For many business owners and not-for-profits, the ability to effectively communicate to their target audience can be a time-consuming task, especially while are focused on other areas of their business.
Often people concentrate on selling what they do, rather than featuring information about the problem that they solve for their clients. While people do want to know about the expertise of an organisation, they are more interested in the way the products or services are going to improve their situation.
To help you get the most out of a brief to a content writer we have included a few handy tips that include:
1. What problem are you going to solve for your potential client?
This is often the hardest element for a business or NFP to articulate. The key to articulating your value to clients is to be objective; having a thorough understanding of how your products and services are different to competitors. To be specific, finding 2-3 core elements that makes you unique. Articulating these crucial elements will help your value proposition and how you can educate current and prospective customers with your messaging. An experienced content writer will help you drill down on this information either by asking you to fill in a briefing document or via an interview process. This will also be backed up by some competitor research.
2. Target Audience – Who do you want to influence?
Before you meet with a content writer, it is important to understand who your target audience is and who you are positioning the potential piece for. Determining your target market can firstly be done to paint a picture of your perfect customer for your business. Identify your top 20% of customers and establish the commonalities. The commonalities could consist of the need for the products, how much they spend with you each month, demographic, location and how they came about your business in the first place. Once this has been done, a strong marketing strategy can be developed and utilised to increase your audience and market and use to your advantage.
3. What is your point of difference?
With so many choices and competitors in the marketplace, a point of differentiation needs to be made to avoid confusion from your potential cliental. Creating a point of difference should be one of your major goals within your business that makes your business unique and memorable in comparison to your competitors. Understanding what that point will be and communicating it clearly to your content writer will help them understand how best to distinguish yourself and make you the easy choice for your audience.
4. What is your mission, vision or goal?
Establish a mission, vision or goal that states exactly what your audience needs to know. A key message will then ensure the structure of the piece will be effectively written and an applicable title is developed. Establishing this will also be important to ultimately shape the tone and style of the content being delivered. These key elements can also be used to shape many elements of the way that business or NFP operates.
5. Call to action – Encouraging your audience to get in touch
When your reader gets to the end of the piece, what do you want them to do? Call-to-Actions are integral elements to any piece of business writing and should not be one that is forgotten. It helps to direct your readers into a see-think-do framework, and essentially provide your business with worthwhile content. Traditionally, this can be in the form of a contact link, promotion or products page, just make sure it relates to the key message of the piece. Think about the way that people like to interact with your business and advise the content writer so they can integrate that information into their approach to the content.
6. Publishing & Distribution – How are you going to get this message to them?
Where did you want this piece published when it has been finished? This will help the writer establish the style and tone of the piece, as not all platforms provide the same writing techniques. For example, a blog can be written informally, compared to distributing press releases, which should be written in a formal manner.
Other things to consider when engaging a content writer include:
7. Qualifications and experience
Check to see whether the content writer you are engaging has written a wide variety of content. They can then advise you on the most effective way to reach your target audience. Look at their website for examples and results. A good content writer will make it easy for you to share information in a way that is most convenient for you.
8. Strategic communications
An experienced content writer will be able to think strategically about communicating with your audience. Shaping your content to appeal to current issues or problems that potential clients may have is crucial. For example, the current COVID-19 pandemic may shape your approach to articulating how you can solve problems for potential clients at this time.
9. Working with other professional
Digital and hard copy communications will involve a team. For example, content writers regularly work with graphic designers, printers, web developers and SEO professionals. Ask for examples of where your content writer has worked as part of a team to achieve results for other clients.
10. Ask to see case studies
A content writer should be able to provide you with case studies about how they have worked with other clients. That way you can see the process involved and also the results that were achieved. You can read more about the value of case studies via this blog.
Infodec Communications makes it easy for you to develop and present content briefs through our experience and knowledge in the industry. We have written content for a wide range of clients that have resulted in increased business.
Contact us today for an obligation-free discussion.