Most clients who complain about generic freelance content don't realise that they might be the reason it sounds that way. The gap between freelance content that sounds in-house and content that reads as if it came from a stranger is about how much context the client transfers before any word is written, and the brief is only one part of that system. In this article, I’ll explain the five levers that determine whether a freelance writer sounds in-house, what each lever looks like practically,...