8 Must-Have Content Guidelines to Prepare the Book for Success

8 Must-Have Content Guidelines to Prepare the Book for Success

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

However this isn’t at all times a easy course of.

a 2021 Smrash Report Posts that inside content material groups ceaselessly encounter with exterior writers:

  • Lack of labor expertise or information (49%).
  • Low high quality content material (42%).
  • A number of modifications (36%).
  • Inconsistency as a result of completely different writing kinds (27%).

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

Now, you possibly can attempt to discover a phrase sorcerer that Abracadabra can take away your worries and make every part go properly.

Nevertheless it would not at all times work that means – you encounter some misguided witches right here and there.

As an alternative of leaving issues to likelihood, work out what content material tips you can provide outdoors writers to scale back the challenges of working collectively

Content material Pointers 101

Content material Pointers (or Writing Pointers) confer with data manufacturers or that their inside content material groups present to their exterior writers to provide commissioned content material.

This contains model guides, product data, and gear entry.

Detailed content material tips present a number of advantages:

Save money and time.

Writers could also be professionals, however they can not learn your ideas, particularly if they’re outdoors your workforce.

By sharing the required particulars with them, you possibly can scale back the critiques on each ends.

In different phrases, the content material tips for writers give an concept and context to what you need and count on from the content material piece earlier than you begin the draft.

This enables them to see the goal earlier than they try and hit the goal, and you do not have to realign the general path after the primary draft.

It encourages consistency.

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

Places what you are promoting in the correct path: Nice content material is the results of collaboration between manufacturers and writers. By offering detailed writing directions, you do your half and present writers what you need out of your piece of content material.

It helps you scale your content material manufacturing.

A normal set of writing tips permits you to scale your content material manufacturing as you possibly can simply embrace extra writers and editors to put in writing and edit content material with the voice and tone of your model.

So, for those who present steerage for the content material, your issues will go away?

No, that alone will not lower it. Your outcomes depend upon the small print you add to those content material tips.

What to Embrace in Content material Pointers

  • welcome package deal.
  • Enhancing course of.
  • Model model information.
  • Visible guides.
  • Content material abstract.
  • Private particulars.
  • Product data.
  • business assets.

Once more, Exterior writers cannot learn your thoughts.

They don’t seem to be a part of your each day workforce conferences. To make up for this hole, you need to present detailed content material steerage.

1. Welcome package deal

If you begin working with new writers, present them with a welcome pack that features all the small print they should know to create content material for you, together with:

  • Your model and its worth proposition.
  • Your content material targets.
  • Matters you often write about.
  • Questions and solutions about working with you.
  • Individuals in your workforce can attain out to them with questions on content material and billing.

Your welcome pack helps put together new writers and set them in the correct path.

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

2. Enhancing course of

The modifying course of outlines what writers ought to count on to cope with commonly – your model’s content material workflow.

Specifies the anticipated timetable for every motion after the events signal an settlement.

For instance, this is how my workforce dealt with it, from a buyer’s viewpoint:

Screenshot from TheBlogsmith.com, June 2022

The writing course of can actually range from case to case, nevertheless it’s a good suggestion to set expectations with writers when it comes to what occurs earlier than, throughout, and after the draft is delivered.

3. Model model information

If there’s something a should with the writing tips you give writers, it is a model information.

The model information covers the do’s and don’ts of writing your model. Supplies path to inside and exterior content material groups and ensures that your content material aligns with the ethos of the model.

This consistency enhances the client expertise and builds buyer loyalty.

After years of working as a contract author, I transitioned right into a content material company mannequin.

One of many first issues I did to organize my company for fulfillment was to arrange Blogsmith style guide A doc detailing my finest practices from years of expertise working with completely different purchasers.

It helps writers seize the sound and tone that The Blogsmith is understood for and provides editors a simple customary for content material modifying.

The model information covers:

  • Grammar (energetic voice vs passive voice).
  • Model and Format Necessities.
  • tone, ring (conversational or formal).
  • Punctuation Preferences (Oxford comma or not).
  • use of phrases (Use of abbreviation, blanket language, or jargon).
  • Spelling Preferences (eg e-commerce vs e-commerce).
  • viewpoint or use the pronoun (first individual or second speaker).
  • quotes.

If you do not have a method information, then Associated Press (AP) Stylebook Serves as baseline.

4. Visible tips

Most manufacturers embrace visible tips of their model information, however some wish to preserve them separate.

Regardless of the case, visible tips are a should a part of your content material tips, as model visuals affect the written side of content material creation.

To not point out, the visible directions guarantee constant output for those who outsource your graphics.

You should definitely embrace the next in your visible directions:

image tendencies

Embrace every part writers and graphic designers must find out about creating or selecting photos in your web site, equivalent to: Attribution Photos, Featured Photos, Customized Photos vs. Saved Photos, Textual content vs No Textual content in Featured Photos.

Favourite codecs

Sharing codecs you favor for pictures and movies, equivalent to .PNG, .JPEG, or .webP.

Picture decision and sizes

Share your most well-liked picture decision and file measurement. For instance, it’s higher to restrict the file measurement of photos to 250-300 KB to rapidly add them to your web site and get a greater lead to Core Internet Vitals.


Embrace the model palette and Hex, RGB, CMYK, and Pantone coloration codes to calculate print versus digital (and many others.). It’s also possible to embrace the aim of every coloration (eg foremost vs spotlight, headings vs physique content material, and many others.).


Embrace fonts that you just use for various functions. For instance, Kinsta makes use of Brandon textual content for headlines and Roboto for physique textual content.

Logos and icons

Embrace all variations of your logos and their applicable use circumstances.

You may share your individual visible directions in your web site for freelancers and businesses in your reference – like Kinsta.

Screenshot of Kinsta visual instructions.Screenshot from Kinsta.com, Jun 2022

5. Content material Transient

A content material transient is a writing information that freelance writers can observe when creating particular content material in your firm.

In comparison with the opposite content material tips on the checklist, the content material summaries differ in matters relying on the duty – however they’re important to creating a superb content material piece.

Screenshot of Avuma Omisi's tweet highlighting the importance of the content feed.Screenshot from Twitter, June 2022

The content material feed ought to embrace primary data, equivalent to:

  • buyer identify.
  • Title.
  • The variety of phrases.
  • Article kind (weblog submit, case research, or technical doc).
  • modified.
  • due date.

Extra detailed summaries additionally embrace further data that provides context to the author, equivalent to:

the audience

Who do you write the content material for?

Including your audience is essential, particularly you probably have a number of goal audiences.

It tells which angle to take.

For instance, content material for CEOs in C-suite differs from content material aimed toward entry-level staff.

Whereas some transient particulars of content material equivalent to rivals could also be reusable, content material aims and meant viewers could differ throughout segments.

It’s best to fill in all the knowledge no matter whether or not it’s completely different to make sure that nothing is missed.

Content material targets and aims

What’s the objective of making a content material piece?

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

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

Readability in regards to the targets and aims of your content material additionally makes it straightforward to do key phrase analysis, outline a search goal, and develop a name to motion (CTA) for the submit.

Additionally, you possibly can add a brief abstract that highlights the details you need within the piece or present the author with a advised define.

Key phrase search

In case you are creating search engine optimisation content material, embrace the first key phrases you are attempting to enhance and directions or finest practices.

For instance, you would ask writers to incorporate:

  • The primary key phrase within the title and throughout the first 100 phrases.
  • Massive quantity key phrases in subheadings.
  • Low quantity key phrases in paragraphs.

Oftentimes, your author or company will present this. However it’s best to nonetheless plan to overview and approve it, so everyone seems to be on the identical web page earlier than drafting.


Embrace rivals and high-profile blogs to assist writers measure content material.

It permits writers to notice what different manufacturers have accomplished properly and the way they’ve tackled the issue.

To not point out, it helps them determine the lacking data to strategize methods to make your content material stand out.

6. Character Particulars

Purchaser personas symbolize the audience at completely different levels of the client’s journey.

Together with this data in your content material tips provides writers a greater image of what your clients need and wish. They’ll fill within the gaps and design messages for every character.

If you have not had the chance to outline your characters but, HubSpot’s make my character The instrument is a superb place to start out.

7. Product data

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

  • A pretend account they will play with And take screenshots of the tutorials.
  • Case research that present how clients use your product and achieved outcomes.
  • Alternatives to satisfy SMEs (Subject material specialists) in regards to the product.

In different phrases, the author should know sufficient in regards to the instrument and the issue it solves to handle clients’ ache factors and get them to transform.

8. Information Trade

For thought management content material, give writers entry to data from business thought leaders and SMEs.

As a courtesy, earlier than you present writers with particulars of an SME they will contact, inform the SME that the author will attain out to you to arrange an interview.

Some SMBs could not really feel snug speaking to different individuals (or are too busy to schedule a reside interview), so give them the choice to interview by way of a gathering, e-mail alternate, pre-recorded video, or voice response.

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


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

Do not be an agent from hell. Enhance the expertise of working with exterior content material groups by offering writing steerage they will use to create content material nearer to your targets.

Extra assets:

Featured Picture: sutadimages / Shutterstock

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