Manufacturers typically flip to freelance writers or advertising and marketing companies to scale up content material manufacturing.

However that’s not at all times a clean 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 information (49%).
  • Low-quality content material (42%).
  • A number of edits (36%).
  • Lack of consistency as a consequence 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 possibly can strive discovering a phrase magician who can Abracadabra your worries away and makes all the things alright.

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

As a substitute of leaving issues to likelihood, work towards making ready content material pointers you can provide the outsourced writers to reduce the challenges of working collectively

Content material Pointers 101

Content material pointers (or writing pointers) confer with the data manufacturers or their in-house content material groups give their outsourced writers to provide 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’ll’t learn your thoughts, particularly in the event that they’re exterior to your crew.

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

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

This lets them see the goal earlier than they try to hit a bullseye, and also you don’t need to realign the general route 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 appropriate route: 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 normal set of writing pointers helps you to develop and scale the content material manufacturing since you possibly can simply onboard extra writers and editors to write down and edit content material in your model’s voice and tone.

So, if you happen to present content material pointers, your points are gone?

No, that alone received’t reduce it. Your outcomes rely upon the small print you add to these content material pointers.

What To Embody In Content material Pointers

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

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

They’re not part of your day-to-day crew conferences. To be able to make up for this hole, you should 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 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 generally write about.
  • FAQs about working with you.
  • Individuals 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 appropriate route.

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 count on to take care of commonly – 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 consumer’s perspective:

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

The writing course of can definitely range case by case, nevertheless 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 Fashion Information

If there’s 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 supplies route to in-house and outsourced content material groups and ensures your content material is according to 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 Fashion Information – a doc that particulars my greatest practices from years of expertise working with completely different purchasers.

It helps writers seize the voice and tone that The Blogsmith is understood for and offers editors an easy commonplace for enhancing content material.

A method information covers:

  • Grammar (lively voice vs. passive voice).
  • Fashion 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).
  • Perspective or pronoun utilization (first particular person or second particular person).
  • Citations.

In case you don’t have a method information, the Related Press (AP) Stylebook serves as a very good baseline.

4. Visible Pointers

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

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

To not point out, visible pointers guarantee constant output if you happen to outsource your graphics.

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

Picture instructions

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

Most well-liked codecs

Share codecs you favor for photos and movies, comparable 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 shortly in your web site and rating higher in Core Net Vitals.


Embody the model palette and Hex, RGB, CMYK, and Pantone coloration codes to account for print vs. digital (and so forth). It’s also possible to embrace the aim of every coloration (e.g., major 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 instances.

You’ll be able to share your visible pointers in your web site for freelancers and companies 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 selected content material piece on your firm.

In comparison with the opposite content material pointers on the record, content material briefs differ in matters relying on the project – 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, comparable to:

  • Consumer title.
  • Subject.
  • Phrase rely.
  • Article sort (weblog put up, case examine, or white paper).
  • Fee.
  • Due date.

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

Supposed Viewers

Who’re you writing the content material for?

Including your supposed viewers is essential, particularly if in case 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 staff.

Whereas some content material transient particulars like rivals could also be reusable, supposed viewers and content material targets could range throughout items.

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

Content material Objectives And Targets

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

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

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

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

Additionally, you possibly can add a brief summary highlighting the details you need within the piece or present the author with a urged define.

Key phrase Analysis

In case you’re creating search engine marketing content material, embrace the first key phrases you’re making an attempt to optimize for and directions or greatest practices.

For instance, you possibly can 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 typically, your author or company will present this. However you need to nonetheless plan to evaluation and approve it, so everyone seems to be on the identical web page earlier than drafting.


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

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

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

6. Persona Particulars

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

Together with this info in your content material pointers provides writers a greater image of what your prospects need and want. They will fill in gaps and tailor messaging to every persona.

In case you haven’t had the possibility to outline your personas but, HubSpot’s Make My Persona software is a wonderful place to begin.

7. Product Data

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

  • A dummy account they’ll mess around with and take screenshots of for tutorials.
  • Case research that present how prospects have used your product and achieved outcomes.
  • Alternatives to interview SMEs (subject material specialists) in regards to the product.

In different phrases, the author ought to know sufficient in regards to the software and the issue it solves to deal with buyer ache factors and get them to transform.

8. Business Data

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

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

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

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


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

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

Extra assets:

Featured Picture: sutadimages/Shutterstock


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