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Tag Archives: research

How to get the best results from your content writer


Content writers are greedy. We devour information. This is why.

The best and most valuable content distills your expertise, approach, and experience into copy that connects with readers. All the research, reading, talking and thinking goes into the distillation, so for the best results, give us lots to go on. To stretch the analogy probably one step too far, giving us a rich and varied diet leads to copy akin to the best malt whiskey – interesting, with depth, layers, heritage and a kick. With nothing to go on, the best we can manage is weak tea.

So to get the best from us you need to feed us a lot. Here’s what we like to eat.

1. Your current website. Why are you reworking the site? What don’t you like about it? Which elements are successful? Talk it through with us before you take it down.
2. Any marketing material you’ve produced in the past. We know it’s out of date, but it helps us get a feel for your business.
3. Blogs, articles in journals, anything you’ve already written around your subject. It will help orientate us in your area of expertise, and will also spark ideas and questions for future blogs. Content writers are always looking for connections – to clients, organisations, groups that we can make links with through the new website. The more we’ve got to go on, the better the results will be.
4. Sales letters, recruitment ads. Both useful for helping see how you define your proposition.
5. Back of an envelope stuff. You know that lunch you had, where you had that really brilliant idea about where the business was going, so you wrote it down and you were going to send that memo but something else happened and you didn’t get round to it…….well, dig it out and give it to us. Turning ideas and thoughts into concrete copy is what you’re paying us to do, so share your ideas, and we’ll be able to do it for you.
6. Minutes from meetings. Meetings where you discussed branding, marketing, or finding new customers are useful background. Don’t be shy, let us read them.
7. Conversations with your clients. Really important, this one. We always start content writing from the point of view of your client. How do you help them? How does your business solve their problems? Talking to your clients and customers is the best way of getting to the heart of this, so put us in touch and let us talk.

What if you don’t have any of the above? What if it’s a new business? Then just talk to us. Creating web content is a collaborative process so carve out some space in your diary. We’ll come to you, ask you lots of questions, record our conversation and get the information that way.

At Valuable Content we’ve put together a questionnaire to kick start web projects – lots of structured questions that help us shape your content and define your message. Call me if you’d like to know more.