What are the things that if someone doesn't come to the table with them, they're going to have a hard time? You know I'm thinking about like content strategy briefs, content briefs themselves, imagery, style guides. What are the things somebody should come to the table with so that they can have a smooth...
Believe it or not, it's not as much as you think it is.
As for actual documents themselves, a brand style guide is always helpful, but even if you don't have one, we're going to dig deep into what, your knowledge and pull that information out. But one thing you can do for that provider to almost guarantee success with your project is to have a comprehensive order brief.
Your writer is the quarterback, okay. That writer is going to execute on what you give them to work with. And if you don't give them much to work with, they're going to have to ad lib. They're going to be like, all right, you run to the tree. You go over here and curve out and they're gonna, they're going to handle it on the fly and it's not going to go well. So the writer is the quarterback and the rest of the offense, those are the tools you provide them with. Those are your content briefs and your project briefs. All that guidance comes together from you. You're the coach on the sideline. Come with that order brief that breaks down, this is the intent of this article.
This is a goal we're trying to satisfy. These are the keywords we want you to use. Here are the linking requirements. If you've got internal linking, a plan for your internal linking structure, and you need these three pages linked, put it in there and above all a detailed outline. If you have a detailed goal of what your content is going to look like and what purpose it's going to serve, map that out for the writer to execute on. The writer is not an SEO person. The writer is not a marketing person.
The writer can only work with what you give them. And if it is just the title and the keyword, you're giving them creative license to go in any direction they want. If you need to CTA in there, spell it out. Where's it going? Where do you want it to lead? What are we looking for that reader to do?
Tell the writer, they know how to execute on that direction, but they need to know the direction to begin with. All of these things go in an order brief, the better your order brief, the better the deliverable is going to be.
You need to put a plan together and communicate that plan to the writer. And it's the order brief that gets that done.