Then, once you’ve earned their trust, you can look for opportunities to expand the relationship into something longer-term—but only if it aligns with the client’s needs in terms of volume and predictability of work. Frank and the team of writers and editors at WFC help professionals across the financial services industry build their brands by creating investment-grade white papers, bylined articles, newsletters, blogs, social media posts, and other forms of content marketing.
The case study approach allows in-depth, multi-faceted explorations of complex issues in their real-life settings.
Similarly, if the client doesn’t have much visibility into the total volume, a retainer probably doesn’t make sense.
Unless the firm knows that it has a steady flow of work that will need to be completed over a predictable timeframe, engaging in an arrangement other than a retainer might be best.
This would be the case if the workflow was “lumpy” as opposed to occurring at a fairly even cadence.
It also applies if the client doesn’t know when the project will launch or how long it will last.
An investment firm that only needs one white paper or blog post written isn’t going to engage with an agency on a year-long retainer and look to amortize that cost over 12 months.
Sometimes a retainer is a square peg, and it doesn’t make sense to try to force it into a round hole.
Creative work—whether it’s thought-leadership and content writing (which is what WFC specializes in), design, branding, advertising, or digital production—is a very subjective thing.
While many firms may look like they’re qualified to do the work, it’s hard to find a partner who captures the nuances of your firm in terms of voice, tone, aesthetic, user experience, or other less quantifiable characteristics.
For their part, many clients also view long-term retainers as a valuable solution for their outsourced writing and marketing needs.
Retainers allow clients to ensure the availability of their preferred vendors and maintain visibility into their monthly expenses.