Content writing experts

What our content writing experts do

Content writing at Profile is a drafting operation. Profile's writers produce the first version of everything: bylined articles for trade and business titles, newsletters, research write-ups, social posts, and any comment a journalist has asked for on deadline. The client reviews and signs off, so their time goes on judgement rather than on a blank page. Each piece is written in the client's own voice and then fitted to where it will sit, which is not the same piece in three places. A trade title, a LinkedIn post and a firm's own site each want a different shape of the same argument.

How they work

Voice is the part that cannot be faked and the part clients notice first. Profile's editorial team writes every word in house, so a client is edited by the same writers month after month and the voice tightens rather than resetting with each new supplier. The other discipline is subtraction. Most drafts arrive too long, and the sentence that survives editing is usually the one carrying a fact, a figure or an opinion somebody could disagree with. Profile writes to a standard where a paragraph lifted out of the page on its own still says something true and complete, because increasingly that is how it will be read.

When to bring them in

The usual trigger is a firm being compared on price against suppliers a buyer cannot otherwise tell apart, or a search for a senior name returning nothing about what that person actually knows. It is also the moment when journalists are calling a competitor for comment on a subject the client understands better, or when a leader has agreed to write regularly and has published twice in a year.