Getting to know you: Why we love working on retainer

Getting to know you: Why we love working on retainer





Getting to know you: Why we love working on retainer


Aled Herbert
Content director

Aled oversees all editorial as our content director. He loves a good story – which is no surprise, as he started out in children’s publishing.

It probably won’t come as a big surprise if we told you we love to write. As former journalists we like a good story.

As a content marketing agency, we naturally offer a bunch of writing services. In any month our team is writing everything, from short social posts to 8,000-word reports. Over the last 15 years: you name it, we’ve written it.

One of my daughters asked me the other day what I most liked writing. She fully expected me to say ‘ghostwriting’ as she loves the idea of me writing for ghosts. And that can be a hoot.

But one of the most rewarding experiences as a content marketer is working with a brand on retainer.

We’ve done this for a number of clients and there are two things that stand out.

The first is the variety of the work. Writing anything from blogs and articles, emails, newsletters, social posts – in fact anything the client needs. No two brands are alike, after all.

The second thing is that you end up feeling like a member of an extended team. This is massively rewarding and lets us become more engaged with teams and brands over the weeks and months we’re involved. And that translates into better and more informed content.

Working on retainer helps us understand what matters to clients. Especially if that includes some quality facetime at client offices, to let us get under the skin of how your team operates and communicates. And it gives us an excuse to buy biscuits.

We’ve worked on retainer with dozens of clients over the years and the model always changes to fit them. In some cases we write a certain amount of content types per month, with other clients it’s open ended. In some cases it’s more consultancy. And in other cases it’s just about editorial production (more on that in a later post).

In a world where ‘everything-as-a-service’ is a ubiquitous service delivery model it’s hardly surprising to see content on demand added to the mix.

If you want to learn more about how this service might fit your team just drop us a line.