A constant stream of high-quality content is the lynchpin of modern marketing. Content underpins your PR, social, email, paid and web campaigns.
However, there’s more to producing content than simply hiring a competent copywriter. Our checklist highlights the questions you should ask your content partner.
Do they have a proven track record of producing content for your sector?
Having a sound understanding of industry issues and technology is essential if you want efficient briefing calls and high-quality content.
Can they help you establish your key messages?
A solid messaging platform is key to ensuring that your content reinforces your industry position and competitive differentiation.
Do they understand the job of the content?
Content should be written with a marketing purpose in mind, whether it’s for awareness, education, to build trust or help close the sale.
Will they be a source of creative inspiration?
Producing content to a regular schedule means always thinking of something new and your content partner should share that load.
Can they write everything from a tweet to a white paper?
You will need different forms of content to satisfy all stages in the sales funnel.
Will they work with you to create and update an editorial calendar?
Planning ensures you produce content aligned with your campaigns and meet your deadlines.
Can they write about the business of technology as well as the tech itself?
Business and industry issues are more likely to provide a rich source of thought leadership ideas and content than technology alone.
Do they have a team of writers that can deliver content when you need it?
Working with a team gives you cover for holidays, the ability to meet peaks in demand, faster turnaround and better-quality writing.
Will they look after your budget?
A willingness and ability to adapt and re-use content will ensure that your partner helps you to make the most of your marketing investment.
Do you have a good rapport?
Having a solid working relationship based on trust and mutual respect will help you get the best from your agency partner.
Are they consultants, acting in your best interests?
A good content partner should have the confidence to push back on your use of jargon, or your urge to overcomplicate a news release (for example) by going into too much detail. Well-written, benefits-led copy that tells a story will achieve far more than writing that is so complicated it’s a struggle to get past the first paragraph.
Readability: do they get it?
A good copywriter will do a lot of thinking before writing to make it easier for the reader to consume your content. They will think about the central message, a hook, a way to tie your story into a current news theme or a number of other tactics, including writing in plain English, to engage and inform.
Do they have the expertise to optimise your copy for search?
Digital content, whether a blog or web page copy, should reflect the keywords that your audience use without compromising readability.
Explore our work here, or get in touch to talk about your content needs with one of the team.
