Evergreen Times

Content writing in English is not simply a matter of knowing how to write in English. Sounds crazy? English is a single language – or is it? The devil’s in the details, and it can be quite a tricky little devil too. Apart from the technicalities, there are also what I call “national characteristics” to work with. Yes, they’re stereotypes, but they frequently apply. However, before we approach this potentially controversial topic, let’s talk technicalities first. 

Not Just Spelling: Meanings Matter

We all know that American spelling differs from that used by English speakers elsewhere. For example, in the US, we talk about “organizations” while the rest of the English-speaking world speaks of “organisations.” But the differences don’t end there – and the misunderstandings that can arise from language use can be quite significant. 

For example, while “jelly” is a dessert to some, the word describes what the rest of the English-speaking world terms “jam” when you’re talking to a US audience. So, apart from different forms of spelling, the meaning of certain words can also differ for readers from different countries. This raises an important question. 

Is There Such a Thing as International English?

There’s been some debate about how English should be used as an international language with simplification and standardisation being among the hotly contested topics. The simple fact is that, despite the many regional forms of English, US and UK English still lead the pack. 

In practice, this means that content writers should always check whether their clients want UK or US English to be used. 

While US English is usually a given for US clients, clients from other countries (including the UK) may prefer US English for various reasons. For example, they may see the US as being their most important market. Besides this, some people who use English as a second language may have a personal preference for US English – possibly because the spelling seems a little more logical. 

Despite differences in word use, the biggest technical distinction between different forms of English remains spelling. And, despite regional accents and local slang, most of the world uses UK English – except when they are American or prefer to use American English. 

Stylistic Differences From Country to Country

In over a decade spent writing English content for people from different countries, I’ve used almost every type of writing style you might imagine. It’s usually a matter of matching brand identity, but I have noticed some style preferences that clients from different countries have in common. I’ve also spotted some commonalities in the way people from different countries approach content and their relationships with freelancers. Is this you?

Americans: The US loves statistics – even when multiple sources offer wildly differing conclusions after measuring the same things. Cynical as this may sound, you can often just search for a set of findings that suits the point you’re trying to make and cite it. A dirty secret? Try it and see! I’ve already provided two diametrically opposing viewpoints with facts and figures to support them in the same week. I’m sure you can too. 

Finally, emotive language is popular in some quarters. After all, this is a country in which people are expansive and facts are often viewed through an emotional lens. Once again, this doesn’t apply to everyone, but as generalisations go, I think it’s a fair one.

In general, I like my American clients. They’re usually well-intentioned, are happy to accept good content as is,  and are satisfied with my rates. 

Australians: With a few exceptions, Australian clients love a dash of informality and do not incline toward calling the metaphorical spade a “digging implement.” Australian clients have previously told me that my work is “too full on,” a comment I had to think about before deciding what they meant. The “let your hair down a bit,” remark, which amounts to the same thing, is also typically Australian. 

I have to admit it: I enjoy working with Australian clients even though their dollar isn’t as strong as I might like it to be. They’re a little price sensitive, but mostly satisfied with my rates. 

Canadians: Canadians represent an interesting grey area. They usually like a degree of informality and directness, but they’re a little more likely to prefer euphemisms when it comes to tougher topics. 

Besides this, they’re very aware of the US as a neighbour and may ask for US spelling even though they don’t use it themselves. However, if they’re shooting for local customers, they are very particular about avoiding US spelling and syntax. Always ask. 

Price sensitivity is a feature, but most Canadians are willing to pay for quality. After all, if you’re getting content you can use without extensive editing, that’s worth something. 

Europeans: It seems a bit unfair to lump the French, the Germans, and all the rest into one group, but in general, their English content is intended for US consumption. 

The main difference between their requirements and Americans’ is that they almost always like a neutral tone. And, if you can find reputable sources with opposing conclusions, they’re usually quite happy for you to say so. 

Europeans love a debate and are often willing to debate themselves. Strange, but true, and rather appealing. Usually, they’re not super price-sensitive but I charge all my clients the same rates anyway.

The UK: I love UK editors. I hate UK editors. If they are given the task of editing, they will find something you ought to change even when it is perfectly correct as it stands. All the same, I enjoy the challenge. It’s great writing for people who actually pay attention, even if I don’t always agree with their opinions. 

It’s time for a fun anecdote. At one point, I worked with a UK editor with whom I developed a warm and really funny relationship. I’d throw in (and highlight) oddities like calling an interviewee the “high mucky-muck” because I wasn’t sure of their job title. Or I’d slip in some “interesting” facts like noting that there are more airplanes in the sea than there are submarines in the sky – an interesting take on airline safety, to say the least. 

In return, once he’d loosened up, he’d send me briefs that included beautiful instructions like “XXX company says to YYY company ‘OMG you are so schmexy’” which made corporatese (a language of its own) quotes much more fun for me. I miss you, Jeff. Get back to being an editor!

Content Writing in English? Here’s What You Should Check

Despite national differences, some things stay the same, and how freelance writers confirm their clients’ requirements are among these. 

Unless your customer is from the US, always check whether they want US or UK spelling. Next, ask for a style guide, or failing that, an example that reflects the style they’d like you to implement. Checking their existing content can do the trick – but sometimes businesses are rebranding or hope to up the ante in the content stakes. It pays to ask so that you can implement the right tone of voice. 

And, if you’re writing on a specialised topic, be sure to read articles destined for the same market to see whether there are local word choices you should recognize and use.

Do You Need a Local Writer to Write For a Local Audience?

You don’t always need a local writer for your local audience – and there are several reasons why this is so. Topping the list: almost any verifiable fact can be found by a writer who researches well. 

As a secondary consideration, outsourcing your work to a person whose currency is weaker than yours can be a cost advantage. At the same time, don’t sacrifice quality – you don’t need to. If you aren’t too worried about factual quality and empathy with readers, go for AI. It’s cheap and it generally produces stuff that’s grammatically (if not factually) correct. 

Finally, any content writer worth their salt should be able to adapt their language use to your region’s expectations. And, if they miss a few subtleties, it’s easy enough to teach them your preferred language usage since the differences between the English used in different regions are both subtle and few. 

Should You Work With a South African Content Writer?

As in all countries, the skill of South African content writers varies from person to person. On the whole, you stand a good chance of getting an experienced content writer at a reasonable rate if you choose a South African. Most of the SA content writers I’ve worked with are well-educated and reasonably competent – and some are very good. I even worked for a marketing agency that decided to recruit its staff exclusively from South Africa after working with me. 

If you’re hoping to find a content writer with experience plus good English, a South African might suit you very well. Could I be the person you’re looking for? Maybe we should talk! Now, how’s that for a great CTA? Yeah. I know. I’m better at selling other people’s stuff.