8 Should-Have Content material Tips To Set Writers Up for Success


Manufacturers usually flip to freelance writers or advertising businesses to scale up content material manufacturing.

However that’s not all the time a easy course of.

A 2021 Semrush report shares that in-house content material groups face frequent points with outsourced writers:

  • Lack of hands-on expertise or data (49%).
  • Low-quality content material (42%).
  • A number of edits (36%).
  • Lack of consistency as a result of completely different writing kinds (27%).

These points imply your content material crew has extra work to do – simply what you didn’t need and what made you outsource the content material within the first place!

Now, you may strive discovering a phrase magician who can Abracadabra your worries away and makes every little thing alright.

Nevertheless it doesn’t all the time work that manner – you do run into some misguided wizards right here and there.

As an alternative of leaving issues to probability, work towards getting ready content material pointers you can provide the outsourced writers to reduce the challenges of working collectively

Content material Tips 101

Content material pointers (or writing pointers) confer with the knowledge manufacturers or their in-house content material groups give their outsourced writers to supply commissioned content material.

These embrace fashion guides, product info, and entry to instruments.

Detailed content material pointers present a number of advantages:

Save money and time.

Writers could also be professionals, however they will’t learn your thoughts, particularly in the event that they’re exterior to your crew.

By sharing the required particulars with them, you may scale back the revisions on each ends.

In different phrases, content material pointers give writers an concept and context of what you need and anticipate from a content material piece earlier than they begin the draft.

This lets them see the goal earlier than they try and hit a bullseye, and also you don’t should realign the general path after the primary draft.

Encourages consistency.

A content material transient ensures each writers and editors are on the identical web page relating to the content material fashion, tone, and targets.

Units your work in the correct path: Nice content material is a results of collaboration between manufacturers and writers. By offering detailed writing pointers, you do your half and present the writers what you need from the content material piece.

Helps you scale content material manufacturing.

A regular set of writing pointers enables you to develop and scale the content material manufacturing since you may simply onboard extra writers and editors to write down and edit content material in your model’s voice and tone.

So, when you present content material pointers, your points are gone?

No, that alone gained’t lower it. Your outcomes depend upon the main points you add to these content material pointers.

What To Embody In Content material Tips

  • Welcome packet.
  • Editorial course of.
  • Model fashion information.
  • Visible pointers.
  • Content material transient.
  • Persona particulars.
  • Product info.
  • Business’s sources.

As soon as once more, exterior writers can’t learn your thoughts.

They’re not part of your day-to-day crew conferences. With the intention to make up for this hole, you could present detailed content material pointers.

1. Welcome Packet

As you begin working with new writers, present them with a welcome packet that features all the main points they should know to create content material for you, together with:

  •  Your model and its worth proposition.
  •  Your content material targets.
  •  Matters you generally write about.
  • FAQs about working with you.
  • Folks in your crew the writers can attain out to for content material and billing questions.

Your welcome packet helps onboard new writers and set them in the correct path.

However you continue to want extra pointers to cowl on a regular basis particulars.

2. Editorial Course of

The editorial course of particulars what the writers ought to anticipate to take care of usually – your model’s content material workflow.

It defines the anticipated timeline for every motion after each events have signed an settlement.

For example, right here’s how my crew handles it, from the shopper’s perspective:

A screenshot of Blogsmith’s editorial process.Screenshot from TheBlogsmith.com, June 2022

The writing course of can actually differ case by case, however it’s good to set expectations with writers by way of what occurs earlier than, throughout, and after they flip in a draft.

3. Model Model Information

If there may be one must-have with writing pointers you give to writers, it’s a fashion information.

A method information covers the dos and don’ts of writing on your model. It gives path to in-house and outsourced content material groups and ensures your content material is in line with the model ethos.

This consistency enhances the client expertise and builds buyer loyalty.

After years of working as a contract author, I shifted to a content material company mannequin.

One of many first issues I did to set my company up for achievement was create The Blogsmith Model Information – a doc that particulars my greatest practices from years of expertise working with completely different shoppers.

It helps writers seize the voice and tone that The Blogsmith is understood for and provides editors an easy normal for modifying content material.

A method information covers:

  • Grammar (energetic voice vs. passive voice).
  • Model and formatting necessities.
  • Tone (conversational or formal).
  • Punctuation preferences (oxford comma or not).
  • Phrase utilization (use of abbreviation, inclusive language, or jargon).
  • Spelling preferences (e.g., ecommerce vs. e-commerce).
  • Standpoint or pronoun utilization (first individual or second individual).
  • Citations.

If you happen to don’t have a method information, the Related Press (AP) Stylebook serves as an excellent baseline.

4. Visible Tips

Most manufacturers embrace visible pointers inside their fashion information, however some like conserving them separate.

Regardless of the case, visible pointers are vital a part of your content material pointers, as model visuals impression the written side of content material creation.

To not point out, visible pointers guarantee constant output when you outsource your graphics.

Be sure that to incorporate the next in your visible pointers:

Picture instructions

Embody every little thing writers and graphic designers must find out about creating or selecting photos on your web site, equivalent to: picture attribution, featured photos, customized photos vs. inventory photographs, textual content vs. no textual content in featured photos.

Most popular codecs

Share codecs you like for photos and movies, equivalent to .PNG, .JPEG, or .webP.

Picture resolutions and sizes

Share your most well-liked picture decision and file dimension. For example, it’s higher to restrict the file dimension of photos to 250–300 KB to load them rapidly in your web site and rating higher in Core Net Vitals.


Embody the model palette and Hex, RGB, CMYK, and Pantone colour codes to account for print vs. digital (and so forth). You may also embrace the aim of every colour (e.g., foremost vs. accent, headings vs. physique content material, and so forth).


Embody the fonts you utilize for various functions. For instance, Kinsta makes use of Brandon Textual content for headings and Roboto for physique textual content.

Logos and icons

Embody all variations of your logos and their correct use circumstances.

You’ll be able to share your visible pointers in your web site for freelancers and businesses to reference – like Kinsta.

A screenshot of Kinsta’s visual guidelines.Screenshot from Kinsta.com, June 2022

5. Content material Transient

A content material transient is a writing information freelance writers can observe when creating a specific content material piece on your firm.

In comparison with the opposite content material pointers on the record, content material briefs differ in subjects relying on the task – however they’re important to making a stellar content material piece.

A screenshot of Afoma Umesi’s tweet where she highlights the importance of a content brief.Screenshot from Twitter, June 2022

The content material transient should embrace primary info, equivalent to:

  • Consumer title.
  • Subject.
  • Phrase depend.
  • Article sort (weblog publish, case examine, or white paper).
  • Charge.
  • Due date.

Extra detailed briefs additionally embrace extra info that offers the author context, like:

Supposed Viewers

Who’re you writing the content material for?

Including your meant viewers is essential, particularly when you have a number of goal audiences.

It informs the angle you’ll be taking.

For instance, content material for C-suite executives differs from content material focusing on entry-level workers.

Whereas some content material transient particulars like opponents could also be reusable, meant viewers and content material targets might differ throughout items.

It’s greatest to fill out all the knowledge no matter whether or not it varies to make sure you don’t miss something.

Content material Objectives And Targets

What’s the goal of making the content material piece?

One tackle the content material advertising matrix means that content material’s 4 foremost functions are to teach, entertain, encourage, and persuade.

Regardless of the content material objective, share that with the author.

Being clear about your content material targets and targets additionally makes it simpler to do key phrase analysis, decide search intent, and develop a related name to motion (CTA) for the publish.

Additionally, you may add a brief summary highlighting the details you need within the piece or present the author with a instructed define.

Key phrase Analysis

If you happen to’re creating web optimization content material, embrace the first key phrases you’re making an attempt to optimize for and directions or greatest practices.

For instance, you may ask writers to incorporate:

  • Major key phrase within the title and throughout the first 100 phrases.
  • Excessive-volume key phrases in subheadings.
  • Low-volume key phrases in paragraphs.

Greater than usually, your author or company will present this. However you must nonetheless plan to overview and approve it, so everyone seems to be on the identical web page earlier than drafting.


Embody opponents and top-ranking blogs to assist writers benchmark content material.

It lets writers observe what different manufacturers did effectively and the way they addressed the issue.

To not point out, It helps them determine lacking info to strategize find out how to make your content material stand out.

6. Persona Particulars

Purchaser personas signify the audience at completely different phases of the customer’s journey.

Together with this info in your content material pointers offers writers a greater image of what your clients need and want. They’ll fill in gaps and tailor messaging to every persona.

If you happen to haven’t had the prospect to outline your personas but, HubSpot’s Make My Persona software is a superb place to begin.

7. Product Data

If you happen to’re asking freelance writers to create product-led content material, give them the instruments they should succeed like:

  • A dummy account they will mess around with and take screenshots of for tutorials.
  • Case research that present how clients have used your product and achieved outcomes.
  • Alternatives to interview SMEs (subject material consultants) concerning the product.

In different phrases, the author ought to know sufficient concerning the software and the issue it solves to handle buyer ache factors and get them to transform.

8. Business Information

For thought-leadership content material, give writers entry to info from trade thought leaders and SMEs.

As a courtesy, earlier than you give writers the main points of an SME they will contact, let the SME know a author will attain out to arrange an interview.

Some SMEs could also be uncomfortable talking with different individuals (or too busy to nail down a particular time for a reside interview), so give them the choice to do an interview through a gathering, an electronic mail alternate, or a prerecorded video or audio response.

Make it handy for each events to get the knowledge they want.


Good writing is commonly a results of collaboration between the model and writers.

Don’t be a shopper from hell. Enhance the expertise of working with outsourced content material groups by offering writing pointers they will use to create content material nearer to your targets.

Extra sources:

Featured Picture: sutadimages/Shutterstock


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