Absolutely. At Cennos, we hire professional writers who are skilled in creating or maintaining the voice and style you want. We strive to fulfill the goals of each individual client and are fully capable of maintaining your voice. We view copy creation as a challenge and as each writer brings a view-point, our editor does a great job of matching writers to clients and providing all the training and feedback necessary to ensure that the needs and requests of the client are met for each and every SKU.
How are writers chosen/hired?
We’re fairly particular about our writers. While no one is going to win a Pulitzer here, we demand a high level of written communication skills and we work hard to maintain a diverse team. Every writer needs to meet our high standards for quality and be exceptionally efficient. With these skills at the forefront, and ample training, we’re able to maintain a stable of writers who can create interesting, engaging copy that meets the SEO and style demands of each individual client. The writing team is overseen by a managing writer and editor to ensure that each writer meets our standards and those of our clients.
Does every writer work for every client?
Absolutely not. We want our writers to become familiar with a select number of clients so that they’re really able to dive into the requirements and style presented to them. Most of our writers specialize in two to three clients and have become experts in the requirements of just those clients. In an effort to foster a true partnership, we encourage feedback from both clients and writers to create the strongest, best copy possible. Our managing editor plays a strong role in matching writers to clients and ensuring that the lines of communication between clients and writer are clear and open at all times. Our goal is to offer our best to our clients, and we go the extra mile to ensure that our writers are well-versed in the needs of whomever they’re writing for.
How do your writers maintain creativity?
Creativity is a funny thing and every writer is a little bit different in how they stay fresh. We look for writers with a diverse set of interests outside of work and find that encouraging a life away from work is critical in maintaining creativity. One thing Cennos does is offer some variety to our writers: by creating a set-up where each writer is well-trained in the requirements of more than one client, we ensure that copy stays fresh and inspired.
How does Cennos ensure that copy isn’t redundant or repetitive?
A strong editor is a must here. Having a single editor allows Cennos to learn the tendencies of each writer and to ensure that copy never becomes stale or monotonous. We strive for quality copy with every single assignment and our editor and writers work in tandem to ensure that our copy not only meets the needs of our clients, but is fresh and engaging, as well. We challenge our writers to always be improving and to always be reading and learning. Doing this helps keep the team interesting in their work and in always doing better than they did yesterday.