My writing comes from my understanding of the brand, and the audience that the brand is targeting.

Without understanding any of that then you can’t build on a solid foundation: when you write for a brand it’s important to stay consistent to brand voice, and to ensure optimization for SEO.

For We Recruit Well, they have a very clear and defined brand - they are personable, knowledgeable about leadership, and hiring. Within that, I also looked over their past blogs so that I could ensure that I was mimicking not only how they wrote, but how they structured their blogs and structured their format of writing.

For example, do they use bullet points often or are they people who use numbered lists (you would be surprised at how people stick to one or another). How do they use their headings?

It’s also important to understand their goal for the blog and how they will reuse the content to ensure that they can create multiple social posts, add it to their newsletter, and if they can interlink this piece of content with other pages on their website