If you mention the content creation approval process to a freelance writer, you’re likely to hear unsettling clicks from the severe eye roll that phrase can prompt. The unwieldiness of the typical approval process — especially when multiple people work on the client’s end — can range from a seemingly endless stream of one-word tweaks to an impenetrable brick wall erected by a CEO who didn’t even know there was anything in the works.
You could make the argument that freelancers have it easier than internal writers since we typically work with one contact person. But that’s not very comforting when you realize that, unless it’s a very small company, your contact person is the one dealing with all of these issues — and, as a freelancer, you’re out of the loop.
And that’s when the 12 years I spent writing for the corporate world came in handy. When I graduated from college with my PR/journalism degree and landed a writing job with a Fortune 500 company, I naively expected the content approval process to closely resemble the grading system in my classes: Get the grammar and structure right, avoid overused words, make sure you support your thesis statement, etc.
I was so dumb.
But, once I got over the shock of how things work in the real world, I learned a lot and developed some survival strategies that transfer pretty well to freelancing in the content creation space. Let’s take a look.
Scenario #1: “I’m getting more feedback than I expected.”
What it really means
People who have nothing to do with the writing project are chiming in to prove their relevance. Back in the day, we used to call this “peeing on trees.” Because that’s pretty much all it is: Everybody wants to leave proof that they were there. Few things stifle the content approval process more than this.
How to work through it
The key is to use what my kids’ schools call “guided discussion,” where you guide your contact toward a decision as to whether the unexpected feedback is worth holding things up.
Ask questions about the content creation approval process like:
- Who is this feedback coming from?
- What is their interest in this particular piece of content?
- Has anyone above you instructed you to wait for and/or incorporate this person’s feedback?
- Does accepting this feedback require making substantive changes? (You’d be surprised how many people get rattled by being asked to make revisions that change absolutely nothing. It’s a type of tunnel vision.)
Identify possible actions your contact can take
- Don’t waste time arguing about revisions that don’t really change anything. Just make them and move on.
- Explain the situation to your boss and ask for input (which may very well be along the lines of, “Heck, no — don’t hold things up for that!”).
- Arrange a conference call with you and anyone requesting changes to avoid getting stuck in an endless loop of contradictory edits. (I can’t tell you how many times I’d make an edit for one person only to have the next person ask me to change it back to what I had the first time.)
Scenario #2: “I’m getting some pushback from another department.”
What it really means
This typically comes down to conflicting priorities. For example, while the cost of developing training content for front-line employees is typically routed through HR, the payroll hours needed for employees to complete the training usually come out of the Operation’s budget. And most operators don’t like other departments dictating where and when they spend payroll hours — especially when the project has already been completed.
Pro tip
Suggest to your contact that it’s unwise to go forward on a project without coordinating with any other functional areas that might be affected, especially when it will require them to spend money or increase their workload. Unless your client is the CEO, it rarely ends well.
How to work through it
The honest answer is that unless you have a close relationship with the client’s executive team, you probably can’t. Your best bet is to firmly put the ball back in your contact’s court by saying something along the lines of, “These are the issues that need to be resolved before I can move forward on your content. I’ll be happy to participate in those discussions, but it will incur additional fees since consulting is outside the scope of our work agreement.”
Pro tip
In future projects with this client, stipulate a milestone by which you’ll be paid even if the project hasn’t been approved. In turn, guarantee that you’ll continue to make needed revisions after you’ve received payment.
Scenario #3 “There’s this one person who just seems determined to derail this project.”
What it really means
In middle school, we called it bullying. In the business world, it’s sabotage. And, yes — it happens. Nobody is issued a halo just because they’ve made it to the c-suite. Whether it’s a long-lived grudge or jockeying for the next promotion, it’s not business — it’s just personal.
How to work through it
Your contact will most likely be reluctant to spill the beans on executive squabbles. Your best course of action is to press your contact to succinctly explain the objection that’s holding things up. If he can’t do it, that’s a pretty good indication that the objections aren’t based on business concerns. Encourage your contact to turn this one over to somebody who has the clout to make a decision and send the squabbling executives to their respective rooms.
Final Thoughts on Content Creation and the Approval Process
You could argue that, as a freelance writer, you shouldn’t involve yourself in your client’s internal politics. After all, that may even be the primary reason for quitting your day job to freelance. But there are two compelling reasons to make the effort: Helping your client optimize the content creation approval process increases your value. The second reason? You receive payment sooner.
Editor’s Note: This post was written by Patti Podnar, one of the top writers in the nDash community. To learn more about Patti — or to have her write for your brand — check out her nDash profile.