How To Write a Viewpoint

Over your time at Marriner, you may be asked to write a viewpoint that will live on Marriner's website. Below highlights the process and questions.

David will schedule time with the individual(s) to brainstorm viewpoint ideas.

*Updated 6/16/2021

Process:

1. You and David will schedule 15 minutes to discuss the intent, target for our viewpoints and topic categories.
2. You can then brainstorm 2-3 ideas that you’d like to write about and feel would be valuable to our target audience.
3. You and David will discuss the ideas, settle on one, begin to outline out the narrative and identify any research that needs to be done.
4. From there, you can either conduct the research and write a first draft. Or, if you are time constrained due to client commitments, we can have Tess conduct the research and/or have someone ghost write a first draft for you. But, ideally, it would be better if it’s in your voice.
5. It then gets reviewed & finalized internally and scheduled for publishing.

Criteria and Target:

All Marriner content must successfully answer at least one of the following questions as it relates to food, beverage and hospitality marketing decision makers:

1. Does it educate them on a topic that is important to the successful execution of their job
2. Does it provide unique insight into the mindset of a target audience segment
3. Does it demonstrate Marriner’s expertise in food, beverage and hospitality
4. Does it demonstrate Marriner’s expertise as a forward-thinking marketing agency
5. Does it help promote a product or service we are looking to sell

All content we produce/share must have each of the following:

1. A provocative thesis
2. Cited support
3. Unique perspective
4. Implications