SEO is more important than ever and continues to evolve. Now, the #1 result is no longer the most valuable, most visible position. Instead, Featured Snippets have given way to AI Overviews (AIOs) as the dominant results.
AI Overviews may seem to represent a threat to visibility but actually present a huge opportunity.
The good news? You don’t have to rank on page one to be cited in an AI Overview. But being cited in the most visible results like AI Overviews often depends on:
Being seen as an authority on the topics you cover
Structuring your content in a way that makes it genuinely useful to readers, easy to interpret, and parsable by machines
This step-by-step guide shows you how to optimize for AI Overviews. The secret to improving your chances of being cited lies in combining:
Comprehensive information
Clear writing
Strategic formatting
Essential SEO fundamentals
How do AI Overviews affect SEO?
AI Overviews matter because they’re becoming a prominent part of the search experience, especially for high-volume, informational queries. They currently appear in about 1 out of every 10 Google searches, and that number is expected to grow.
These summaries:
Serve up the highest quality information
Answer user questions directly on the results page
Pull from multiple authoritative sources across the web
Have effectively replaced Featured Snippets as the most valuable real estate in search
Reduce work for users
AI Overviews are changing search by:
Improving UX while reducing effort for users: Google’s mission is to make the world’s highest quality information as accessible as possible to as many as possible with a frictionless UX. That means reducing the number of actions searchers have to take (clicks) to find the information they seek as quickly and easily as possible. Featured Snippets pushed this trend. Now AIOs are the next phase in achieving this goal.
Changing performance metrics: While traffic is still an important performance metric, AIOs are making impressions and authority just as important. Authority, as measured by citations like AIOs, Featured Snippets, and quality backlinks, indicates content quality and contributes to visibility. It’s the new key that helps position content to receive traffic. Authority, clarity, and structure matter more than ever. When your content is trusted and easy to extract, you’re more likely to earn a place in the Overview.
Creating new opportunities for visibility: For marketers, that opens up a new path to visibility, even in competitive spaces. You’ve worked hard to optimize your content, and it ranks near the top of search results. But now, clicks are dropping. In fact, when Google includes an AI Overview, clicks fall by as much as 34%. Or maybe you’re not ranking on page one at all and looking for a new way to surface in search.
How to be cited in AI Overviews
Give your content the clarity, authority, and structure needed to earn a place in an AI Overview by following key best practices:
Make content skimmable and digestible.
Use clear and conversational language.
Use relevant Related Questions in headings.
Use tables when they improve clarity.
Use lists and subheadings to increase extractability and readability.
If your content isn’t clear and easy to consume, it won’t perform with readers or with AI. Dense paragraphs and unpredictable formatting create friction, reduce comprehension, and increase bounce rates.
The more quickly and confidently a reader can find what they need, the more likely they are to stay engaged. This is one big reason why listicles remain one of the most popular content formats.
How it helps you get cited:
AI Overviews are built to mimic how people gather and summarize answers. They scan content for structure, clarity, and relevance. Content that’s easy to scan, interpret, and extract is more likely to be cited even if it doesn’t rank on page one.
What to do
1. Use formatting that enhances readability:
Keep paragraphs short (2–4 lines max).
Use bulleted or numbered lists to break up dense information.
Add subheadings to divide sections and guide the reader.
Use white space intentionally to prevent visual overwhelm.
2. Present information in a predictable structure:
Start sections with a clear heading or brief introductory line.
Break out key information using bullets or numbers rather than comma-separated lists within a paragraph.
Pro tip
If you removed the paragraphs around your bullet points, would the bullets still make sense on their own? If not, revise them. Each list item should be independently helpful and skimmable.
Step 2: Use clear and conversational language
Why it matters:
When readers land on your content, they’re looking for quick clarity, not jargon, filler, or overly formal phrasing. If your writing feels dense, robotic, or vague, they’ll bounce. A clear, conversational tone makes content feel accessible, trustworthy, and easy to absorb.
How it helps you get cited:
AI Overviews are powered by large language models trained on human-like communication. They prioritize content that reads naturally and gets to the point. Writing that mimics how real people ask and answer questions increases your chances of being pulled into an Overview, especially for queries with high informational intent.
How to do it
Use plain, natural language: Write like you’re explaining something to a curious peer.
Stick to simple sentence structures when possible.
Use contractions and first or second person where appropriate to keep the tone human.
Be direct: Say what you mean in as few words as possible.
Pro tip
Before finalizing a paragraph, read it aloud. If it sounds like something you’d actually say in a conversation, you’re on the right track. If it sounds like something from a white paper or academic publication, cut it down or rephrase.
Step 3: Use relevant related questions as headings
Why it matters:
When people search, they don’t think in keywords — they think in questions. Using related questions as headings mirrors how your audience actually phrases their intent. It also tells readers (and search engines) that your content directly answers what people are asking, which builds trust and encourages continued engagement.
Search engines are so sophisticated now that they don’t just deal in keywords. Rather, they understand the underlying topics and concepts.
What’s more, the more specific the topic, the more likely it is to satisfy a person’s search. Think of Related Questions as the natural evolution of long-tail keywords.
How it helps you get cited:
AI Overviews often source content that clearly answers specific, high-intent queries. Related questions, pulled from tools like Google’s People Also Ask or the brief you’re working from, act as alignment signals.
When those exact phrases appear as headings, it increases your chances of being cited because it suggests your content is highly relevant and purpose-built to satisfy the query, which is a key signal if you want to rank in AI Overviews.
What to do
Identify related questions using incognito Google searches, “People Also Ask,” or SEO tools like Semrush and Ahrefs.
Match the exact phrasing where possible: Use the user’s language, not a reworded version.
Use the question as the actual heading (e.g., H2 or H3) in your content.
Answer the question directly beneath the heading with a concise, well-formatted response.
If the question is complex, use lists or subheadings to break down the answer clearly.
Pro tip
Not all related questions appear in question form. Sometimes they’re statements (e.g., “best time to post on LinkedIn”). Don’t rephrase them. Use them as-is. That’s the phrasing your audience and the AIO system are using.
Step 4: Use lists and subheadings to increase extractability and readability
Why it matters:
Search engines and AI systems don’t just read your content; they try to extract and repurpose it. Lists and subheadings help them do that. When your content is clearly segmented and logically organized, it’s easier for Google to identify the most relevant parts and surface them in an AI Overview.
The reason this is important for search engines is that it’s helpful to human readers.
Target audiences tend to skim to understand if they’ve landed in the right place to find the information they seek. This approach helps make skimming easier and key information easier to find.
As a result, this kind of structure is more likely to:
Send helpful signals
Reduce work for users
Improve engagement
Reduce work for search engines
Facilitate ranking
How it helps you get cited:
AI Overviews often pull from pages that clearly lay out information in a structured format. Lists and subheadings are high-value signals: They tell the system exactly what each section is about and make it easy to lift a discrete answer. That’s true whether your content is a how-to guide, product comparison, or best-practices roundup.
What to do
Use lists to make extractable chunks of information:
Bullet unordered items like tips, tools, or pros and cons.
Number sequences or step-by-step instructions.
Use parallel structure (same syntax across list items) for clarity.
When expanding on each item, use this format:
Term: short, plain-language explanation
Example: Content brief: a document that outlines key details about a specific piece of content
Use subheadings to clearly organize your content:
When expanding on list items (like tools or types), give each one its own subheading.
Example: A list of content tools can be followed by sections like “Grammarly,” “Trello,” and “Clearscope” as individual H3s.
Match subheadings to list items exactly to help Google understand your structure and reuse it in AI Overviews.
Use descriptive subheadings throughout your content, and avoid vague labels like “More info” or “Additional thoughts”.
Pro tip
If you’re listing items you plan to expand on later in the article, use the same phrasing in your subheadings. This creates a clear one-to-one connection that improves readability and reinforces structure for Google’s algorithms.
Step 5: Use tables when they improve clarity
Why it matters:
Some information is best understood at a glance. Tables allow you to present structured data, comparisons, or feature breakdowns in a way that’s visually efficient and easy to process. They work especially well when you need to show how similar items differ across categories, which can be hard to follow in paragraph form.
How it helps you get cited:
AI Overviews and other generative search products often favor content that’s clearly organized and easy to extract. Tables help search systems understand relationships between items by aligning data points in a predictable format. This makes it more likely that your content will be accurately interpreted and reused in an AI Overview or other search feature.
What to do
Use tables to present:
Feature or tool comparisons
Pros and cons
Pricing tiers or package options
Specifications or attributes of related items
Write clear and consistent column headers.
Keep tables simple by limiting them to 2 to 5 columns.
Use plain, scannable language inside each cell.
Include a short introduction before the table and a summary or takeaway after it.
Pro tip
When comparing items like tools or service plans, ask yourself: Can a reader scan across a single row and clearly understand the differences? If not, consider simplifying the table or splitting it into smaller ones.
Step 6: Link strategically using descriptive anchor text
Why it matters:
Internal links help readers explore related content and stay engaged longer. They also guide search engines by showing how topics are connected across your site. But not all links are equally helpful. Poorly placed or vague links can confuse the reader or even hurt performance.
How it helps you get cited:
AI Overviews look for content that appears trustworthy, complete, and well-supported. Strategic internal linking helps reinforce topical authority and provides helpful context around a subject. Clear, descriptive anchor text also gives search engines better signals about what the linked page covers, which improves the odds of both pages being considered for citation.
What to do
Use internal links to connect to:
Deeper explanations of related topics
Supporting content that adds value
Key services, tools, or how-to resources
Avoid linking in introductory sections where a reader might leave too early.
Use anchor text that clearly describes the page being linked to.
Example: “content brief template” instead of “click here”
Place links where they feel natural and support the reader’s flow.
Link sparingly — only when the connection genuinely adds context or clarity.
Pro tip
When reviewing your draft, scan your anchor text without the surrounding sentence. If the link still makes sense and tells the reader what to expect, you’re on the right track.
Step 7: Meet technical SEO and UX standards
Why it matters:
Even the best-written content can underperform if your site is difficult to navigate, slow to load, or poorly structured behind the scenes. Technical SEO and user experience (UX) are foundational. They ensure your content can be found, understood, and easily consumed by both people and search engines.
How it helps you get cited:
AI Overviews pull from sources that are accessible, crawlable, and trustworthy. Clean HTML, clear heading structures, and fast-loading pages all make it easier for Google to interpret your content. A positive UX keeps readers engaged, which may reinforce your page’s credibility and increase the likelihood of citation.
What to do
Use semantic HTML to clearly define content sections.
Follow a logical heading hierarchy (H1 for title, H2s for main sections, H3s within them).
Add schema markup where appropriate to provide extra context.
Optimize your page for mobile and fast load times.
Remove intrusive popups or interstitials that disrupt reading.
Ensure navigation is clean and consistent across the site.
Pro tip
Run your page through Google’s PageSpeed Insights and Mobile-Friendly Test before publishing. These tools can uncover issues that might block your content from being fully understood or surfaced in AI Overviews.
Step 8: Build topical authority over time
Why it matters:
Google rewards breadth as well as accuracy. Publishing a single great article on a subject isn’t always enough. When you consistently cover a topic from multiple angles, you demonstrate expertise and give both readers and search engines a reason to trust your content over others.
How it helps you get cited:
AI Overviews are more likely to cite sources that appear authoritative. By publishing a cluster of related content and linking it together, you send a strong signal that your site offers comprehensive coverage on the subject. That consistency builds trust, reinforces relevance, and increases your chances of being included in AIOs.
What to do
Identify the topics that align your business products and services with your target audience’s interests, preferences, and pain points.
Create content clusters by comprehensively covering a topic and its subtopics in dedicated articles.
Use internal links to support sustained engagement, and avoid duplicate content by connecting related pieces in a logical, reader-first way using relevant anchor text.
Avoid overlap and duplicate content by assigning a clear purpose to each page.
Monitor performance and fill in gaps where supporting content is missing.
Pro tip
Think of your content like a map. If someone lands on any one piece, they should be able to explore nearby topics easily, and search engines should see a well-connected web of expertise.
Always keep E-E-A-T and search intent at the center
Formatting matters. So do structure, clarity, and technical performance. But none of it works unless your content is grounded in trust and aligned with what the reader actually wants.
AI Overviews are designed to deliver fast, reliable answers. That only happens when the content they pull from is credible and purpose-built to meet the searcher’s need.
If you’re not recognized as a trustworthy authority on a topic, you’re not likely to rank well (in AIOs or otherwise).
Equally important is understanding intent.
Before you write, ask what the reader is really trying to solve. Are they comparing options? Looking for a process? Trying to make a decision? Your structure and tone should follow from that goal.
When your content directly answers the right question — in the way the reader hopes to receive it — you earn both attention and authority.
Optimize with purpose
These are the AI Overview best practices we’ve found to be most effective.
Everything in this guide comes down to clarity and intention. When you write to genuinely help your reader and structure your content to make that help easy to access, you give yourself the best possible shot at earning visibility in AI Overviews.
SEO is more important than ever and continues to evolve. Now, the #1 result is no longer the most valuable, most visible position. Instead, Featured Snippets have given way to AI Overviews (AIOs) as the dominant results.
AI Overviews may seem to represent a threat to visibility but actually present a huge opportunity.
The good news? You don’t have to rank on page one to be cited in an AI Overview. But being cited in the most visible results like AI Overviews often depends on:
Being seen as an authority on the topics you cover
Structuring your content in a way that makes it genuinely useful to readers, easy to interpret, and parsable by machines
This step-by-step guide shows you how to optimize for AI Overviews. The secret to improving your chances of being cited lies in combining:
Comprehensive information
Clear writing
Strategic formatting
Essential SEO fundamentals
How do AI Overviews affect SEO?
AI Overviews matter because they’re becoming a prominent part of the search experience, especially for high-volume, informational queries. They currently appear in about 1 out of every 10 Google searches, and that number is expected to grow.
These summaries:
Serve up the highest quality information
Answer user questions directly on the results page
Pull from multiple authoritative sources across the web
Have effectively replaced Featured Snippets as the most valuable real estate in search
Reduce work for users
AI Overviews are changing search by:
Improving UX while reducing effort for users: Google’s mission is to make the world’s highest quality information as accessible as possible to as many as possible with a frictionless UX. That means reducing the number of actions searchers have to take (clicks) to find the information they seek as quickly and easily as possible. Featured Snippets pushed this trend. Now AIOs are the next phase in achieving this goal.
Changing performance metrics: While traffic is still an important performance metric, AIOs are making impressions and authority just as important. Authority, as measured by citations like AIOs, Featured Snippets, and quality backlinks, indicates content quality and contributes to visibility. It’s the new key that helps position content to receive traffic. Authority, clarity, and structure matter more than ever. When your content is trusted and easy to extract, you’re more likely to earn a place in the Overview.
Creating new opportunities for visibility: For marketers, that opens up a new path to visibility, even in competitive spaces. You’ve worked hard to optimize your content, and it ranks near the top of search results. But now, clicks are dropping. In fact, when Google includes an AI Overview, clicks fall by as much as 34%. Or maybe you’re not ranking on page one at all and looking for a new way to surface in search.
How to be cited in AI Overviews
Give your content the clarity, authority, and structure needed to earn a place in an AI Overview by following key best practices:
Make content skimmable and digestible.
Use clear and conversational language.
Use relevant Related Questions in headings.
Use tables when they improve clarity.
Use lists and subheadings to increase extractability and readability.
If your content isn’t clear and easy to consume, it won’t perform with readers or with AI. Dense paragraphs and unpredictable formatting create friction, reduce comprehension, and increase bounce rates.
The more quickly and confidently a reader can find what they need, the more likely they are to stay engaged. This is one big reason why listicles remain one of the most popular content formats.
How it helps you get cited:
AI Overviews are built to mimic how people gather and summarize answers. They scan content for structure, clarity, and relevance. Content that’s easy to scan, interpret, and extract is more likely to be cited even if it doesn’t rank on page one.
What to do
1. Use formatting that enhances readability:
Keep paragraphs short (2–4 lines max).
Use bulleted or numbered lists to break up dense information.
Add subheadings to divide sections and guide the reader.
Use white space intentionally to prevent visual overwhelm.
2. Present information in a predictable structure:
Start sections with a clear heading or brief introductory line.
Break out key information using bullets or numbers rather than comma-separated lists within a paragraph.
Pro tip
If you removed the paragraphs around your bullet points, would the bullets still make sense on their own? If not, revise them. Each list item should be independently helpful and skimmable.
Step 2: Use clear and conversational language
Why it matters:
When readers land on your content, they’re looking for quick clarity, not jargon, filler, or overly formal phrasing. If your writing feels dense, robotic, or vague, they’ll bounce. A clear, conversational tone makes content feel accessible, trustworthy, and easy to absorb.
How it helps you get cited:
AI Overviews are powered by large language models trained on human-like communication. They prioritize content that reads naturally and gets to the point. Writing that mimics how real people ask and answer questions increases your chances of being pulled into an Overview, especially for queries with high informational intent.
How to do it
Use plain, natural language: Write like you’re explaining something to a curious peer.
Stick to simple sentence structures when possible.
Use contractions and first or second person where appropriate to keep the tone human.
Be direct: Say what you mean in as few words as possible.
Pro tip
Before finalizing a paragraph, read it aloud. If it sounds like something you’d actually say in a conversation, you’re on the right track. If it sounds like something from a white paper or academic publication, cut it down or rephrase.
Step 3: Use relevant related questions as headings
Why it matters:
When people search, they don’t think in keywords — they think in questions. Using related questions as headings mirrors how your audience actually phrases their intent. It also tells readers (and search engines) that your content directly answers what people are asking, which builds trust and encourages continued engagement.
Search engines are so sophisticated now that they don’t just deal in keywords. Rather, they understand the underlying topics and concepts.
What’s more, the more specific the topic, the more likely it is to satisfy a person’s search. Think of Related Questions as the natural evolution of long-tail keywords.
How it helps you get cited:
AI Overviews often source content that clearly answers specific, high-intent queries. Related questions, pulled from tools like Google’s People Also Ask or the brief you’re working from, act as alignment signals.
When those exact phrases appear as headings, it increases your chances of being cited because it suggests your content is highly relevant and purpose-built to satisfy the query, which is a key signal if you want to rank in AI Overviews.
What to do
Identify related questions using incognito Google searches, “People Also Ask,” or SEO tools like Semrush and Ahrefs.
Match the exact phrasing where possible: Use the user’s language, not a reworded version.
Use the question as the actual heading (e.g., H2 or H3) in your content.
Answer the question directly beneath the heading with a concise, well-formatted response.
If the question is complex, use lists or subheadings to break down the answer clearly.
Pro tip
Not all related questions appear in question form. Sometimes they’re statements (e.g., “best time to post on LinkedIn”). Don’t rephrase them. Use them as-is. That’s the phrasing your audience and the AIO system are using.
Step 4: Use lists and subheadings to increase extractability and readability
Why it matters:
Search engines and AI systems don’t just read your content; they try to extract and repurpose it. Lists and subheadings help them do that. When your content is clearly segmented and logically organized, it’s easier for Google to identify the most relevant parts and surface them in an AI Overview.
The reason this is important for search engines is that it’s helpful to human readers.
Target audiences tend to skim to understand if they’ve landed in the right place to find the information they seek. This approach helps make skimming easier and key information easier to find.
As a result, this kind of structure is more likely to:
Send helpful signals
Reduce work for users
Improve engagement
Reduce work for search engines
Facilitate ranking
How it helps you get cited:
AI Overviews often pull from pages that clearly lay out information in a structured format. Lists and subheadings are high-value signals: They tell the system exactly what each section is about and make it easy to lift a discrete answer. That’s true whether your content is a how-to guide, product comparison, or best-practices roundup.
What to do
Use lists to make extractable chunks of information:
Bullet unordered items like tips, tools, or pros and cons.
Number sequences or step-by-step instructions.
Use parallel structure (same syntax across list items) for clarity.
When expanding on each item, use this format:
Term: short, plain-language explanation
Example: Content brief: a document that outlines key details about a specific piece of content
Use subheadings to clearly organize your content:
When expanding on list items (like tools or types), give each one its own subheading.
Example: A list of content tools can be followed by sections like “Grammarly,” “Trello,” and “Clearscope” as individual H3s.
Match subheadings to list items exactly to help Google understand your structure and reuse it in AI Overviews.
Use descriptive subheadings throughout your content, and avoid vague labels like “More info” or “Additional thoughts”.
Pro tip
If you’re listing items you plan to expand on later in the article, use the same phrasing in your subheadings. This creates a clear one-to-one connection that improves readability and reinforces structure for Google’s algorithms.
Step 5: Use tables when they improve clarity
Why it matters:
Some information is best understood at a glance. Tables allow you to present structured data, comparisons, or feature breakdowns in a way that’s visually efficient and easy to process. They work especially well when you need to show how similar items differ across categories, which can be hard to follow in paragraph form.
How it helps you get cited:
AI Overviews and other generative search products often favor content that’s clearly organized and easy to extract. Tables help search systems understand relationships between items by aligning data points in a predictable format. This makes it more likely that your content will be accurately interpreted and reused in an AI Overview or other search feature.
What to do
Use tables to present:
Feature or tool comparisons
Pros and cons
Pricing tiers or package options
Specifications or attributes of related items
Write clear and consistent column headers.
Keep tables simple by limiting them to 2 to 5 columns.
Use plain, scannable language inside each cell.
Include a short introduction before the table and a summary or takeaway after it.
Pro tip
When comparing items like tools or service plans, ask yourself: Can a reader scan across a single row and clearly understand the differences? If not, consider simplifying the table or splitting it into smaller ones.
Step 6: Link strategically using descriptive anchor text
Why it matters:
Internal links help readers explore related content and stay engaged longer. They also guide search engines by showing how topics are connected across your site. But not all links are equally helpful. Poorly placed or vague links can confuse the reader or even hurt performance.
How it helps you get cited:
AI Overviews look for content that appears trustworthy, complete, and well-supported. Strategic internal linking helps reinforce topical authority and provides helpful context around a subject. Clear, descriptive anchor text also gives search engines better signals about what the linked page covers, which improves the odds of both pages being considered for citation.
What to do
Use internal links to connect to:
Deeper explanations of related topics
Supporting content that adds value
Key services, tools, or how-to resources
Avoid linking in introductory sections where a reader might leave too early.
Use anchor text that clearly describes the page being linked to.
Example: “content brief template” instead of “click here”
Place links where they feel natural and support the reader’s flow.
Link sparingly — only when the connection genuinely adds context or clarity.
Pro tip
When reviewing your draft, scan your anchor text without the surrounding sentence. If the link still makes sense and tells the reader what to expect, you’re on the right track.
Step 7: Meet technical SEO and UX standards
Why it matters:
Even the best-written content can underperform if your site is difficult to navigate, slow to load, or poorly structured behind the scenes. Technical SEO and user experience (UX) are foundational. They ensure your content can be found, understood, and easily consumed by both people and search engines.
How it helps you get cited:
AI Overviews pull from sources that are accessible, crawlable, and trustworthy. Clean HTML, clear heading structures, and fast-loading pages all make it easier for Google to interpret your content. A positive UX keeps readers engaged, which may reinforce your page’s credibility and increase the likelihood of citation.
What to do
Use semantic HTML to clearly define content sections.
Follow a logical heading hierarchy (H1 for title, H2s for main sections, H3s within them).
Add schema markup where appropriate to provide extra context.
Optimize your page for mobile and fast load times.
Remove intrusive popups or interstitials that disrupt reading.
Ensure navigation is clean and consistent across the site.
Pro tip
Run your page through Google’s PageSpeed Insights and Mobile-Friendly Test before publishing. These tools can uncover issues that might block your content from being fully understood or surfaced in AI Overviews.
Step 8: Build topical authority over time
Why it matters:
Google rewards breadth as well as accuracy. Publishing a single great article on a subject isn’t always enough. When you consistently cover a topic from multiple angles, you demonstrate expertise and give both readers and search engines a reason to trust your content over others.
How it helps you get cited:
AI Overviews are more likely to cite sources that appear authoritative. By publishing a cluster of related content and linking it together, you send a strong signal that your site offers comprehensive coverage on the subject. That consistency builds trust, reinforces relevance, and increases your chances of being included in AIOs.
What to do
Identify the topics that align your business products and services with your target audience’s interests, preferences, and pain points.
Create content clusters by comprehensively covering a topic and its subtopics in dedicated articles.
Use internal links to support sustained engagement, and avoid duplicate content by connecting related pieces in a logical, reader-first way using relevant anchor text.
Avoid overlap and duplicate content by assigning a clear purpose to each page.
Monitor performance and fill in gaps where supporting content is missing.
Pro tip
Think of your content like a map. If someone lands on any one piece, they should be able to explore nearby topics easily, and search engines should see a well-connected web of expertise.
Always keep E-E-A-T and search intent at the center
Formatting matters. So do structure, clarity, and technical performance. But none of it works unless your content is grounded in trust and aligned with what the reader actually wants.
AI Overviews are designed to deliver fast, reliable answers. That only happens when the content they pull from is credible and purpose-built to meet the searcher’s need.
If you’re not recognized as a trustworthy authority on a topic, you’re not likely to rank well (in AIOs or otherwise).
Equally important is understanding intent.
Before you write, ask what the reader is really trying to solve. Are they comparing options? Looking for a process? Trying to make a decision? Your structure and tone should follow from that goal.
When your content directly answers the right question — in the way the reader hopes to receive it — you earn both attention and authority.
Optimize with purpose
These are the AI Overview best practices we’ve found to be most effective.
Everything in this guide comes down to clarity and intention. When you write to genuinely help your reader and structure your content to make that help easy to access, you give yourself the best possible shot at earning visibility in AI Overviews.
Display the client’s and your company logos to set the stage for the working session.
Facilitation Tips
Who Should Handle This Slide: The session facilitator.
Time Management: Keep this introduction brief (1-2 minutes).
Engagement: Use a warm and welcoming voice to set a positive tone for the session.
Updating the Slide
Add Logos:
Replace the “Place client logo here” placeholder with the client’s logo.
Replace the “Place your logo here” placeholder with your company’s logo.
Ensure the logos are high-resolution and properly aligned.
Discussing the Slide During the Working Session
Introduction by the Facilitator:
Briefly welcome everyone and introduce the purpose of the session.
Establish a protocol for questions. (Recommended: Handle simple questions as they arise; defer questions that will be covered later in the deck.)”
Slide Guide: Meet Your Team
Purpose
Introduce the key members of the project team to the client.
Facilitation Tips
Who Should Handle This Slide: The session facilitator.
Time Management: Allocate about 3-5 minutes.
Engagement: Include a fun fact about each team member to build rapport.
Updating the Slide
Add Team Member Photos:
Replace the placeholder images with actual photos.
Ensure the photos are professional and current.
Fill in Team Member Details:
Add each team member’s name, title, and email address.
Adjust the number of team members displayed as needed.
Discussing the Slide During the Working Session
Introduction by the Facilitator:
Invite attending team members to introduce themselves.
Name and provide a brief description of non-attendees on the slide.
Team Member Introductions:
Each team member briefly introduces themselves, mentioning their role in the company, their role in this project, and their background.
Encourage Client Interaction:
Ask if the client has any questions about the team.
Invite the client to introduce themselves.
Slide Guide: Today’s Topics
Purpose
Provide an overview of the topics to be covered during the working session.
Facilitation Tips
Who Should Handle This Slide: The session facilitator.
Time Management: Keep this section brief (1-2 minutes), but ensure clarity on what will be covered.
Engagement: Ask the client if there’s anything they’d like to add to the agenda.
Updating the Slide
Review and Adjust Agenda Points:
Ensure the agenda points match the content and order of the slides in the deck (if you’ve customized it).
Reword agenda points if necessary to align with specific client needs or terminology.
Discussing the Slide During the Working Session
Introduction by the Facilitator:
Briefly introduce each topic listed on the slide.
Explain the flow of the session and the importance of each topic.
Encourage Questions:
Invite the client to ask any questions about the agenda before proceeding.
Slide Guide: Agreement – Key Points
Purpose
Review the high-level points of the agreement to ensure everyone is on the same page regarding the project’s terms, scope, volume, timeline, and rates. It’s important to note that the people at the working session aren’t always the ones who negotiated the agreement. This slide, and several others in the agreement phase, ensure they’re aware of the agreed-upon parameters.
Facilitation Tips
Who Should Handle This Slide: The session facilitator.
Time Management: Allocate about 3-5 minutes for this slide to ensure a thorough review without dwelling too long.
Engagement: Make sure to pause after each key point to allow for questions and ensure understanding.
Updating the Slide
Adjust Key Points:
Add or remove key points as needed to reflect the important aspects of your agreement.
Discussing the Slide During the Working Session
Introduction by the Facilitator:
Explain that this slide covers the high-level points of the agreement to ensure clarity and alignment.
Review Key Points:
Term: Discuss the duration of the agreement.
Project Scope: Outline the scope of the project, including deliverables and expectations.
Volume and Timeline: Clarify the volume of content to be produced and the timeline for delivery.
Rates: Review the agreed-upon rates for the project.
Encourage Questions:
Invite the client to ask any questions or seek clarification on any of the points discussed.
Slide Guide: Communication Preferences
Purpose
Identify the key contacts for various aspects of the project and determine their preferred communication methods.
Facilitation Tips
Who Should Handle This Slide: The session facilitator.
Time Management: Allocate about 2-4 minutes to cover this slide thoroughly.
Engagement: Make sure to record the preferences and contacts discussed to share with the team after the session.
Updating the Slide
Adjust Roles and Communication Options:
Update the roles listed (In the Loop, Editorial, Account Management) to reflect those involved in your project.
Modify the communication options (e.g., MS Teams, Slack, email) to match what you offer.
Discussing the Slide During the Working Session
Introduction by the Facilitator:
Explain the importance of clear communication, and introduce the purpose of this slide.
Identify Key Contacts:
In the Loop: Discuss who will be the primary contact for day-to-day updates and questions.
Editorial: Identify who handles editorial questions and decisions.
Account Chats: Determine who to contact for contract renewals, addendums, or billing questions.
Determine Communication Preferences:
Ask each contact about their preferred communication method (e.g., MS Teams, Slack, email).
Ensure all team members are aware of these preferences to facilitate smooth communication.
Slide Guide: Workflow Roles
Purpose
Identify the client-side roles responsible for tasks that come before and after the services you provide, ensuring a smooth workflow and identifying potential bottlenecks or gaps in the production chain.
Facilitation Tips
Who Should Handle This Slide: The session facilitator.
Time Management: Allocate about 5 minutes to cover this slide thoroughly.
Engagement: Ensure active participation from the client to accurately map out the workflow roles.
Updating the Slide
Adjust Roles:
Replace the listed roles (SEO/Strategy, Content Briefs, Submissions, Content Evaluation) with those relevant to your project.
Ensure the roles reflect tasks that will be performed on the client side.
Discussing the Slide During the Working Session
Introduction by the Facilitator:
Explain that the purpose of this slide is to map out who handles each step in the workflow to ensure clear responsibilities and smooth transitions.
Identify Client-Side Roles:
SEO/Strategy: Determine who is responsible for SEO and strategy tasks.
Content Briefs: Identify who creates the content briefs.
Submissions: Find out who handles the submission of content.
Content Evaluation: Clarify who evaluates the content.
Encourage Questions and Clarifications:
Ask the client if there are any additional roles or tasks that need to be discussed.
Identify any potential bottlenecks or gaps in the workflow (for example, clients are often unaware of the time needed to create content briefs, which could lead to submission delays on higher-volume projects).
Slide Guide: Turnaround Times
Purpose
Inform the client of standard turnaround times (TaT) to set realistic expectations and avoid unrealistic requests.
Facilitation Tips
Who Should Handle This Slide: The session facilitator.
Time Management: Allocate about 2-3 minutes to cover this slide.
Engagement: Ensure understanding and agreement on turnaround times to prevent future issues.
Updating the Slide
Enter Standard Turnaround Times:
Fill in the placeholders for standard production TaT and revision TaT with your specific times.
Adjust any other points to reflect your actual services and policies.
Discussing the Slide During the Working Session
Introduction by the Facilitator:
Explain that this slide covers the standard turnaround times to set clear expectations.
Review Key Points:
Standard Production TaT: State the typical time frame for standard content production. Speak in terms of business days from client submission to delivery.
Ad Hoc “Rush” Service: Mention the availability and conditions for expedited services if you offer them.
Cadence and Predictability: Emphasize that a regular and predictable cadence can help reduce TaT.
Customization: Explain that the cadence can be customized to fit the client’s project timeline and volume.
Revision TaT: Specify the typical turnaround time for revisions.
For high-volume projects, inform the client that there may be a ramp-up phase before full throughput is achieved.
Encourage Questions:
Invite the client to ask any questions or seek clarification on turnaround times.
Slide Guide: Revisions & Rewrites
Purpose
Set clear expectations regarding revisions and rewrites to differentiate between free revisions and paid rewrites, ensuring the client understands your policies.
Facilitation Tips
Who Should Handle This Slide: The session facilitator.
Time Management: Spend around 5 minutes on this slide to ensure thorough understanding.
Engagement: Use this opportunity to solidify the client’s understanding and agreement on the policies to prevent future disputes.
Updating the Slide
Ensure Policy Alignment:
Confirm that the listed criteria for free revisions and rewrite charges match your internal policies.
Modify any points to better reflect your specific services and terms.
Discussing the Slide During the Working Session
Introduction by the Facilitator:
Begin by explaining the importance of setting clear expectations for revisions and rewrites.
Highlight the goal of ensuring both parties have a mutual understanding to avoid future misunderstandings.
Clarify Free Revisions:
Emphasize that free revisions are intended to address issues like quality, adherence to instructions, and meeting the expected voice.
Provide examples of what qualifies for a free revision, such as grammatical errors or failure to follow the brief.
Define Rewrite Charges:
Explain that rewrites involve significant changes that were not part of the original instructions or involve a change in direction.
Illustrate with examples, such as a shift in tone or subject matter, that would require additional work beyond a simple revision.
Encourage Dialogue:
Ask the client if they have any questions or need further clarification on the differences between revisions and rewrites.
Invite them to share any concerns or scenarios they foresee, and address those directly.
Encourage detailed content briefs to ensure the deliverables align with expectations.
Slide Guide: Overview of You!
Purpose
Switch the session from the facilitator to the content production manager to gather critical information about the client’s business, content types, goals, and audience. This phase aims to ensure alignment on content production.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 8-10 minutes to ensure comprehensive coverage of all topics.
Engagement: Ensure the client is doing most of the talking here, but guide them away from granular content details covered in the following slides.
Updating the Slide
Note: No need to update this slide unless the information has already been gathered from this same person.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Introduce yourself and explain the purpose of this phase: to gather detailed information for content alignment.
Gathering Information:
Your Business:
Ask the client to provide a high-level overview of their business.
Inquire about their market position and unique selling points.
Your Content Types:
Discuss the types of content to be produced.
Note if there are multiple content types as this phase will need to be repeated for each.
Your Content Goals:
Ask about the goals for the content.
Determine how these goals will be measured (KPIs).
Your Audience:
Discover detailed information about the target audience.
Inquire about documentation or segmentation data.
Ask about demographics, psychographics, and what resonates with their audience.
Encourage Detailed Responses:
Ensure the client provides thorough information.
Ask follow-up questions to gain a deeper understanding of each area.
Slide Guide: The Content Brief
Purpose
Discuss the structure and components of content briefs, whether client-provided or team-developed. Align on what should be included for effective content production.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 10 minutes for this discussion.
Engagement: Encourage client interaction to ensure the briefs meet their needs and expectations.
Updating the Slide
Note: Update the components to reflect any specific elements unique to your content briefs if necessary.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Explain that this slide covers key components of the content brief and its importance in content production.
If Client Provides the Content Briefs:
Ask About Current Brief Components:
Inquire about the elements included in their briefs.
Discuss any challenges or feedback received about their briefs.
Recommend Additions or Exclusions:
Suggest improvements, such as removing unnecessary details or adding missing elements.
Recommend including an outline if not currently provided or removing detailed information better suited for a project brief.
If Your Team Develops the Content Briefs:
Walk Through the Brief Template:
Explain each component of your content brief template.
Ensure the client understands the purpose of each section.
Highlight Important Review Points:
Emphasize critical areas for client review when approving briefs.
Ensure they understand the most useful feedback to provide.
Key Components to Discuss:
Components: Essential sections of the brief.
Differentiation: How to ensure the content stands out.
Outline: The structure or framework of the content.
Goals: Objectives the content aims to achieve.
Slide Guide: Brand Voice Quote
Purpose
Provide a clear distinction between brand voice and tone as a lead-in to the discussion on brand voice.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Keep this explanation brief (1 minute) to maintain the flow of the session.
Engagement: Use this opportunity to ensure the client understands the foundational concepts before moving on.
Updating the Slide
Note: This slide does not require updates unless the quote needs to be changed.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Introduce the concept of brand voice and tone using the quote on the slide.
Explain why understanding the difference between voice and tone is crucial for consistent and effective content.
Explain the Difference:
Brand Voice: Describe brand voice as the consistent personality or character of the brand that remains unchanged across all content.
Tone: Explain tone as the mood or attitude conveyed in the content, which can vary depending on the context or audience.
Transition to the Next Slide:
Indicate that the next slide will go deeper into defining and establishing the brand voice.
Slide Guide: Brand Voice
Purpose
Thoroughly understand and document the client’s brand voice to ensure consistent and aligned content production.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 10 minutes for this discussion.
Engagement: Actively listen and take detailed notes to inform the content creation process. Steer the client away from vague answers by offering more detailed descriptions.
Updating the Slide
Note: This slide does not typically require updates unless you have specific brand voice examples to include.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Introduce the importance of a clearly defined and documented brand voice for consistent content.
Determine If Brand Voice Is Documented:
Ask if the client already has a documented brand voice. If not, emphasize the need for a detailed discovery process.
Discovery Questions:
Encourage detailed responses beyond vague descriptors like “authoritative” or “trustworthy.”
Use examples to help narrow down a more precise description.
Discuss any variations in tone depending on the context or audience.
Evaluate if the current content on their site reflects their desired brand voice.
Ask for examples of content they feel perfectly captures their brand voice.
Identify if there are celebrities, historical figures, or other brands that embody their voice.
Inquire if there are other sites or brands they admire and wish to emulate in terms of voice.
Encourage Detailed Responses:
Ensure the client provides thorough and actionable information.
Use follow-up questions to dig deeper and gain a comprehensive understanding.
Slide Guide: Style
Purpose
Ensure the content aligns with the client’s detailed stylistic preferences for consistency.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 5-10 minutes to cover this slide thoroughly.
Engagement: Ask the client for approval on any suggestions you make.
Updating the Slide
Note: Modify this slide to match your style guide or if AP style is not your default.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Confirm the client’s style, grammar, and punctuation preferences upfront.
Highlight the importance of consistency in decision-making.
Determine Client Preferences:
Confirm if AP style is acceptable or if other styles are preferred.
Inquire about any specific style exceptions or rules.
Verify preference for using the Oxford comma.
Confirm if titles should use title or sentence case.
Discuss restrictions on specific words, phrases, or abbreviations.
Ask preferred narrative perspective (first, second, or third person).
Additional Style Considerations:
Clarify when to spell out numbers versus using numerals.
Confirm if rhetorical questions are acceptable.
Ask if advice or opinions should use qualifiers like can, should, and might.
Discuss usage of common punctuation such as quotation marks
If a Client Style Guide Exists:
Acknowledge the existing style guide.
Only ask about items not covered in their guide.
Best Practice Suggestions:
Prepare to offer best practices to clients who are not content experts.
Provide common stylistic choices that work well in their industry.
Slide Guide: Content Structure
Purpose
Align content formatting and structure with client preferences for consistency.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 10 minutes to cover this slide thoroughly.
Engagement: Actively listen and take detailed notes to shape content formatting.
Updating the Slide
Note: Rarely update this slide unless your content process includes key elements.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Explain that this slide covers formatting preferences for consistency.
Determine Client Preferences:
Ask about heading and subhead styles (H1s, H2s, etc.).
Discuss introduction styles, lengths, and formats such as anecdotal, direct, question-based, statistical, or storytelling.
Identify standard elements required in all content pieces.
Discuss paragraph and sentence length — shorter and punchier or longer and detailed.
Ask about bullet points and numbered lists, including lead-ins, punctuation, and length.
Determine how and when to use bolding and italics for emphasis.
Discuss the preferred style for incorporating quotes.
Spend extra time discussing conclusions to understand client preferences for wrapping up content.
Confirm the desired word count range for different types of content.
Engage Client in Detailed Discussion:
Ensure the client provides thorough and actionable direction.
Be prepared to suggest best practices if the client is noncommittal.
Use follow-up questions to clarify and dig deeper into their preferences.
Slide Guide: Optimization
Purpose
Discuss optimization strategies, including SEO, metadata, and reader-focused elements, to ensure content is both search-engine-friendly and valuable to readers.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 10 minutes for this discussion to ensure thorough coverage of all aspects.
Engagement: Encourage the client to ask questions and provide input on their optimization preferences.
Updating the Slide
Note: Update this slide if there are specific optimization techniques unique to your process.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Explain that this slide covers various aspects of content optimization, including SEO, metadata, and reader engagement.
SEO Optimization:
Discuss the importance of using primary keywords that align with search intent.
Confirm the client’s primary keywords and how they should be integrated.
Address the use of secondary keywords for broader reach.
Talk about optimizing for search features like featured snippets, People Also Ask, and image search.
Warn against outdated SEO practices, such as keyword stuffing, and recommend modern, effective techniques.
Reader Optimization:
Discuss how to make content stand out from competitors.
Emphasize the importance of providing valuable, unique information that addresses the reader’s needs.
Highlight the need to deliver high-value content that offers more than just basic information.
Ensure content is original and offers a fresh perspective.
Metadata Optimization:
Discuss the importance of crafting compelling and keyword-rich meta titles. Determine structure and character count.
Talk about writing engaging meta descriptions that encourage click-throughs. Determine target character count.
Cover best practices for optimizing images, including using alt text for accessibility and SEO.
Slide Guide: Linking
Purpose
Discuss internal and external linking strategies to ensure content is well-supported and search optimized.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 3-5 minutes for this discussion.
Engagement: Encourage the client to provide input on their linking preferences and any specific guidelines they have.
Updating the Slide
Note: This slide does not typically require updates unless there are specific linking practices unique to your process.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Explain the importance of both internal and external linking for SEO and content credibility.
Internal Linking:
Ask if the client provides specific internal links to be included in the content.
Determine if the client encourages adding internal links organically.
Discuss any restrictions on internal linking, such as certain pages that should not be linked.
Clarify if there are preferences or guidelines for the anchor text used in internal links.
External Linking:
Offer to provide the writers with the following guidelines unless the client has specific requests.
Back up claims and statistics with authoritative sources no more than 3 years old.
Do not link to competitors (request a competitor list from the client).
Avoid linking to external content that is too similar to the client’s own content to maintain the unique value of the client’s site.
Slide Guide: Calls to Action
Purpose
Gather detailed information on the client’s preferences for calls to action (CTAs) to ensure they are effective and aligned with the content goals.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 3-5 minutes for this discussion.
Engagement: Encourage the client to provide detailed input to ensure CTAs are effective and meet their expectations.
Updating the Slide
Note: This slide does not typically require updates unless there are specific CTA practices unique to your process.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Explain the importance of having clear, specific, and effective CTAs in each piece of content.
Stress how CTAs drive engagement and conversions, making it crucial to align them with the content’s goals.
Determine Client Preferences:
Confirm if the client wants CTAs included in their content.
Ask if there should be a specific CTA tailored for each content piece.
Discuss how often CTAs should be included and where they should be placed within the content (e.g., beginning, middle, end).
Determine which pages the CTAs should link to, ensuring alignment with the client’s conversion goals.
Identify any specific phrases or words that should be used or avoided in CTAs.
Ask if the CTAs should be salesy, soft, or somewhere in between.
Slide Guide: Special Requirements
Purpose
Gather any additional information or requirements that have not been covered in previous slides to ensure comprehensive understanding and consistency in content production.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 3-5 minutes for this discussion to capture any additional details.
Engagement: Encourage the client to be thorough and provide any last-minute considerations to ensure complete alignment.
Updating the Slide
Note: This slide does not typically require updates unless there are specific special requirements that are frequently encountered.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Explain that this slide is a catch-all for any unique requirements or considerations that have not yet been discussed.
Encourage Client Input:
Ask the client if there are any specific requirements or preferences that have not been covered.
Use context from the session to think of potential questions or areas that might need clarification.
Possible Areas to Explore:
Content Type-Specific Needs:
Discuss any unique elements required for specific content types (e.g., case studies, white papers, social media posts, category descriptions).
Formatting Preferences:
Ask if there are any additional formatting guidelines not covered in the content structure slide (tables, infographics, detailed data).
Language and Localization:
Discuss any language or localization requirements if the content will be used in different regions.
Legal and Compliance:
Identify any legal or compliance considerations that need to be adhered to in the content.
Brand-Specific Guidelines:
Check if there are any additional brand guidelines that need to be followed.
Slide Guide: Project Logistics
Purpose
Initiate the third phase of the working session, focusing on the logistical aspects of the project to ensure smooth and efficient content production and delivery.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 5-10 minutes to cover all logistical aspects thoroughly.
Engagement: Encourage the client to commit to specific submission deadlines to ensure predictable deliveries.
Updating the Slide
Note: This slide does not typically require updates unless there are specific logistical considerations unique to your process.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Explain that this slide will cover the logistical details necessary to manage the project efficiently, focusing on batch volume, cadence, submission, delivery methods, and formats.
Batch Volume:
Determine the size of content batches that the client prefers.
Discuss the advantages of consistent batch sizes for predictable workflow and quality.
Submission and Delivery Cadence:
Encourage the client to establish a regular and predictable cadence for submitting content orders.
Explain how a consistent schedule can lead to better planning and outstanding content production.
Agree on the frequency of submissions and deliveries (e.g., weekly, biweekly, monthly).
If possible, set specific submission and delivery deadlines.
Confirm the tool that will serve as the central hub for project management.
Outline how tasks, deadlines, and updates will be managed within the chosen tool.
Additional Tools and Integration:
Discuss any other tools that might be useful for the project (e.g., file sharing platforms like Google Drive or Dropbox).
Address how these tools will be integrated into the overall workflow.
Slide Guide: Calibration Quote
Purpose
Serve as a lead-in to the next slide that discusses calibration. This slide is intended to set the stage for the discussion on calibration, emphasizing its importance in successful content projects.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Spend no more than a few seconds on this slide to maintain the flow of the session.
Engagement: Use this slide to capture the client’s attention and prepare them for the detailed discussion on calibration.
Updating the Slide
Note: This slide does not typically require updates unless the quote needs to be changed.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Briefly introduce the concept of calibration and its critical role in ensuring content projects are successful.
Use the quote to highlight the foundational importance of calibration in the content creation process.
Transition to the Next Slide:
Move quickly to the next slide to dive deeper into the specifics of the calibration process.
Ensure the client understands that the upcoming discussion will provide detailed information on how calibration will be handled.
Slide Guide: Calibration
Purpose
Define the calibration process, explain its importance, and establish concrete dates for starting calibration, delivery expectations, and feedback calls.
Facilitation Tips
Who Should Handle This Slide: The content production manager.
Time Management: Allocate about 5-7 minutes for this discussion to cover all aspects thoroughly.
Engagement: Ensure the client understands the calibration process and the importance of their feedback. Encourage active participation in setting dates and providing detailed input. Avoid delaying the setting of dates and times.
Updating the Slide
Note: This slide does not typically require updates unless the calibration process changes significantly.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager:
Define calibration as a process to test the resources and your understanding of the client’s content vision.
Emphasize that calibration tests the workflow, training, and resources rather than the writers.
Discuss the Key Questions:
Explain that calibration is a way to ensure the project resources align with the client’s content vision and goals.
Discuss the importance of calibration in ensuring scalability and consistency.
Highlight that it helps identify and address any potential issues early in the project.
Define the typical duration of the calibration phase.
Clarify that it involves a few content pieces to start with, to be reviewed and adjusted based on client feedback.
Establish a start date for the calibration process, typically a few days after the working session.
Ensure both parties are clear on when the first pieces will be delivered for review.
Explain that calibration ends once the client approves the initial pieces and both you and the client are satisfied with the alignment.
Establish Concrete Dates:
Agree on a specific date to start the calibration process.
Set clear expectations for when the client will receive the first calibration pieces.
Schedule a day and time for the calibration feedback call to review the initial content and make necessary adjustments (aim for no more than 4 business days after delivery).
Slide Guide: Feedback and Touchbases
Purpose
Discuss methods for collecting feedback, ensure regular communication, and establish a schedule for touchbases to maintain alignment and address any issues promptly.
Facilitation Tips
Who Should Handle This Slide: The content production manager or the facilitator.
Time Management: Allocate about 5 minutes to cover all aspects of feedback and touchbases thoroughly.
Engagement: Encourage the client to actively participate in setting up the feedback and touchbase schedule and provide input on their preferred methods and frequency of communication.
Updating the Slide
Note: Adjust this slide to suit your specific feedback methods and communication practices.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager or Facilitator:
Explain the importance of regular feedback and touchbases to ensure the project stays on track and meets the client’s expectations.
Feedback Collection Methods:
Delivery Confirmations:
Discuss the process for confirming the receipt of delivered content.
Ensure the client understands how to provide immediate feedback on each delivery.
Net Promoter Score (NPS):
Explain how NPS surveys will be used to gauge client satisfaction.
Discuss the frequency of these surveys and how the feedback will be used to improve services.
Regular Touchbases:
Weekly Touchbases:
Emphasize the importance of weekly touchbase meetings, especially during the onboarding process.
Establish a regular day and time for these meetings.
Clarify the agenda for these touchbases, focusing on progress updates, feedback, and addressing any concerns.
Quarterly Business Reviews (QBRs):
Introduce the concept of QBRs to review the overall performance, discuss strategic goals, and plan for the upcoming quarter.
Schedule the first QBR and discuss the format and objectives.
Slide Guide: Feedback Quote
Purpose
Stress the importance of regular feedback and open communication channels to ensure the success of the project.
Facilitation Tips
Who Should Handle This Slide: The content production manager or the facilitator.
Time Management: Spend no more than a few seconds on this slide to maintain the flow of the session.
Engagement: Use this slide to reinforce the importance of feedback.
Updating the Slide
Note: This slide does not typically require updates unless the quote needs to be changed.
Discussing the Slide During the Working Session
Introduction by the Content Production Manager or Facilitator:
Briefly highlight the importance of structured surveys, regular meetings, and open communication channels in the day-to-day operations.
Emphasize the Key Message:
Explain that while structured feedback methods (like surveys and scheduled meetings) are essential, open communication channels are equally critical for addressing immediate concerns and ensuring ongoing alignment.
Slide Guide: What’s Next?
Purpose
Outline the next steps in the process, confirm important dates and times, and ensure all parties are aligned on the upcoming activities.
Facilitation Tips
Who Should Handle This Slide: The content production manager or the facilitator.
Time Management: Spend 5 minutes to ensure all next steps are clear and agreed upon.
Engagement: Encourage the client to ask questions and provide input on the schedule. Ensure mutual understanding and agreement on next steps.
Updating the Slide
Note: Adjust this slide to reflect any differences in your specific process.
Discussing the Slide During the Working Session
Introduction: Emphasize the importance of staying on schedule and maintaining communication.
Interviewing writers is a key step in hiring, ensuring candidates have the skills needed and fit well with your team. Reviewing writing samples gives you an idea of their abilities, but interviews let you explore their experience, reliability, and cultural fit in more depth.
Why Interviewing Writers Is Important
Look Beyond the Samples: Writing samples show skills but don’t reveal how well candidates handle deadlines, work under pressure, or adapt to feedback. Interviews give you a complete picture.
Assess Soft Skills: Interviews help you evaluate communication skills, professionalism, and ability to collaborate.
Determine Cultural Fit: Understanding if a candidate aligns with your company’s values and work culture can significantly impact team dynamics and productivity.
When to Conduct Interviews
Conduct interviews after evaluating resumes and writing samples. This ensures you interview only those who’ve shown they can write well.
Evaluate Resumes: Shortlist candidates based on their qualifications and experience.
Review Writing Samples: Further narrow down candidates by evaluating their work quality.
Conduct Interviews: Use interviews to explore the candidate’s background, work habits, and suitability for your needs.
By following this approach, you can hire writers who excel in their craft and contribute positively to your team’s dynamic and goals.
Interview Checklist
Pre-Interview Preparation Steps:
Review Resumes and Writing Samples: Thoroughly reread the candidate’s resume and writing samples to understand their background and skills.
Prepare Questions: Create a list of questions tailored to the candidate’s experience and the specific writing role they’re applying for. We have sample questions you can use in this guide.
Set Up Interview Logistics: Confirm the interview time, date, and location (or virtual meeting link). Ensure all necessary technology is working properly.
Brief Team Members: If multiple interviewers are involved, ensure everyone is briefed on their roles and the candidate’s background.
Interview Steps:
Introduction: Greet the candidate warmly, introduce yourself and other interviewers, and provide a brief overview of the interview process.
Ice-Breaker Questions: Start with light, conversational questions to help the candidate feel at ease.
Core Questioning: Ask the prepared questions, covering topics such as reliability, experience, writing process, industry knowledge, and cultural fit.
Be Honest About the Role: Lay out the expectations — the good, the bad, and the ugly.
Candidate Questions: Allow time for the candidate to ask questions about the role, team, and company.
Closing: Summarize the next steps in the hiring process and thank the candidate for their time.
Post-Interview Steps:
Complete Evaluation Forms: Immediately after the interview, fill out the evaluation form with ratings and comments on the candidate’s performance.
Debrief With Hiring Team: Discuss the candidate’s interview with other team members to gather different perspectives.
Decide on Next Steps: Determine whether the candidate should move forward in the hiring process or not. Communicate this decision to all relevant parties.
Interview Evaluation Form
The Interview Evaluation Form Template provides a structured and consistent approach to assessing writer candidates during the interview process. This template helps interviewers capture detailed feedback on key evaluation criteria, such as reliability, experience, writing process, and cultural fit.
The link above leads to a view-only version of the template. Simply open the link, click File, and select Make a Copy to create your own editable version.
Instructions for Using the Template
Rating Scale: Use a scale from 1 to 5, where 1 is poor and 5 is excellent.
Comments Section: Provide specific examples or observations to support the rating given.
Overall Evaluation: Summarize the candidate’s strengths and areas for improvement.
Recommendation: Indicate whether the candidate should proceed to the next round of interviews and provide an overall rating.
Red Flags When Reviewing a Writing Sample
When assessing a writing sample, it’s essential to watch for specific red flags that can highlight underlying issues in content production and its potential effectiveness. Key concerns include consistency in quality and voice, the depth of audience engagement, and strict adherence to set guidelines, all of which significantly influence the content’s impact and reliability.
Red Flag
Description
Inconsistent Writing Quality
If the quality varies significantly across different samples, it could indicate difficulty in maintaining standards.
Overuse of Jargon Without Clarity
Using complex terms without clear explanations may show a lack of understanding of the audience.
Lack of Originality
Writing that seems derivative or lacks a unique voice may struggle to engage readers.
Poor Understanding of SEO
Incorrect or unnatural keyword usage and lack of basic SEO principles can be problematic for SEO-focused content.
Failure to Follow Briefs
If the sample doesn’t align with provided guidelines or briefs, it suggests issues with attention to detail.
Weak Structure and Flow
Disorganized content with poor transitions can indicate a lack of planning and coherence.
Grammar and Punctuation Errors
Frequent mistakes suggest a lack of proofreading and attention to detail.
Superficial Research
Inadequate or incorrect information reveals poor research skills.
Misalignment With Brand Voice
Difficulty in adapting to different brand voices can mean they may struggle to meet your specific needs.
Inconsistent Tone and Voice
Variations in tone and voice across samples may suggest a lack of versatility.
Minimal Engagement With Subject Matter
Writing that lacks depth and insight indicates a lack of expertise or interest in the topic.
Lack of Audience Awareness
If the content doesn’t seem tailored to the intended audience, it suggests a disconnect with the readers’ needs and preferences.
Overly Generic Content
Writing that reads like filler and lacks specific details can indicate a lack of subject matter expertise.
Red Flags During the Interview
When evaluating potential writers or editors, look for red flags that may signal issues with collaboration, skills, or fit. The table below highlights key indicators to help identify these concerns early in the hiring process.
Red Flag
Description
Negative Attitude Toward Past Clients/Editors
Consistently speaking poorly of previous collaborators can indicate potential conflict in team dynamics.
Avoidance of Constructive Feedback
Defensive reactions to feedback questions or a lack of examples of implemented feedback suggests difficulty accepting critiques.
Inability to Provide Specific Examples
Vague or generic responses about past work and achievements can suggest embellishment or a lack of real experience.
Failure to Explain Their Writing Process
Struggling to articulate their approach to writing may suggest a lack of a structured or reliable process.
Minimal Engagement With Industry Trends
A lack of awareness or interest in current industry trends and developments can indicate they’re not committed to staying relevant and informed.
Unfamiliarity With Content Management Systems
Limited experience with common CMS platforms such as WordPress can hinder their ability to work efficiently in your existing workflows.
Difficulty Adapting to Brand Voice
Inability to describe how they adapt their writing to fit different brand voices suggests they may struggle to meet specific stylistic needs.
Lack of Research Skills
Inability to explain their research process or provide examples of well-researched content may indicate superficial knowledge.
Failure to Meet Deadlines
If they have a history of missing deadlines or can’t articulate how they manage their time, it could lead to reliability issues.
Overemphasis on Style Over Substance
Focusing more on writing style than delivering valuable, accurate information can be problematic, especially for technical or educational content.
Lack of Audience Awareness
Inability to describe how they tailor content to different audiences suggests they might not be effective in engaging your target demographic.
General Communication Skills
Poor articulation of thoughts and ideas during the interview can reflect overall communication abilities.
Sample Interview Questions
When interviewing writers, ask questions that explore their reliability, skills, and cultural fit. This section offers sample questions to assess a candidate’s abilities, including their technical proficiency, creativity, adaptability, and alignment with your company’s values. Use these questions to find a writer who meets your needs and fits seamlessly into your team.
Table of Contents
Reliability and Work Ethic
Experience and Skills
Writing Process and Style
Handling Feedback and Revisions
Cultural Fit and Team Collaboration
SEO Knowledge
Creativity and Originality
Industry Knowledge
Reliability and Work Ethic
💡 Tip: Assessing a candidate’s ability to handle deadlines and maintain productivity over long-term projects can reveal their work ethic and reliability.
Can you describe a time when you had to meet a tight deadline? How did you manage it? Assesses the candidate’s ability to work under pressure and manage their time effectively.
How do you prioritize multiple writing assignments with competing deadlines? Evaluates their organizational skills and ability to handle multiple tasks.
What is your typical writing schedule, and how do you ensure you stay on track? Helps understand their work habits and discipline.
Have you ever missed a deadline? How did you handle the situation? Explores their accountability and how they deal with setbacks.
How do you stay motivated and productive when working on long-term projects? Assesses their ability to maintain focus and motivation over extended periods.
Experience and Skills
🎯 Focus: Look for experience that aligns closely with your industry needs as well as the candidate’s ability to adapt to new topics.
What types of content have you written the most, and which do you prefer? Helps identify their primary areas of expertise and preferences.
Can you share examples of your work that align with our industry? Evaluates their experience in relevant fields.
How do you approach writing about topics that are new or unfamiliar to you? Assesses their research skills and adaptability.
What tools and software do you use to support your writing process? Provides insight into their technical proficiency and familiarity with writing tools.
How do you ensure your content is accurate and well-researched? Explores their commitment to producing high-quality, reliable content.
Writing Process and Style
✍️ Note: Understanding a candidate’s writing process can give insight into how they approach tasks and maintain consistency.
Can you walk me through your process for creating a piece of content, from initial idea to final draft? Provides a comprehensive look at their writing process.
How do you adapt your writing style to different audiences and purposes? Assesses their versatility and ability to tailor content.
What steps do you take to ensure your writing is clear and engaging? Explores their strategies for maintaining readability and engagement.
How do you handle writer’s block or creative slumps? Provides insight into their problem-solving skills and persistence.
Can you give an example of how you’ve incorporated feedback into your writing to improve it? Evaluates their openness to feedback and willingness to improve.
Handling Feedback and Revisions
🔄 Insight: Effective handling of feedback shows a candidate’s willingness to grow and adapt, key traits in collaborative environments.
How do you handle constructive criticism of your work? Assesses their attitude towards feedback and ability to grow.
Can you describe a time when you had to revise a significant portion of your work based on feedback? How did you approach it? Explores their flexibility and problem-solving skills.
What is your process for incorporating feedback while maintaining your voice and style? Assesses their ability to balance feedback with personal style.
How do you prioritize feedback when you receive conflicting suggestions from multiple stakeholders? Evaluates their decision-making skills and ability to navigate complex feedback.
Can you provide an example of feedback that significantly improved your writing? Shows their openness to learning and improving.
Cultural Fit and Team Collaboration
🤝 Reminder: Cultural fit is crucial for long-term team harmony, so look for candidates whose values align with your company’s.
How do you handle working in a team with other writers, editors, and marketers? Assesses their teamwork and collaboration skills.
What do you value most in a work environment? Helps determine if their values align with your company culture.
Can you describe a time when you had to collaborate on a project? How did you ensure smooth communication and coordination? Evaluates their ability to work effectively with others.
How do you handle conflicts or disagreements with colleagues or clients? Explores their conflict resolution skills and professionalism.
What motivates you to do your best work? Helps understand what drives them and how they fit into your team’s dynamics.
SEO Knowledge
🔍 SEO Tip: A writer’s ability to balance SEO with readability is vital for creating content that ranks well and engages readers.
How do you incorporate SEO guidelines into your writing process? Assesses their ability to follow SEO instructions provided by an SEO specialist.
Can you explain your understanding of search intent and how it influences your writing? Evaluates their knowledge of aligning content with what users are searching for.
What are some common SEO best practices you follow when writing content? Explores their familiarity with fundamental SEO principles like keyword usage, meta descriptions, and headers.
How do you naturally integrate keywords into your content without compromising readability? Assesses their skill in balancing SEO requirements with quality writing.
Can you describe a time when you received SEO-related feedback on your writing? How did you handle it? Evaluates their ability to adapt their writing based on SEO feedback.
Creativity and Originality
🎨 Creative Insight: Creativity isn’t just about fresh ideas; it’s also about applying them effectively within constraints.
How do you come up with fresh ideas for your writing projects? Assesses their creativity and idea generation process.
Can you describe a time when you took a unique approach to a writing assignment? Explores their ability to innovate and think outside the box.
What inspires your creativity, and how do you incorporate that into your work? Helps understand their creative process and sources of inspiration.
How do you balance creativity with adhering to client guidelines and objectives? Evaluates their ability to maintain creativity within constraints.
Can you provide an example of a particularly creative piece you’ve written and explain what made it unique? Showcases their creative achievements.
Industry Knowledge
📈 Industry Focus: A deep understanding of industry trends can distinguish a good writer from a great one.
How do you stay updated with trends and developments in our industry? Assesses their commitment to continuous learning.
Can you discuss a recent trend in our industry and how you’d incorporate it into your writing? Evaluates their industry knowledge and adaptability.
What are the biggest challenges facing our industry today, and how can quality content address them? Explores their understanding of industry issues and strategic thinking.
How do you tailor your writing to meet the specific needs and interests of our industry audience? Assesses their ability to connect with your target audience.
Can you provide an example of content you’ve created that had a significant impact on an industry audience? Showcases their practical experience and success in the industry.
Sample Interview Questions by Writer Type
When interviewing writers, it’s essential to ask targeted questions that uncover their skills, experience, and writing approach. This section offers a curated list of questions tailored to assess candidates across various content specialties, helping you find the right fit for your needs. Each question includes its purpose, ensuring you know what to look for in their responses.
How do you ensure technical accuracy and clarity in your writing? Purpose: Assesses their ability to write precise and accurate technical content while making it understandable.
What methods do you use to gather and verify technical information? Purpose: Explores their research skills and ability to validate complex information.
Can you describe a project where you had to document a complex system or process? How did you approach it? Purpose: Evaluates their experience with detailed technical documentation and their approach to organizing complex information.
How do you collaborate with subject matter experts (SMEs) to ensure your writing is accurate and comprehensive? Purpose: Assesses their communication and collaboration skills with technical experts.
What tools and software do you use for technical writing, and how do they enhance your work? Purpose: Explores their technical proficiency and familiarity with industry-standard tools and software.
Marketing Copywriters
Key Questions:
How do you approach writing copy that needs to persuade or convert readers? Purpose: Assesses their persuasive writing skills.
Can you give an example of a marketing campaign you worked on and the role your copy played in its success? Purpose: Evaluates their experience with marketing campaigns.
What techniques do you use to make your copy stand out in a crowded market? Purpose: Explores their creativity and originality.
How do you balance creativity with adherence to brand guidelines? Purpose: Assesses their ability to maintain brand consistency.
Can you describe a time when your marketing copy had to be revised significantly? What was the outcome? Purpose: Evaluates their adaptability and response to feedback.
SEO Content Writers
Key Questions:
How do you prioritize keywords when writing content? Purpose: Assesses their understanding of keyword importance and usage.
What strategies do you use to write engaging meta descriptions and title tags? Purpose: Explores their knowledge of SEO components beyond the main content.
How do you incorporate internal and external links into your writing? Purpose: Evaluates their ability to use linking strategies effectively.
Can you explain how you balance SEO and E-E-A-T principles? Purpose: Assesses their understanding of balancing SEO with user experience.
Describe a time when you improved a piece of content’s SEO performance. What changes did you make? Purpose: Evaluates their practical experience and results in SEO writing.
Blog Writers
Key Questions:
What resources do you find most important when creating content (e.g., content brief, brand voice guide, style guide)? Purpose: Assesses their reliance on and appreciation for structured guidance and resources.
Can you share your process for researching and writing a typical blog post? Purpose: Explores their workflow and research skills.
How do you balance writing for SEO with creating content readers will enjoy? Purpose: Evaluates their ability to integrate SEO and engaging content.
What strategies do you use to keep your writing fresh and interesting over time? Purpose: Assesses their ability to maintain creativity and interest.
Can you provide an example of a blog post that received significant engagement? What made it successful? Purpose: Showcases their ability to create high-impact blog content.
Thought Leadership Ghostwriters
Key Questions:
How do you capture and convey the voice and tone of the person you’re ghostwriting for? Purpose: Assesses their ability to match another person’s voice.
What strategies do you use to develop thought leadership content that stands out? Purpose: Explores their approach to creating influential and original content.
Can you describe a time when you had to write about a subject you were initially unfamiliar with? How did you handle it? Purpose: Evaluates their research skills and adaptability.
How do you ensure the authenticity and credibility of the thought leadership pieces you write? Purpose: Assesses their commitment to accuracy and credibility.
What role do you believe thought leadership content plays in building a brand’s reputation? Purpose: Explores their understanding of the impact of thought leadership.
Social Media Writers
Key Questions:
How do you create content that captures attention on social media? Purpose: Assesses their ability to engage audiences in a social media context.
Can you give an example of a social media campaign you worked on and its outcome? Purpose: Evaluates their experience with social media campaigns.
What techniques do you use to write concise and impactful messages for different social media platforms? Purpose: Explores their ability to tailor content to different platforms.
How do you measure the success of your social media content? Purpose: Assesses their ability to track and analyze social media performance.
Can you describe a time when you had to manage a social media crisis? What did you do? Purpose: Evaluates their crisis management skills and professionalism.
Product Description Writers
Key Questions:
How do you approach writing product descriptions that sell? Purpose: Assesses their persuasive writing skills.
What strategies do you use to highlight key features and benefits of a product? Purpose: Explores their ability to effectively communicate product value.
How do you ensure consistency and accuracy when writing a large volume of product descriptions? Purpose: Evaluates their ability to maintain high standards across multiple pieces of content.
Can you explain the difference between feature/benefit style and aspirational style product descriptions, and when you might use each? Purpose: Assesses their understanding of different styles and their appropriate applications.
What do you consider the most important elements of a compelling product description? Purpose: Assesses their understanding of key components of effective product descriptions.
Email Marketing Writers
Key Questions:
How do you craft email subject lines that increase open rates? Purpose: Assesses their ability to create attention-grabbing subject lines.
What techniques do you use to write persuasive email copy? Purpose: Explores their persuasive writing skills.
Can you give an example of an email campaign you worked on and its results? Purpose: Evaluates their experience with email marketing.
How do you segment email lists and tailor messages to different audience segments? Purpose: Assesses their ability to personalize email content.
What metrics do you use to measure the success of an email campaign? Purpose: Explores their understanding of email marketing performance metrics.
White Paper and Case Study Writers
Key Questions:
How do you ensure your white papers are well-researched and credible? Purpose: Assesses their research skills and commitment to quality.
Can you describe your process for writing a compelling case study? Purpose: Explores their approach to creating detailed and engaging case studies.
What strategies do you use to present complex information clearly in white papers? Purpose: Evaluates their ability to simplify and clarify complex information.
Can you provide an example of a white paper or case study that had a significant impact? Purpose: Showcases their success in creating impactful documents.
How do you balance the need for thoroughness with the need to keep readers engaged? Purpose: Assesses their ability to maintain reader interest in long-form content.
E-Book Writers
Key Questions:
How do you plan and outline an e-book before you start writing? Purpose: Assesses their organizational and planning skills.
What techniques do you use to keep readers engaged throughout an e-book? Purpose: Explores their ability to maintain reader interest in long-form content.
Can you provide an example of an e-book you wrote that was well-received? What made it successful? Purpose: Showcases their success in writing e-books.
How do you balance detailed content with readability in an e-book? Purpose: Evaluates their ability to create in-depth yet engaging content.
What tools and resources do you use to write and format e-books? Purpose: Explores their technical proficiency and familiarity with e-book creation tools.
Press Release Writers
Key Questions:
How do you craft press releases that capture attention? Purpose: Assesses their ability to write compelling press releases.
Can you describe a successful press release you wrote and its impact? Purpose: Evaluates their experience and success in writing press releases.
What strategies do you use to ensure your press releases are newsworthy? Purpose: Explores their understanding of what makes content newsworthy.
How do you handle revisions and feedback from clients or editors on press releases? Purpose: Assesses their adaptability and professionalism.
What elements do you consider essential in a high-quality press release? Purpose: Evaluates their understanding of key components of effective press releases.
Technology Writers
Key Questions:
How do you stay updated on the latest technology trends and developments? Purpose: Assesses their commitment to staying current in the technology field.
Can you explain a complex technology concept you’ve written about in simple terms? Purpose: Evaluates their ability to simplify complex information.
What sources do you rely on for accurate and up-to-date technology information? Purpose: Explores their research skills and ability to find reliable information.
How do you balance technical detail with readability in your writing? Purpose: Assesses their ability to maintain clarity and engagement.
Can you provide an example of a technology article or document you wrote that was well-received? Purpose: Showcases their success in writing about technology.
Scriptwriters
Key Questions:
How do you develop engaging scripts for different formats, such as video or podcasts? Purpose: Assesses their versatility and creativity in scriptwriting.
Can you provide an example of a script you wrote that received positive feedback? Purpose: Evaluates their success in scriptwriting.
What techniques do you use to ensure your scripts are both informative and entertaining? Purpose: Explores their ability to balance content and engagement.
How do you handle feedback and revisions on your scripts? Purpose: Assesses their adaptability and professionalism.
What elements do you consider essential for a high-quality script? Purpose: Evaluates their understanding of key components of effective scripts.
Localization Specialists
Key Questions:
How do you approach translating content to ensure cultural relevance and accuracy? Purpose: Assesses their localization skills and cultural sensitivity.
Can you provide an example of a localization project you worked on and its outcome? Purpose: Evaluates their experience and success in localization.
What challenges have you faced in localization projects, and how did you overcome them? Purpose: Explores their problem-solving skills and adaptability.
How do you ensure consistency and quality across localized content? Purpose: Assesses their attention to detail and commitment to quality.
What tools and resources do you use for localization projects? Purpose: Explores their technical proficiency and familiarity with localization tools.
Editors
Key Questions:
How do you approach editing to maintain the writer’s voice while improving clarity and correctness? Purpose: Assesses their editing skills and sensitivity to the writer’s style.
Can you describe a particularly challenging editing project you worked on and how you handled it? Purpose: Evaluates their problem-solving skills and adaptability.
What strategies do you use to ensure consistency and quality in the content you edit? Purpose: Explores their attention to detail and commitment to quality.
How do you provide constructive feedback to writers? Purpose: Assesses their communication skills and professionalism.
What tools and resources do you use to support your editing process? Purpose: Evaluates their technical proficiency and familiarity with editing tools.
Need quality content but unsure whether to hire in-house or outsource? Stellar has you covered either way.
If you prefer the flexibility of outsourcing, our team of professional writers is ready to deliver content that meets your specifications. However, if hiring in-house is your preference, we can guide you with expert advice on selecting the best candidates. Whatever your choice, reach out to sales@stellarcontent.com and let us help you achieve your content goals with ease and confidence.
Ensure a thorough and consistent evaluation of writer candidates with our Interview Evaluation Form. This structured template allows you to rate candidates on key criteria like reliability, experience, and cultural fit, while providing space for detailed feedback and recommendations. Use this form to capture valuable insights during the interview process and make informed hiring decisions. Ready to streamline your candidate assessments?
An editorial calendar, also known as a content calendar, is a tool that helps organize and manage the planning, creation, and publication of content across various channels. Whether you’re managing content for a single client or scaling up for multiple clients, an editorial calendar ensures a structured approach to content production, helping maintain consistency and quality at every stage.
Editorial calendars play a crucial role in scaling content services for multiple clients. They provide a clear overview of content schedules, deadlines, and responsibilities, making it easier to manage high volumes of content without sacrificing quality. By centralizing content planning and tracking, editorial calendars enable efficient resource allocation, streamline workflows, and ensure timely delivery of content across all projects.
10 Benefits of Editorial Calendars
Editorial calendars offer numerous advantages that help streamline content management, enhance efficiency, and ensure high-quality output, especially when handling multiple projects for various clients. Whether you’re coordinating a range of content types or juggling multiple client expectations, these benefits highlight how editorial calendars can transform your content strategy and operational workflows.
Consistent Content Pipeline: Ensure a steady flow of content for each client, preventing gaps in publishing schedules.
Strategic Alignment: Easily align content with clients’ marketing campaigns, product launches, and seasonal trends.
Resource Management: Efficiently allocate writers and editors based on upcoming content needs and deadlines.
Client Transparency: Provide clients with clear visibility into planned content, fostering trust and collaboration.
Deadline Adherence: Improve on-time delivery rates by having a clear overview of all upcoming content deadlines.
Topic Diversity: Maintain a balanced mix of content topics and types for each client, ensuring comprehensive coverage.
SEO Optimization: Plan keyword strategies in advance, allowing for better integration of SEO tactics across multiple pieces of content.
Cross-Channel Coordination: Synchronize content across various platforms (blog, social media, email) for cohesive marketing efforts.
Workflow Centralization: Centralize content planning and tracking to streamline workflows and minimize confusion when managing multiple projects.
Scalability: Quickly adapt to changes in client needs or strategy by having a bird’s-eye view of the content landscape.
Key Components of an Editorial Calendar
Editorial calendar components are essential elements that help organize and manage the planning, creation, and publication of content. These components can vary from project to project or client to client, tailored to meet the specific needs of those involved in the workflow.
The key to constructing an effective editorial calendar is to include components that are useful for everyone in the workflow. Including too much nonessential information can make the calendar confusing, while too little information means people may need to look elsewhere to get what they need. For example, the writing team should be able to access their content brief from the calendar, and the publisher should be able to access the finalized copy from the calendar.
While each editorial calendar is tailored to fit specific project needs, many share a core set of common components. We’ve organized these from the most essential elements for content planning and creation to more specialized components that add value based on your project’s unique demands.
Content Details
Publication Date: The scheduled date for content publication.
Content Title: The title or headline of the content piece.
Content Type: The format of the content (e.g., blog post, white paper, infographic).
Target Audience: The intended audience for the content.
Content Pillars or Themes: The main themes or topics the content addresses.
Target Buyer Persona: The buyer persona the content is targeted at.
Funnel Stage: The stage of the buyer’s journey the content is intended for (e.g., awareness, consideration, decision).
Roles and Responsibilities
Author/Writer Assigned: The individual responsible for writing the content.
Editor Assigned: The individual responsible for editing the content.
Subject Matter Expert (SME) Input Needed: Input or review needed from a subject matter expert.
Legal or Compliance Review Required: Any legal or compliance reviews needed before publication.
Cross-Departmental Collaboration Needed: Any collaboration needed with other departments.
Deadlines and Schedules
Draft Due Date: The deadline for the first draft submission.
Editing Due Date: The deadline for editing completion.
Client Approval Due Date: The deadline for client review and approval.
Final Publication Time: The specific time for the content to go live.
Social Media Promotion Schedule: Planned dates and platforms for promoting the content on social media.
Email Newsletter Inclusion Date: The date the content will be included in email newsletters.
Promotional Paid Ad Schedule: Schedule for any paid advertisements promoting the content.
Content Update/Refresh Schedule: Schedule for updating or refreshing evergreen content.
SEO and Content Strategy
Primary Keyword: The main keyword the content is optimized for.
Secondary Keywords: Additional keywords to be included in the content.
Meta Description: The meta description for SEO purposes.
Internal Linking Strategy: Plan for linking to other internal content within the piece.
External Linking Strategy: Plan for linking to external sources.
SEO Optimization: Plan keyword strategies in advance, allowing for better integration of SEO tactics across multiple pieces of content.
Content Distribution and Format
Publication Platform: The platform where the content will be published (e.g., website, LinkedIn, Medium).
Content Format: The format of the content (e.g., text, video script, podcast outline).
Image Requirements: Specifications for images needed for the content.
Multimedia Elements: Any multimedia elements included in the content (e.g., videos, podcasts, infographics).
Associated Campaign: The marketing campaign the content is part of.
Call-to-Action (CTA): The desired action the audience should take after consuming the content.
Performance and Analytics
Targeted Goals or KPIs: The goals or key performance indicators for the content.
Content Repurposing Plans: Plans for repurposing the content into different formats or for different platforms.
Historical Performance of Similar Content: Data on how similar content has performed in the past.
Competitor Content on the Topic: Information about competitor content on the same topic.
A/B Testing Elements: Elements to be A/B tested within the content.
Special Considerations
Budget Allocation: The budget allocated for the content piece.
Influencer Collaboration Details: Details of any influencer collaborations for the content.
User-Generated Content Integration: Plans for integrating user-generated content.
Evergreen vs. Time-Sensitive Classification: Whether the content is evergreen or time-sensitive.
Content License or Usage Rights: Any licensing or usage rights for the content.
Localization/Translation Needs: Any localization or translation requirements.
Geographic Targeting: Geographic areas targeted by the content.
Seasonal Relevance: The seasonal relevance of the content.
Creating Editorial Calendars
An effective editorial calendar is crucial for organizing and managing your content strategy. It helps in planning and scheduling content, ensuring consistency, quality, and timely publication across various channels. For both single and multiple client projects, a well-structured editorial calendar streamlines workflows, enhances collaboration, and helps you achieve your content goals efficiently.
In this section, we’ll explore the tools you can use to create your editorial calendar, provide a step-by-step guide to setting it up, offer templates to get you started, and share tips for maintaining and optimizing your calendar.
Tools for Creating Editorial Calendars
When choosing a tool for your editorial calendar, it’s important to select one that’s easily shareable with external stakeholders and widely adopted for ease of use. Here are some recommended tools that meet these criteria:
Tool
Description
Google Sheets
A popular choice due to its widespread adoption, shareability, and ease of use. Perfect for collaborative work and accessible to anyone with internet access.
monday.com
A versatile project management tool with robust calendar features and excellent collaboration capabilities, ideal for managing complex workflows.
Trello
Offers a visual, kanban-style interface that is highly flexible and customizable, making it suitable for various editorial calendar needs.
Asana
Known for strong project management features, including calendar views and collaboration tools, that help teams stay on track with their content schedules.
Airtable
Combines the simplicity of a spreadsheet with the power of a database, allowing for complex editorial calendars that handle various content types and detailed planning.
CoSchedule
Specifically designed for content marketing and editorial planning, with built-in calendar and scheduling features that streamline content workflows.
Notion
An all-in-one workspace with customizable calendar views, ideal for teams looking to integrate editorial planning with other project management tasks.
Setting Up Your Editorial Calendar
Setting up an editorial calendar involves several key steps to ensure it meets your team’s needs and facilitates efficient content management. Follow these seven steps to determine how to set up your editorial calendar, choose the right tool, and include the necessary components. We will cover tips for maintaining and optimizing your calendar in the next section.
Choose the Right Tool
Evaluate various tools based on features, ease of use, and compatibility with your team’s workflow.
Consider the tool’s ability to integrate with other platforms and its accessibility for all stakeholders.
Determine Access and Permissions
Identify who needs access to the calendar, such as writers, editors, project managers, and clients.
Set appropriate permissions to ensure each team member has the right level of access to view or edit the calendar.
Identify Essential Components
Review the list of common editorial calendar components.
Select the components that are necessary for your workflow and client needs, such as publication dates, content titles, and assigned authors.
Customize the Calendar Layout
Organize the chosen components in a logical and user-friendly layout that suits your team’s workflow.
Ensure the calendar is easy to navigate and understand for all users.
Populate Initial Data
Enter initial content plans, deadlines, and assignments into the calendar.
Include links to necessary documents, such as content briefs and other resources, to streamline the workflow.
Establish a Review Process
Set up regular intervals for reviewing and updating the calendar to keep it current and accurate.
Ensure all team members know how to report progress and updates to maintain an up-to-date calendar.
Train Your Team
Provide training on how to use the calendar effectively, ensuring everyone understands how to update and maintain it.
Make sure all team members are comfortable with the chosen tool and know how to use its features.
Editorial Calendar Template
To help you get started with centralizing your content production workflow, we’ve provided a basic Google Sheet template you can easily customize to suit your specific needs. This template is designed to be flexible, allowing you to add, change, or remove columns as needed to fit your workflow. Below, you’ll find a link to the template along with instructions on how to use it effectively.
“The template is view-only. To start, click File in the upper left corner, select Make a Copy, and save it to an easily accessible location in your Google Drive. Rename the file as desired. Your copy will be editable.”
Template Columns
This template has prebuilt columns. Here’s how to use them:
Column Name
Description
Publish Month
If you’ve got monthly production goals, use this column to denote which month the content belongs to. Simply select the month from the dropdown menu.
Entry Date
Double-click the cell to open a calendar and select the date the topic was initially entered on the calendar. If your workflow requires a different type of date tracking, just change the column title to suit your needs.
Status
This critical field eliminates uncertainty around where content is in the workflow and who’s currently responsible for it. Make sure your team knows which status they’re accountable for and update the status as work progresses. Refer to the prebuilt statuses below for guidance.
Content Type
Choose the appropriate content type from the dropdown menu. You can add, remove, or change the pre-populated list via Data Validation under the Data menu.
Title/Topic
Enter the title or subject matter of the content here.
Topic Cluster
If using a cluster strategy, enter the cluster the content belongs to here. This aids in determining internal linking opportunities for the content.
Primary Keyword
List your primary keyword. Some businesses add columns for search volume and difficulty as well.
Secondary Keywords
List your secondary keywords.
Notes
Add notes that provide helpful context or instructions for the brief creator.
Additional Resources
Add links to any additional resources that need to be passed along to the writer or included in the content brief.
Content Brief
Add a link to the content brief once it’s completed.
Draft
Link to the content draft once it’s written.
Design Files
Link to a folder (e.g., in Google Drive) for any design files created for this content.
Publish Date
After publication, add the date the content was published here.
Publish URL
Enter the link to the live site page after it’s published. You may also include a separate column for the URL slug, if needed.
Social Links
Add links to the social media posts used to promote the content.
Prebuilt Statuses for the “Status” Column
You can add or remove status choices using Data Validation under the Data menu. The following are prebuilt statuses that can be used to track content progress within the workflow:
Pending – Needs Brief: The initial status to kick off the workflow. Select it after adding the topic, cluster, keywords, and any additional resources needed for the content brief.
Ready for Production: Select this after completing the content brief and any other pre-production steps, ready for content to be assigned to a writer.
In Production: Select this once the order is assigned to your production team (writers and editors).
Ready for Review: Select this when writers and editors have finished. Add a link to the draft copy in the designated column.
In Review: Use this status to indicate that the draft is under review, particularly useful if multiple people are capable of performing the review.
Needs Revisions: Select this if the final review results in a request for revisions.
Revisions Completed: Alerts the reviewer that their revision request is complete and content is ready for another review.
Ready for Design: Select this once the reviewer approves the copy and adds design notes. If no design is needed, skip this and move to the next status.
Ready for Publishing: Set this status when design files are done, or after content approval if no design is needed.
Published – Needs Socials: Select this after the page goes live to signal it’s ready for social media promotion.
Published and Promoted: The final status, selected once the page is live and social media posts have been made.
Hold: Use this when there’s an interruption or pause in the workflow. Add notes for context in the Notes column.
Content calendars are a highly customizable tool, and there’s no one-size-fits-all solution. Make adjustments as needed to suit your workflow and personnel.
13 Tips for Maintaining and Optimizing Your Editorial Calendar
To keep your editorial calendar effective and efficient, here are 13 tips learned through years of using calendars with hundreds of clients.
Use Deadline Columns Sparingly
Avoid cluttering your calendar with too many deadline columns. Stick to a draft deadline and a publishing deadline. For other steps, ensure the person responsible is aware of turnaround expectations as part of their process.
Optimize Status Columns
Ideally, use a single status column with customized options for each step in the workflow (e.g., ready for production, in production, ready for review, needs revisions, revisions complete, ready for design, ready for publishing, published). Color code these options for easy scanning, and train the team to update the status as they complete their step.
Ensure Accessibility
Make sure the production team has all necessary resources accessible via the editorial calendar. Link to the content brief and any other relevant resources within each entry.
Avoid Unnecessary Redundancy
Watch out for redundant columns. For instance, if the production team is the only one needing the word count and it’s included in the content brief, don’t add a separate word count column in the calendar.
Communicate Completion
While updating the status is crucial, also communicate the completion of a step directly to the next person in the workflow. Use a dedicated Slack or Teams channel for this purpose to ensure smooth handoffs.
Establish a Cadence
Develop a consistent workflow cadence. If everyone knows when to expect their part each week or month, it makes the process smoother and more predictable.
Separate Delivery Calendar for Clients
If you don’t want external clients to see all internal workflow details, create a separate delivery calendar for them. This keeps internal operations private while still keeping clients informed of key deadlines.
Include Links to Published Content
Add a column for links to the published content. This allows everyone to see and review what they’ve worked hard to create, fostering a sense of accomplishment and quality assurance.
Clear Ownership
Assign clear ownership for updating the calendar — especially status updates. Designate specific team members responsible for keeping the calendar up to date, ensuring accountability and consistency.
Note Goals
While this calendar may not be the best place to record performance metrics, it is a good place to note the business goal and KPIs tied to each piece for referencing down the road.
Keep It Simple
Avoid the temptation to go with fancy tools full of bells and whistles unless they’re absolutely necessary for your workflows. Simple and straightforward tend to result in fewer mistakes.
Archive Completed Content
Regularly archive completed content to keep the calendar focused on current and upcoming projects. This helps maintain clarity and prevents the calendar from becoming cluttered.
Training and Support
Provide ongoing training and support to your team on how to use the calendar effectively. Ensure new team members are quickly brought up to speed on best practices and any specific processes your team follows.
By implementing these tips, you’ll ensure your editorial calendar remains a powerful tool for managing and optimizing your content production workflow.
As agencies manage an increasing number of content clients, the need for efficient and scalable systems becomes crucial. This guide offers a curated selection of tools and platforms designed to streamline organization, strategy, production, and post-production processes. By leveraging these tools, agencies can enhance workflow efficiency, maintain content quality, and scale operations to meet diverse client needs.
Use Case: Asana helps content teams manage complex projects by organizing tasks, deadlines, and collaboration in one place. It’s especially useful for coordinating content creation, editing, and publication schedules.
Customize templates for different content types like articles, blog posts, and social media campaigns, ensuring a streamlined process from ideation to publication.
Manage the content workflow by setting dependencies between tasks, such as writing, editing, and approvals. Use Asana’s calendar view to track publication dates and ensure timely delivery.
Client Collaboration
Share specific projects or tasks with clients to provide visibility into progress and gather feedback, enhancing collaboration and reducing bottlenecks in the approval process.
Pros and Cons:
Pros:
Highly customizable for various content workflows
Intuitive interface with multiple view options (list, board, timeline)
Task dependency and subtask features
Extensive integration capabilities with other tools
Cons:
Steep learning curve for new users, especially with advanced features
Overwhelming with too many projects or tasks
Limited reporting features in lower-tier plans
Less functional mobile app compared to the desktop version
An agency is managing a product launch campaign for a tech client, involving blog posts, social media content, email newsletters, and a webinar. Using Asana, they create a project with sections for each content type. Tasks are created for individual pieces, with subtasks for writing, design, client approval, and publication. Dependencies are set to ensure the webinar registration page is live before promotional emails are sent. The timeline view helps visualize the entire campaign schedule, while the calendar view ensures even distribution of social media posts.
Client Management Tips
📋 Dedicated “Client View” Projects: Create a dedicated “Client View” project that displays only relevant tasks and progress updates for client transparency.
📝 Custom Fields for Client Info: Use custom fields to track client-specific details such as approval status or content priorities.
📧 Automated Progress Reports: Set up automated progress reports to keep clients informed at regular intervals.
✅ Streamlined Content Review: Utilize the proofing feature for a smooth and efficient content review and approval process.
Best Practices
📂 Standardized Task Naming: Standardize task naming conventions and use templates for recurring workflows to ensure consistency.
🗂 Archive Completed Projects: Regularly archive completed projects to keep your workspace organized and clutter-free.
🎯 Align Tasks with Goals: Utilize Asana’s Goal feature to align individual tasks with broader client objectives.
🎓 Team Training: Conduct regular training sessions to ensure that everyone is effectively utilizing Asana’s features.
Scalability
📈 Increased Functionality: Asana’s Business and Enterprise plans offer enhanced features for managing larger teams.
👥 Efficient Team Management: The Admin Console allows for streamlined management of team members and permissions as your agency expands.
🔄 Sophisticated Automation: Custom fields and rules grow more powerful with scale, enabling sophisticated workflow automation.
⚖️ Balanced Workloads: Use the Workload view to distribute assignments evenly across growing teams, preventing burnout and optimizing resource allocation.
Use Case: monday.com is a versatile platform designed to streamline content production workflows, track tasks, and coordinate team efforts across various projects. Its flexibility makes it ideal for managing complex content initiatives, from planning to execution.
Key Features
Description
Visual Workflows
Utilize boards, timelines, and calendar views to manage content production schedules, assign tasks, and monitor deadlines.
Customizable Workspaces
Tailor workspaces to different content types, such as blog series, social media campaigns, or video productions.
Automation and Integrations
Automate repetitive tasks and integrate with tools like Google Drive and Slack to enhance collaboration and streamline file sharing.
Pros and Cons:
Pros:
Highly customizable and flexible for various content workflows
Intuitive, visually appealing interface
Robust automation capabilities
Wide range of integrations with other tools
Cons:
Overwhelming with too many features for small teams
An agency manages content calendars for three clients in different industries. They create a board for each client with columns for content ideas, in progress, editing, scheduled, and published. Using custom fields, they tag content by type (blog, social, email) and campaign. Automations are set up to move items between columns based on status changes and to notify team members when tasks are assigned. The timeline view allows for easy visualization of content distribution across all clients, ensuring balanced workloads and timely delivery.
Client Management Tips
📊 Client-Specific Dashboards: Create dashboards tailored to each client, displaying relevant KPIs and project progress.
🔗 Limited Access Sharing: Use the “Share with Clients” feature to provide clients with limited access to specific boards or views.
📧 Automated Status Updates: Set up automated status update emails to clients using monday.com’s email integrations.
📝 Streamlined Client Input: Utilize forms to simplify and streamline client input for content briefs or approval processes.
Best Practices
📋 Standardized Structures: Standardize board structures and naming conventions across client projects for consistency and clarity.
🔄 Optimize Automations: Regularly review and refine automations to enhance workflow efficiency.
⚖️ Balanced Workloads: Use the Workload view to ensure tasks are evenly distributed among team members, preventing burnout.
🎓 Team Training: Conduct regular training sessions to keep the team updated on new features and best practices.
Scalability
🔐 Enterprise-Level Security: monday.com’s Enterprise plan offers advanced security features and support for larger organizations.
➕ Customizable Structure: The platform’s flexible and customizable structure facilitates the easy addition of new clients or projects as your agency grows.
🔗 Custom Integrations: API access enables custom integrations and advanced automations as workflows become more complex.
📈 Advanced Reporting: Advanced reporting features become increasingly valuable as your agency scales, providing comprehensive insights across multiple clients and projects.
Use Case: Trello provides a visual and intuitive way for agencies to organize and manage content projects across multiple clients. Its flexible board system is particularly effective for tracking the progress of various content initiatives from ideation through to publication.
Key Features
Description
Client-Specific Workspaces
Utilize Trello’s “Teams” feature to create separate workspaces for each client, ensuring clear organization and confidentiality of client projects.
Customizable Board Templates
Create board templates for different content types that can be quickly duplicated for new clients or projects.
Butler Automation
Leverage Trello’s built-in automation tool to streamline repetitive tasks across multiple client boards.
Utilize Trello Power-Ups like Calendar for scheduling content across several clients, or integrate with tools such as Slack and Google Drive to enhance collaboration.
Pros and Cons:
Pros:
Highly visual and intuitive interface
Flexible and easy to customize for different workflows
Free tier available for small teams or initial setup
Extensive integration options
Cons:
Cluttered with too many boards or cards
Limited reporting features in free and lower-tier plans
Requires additional power-ups for advanced project management
Less suitable for complex, multi-step workflows
Scenario: Social Media Content Pipeline Management
An agency manages social media content for five clients across different platforms. They create a Trello board for each client with lists for content ideas, in production, scheduled, and published. Cards represent individual posts, with labels for different social platforms. Checklists on each card ensure all steps (copywriting, design, client approval) are completed. Butler automations move cards between lists based on due dates and checklist completion, and trigger notifications for team members when it’s their turn to work on a post.
Client Management Tips
📋 “Client View” Board: Create a “Client View” board that displays only approved or published content for client visibility.
✉️ Email-to-Board: Use the “Email-to-Board” feature so clients can easily submit content ideas directly to the board.
📅 Automated Reports: Set up automated weekly reports using Butler to keep clients informed about progress.
🗓 Share Content Schedules: Utilize the Calendar Power-Up to share content schedules with clients seamlessly.
Best Practices
🏷 Consistent Labeling: Implement a consistent labeling system across all client boards for easy organization.
🗂 Archive Completed Cards: Regularly archive completed cards to keep boards clean and focused.
📄 Board Templates: Use board templates to quickly set up new client projects or campaigns efficiently.
🔄 Optimize Butler Automations: Conduct periodic reviews of Butler automations to ensure workflows are optimized.
Scalability
📈 Enhanced Features: Trello Business Class and Enterprise options provide enhanced features suitable for larger teams.
🔗 Custom Integrations: The API allows for custom integrations as agency workflows become more complex.
⚙️ Powerful Automations: Butler automations scale effectively, handling increased workflow complexity as the agency grows.
➕ Flexible Structure: Trello’s flexible structure makes it easy to add new clients or project types as your agency expands.
Use Case: Frase enhances the efficiency of content teams by streamlining the creation of content briefs and optimizing content for search engines. It is particularly beneficial for agencies aiming to produce stellar SEO content across various projects.
Frase analyzes top-performing content for specific keywords, generating detailed briefs with essential topics, questions, and keyword usage recommendations.
SEO and Content Grading
The platform provides content optimization scores based on factors like keyword usage, readability, and structure.
SERP Analysis and Competitor Research
Frase offers in-depth SERP analysis, enabling users to study top-ranking pages and understand their strategies.
Scalable Content Creation
The tool’s AI-driven insights allow content teams to quickly adapt to the needs of various clients and industry verticals.
Pros and Cons:
Pros:
Saves time in content research and brief creation
Improves SEO performance with data-driven insights
Helps create comprehensive content that covers key topics
Facilitates competitive content analysis
Cons:
Steep learning curve for maximizing tool effectiveness
Requires human oversight to ensure relevance
Expensive pricing for smaller agencies
Limited customization for some features
Scenario: Scaling Content Production for Diverse Clients
An agency takes on three new clients in different industries: tech, finance, and healthcare. Using Frase, they quickly generate comprehensive briefs for each client’s target keywords. The AI-driven analysis helps identify key topics, questions, and competitor strategies specific to each industry. Writers use these briefs to create in-depth SEO content, while editors use Frase’s content grading feature to ensure each piece meets SEO best practices before client review.
Client Management Tips
📄 Share Content Plans: Use Frase’s brief export feature to easily share content plans with clients.
🔍 Justify Strategies: Leverage SERP analysis to justify content strategies and provide clear reasoning to clients.
📑 Consistent Templates: Create client-specific templates to ensure consistent brief structures across projects.
📈 Showcase Improvements: Use optimization scores to demonstrate content improvements and progress to clients.
Best Practices
🔄 Update AI Models: Regularly update AI content models to keep up with the latest SEO trends.
🤝 Blend AI with Expertise: Combine Frase insights with human expertise for the most effective content strategies.
📚 Library of Briefs: Create a library of successful briefs for easy reference and future use.
🎓 Team Training: Conduct training sessions on how to interpret and apply Frase data effectively.
Scalability
🌍 Adaptable AI: Frase’s AI adapts to various industries, supporting a diverse client portfolio.
⚙️ Increased Efficiency: The platform’s efficiency improves with use, speeding up content production over time.
🔗 API Integration: API access allows for seamless integration with other tools as workflows become more complex.
👥 Team Collaboration: Frase’s team collaboration features support growth from individual use to larger content teams.
Use Case: Semrush enhances content strategy and SEO workflows, offering tools that are particularly beneficial for agencies managing diverse project requirements.
Key Features
Description
Keyword Research and Analysis
Semrush helps identify valuable keywords, providing insights into search volume, keyword difficulty, and trends.
Content Audit and Gap Analysis
The platform allows users to audit existing content and identify gaps where competitors may have an advantage.
SEO Reporting and Tracking
Semrush offers comprehensive reporting and analytics tools to monitor keyword rankings, organic traffic, and other key performance indicators.
Competitive Intelligence
The platform provides tools for in-depth competitor analysis, enabling agencies to benchmark their clients’ performance against industry leaders.
Pros and Cons:
Pros:
Comprehensive suite of SEO and content marketing tools
Detailed competitor analysis capabilities
Regular updates with new features and data
Extensive educational resources and certifications
Cons:
Can be overwhelming for beginners
Higher price point compared to some alternatives
Some features may require additional paid tools
Data accuracy can vary for certain regions or niches
Scenario: Multi-Market SEO Strategy Development
An agency is tasked with improving the online presence of a retail client expanding into three new international markets. Using Semrush, they conduct keyword research for each market, identifying local search trends and competitors. They perform a content gap analysis to find topics the client should cover to compete effectively. The team then develops a comprehensive SEO strategy, including content plans and technical recommendations, tailored to each market’s unique characteristics.
Client Management Tips
📊 Custom Dashboards: Create custom Semrush dashboards for each client to track key metrics effectively.
📑 Professional Presentations: Use Semrush’s white-label reports to deliver polished and professional client presentations.
🗂 Organized Campaigns: Leverage the Projects feature to organize and monitor multiple client campaigns seamlessly.
🎯 Realistic SEO Goals: Utilize Semrush’s data to set realistic SEO goals and expectations with clients.
Best Practices
🔄 Update Keywords & Competitors: Regularly update keyword lists and keep a close watch on competitor tracking.
📈 Comprehensive Insights: Combine Semrush data with Google Analytics for a holistic view of performance.
💡 Content Ideation & Optimization: Utilize the Content Marketing Platform for generating ideas and optimizing content.
🎓 Continuous Learning: Stay informed with Semrush’s educational content and webinars to keep skills sharp.
Scalability
👥 Team Collaboration: Semrush offers collaboration features that support the growth of your agency.
🔗 Custom Integrations: API access allows for the integration of Semrush into custom workflows as your agency’s needs evolve.
📊 Expansion into New Services: The platform’s diverse toolset supports the expansion into new digital marketing services.
💼 Scalable Pricing: Semrush’s scalable pricing plans accommodate agencies of various sizes and needs.
Use Case: CoSchedule provides a centralized platform for organizing and scheduling content, making it easier for teams to manage complex editorial calendars across diverse projects and content types.
Includes tools for assigning tasks, setting due dates, and tracking progress.
Content Type Flexibility
Supports various content types, including blog posts, social media updates, and email campaigns.
Integration and Automation
Integrates with tools like WordPress and social media platforms and automates content scheduling and sharing.
Pros and Cons:
Pros:
Intuitive, visual calendar interface
Comprehensive content planning and scheduling tools
Robust social media integration
ReQueue feature for automated social media posting
Cons:
Steeper learning curve for advanced features
Higher price point for full feature set
Limited customization options for some workflows
Some users report occasional syncing issues with integrations
Scenario: Coordinating a Multi-Channel Product Launch
An agency is managing a product launch for a client, involving blog content, social media campaigns, email marketing, and PR activities. Using CoSchedule, they create a centralized calendar that outlines all content pieces and their respective deadlines. They set up custom workflows for each content type, ensuring all steps from ideation to publication are covered. The team uses CoSchedule’s social media scheduling tools to plan a coordinated campaign across platforms and the ReQueue feature to maintain consistent messaging post-launch.
Client Management Tips
📅 Read-Only Calendar Views: Share read-only calendar views with clients to maintain transparency.
📊 Campaign Performance: Use CoSchedule’s analytics to demonstrate campaign performance to clients.
🔍 Periodic Content Audits: Conduct regular content audits using CoSchedule’s analytics to refine and improve strategies.
Scalability
👥 Team Collaboration: CoSchedule offers team collaboration features to support the growth of your agency.
📈 Expanded Functionality: The platform’s marketing suite scales up to meet the needs of larger operations.
🔗 Custom Integrations: Use custom integrations via Zapier to tailor workflows as your agency’s needs evolve.
💼 Tiered Pricing Plans: CoSchedule’s tiered pricing accommodates agencies at different stages of growth.
Use Case: Stellar is a dynamic platform that helps agencies streamline content production. It supports both fully managed services and in-house production, enabling collaboration with skilled freelancers.
Key Features
Description
Content Creation and Editing
Advanced tools for drafting and editing, ensuring optimized content and smooth team collaboration.
Project Management
Comprehensive tools for task organization, deadline management, and progress tracking, all tailored to content production.
Quality Assurance
Rigorous editorial reviews and client feedback loops to ensure content meets standards before delivery.
Complete content production services, from strategy development to final delivery, customized to client goals.
Platform and Freelancers
Tools to manage independent content production using a curated network of skilled freelancers for diverse content needs.
Pros and Cons:
Pros:
Flexible options for managed services or in-house production
Robust project management tools designed for content workflows
Access to a pool of vetted freelancers
Scalable to accommodate different agency sizes and needs
Cons:
Learning curve for new users
Higher pricing for full-service options
Reliance on the platform for freelancer management
Potential need to adjust existing workflows
Scenario: Scaling Content Production for a Growing Agency
A mid-sized agency experiences rapid growth, taking on several new clients with diverse content needs. Using Stellar, the agency manages in-house content creation for current clients while leveraging managed services for new ones. Stellar’s project management tools help maintain consistent quality and on-time delivery across all projects.
Client Management Tips
🤝 Streamlined Collaboration: Leverage Stellar’s collaboration features for effective team communication and feedback.
📝 Consistent Brand Voice: Create client-specific style guides within the platform to ensure a consistent brand voice.
📊 Progress Tracking: Use project management tools to monitor progress and meet deadlines, maintaining quality and consistency throughout the production process.
✅ Quality Assurance: Apply Stellar’s quality assurance processes to maintain high levels of client satisfaction.
Best Practices
⚙️ Standardized Workflows: Standardize content workflows across all clients to improve efficiency.
🎯 Consistent Content Structuring: Utilize Stellar’s layouts feature to build content templates within the editor, ensuring your team of freelancers produces structurally consistent content across all projects.
🎓 Personalized Platform Training: Engage with Stellar’s support team for one-on-one training sessions, ensuring your team fully leverages the platform’s features and maintains peak efficiency.
Scalability
🚀 Scalable Content Production: Stellar’s hybrid model allows for easy scaling of content production to meet growing demands.
🔄 Seamless Transitions: The platform facilitates smooth shifts between in-house and managed services as client needs evolve.
📊 Customizable Workflows: Adaptable workflows make it easy to manage the increasing complexity of client demands as your agency grows.
Use Case: Grammarly helps digital marketing agencies maintain high content quality standards across various client projects, ensuring consistency and professionalism in diverse content types and brand voices.
Key Features
Description
Client-Specific Style Guides
Create custom style guides for each client, ensuring adherence to specific brand guidelines and terminology.
Customizable Content Goals
Set different goals for audience, formality, domain, tone, and intent for each piece of content.
Team Collaboration
Grammarly Business enables team collaboration, allowing assignment of members to specific client projects.
Plagiarism Detection
Built-in checker ensures content originality across all client projects.
Performance Analytics
Detailed reports on writing performance help identify areas for improvement in content creation processes.
Pros and Cons:
Pros:
Comprehensive grammar and style checking
Customizable brand voice settings
Real-time suggestions for improving writing quality
Integration with multiple platforms
Cons:
Premium features can be costly for larger teams
May occasionally suggest changes that don’t fit intended style
Limited effectiveness for highly technical content
Requires internet connection for full functionality
Scenario: Maintaining Brand Voice Across Diverse Writing Teams
An agency manages content for a tech client and a lifestyle brand, each requiring distinct writing styles. They set up separate Grammarly style guides for each client, incorporating brand-specific terminology and tone preferences. In-house and freelance writers use these customized Grammarly settings to ensure their content aligns with each brand’s voice, regardless of the writer’s familiarity with the client.
Client Management Tips
📊 Share Analytics: Use Grammarly analytics to showcase content quality improvements to clients.
💬 Consistent Messaging: Leverage Grammarly’s snippet feature to create client-approved phrases for consistent messaging.
📚 Custom Dictionaries: Utilize custom dictionaries for client-specific terms and product names.
🎯 Align with Objectives: Use Grammarly’s goal-setting feature to align content with client objectives.
Best Practices
📚 Update Style Guides: Regularly update style guides based on client feedback and evolving brand guidelines.
🎓 Team Training: Conduct training sessions on effectively using Grammarly’s advanced features.
📈 Performance Analytics: Use Grammarly’s performance analytics to identify areas for writer improvement.
✅ Final Content Check: Implement a final Grammarly check as part of the content approval process.
Scalability
👥 Easy Team Expansion: Grammarly Business allows for the seamless addition of new team members as your agency grows.
🔗 API Integration: Integrate Grammarly with existing content management systems through its API.
📝 Custom Style Guides: Custom style guide features support an expanding client base with diverse needs.
📏 Consistent Quality at Scale: Centralized management of writing standards ensures consistent quality as operations scale.
Use Case: Clearscope is an advanced tool designed to optimize content for better search engine performance, particularly useful for content teams and agencies seeking to enhance the quality and visibility of their content.
Key Features
Description
Keyword Analysis and Research
Provides detailed analysis of keywords, including related terms and search volume.
Content Grading and Recommendations
Evaluates SEO potential based on keyword usage, content structure, and readability.
Topic and Theme Analysis
Identifies related topics and themes, enabling comprehensive subject coverage.
Integrations
Integrates with tools like Google Docs and WordPress for streamlined content optimization.
Pros and Cons:
Pros:
Data-driven content optimization recommendations
Comprehensive keyword and competitor analysis
User-friendly interface with clear content scores
Integration with popular writing platforms
Cons:
Can be expensive for smaller agencies or individual use
May encourage over-optimization if used without discretion
Limited features beyond content optimization
Requires regular use to justify the investment
Scenario: Revamping Underperforming Content
An agency identifies several underperforming blog posts for a client in the finance sector. Using Clearscope, they analyze top-ranking competitor content for the target keywords. They then use Clearscope’s recommendations to update and expand the existing posts, incorporating relevant topics and optimizing keyword usage. The team tracks improvements in search rankings and organic traffic over the following months.
Client Management Tips
📈 Content Optimization Scores: Use Clearscope’s content scores to showcase optimization efforts to clients.
🔍 Collaborative Keyword Research: Work with clients on keyword selection using Clearscope’s research tools.
Best Practices
📚 Balanced Recommendations: Ensure Clearscope recommendations are balanced with natural, reader-friendly content.
🔄 Regular Content Updates: Regularly update content based on changing search trends and Clearscope insights.
🆕 Content Creation & Optimization: Use Clearscope for both creating new content and optimizing existing assets.
🔗 Comprehensive SEO Strategy: Combine Clearscope data with other SEO tools for a well-rounded strategy.
Scalability
👥 Team Collaboration: Clearscope’s team features support collaboration as your agency grows.
🔗 API Integration: Integrate Clearscope with custom content workflows via its API.
📏 Standardized SEO Processes: Consistent use of Clearscope across clients helps standardize SEO processes.
📈 Efficient Scaling: Clearscope’s data-driven approach supports the efficient scaling of content operations.
Use Case: Hootsuite streamlines the management of social media content across multiple clients, allowing agencies to schedule posts, monitor engagement, and analyze social media performance efficiently.
Key Features
Description
Scheduling and Publishing
Plan and schedule social media posts across several platforms and client accounts.
Content Curation
Tools for finding and curating content aligned with clients’ brands and messages.
Analytics and Reporting
Detailed analytics on social media performance, including engagement metrics, follower growth, and reach.
Team Collaboration
Features for assigning tasks, approving content, and managing team workflows.
Pros and Cons:
Pros:
Centralized management of multiple social media accounts
Robust scheduling and automation features
Comprehensive analytics and customizable reports
Wide range of integrations with other marketing tools
Cons:
Interface can be complex for new users
Higher-tier plans required for advanced features
Limited direct publishing options for some platforms
Analytics depth varies by social network
Scenario: Coordinating a Cross-Platform Social Media Campaign
An agency manages a product launch campaign for a client across Twitter, Facebook, Instagram, and LinkedIn. Using Hootsuite, they create a content calendar with tailored messages for each platform. They schedule posts to maintain a consistent presence throughout the launch period, use Hootsuite’s content curation tools to find relevant industry news to share, and set up streams to monitor campaign hashtags and engagement. The team uses Hootsuite’s analytics to track performance and make real-time adjustments to the campaign strategy.
Client Management Tips
📊 Client-Specific Dashboards: Set up dashboards tailored to each client for easy monitoring and reporting.
✅ Streamlined Content Approvals: Use Hootsuite’s approval workflows to simplify the client content approval process.
📅 Scheduled Reports: Leverage scheduled reports to keep clients regularly informed about campaign performance.
🔍 Social Listening & Trend Analysis: Utilize Hootsuite Insights for broader social listening and analyzing trends.
Best Practices
📁 Content Library: Maintain a content library within Hootsuite for efficient repurposing of assets.
📊 Adjust Posting Schedules: Regularly review and adjust posting schedules based on performance analytics.
👥 Consistent Voice Across Accounts: Use team collaboration features to ensure a consistent voice across all client accounts.
🚨 Crisis Management Plan: Implement a social media crisis management plan using Hootsuite’s monitoring tools.
Scalability
👥 Support Growing Teams: Hootsuite’s team management features effectively support the expansion of agency staff.
🔐 Advanced Security & Support: The platform’s Enterprise solution offers advanced security and support for larger operations.
🔗 Custom Integrations: Expand functionality with custom integrations via Hootsuite’s App Directory.
📅 Bulk Scheduling: Bulk scheduling features become increasingly valuable as content volume scales.
Use Case: Google Workspace enhances collaborative content creation and management, supporting efficient workflows for content teams handling diverse projects.
Key Features
Description
Google Docs
Real-time collaborative document editing with comments and suggestions.
Google Drive
Cloud storage with advanced sharing capabilities for easy file management.
Google Sheets
Versatile for planning, tracking content production schedules, and data analysis.
Google Calendar
Facilitates scheduling and deadline management for content projects.
Version History
Tracks changes and allows easy reversion to previous versions.
Pros and Cons:
Pros:
Real-time collaboration capabilities
Seamless integration between apps
Accessible from any device with internet connection
Automatic saving and robust version control
Cons:
Requires internet connection for full functionality
Some advanced features of desktop apps may be missing
Potential privacy concerns with cloud-based storage
Can be overwhelming with too many shared files
Scenario: Managing a Multi-Author White Paper Project
An agency is creating a comprehensive white paper involving input from multiple subject matter experts. They use Google Docs for collaborative writing and editing, with different sections assigned to various team members. Google Sheets tracks the project timeline and individual responsibilities. Google Drive stores all related research materials and assets. The team uses Google Meet for regular check-ins and Google Calendar to manage deadlines and review cycles.
Client Management Tips
📁 Organized Shared Folders: Create shared folders in Google Drive for each client to keep all related content well-organized.
📝 Client Feedback & Approval: Use Google Forms to streamline client feedback and content approval processes.
🌐 Client Portals: Leverage Google Sites to create dedicated client portals for project updates and resource sharing.
📊 Interactive Reports: Utilize Google Data Studio to create interactive, visually engaging client reports.
Best Practices
📂 Clear Folder Structure: Implement a clear folder structure and naming convention in Google Drive for consistent organization.
🗂 Easy Navigation: Use Google Docs’ outline feature for effortless navigation in long-form content.
💾 Regular Backups: Regularly back up important documents to local storage to ensure data safety.
🔒 Manage Permissions: Utilize Google Workspace’s admin console to efficiently manage team permissions and access.
Scalability
📈 Increased Functionality: Google Workspace’s Business and Enterprise plans offer enhanced functionality for growing teams.
👥 Accommodate Growth: Easily add new team members and clients as your agency expands.
🔗 Customization & Add-Ons: APIs and third-party add-ons enable customization and extended functionality to fit specific needs.
📊 Advanced Analytics: Leverage advanced analytics and reporting features to support data-driven decision-making at scale.
Use Case: Dropbox provides a robust cloud storage solution for digital marketing agencies managing content assets across multiple clients, offering advanced organization and sharing capabilities.
Key Features
Description
Client-Specific Team Folders
Create separate, secure spaces for each client’s files and assets.
Granular Sharing Permissions
Control access to specific folders or files with advanced permissions.
Dropbox Paper
Collaborative workspace for client-specific brainstorming and content planning.
Version History and File Recovery
Comprehensive options for managing revisions and protecting against accidental deletions.
Smart Sync
Keep files off local hard drives while maintaining accessibility.
Pros and Cons:
Pros:
Intuitive interface and easy file sharing
Robust syncing capabilities across devices
Advanced team collaboration features
Extensive third-party integrations
Cons:
Higher-tier plans can be expensive for small agencies
Limited free storage compared to some competitors
File size limits on transfers in lower-tier plans
Some advanced features require technical knowledge
Scenario: Managing Visual Assets for a Rebranding Project
An agency is handling a comprehensive rebranding project for a client, involving numerous design files, brand guidelines, and marketing materials. They create a dedicated Dropbox folder structure for the project, with subfolders for different brand elements. The team uses Dropbox’s version history to track changes to the brand guide, while Smart Sync ensures all team members have access to the latest files without clogging local storage. Dropbox Paper is used for collaborative brainstorming and collecting client feedback on designs.
Client Management Tips
🔗 View-Only Shared Links: Set up view-only shared links for clients to easily access final deliverables.
📝 Real-Time Collaboration: Use Dropbox Paper for collaborative work during client meetings.
📥 Easy Asset Collection: Leverage Dropbox’s file request feature to simplify asset collection from clients.
🎨 Professional Presentations: Utilize Dropbox Showcase to present work to clients in a polished, professional manner.
Best Practices
📂 Consistent Folder Structure: Implement a consistent folder structure across all client projects for easy navigation.
🗂 Archive Old Files: Regularly archive old versions of files to maintain a clean and organized workspace.
💻 Seamless Access & Syncing: Use Dropbox’s desktop app for seamless file access and syncing.
🎓 Team Training: Conduct periodic training sessions on Dropbox’s advanced features and best practices.
Scalability
📦 Scalable Storage: Dropbox Business plans provide scalable storage options as your agency’s needs grow.
🔐 Advanced Admin Management: Use advanced admin features to manage larger teams and complex permissions efficiently.
🔗 Custom Integrations: Leverage Dropbox’s API for custom integrations as workflows become more sophisticated.
🏢 Enterprise-Grade Security: Enterprise-grade security features ensure the safe handling of sensitive client data at scale.
Use Case: Slack facilitates real-time collaboration and streamlined communication for agencies managing multiple content projects, enhancing team coordination and responsiveness.
Key Features
Description
Channels
Create spaces for specific projects, teams, or topics, allowing for organized discussions.
Direct Messaging and File Sharing
Enable quick, private communication and easy sharing of documents and resources.
Integration with Tools
Connect with various third-party applications such as Google Drive, Dropbox, and Trello.
Notifications and Alerts
Customizable notifications keep team members informed of important updates.
Mobile Accessibility
Available on desktop and mobile devices for flexible communication.
Pros and Cons:
Pros:
Centralizes team communication and reduces email clutter
Supports quick decision-making and problem-solving
Extensive integration capabilities with other tools
Searchable message history for easy information retrieval
Cons:
Can be distracting if not managed properly
Potential for information overload in busy channels
Limited videoconferencing features compared to dedicated tools
Storage limitations in free and lower-tier plans
Scenario: Coordinating a Time-Sensitive Content Campaign
An agency is managing a rapid-response content campaign for a client reacting to a viral trend. They create a dedicated Slack channel for the project, inviting relevant team members and the client. Using threaded conversations, they brainstorm ideas, share drafts, and collect feedback quickly. Integrations with design tools allow for instant sharing of visual content, while the Trello integration helps track task progress. The team uses Slack calls for quick alignments, ensuring the campaign stays on track with tight deadlines.
Client Management Tips
💬 Client-Specific Channels: Create dedicated channels for each client to maintain transparent communication.
📺 Screen Sharing for Presentations: Use Slack’s screen sharing feature for quick, impromptu client presentations.
⏰ Reminders for Meetings & Deadlines: Leverage Slackbot reminders to keep track of client meetings and deadlines.
🔗 Slack Connect Collaboration: Utilize Slack Connect to collaborate with clients directly in their own Slack workspaces.
Best Practices
📛 Clear Naming Conventions: Establish clear channel naming conventions and usage guidelines to keep the workspace organized.
🧵 Use Threading: Keep conversations organized in busy channels by using threading.
📁 Archive Inactive Channels: Regularly archive channels that are no longer active to maintain a clutter-free workspace.
🟢 Status Updates: Encourage team members to use status updates to indicate their availability and current focus.
Scalability
📈 Tiered Plans for Growth: Slack’s tiered plans can accommodate growing team sizes and feature needs.
👥 Efficient Onboarding: Advanced user management tools make onboarding new team members more efficient.
⚙️ Custom Workflows: Use the workflow builder feature to create scalable, custom processes.
🔒 Enterprise Grid Security: Enterprise Grid offers advanced security and compliance features for larger agencies.
Use Case: ProWritingAid enhances content quality across diverse writing projects, ensuring consistency and professionalism while adapting to various content types and brand voices.
Key Features
Description
Customizable Style Guides
Create and apply specific style guides for different projects or content types.
Grammar and Style Checks
Provides detailed suggestions for improving grammar, style, and sentence structure.
Readability Analysis
Offers insights into content readability, allowing tailoring to specific target audiences.
Contextual Thesaurus
Suggests alternative words based on context, enhancing vocabulary and avoiding repetition.
Comprehensive grammar and style checking capabilities
Customizable to suit different writing styles and client needs
Integration with multiple writing platforms
Detailed analytical reports for in-depth editing
Cons:
Steeper learning curve compared to some simpler tools
Can be overwhelming with the amount of feedback provided
Desktop app required for some advanced features
Higher price point for premium features
Scenario: Standardizing Content Quality Across Multiple Writers
An agency works with a mix of in-house and freelance writers to produce content for various clients. They use ProWritingAid to create custom style guides for each client, incorporating specific terminology, tone, and writing conventions. Writers run their drafts through ProWritingAid, using the client-specific settings to ensure consistency. Editors use the detailed reports to quickly identify areas needing improvement, streamlining the revision process and maintaining quality standards across all content.
Client Management Tips
📊 Readability Scores: Share ProWritingAid’s readability scores with clients to demonstrate content accessibility.
📈 Justify Editing Decisions: Use ProWritingAid’s reports to justify editing decisions to clients.
📝 Client-Specific Word Lists: Create word lists tailored to each client to ensure consistent use of brand terms.
📚 Update Style Guides: Regularly update style guides based on evolving client needs and industry trends.
🔗 Integration in Workflows: Utilize integration features to incorporate ProWritingAid into existing workflows.
🎓 Team Training: Conduct training sessions on effectively using ProWritingAid’s advanced features.
⚖️ Balance Automation with Judgment: Balance automated suggestions with human judgment to maintain the authentic voice of content.
Scalability
👥 Team Collaboration: ProWritingAid’s team features support collaboration as your agency grows.
🔗 API Integration: Access ProWritingAid’s API for integration into custom content management systems.
📈 Support for Content Growth: Maintain quality as content volume increases with ProWritingAid’s comprehensive toolset.
📚 Customizable Style Guides: Ensure consistent quality across expanding client bases with customizable style guides.
Use Case: Canva simplifies the creation of branded visuals, supporting efficient production of premium graphics adaptable to various content needs and brand guidelines.
Key Features
Description
Extensive Template Library
Customizable templates for different content types such as social media posts, presentations, and infographics.
Brand Kit Integration
Store and easily access brand assets like logos, fonts, and color palettes.
Team Collaboration Tools
Allow real-time collaboration among team members for efficient feedback and design finalization.
Design Customization
User-friendly interface with drag-and-drop functionality for quick creation and modification of designs.
Pros and Cons:
Pros:
User-friendly interface suitable for non-designers
Vast library of templates and design elements
Collaborative features for team projects
Integrations with various platforms for easy sharing
Cons:
Limited advanced design capabilities compared to professional software
Some high-quality templates and elements require a paid subscription
Potential for overuse of common templates
Occasional lag with complex designs in the web version
Scenario: Rapid Social Media Asset Creation
An agency manages social media for multiple clients across various industries. Using Canva, they create a series of branded templates for each client, incorporating their specific color schemes, fonts, and logos. The team then quickly adapts these templates for daily social media posts, ensuring consistent branding while allowing for rapid content creation. They use Canva’s collaboration features to get quick approval from account managers before scheduling the posts.
Client Management Tips
📁 Shared Canva Folders: Create shared folders for each client to streamline asset management.
🎤 Visual Pitches & Reports: Use Canva’s presentation feature for creating visual client pitches and reports.
🎨 Consistent Branding: Leverage the Brand Kit feature to ensure consistent use of client branding elements.
📅 Social Media Planning: Utilize Canva’s scheduling feature to plan and preview social media content for client approval.
Best Practices
📂 Custom Templates: Develop a library of custom templates for recurring content types.
🔄 Fresh Design Elements: Regularly update design elements to keep content fresh and engaging.
🏷 Efficient Asset Organization: Use Canva’s folders and tagging system to organize assets efficiently.
🧠 Team Training: Conduct periodic team training on new Canva features and design trends.
Scalability
👥 Expanded Collaboration: Canva for Teams offers advanced collaboration features for growing agencies.
📚 Template Library: Access Canva’s vast template library to support diverse client needs as the agency expands.
🔗 Seamless Integration: Canva’s API allows for integration with other tools as workflows become more complex.
🔐 Advanced Permissions: Manage larger design teams with Canva’s advanced permissions settings.
Use Case: Adobe Creative Cloud enables the production of sophisticated, branded content across various formats and platforms, essential for creating outstanding visuals and layouts that enhance content marketing materials.
Key Features
Description
Photoshop
Advanced image editing for creating compelling graphics and visual content.
Illustrator
Vector graphics creation for designing logos, icons, and scalable illustrations.
InDesign
Powerful layout tool for creating professional eBooks, white papers, and print materials.
Premiere Pro and After Effects
Video editing and motion graphics tools for engaging video content.
Creative Cloud Libraries
Centralized asset management system for brand consistency across applications.
Pros and Cons:
Pros:
Professional-grade tools for excellent content creation
Seamless integration between applications
Regular updates with new features and improvements
Extensive learning resources and community support
Scenario: Developing a Cross-Platform Marketing Campaign
An agency is tasked with creating a comprehensive marketing campaign for a client, including print ads, social media content, a promotional video, and an interactive PDF brochure. They use Photoshop and Illustrator to design visual elements, InDesign for the brochure layout, and Premiere Pro for video editing. Creative Cloud Libraries ensure consistent use of brand assets across all materials. The team collaborates using cloud features, sharing files and collecting feedback efficiently.
Client Management Tips
🎨 Impressive Showcases: Use Adobe Portfolio to create stunning showcases of client work.
💬 Quick Social Media Content: Leverage Adobe Spark for fast and effective client-facing social media content creation.
🔄 Real-Time Feedback: Utilize Adobe’s collaboration features to receive instant client feedback on designs.
🗂 Client-Specific Libraries: Create asset libraries tailored to each client for easy access to approved brand elements.
Best Practices
📁 Structured Organization: Establish a consistent file naming and organization system across all Adobe apps.
💾 Regular Backups: Regularly save your work and create backups of all project files.
⌨️ Workflow Efficiency: Utilize keyboard shortcuts and actions to streamline your workflow.
📚 Continuous Learning: Stay updated with Adobe’s tutorial content to continuously enhance your skills.
Scalability
👥 Advanced Collaboration: Adobe’s team and enterprise plans offer advanced collaboration features for larger agencies.
🔗 Seamless Integration: Incorporate Adobe tools into broader agency workflows with integration capabilities.
📦 Quality Asset Management: Asset management features ensure quality and consistency as project volume increases.
🌐 Expanding Services: Adobe’s comprehensive suite supports expansion into new content types and services.
Use Case: Hubstaff helps agencies manage work hours, monitor productivity, and streamline operations, particularly useful for managing remote teams and freelancers across various projects.
Key Features
Description
Time Tracking
Precise tracking of work hours for accurate client billing and project budget management.
Activity Monitoring
Features for monitoring activity levels, including screenshots, application usage, and idle time.
Reporting and Analytics
Detailed reports on time spent, project progress, and team productivity.
Integrations
Connects with various project management and accounting tools for seamless workflows.
Pros and Cons:
Pros:
Accurate time tracking for improved project management
Detailed productivity insights for optimizing workflows
Automated payroll and invoicing features
User-friendly mobile app for on-the-go time tracking
Cons:
Potential privacy concerns with activity monitoring features
May create trust issues if not implemented transparently
Some features may feel intrusive to employees
Requires consistent use to be effective
Scenario: Managing a Distributed Content Team
An agency employs a mix of in-house and freelance writers across different time zones. They use Hubstaff to track time spent on various client projects, ensuring accurate billing and fair compensation. The activity monitoring helps identify which types of tasks are most time-consuming, allowing for workflow optimizations. Managers use the productivity reports to balance workloads and identify top performers for complex projects.
Client Management Tips
🕒 Transparent Project Time: Use Hubstaff’s reporting features to provide clients with clear project time breakdowns.
📊 Set Client Expectations: Leverage productivity data to manage and set realistic project timelines.
💵 Streamlined Billing: Utilize the client invoicing feature for efficient and smooth billing processes.
💼 Budget Management: Implement project budgets to keep work within scope and budget.
Best Practices
🔔 Clear Communication: Clearly explain Hubstaff’s purpose and features to your team members.
📈 Regular Productivity Checks: Review productivity reports often to find opportunities for workflow improvements.
🗓 Effective Scheduling: Use the scheduling feature to efficiently manage shifts and deadlines.
🔗 Comprehensive Integration: Integrate Hubstaff with other project management tools for a seamless workflow.
Scalability
👥 Support Growing Teams: Hubstaff’s team management features are ideal for agencies that are expanding.
📊 Customizable Reports: Adapt reports and dashboards as projects become more complex.
🔗 API Integration: Use API access to connect Hubstaff with other essential tools as your agency’s needs evolve.
🌍 Advanced Team Management: Advanced features make it easier to manage larger, more diverse teams and projects.
As businesses strive to differentiate themselves through unique brand voices, understanding and defining various voice attributes becomes increasingly important. Tailoring communication styles to fit each client’s specific needs is crucial, especially when scaling services for multiple clients.
It’s important to note that voice attributes, particularly the more conspicuous ones, should be applied judiciously — like seasoning in cooking. Not every sentence needs to embody the chosen voice fully. In fact, for some attributes such as humor or irreverence, a heavy-handed approach can be distracting or even off-putting. The goal is to infuse the overall content with the chosen voice while maintaining clarity and effectiveness of communication.
Common Voice Attributes
This section provides examples of different voice attributes, demonstrating how the same message can be conveyed in various styles to match the distinctive voices of different brands. As you review these examples, consider how each voice attribute might be applied more subtly in longer-form content, where the voice should guide the overall tone rather than dominate every sentence.
For digital marketing agencies and content providers, mastering these voice attributes allows for the creation of more authentic, brand-aligned content that resonates with the target audience while maintaining the necessary flexibility for different types of communications.
Authoritative
Description: An authoritative voice conveys confidence, expertise, and credibility, instilling trust in the audience. It’s often used when presenting factual information, expert opinions, or established knowledge.
Our team of certified financial advisors brings over 50 years of combined experience to help secure your financial future. Trust in our proven strategies and comprehensive market analysis.
🧪 Article/Blog Excerpt (Quantum Mechanics)
Recent studies in quantum mechanics have revealed groundbreaking insights into particle behavior at the subatomic level. This article examines the implications of these findings for our understanding of the universe’s fundamental laws.
💻 Product Description (Server)
The XS5000 Server offers unparalleled processing power and 🔒 security features. With military-grade encryption and a 99.99% uptime guarantee, it’s the definitive choice for enterprises requiring top-tier performance and reliability.
🌍 Social Media Post (Climate Science)
Breaking News: Our team of climate scientists has just published a comprehensive report on global temperature trends over the past century. Read the full analysis on our website. #ClimateScience #ExpertInsights
Professional
Description: A professional voice maintains a formal, polished, and respectful tone, suitable for corporate and official communications. It emphasizes competence, reliability, and adherence to established standards.
At Mercer & Associates, we provide comprehensive legal solutions tailored to meet the complex needs of multinational corporations. Our team of experienced attorneys ensures meticulous attention to detail in every case.
📊 Article/Blog Excerpt (Financial Report)
The quarterly financial report indicates a 12% increase in revenue, primarily driven by the 📈 expansion of our Asia-Pacific operations. This growth aligns with our strategic five-year plan and positions the company favorably for future market opportunities.
💼 Product Description (Leather Briefcase)
The Executive Pro 500 is a premium leather briefcase designed for discerning professionals. Featuring multiple compartments, a padded laptop sleeve 💻, and a sleek, timeless design, it’s the ideal accessory for those who demand both style and functionality in the boardroom.
📢 Social Media Post (Stakeholder Meeting)
We’re pleased to announce the successful completion of our annual stakeholder meeting. Key decisions and future strategies were discussed, reinforcing our commitment to sustainable growth 🌱 and shareholder value. #CorporateGovernance #StakeholderEngagement
Friendly
Description: A friendly voice is warm, approachable, and inviting, making the audience feel comfortable and valued. It creates a sense of connection and aims to build positive relationships with the audience.
Hey there! Ready to make your home a cozier place? Our team of interior design experts is here to help you create the perfect living space that fits your style and budget. Let’s chat about your ideas!
👗 Article/Blog Excerpt (Wardrobe Tips)
We’ve all been there — staring at a closet full of clothes but feeling like we have nothing to wear. Don’t worry! In this post, we’ll share some fun and easy tips to refresh your wardrobe without breaking the bank. Get ready for a closet transformation!
🍋 Product Description (Kitchen Appliance)
Meet the Sunshine Blender, your new kitchen bestie! This cheery yellow powerhouse whips up smoothies, soups, and sauces in a flash. With its user-friendly controls and dishwasher-safe parts, it’s like having a helpful friend in the kitchen.
☕ Social Media Post (Coffee Celebration)
It’s National Coffee Day, coffee lovers! ☕ Share a picture of your favorite brew with us using #CaffeineClub, and you might win a month’s supply of our artisanal beans. Let’s celebrate together!
Casual
Description: A casual voice is relaxed, informal, and conversational, making communication feel more personal and less structured. It often uses everyday language and a laid-back tone to create a sense of ease and familiarity.
Sick of complicated skincare routines? Yeah, us too. That’s why we created Simple Skin — just three products that’ll give you that glow ✨ without the fuss. Easy peasy, right?
🍽️ Article/Blog Excerpt (Meal Prepping)
Look, we get it. Meal prepping can be a total drag. But hear us out — we’ve got some tricks up our sleeve that’ll make it way less painful. Trust us, your future hangry self will thank you.
🛋️ Product Description (Bean Bag)
The Chill Pod is your go-to spot for some serious R&R. This oversized bean bag is so comfy, you might never want to get up. Perfect for movie marathons 🎬, gaming sessions 🎮, or just lounging around doing absolutely nothing.
⚠️ Social Media Post (Website Update)
Heads up, folks! ⚠️ Our site’s gonna be down for a quick update tonight from 2-4 AM. Don’t freak out if you can’t log in — we’ll be back before you know it. Maybe catch some Z’s instead? 😴 #QuickFix #BeRightBack
Humorous
Description: A humorous voice uses wit, playfulness, and comedy to engage and entertain the audience. It aims to make people laugh or smile while conveying information or ideas.
Tired of socks that quit faster than your New Year’s resolutions? Try Indestructo-Socks! They’re tougher than your ex’s new boyfriend and more reliable than your weather app. Your feet will thank you (if they could talk).
🍳 Article/Blog Excerpt (Cooking Tips)
Welcome to ‘Cooking for the Culinarily Challenged,’ where we turn kitchen nightmares into… well, slightly less disastrous kitchen nightmares. Today’s lesson: How to boil water without setting off the smoke alarm. Spoiler alert: It involves water and a pot. Revolutionary, we know.
📅 Product Description (Planner)
Introducing the ‘Procrastinator’s Planner’ — the only organizer that understands tomorrow is always the best day to start. Features include expandable deadline columns, excuse generators, and a built-in panic button. Warning: May cause productivity in rare cases.
🥦 Social Media Post (Healthy Living)
Breaking news: Local man discovers vegetables don’t expire if you never buy them. In related news, scurvy makes a comeback. #HealthyLiving? #BroccoliPhobia
Irreverent
Description: An irreverent voice challenges norms and conventions, often using sarcasm, bold statements, or unconventional perspectives. It’s unafraid to push boundaries and can be provocative or rebellious in tone.
Tired of ‘life-changing’ products that barely change your socks 🧦? Try our new MindfulMat yoga mat. It won’t solve your existential crisis, but it might keep you from face-planting during downward dog 🐕. Namaste, or whatever.
🤖 Article/Blog Excerpt (Tech Trends)
Welcome to another thrilling installment of ‘Tech Trends That’ll Be Obsolete Before You Finish Reading This Article.’ Today’s topic: AI-powered toasters 🥯. Because apparently, the robots won’t be satisfied until they’ve conquered even the most mundane aspects of our lives.
🎧 Product Description (Headphones)
Introducing the ‘RealTalk’ noise-canceling headphones. They don’t just block out your coworker’s incessant chatter 🗣️ – they also tune out your own internal monologue of self-doubt and imposter syndrome. Warning: May cause increased productivity and decreased therapy bills.
🌱 Social Media Post (Green Initiative)
Breaking: Our ‘Green Initiative’ office plant 🪴 is still alive after a month! We’re basically Captain Planet now. Who knew not over-watering was the secret? #SustainabilityExperts #PlantParentsOfTheYear
Motivational
Description: A motivational voice encourages and inspires the audience to take action and achieve their goals. It uses positive, energetic language to boost confidence and drive.
Transform your fitness journey with FitFuel! This program goes beyond weight loss — it’s your pathway to newfound confidence, strength 💪, and personal power. Join today and unlock the best version of yourself!
🚀 Article/Blog Excerpt (Entrepreneurship)
Entrepreneurship demands more than business acumen; it requires a resilient mindset. In this post, we’ll dive into the stories of successful business owners who turned crushing defeats into remarkable triumphs. Prepare to see your challenges in a whole new light!
📅 Product Description (Planner)
Elevate your productivity with the Dream Catcher Planner, your personal success roadmap. Featuring goal-setting templates, inspiring quotes, and progress trackers, this planner empowers you to transform lofty aspirations into concrete daily actions. Make this the year your dreams take flight! 🚀
💪 Social Media Post (Motivation)
Monday motivation check! 💪 Remember, every master started as a novice. What’s one small step you’ll take today towards your big goal? Share below and let’s fuel each other’s ambitions! #MondayMotivation #DreamBigWorkHard
Inspirational
Description: An inspirational voice uplifts and encourages, focusing on positive outcomes and personal growth. It aims to spark emotion, foster hope, and motivate people to reach their full potential.
At TechNova, we believe in the power of innovation to change lives. Our latest AI-driven software isn’t just a product; it’s a gateway to possibilities. Join us in shaping a future where technology empowers everyone to achieve their dreams.
The path to a sustainable future may seem daunting, but every small action counts. From community clean-ups to innovative recycling programs, we’re witnessing a global movement of environmental stewardship. Together, we’re writing a new chapter for our planet 🌎.
🍳 Product Description (Cooking Appliance)
The CuisineMax Pro isn’t just a kitchen appliance; it’s a culinary companion on your journey to culinary mastery. With its intuitive design and versatile functions, you’ll discover the joy of creating meals that nourish both body and soul.
📚 Social Media Post (Local Bookstore)
Books open doors to new worlds and endless possibilities 📚. This week, lose yourself in a story that challenges, inspires, and transforms. Your next great adventure awaits on our shelves. What will you discover? #ReadAndGrow #LocalBookstore
Serious
Description: A serious voice is formal, grave, and earnest, emphasizing the importance and gravity of the subject matter. It conveys a sense of urgency or significance without emotional embellishment.
In an unpredictable world, preparedness is crucial. Our comprehensive insurance policies offer robust protection against life’s uncertainties. Secure your future with coverage that prioritizes your family’s well-being.
🧬 Article/Blog Excerpt (Medical Research)
Recent advancements in cancer research have unveiled promising treatment pathways. This study examines the efficacy of targeted immunotherapy in reducing tumor growth across various cancer types, potentially revolutionizing patient care protocols.
🏠 Product Description (Home Security System)
The SecureGuard Pro system utilizes state-of-the-art technology to safeguard your home and loved ones. With 24/7 monitoring, instant alert capabilities, and seamless integration with emergency services, it provides unparalleled protection against intrusion and environmental hazards.
⚠️ Social Media Post (Public Health Advisory)
IMPORTANT: A recall has been issued for XYZ brand spinach due to potential E. coli contamination. If you have purchased this product, please dispose of it immediately and contact your healthcare provider if you experience any symptoms. #FoodSafety #PublicHealthAlert
Straightforward
Description: A straightforward voice is direct, clear, and unambiguous, focusing on concise and precise communication. It avoids unnecessary complexity or embellishment, aiming to convey information in the most efficient manner possible.
Our online banking platform offers three key benefits: 24/7 account access 🕒, instant transfers 💸, and real-time transaction alerts 🔔. Sign up in five minutes and start managing your money more efficiently today.
✈️ Article/Blog Excerpt (Travel Guide)
Visiting Paris on a budget is possible with careful planning. Stay in hostels or budget hotels in the outer arrondissements. Use the metro 🚇 for transportation. Take advantage of free museum days, typically the first Sunday of each month. Eat at local cafes instead of tourist-heavy areas.
🎧 Product Description (Wireless Earbuds)
These wireless earbuds feature 8-hour battery life 🔋, water resistance 🌧️, and noise cancellation 🔇. They’re compatible with both iOS and Android devices. The package includes three sizes of silicone ear tips for a customized fit.
❄️ Social Media Post (Weather Alert)
Weather Update: Heavy snowfall expected tonight, accumulation of 6-8 inches. Roads may be hazardous. Avoid unnecessary travel. If you must drive, keep emergency supplies in your vehicle 🚗. #WinterStorm #StaySafe
Collaborative
Description: A collaborative voice emphasizes teamwork, partnership, and shared goals. It invites participation, values diverse perspectives, and fosters a sense of community and collective effort.
Our neighborhood transformation begins with you. By contributing just two hours a week to our community garden, we can create a vibrant, green space 🌿 for all to enjoy. Bring your skills, learn from others, and grow alongside your neighbors.
🌐 Product Description (Online Learning Platform)
Educonnect brings minds together from across the globe 🌍. Engage in lively discussions, collaborate on group projects, and learn from peers and experts alike. Your unique perspective enriches our diverse learning community.
💻 Social Media Post (Hackathon Event)
Calling all innovators! Our annual hackathon kicks off next month. Form your dream team or join one on-site. Together, let’s code solutions that make a difference. #InnovationThroughCollaboration #TechForGood
Nurturing
Description: A nurturing voice is caring, supportive, and empathetic. It focuses on growth, development, and well-being, often providing guidance and encouragement.
At Little Sprouts, we cultivate your child’s natural curiosity and talents. Our caring educators provide a safe, stimulating environment where every child can blossom 🌸 at their own pace.
💚 Article/Blog Excerpt (Mental Health Resource)
Healing is a journey, and it’s okay to take it one step at a time. This guide offers gentle strategies to help you navigate anxiety, with self-care practices that support your emotional well-being 🌿.
🌿 Product Description (Plant Care App)
Grow with confidence using PlantPal. Our app provides personalized care instructions, timely reminders ⏰, and expert advice to help your plants thrive. We’re here to nurture your green thumb every step of the way.
💬 Social Media Post (Online Support Group)
You’re not alone in this. Our weekly virtual meetups offer a safe space to share, listen, and support each other through life’s challenges. Join our caring community and find strength together 🤝. #SupportiveSpace #HealingTogether
Optimistic
Description: An optimistic voice is positive, hopeful, and focused on favorable outcomes. It emphasizes opportunities, progress, and the potential for positive change, even in challenging situations.
A brighter future is within reach. Our solar solutions not only cut your energy costs but also contribute to a cleaner planet 🌍. Join the renewable revolution and power your home with sunshine!
📈 Article/Blog Excerpt (Economic Forecast)
Despite recent market fluctuations, several indicators point to a robust economic recovery. Emerging technologies and shifting consumer behaviors are opening up exciting new opportunities for businesses ready to adapt and innovate.
📱 Product Description (Productivity App)
Transform your daily routine with TaskMaster Pro. This intuitive app turns overwhelming to-do lists into achievable goals. Watch your productivity soar 🚀 as you conquer tasks with newfound efficiency and enthusiasm.
🤝 Social Media Post (Community Initiative)
Every small act of kindness ripples outward. This month, we’ve seen a 30% increase in local volunteering. Together, we’re building a stronger, more connected community. What positive change will you spark today? #CommunitySpirit #BetterTogether
Authentic
Description: An authentic voice is genuine, honest, and true to the brand’s or individual’s values. It prioritizes transparency, sincerity, and building trust with the audience through open and real communication.
We’re not the biggest brand on the shelf, and that’s okay. Our small-batch jams are made the way our grandmother taught us – with love, patience ❤️, and the finest local fruits 🍇. No shortcuts, no preservatives, just honest-to-goodness flavor.
🌱 Article/Blog Excerpt (Personal Development)
Let’s be real – self-improvement isn’t always Instagram-worthy. It’s messy, challenging, and sometimes downright uncomfortable. In this post, I’m sharing my own stumbles and setbacks on the path to personal growth, and what I’ve learned along the way.
👗 Product Description (Sustainable Clothing Line)
Our clothes aren’t perfect, but they’re a step in the right direction. We use organic cotton 🌿 and recycled materials wherever possible, and we’re working on making our entire supply chain sustainable. Join us on this journey as we strive to do better for the planet 🌍.
🛍️ Social Media Post (Small Business)
Oops! We messed up your orders last week due to a glitch in our new system. We’re sorry for the inconvenience and we’re working hard to fix it. As a thank you for your patience, use code SORRY20 for 20% off your next purchase. #WeAreListening #AlwaysImproving
Challenging
Description: A challenging voice pushes boundaries, encourages the audience to think critically, and often presents unconventional ideas or difficult truths. It aims to provoke thought, stimulate debate, and inspire growth through confronting comfort zones.
Comfort zones don’t build strength. Our high-intensity training program isn’t for the faint-hearted. We’ll push you to your limits, shatter your preconceptions, and redefine what you thought possible. Are you ready to embrace the challenge? 💪
🌍 Article/Blog Excerpt (Environmental Awareness)
We’ve been told recycling is the answer, but what if it’s part of the problem? This piece examines how our reliance on recycling may be hindering more effective environmental solutions. Prepare to question everything you thought you knew about sustainable living. ♻️
💻 Product Description (Educational Software)
LearnX isn’t your average e-learning platform. We don’t spoon-feed information – we challenge you to think, question, and discover. Our courses are designed to be intellectually rigorous, pushing you beyond memorization to true understanding. 🧠
🏆 Social Media Post (Leadership Seminar)
Great leaders aren’t born – they’re forged through adversity and self-reflection. Our upcoming seminar will challenge your leadership assumptions and push you out of your comfort zone. Ready to confront your limitations and unlock your potential? #LeadersRise #EmbraceDiscomfort
Visionary
Description: A visionary voice is forward-thinking, innovative, and focused on future possibilities. It paints a picture of what could be, often presenting bold ideas and inspiring others to think beyond current limitations.
Welcome to the era of intuitive living. Our AI-driven smart home system evolves with you, transforming your living space into a responsive ecosystem. Experience a home that understands and anticipates your needs, ushering in a new paradigm of intelligent habitation. 🤖
🌆 Article/Blog Excerpt (Urban Planning)
Envision cities as living, breathing entities. This article looks at cutting-edge urban design concepts that seamlessly integrate technology, nature 🌳, and human activity. Discover how these self-sustaining urban ecosystems could revolutionize our very definition of city life.
🎮 Product Description (Virtual Reality Platform)
Step beyond the boundaries of reality with VRXperience. This groundbreaking platform empowers you to craft, explore, and share entire universes born from pure imagination. Prepare to redefine your perception of what’s possible in the realm of virtual engagement. 🌌
🚀 Social Media Post (Space Exploration Company)
Mars is merely the beginning. Our mission extends far beyond reaching the Red Planet – we’re laying the groundwork for humanity’s cosmic expansion. Applications are now open for our internship program, calling the next wave of visionaries to shape our interplanetary future. #CosmicPioneers #BeyondEarth
Educational
Description: An educational voice is informative, explanatory, and focused on teaching or clarifying complex topics. It aims to increase understanding and often breaks down difficult concepts into more digestible pieces.
Unlock the mysteries of quantum physics with our new course series. We break down complex theories into bite-sized lessons, using clear explanations and interactive simulations to make even the most challenging concepts accessible. 🔍
💰 Article/Blog Excerpt (Financial Literacy)
Understanding compound interest is crucial for long-term financial planning. This article explains how compound interest works, provides real-world examples, and demonstrates how small, consistent investments can grow significantly over time. 📈
🧬 Product Description (Educational Toy)
The DNA Explorer Kit introduces children to the basics of genetics through hands-on experiments. Each activity is designed to teach a key concept, with clear instructions and age-appropriate explanations that make learning about DNA fun and engaging. 🧒
🌌 Social Media Post (Science Museum)
Ever wondered how black holes form? Our new exhibit takes you on a journey through the life cycle of stars, explaining the physics behind these cosmic phenomena in an easy-to-understand way. #ScienceForAll #AstronomyExplained ✨
Technical
Description: A technical voice is precise, detailed, and specialized. It uses industry-specific terminology and focuses on accuracy and thoroughness in explaining complex processes or systems.
The XR-5000 centrifugal pump operates at 3600 RPM, delivering a maximum flow rate of 500 GPM with a head of 150 feet. Its NPSH requirement is 10 feet, ensuring optimal performance in various industrial applications. 🏭
💻 Article/Blog Excerpt (Software Development)
Implementing asynchronous programming in Python involves using the asyncio library. This article examines the coroutine syntax, event loops, and the await keyword, demonstrating how they facilitate non-blocking I/O operations. 🧑💻
📷 Product Description (Camera Lens)
This 24-70mm f/2.8 lens features 17 elements in 12 groups, including three aspherical elements and one ED glass element. Its Nano Crystal Coat reduces ghosting and flare, while the 9-blade diaphragm creates smooth bokeh. 🌟
✈️ Social Media Post (Aerospace Company)
Our new composite material exhibits a tensile strength of 1200 MPa and a modulus of elasticity of 140 GPa. These properties, combined with its low density, make it ideal for critical aerospace components. #MaterialScience #AerospaceEngineering
Persuasive
Description: A persuasive voice aims to convince the audience to take a particular action or adopt a specific viewpoint. It uses logical arguments, emotional appeals, and credible evidence to influence opinions or behaviors.
Switching to the EcoSprint EV isn’t just a choice — it’s an investment in our planet’s future. With 300 miles of range and zero emissions 🌍, you’ll save money on fuel while dramatically reducing your carbon footprint. Drive change today.
🍞 Article/Blog Excerpt (Nutrition)
Contrary to popular belief, carbohydrates aren’t the enemy. This article presents compelling research demonstrating how complex carbs fuel your brain 🧠, support gut health, and aid in weight management when consumed properly.
🏠 Product Description (Home Security System)
Don’t leave your family’s safety to chance. The SecureGuard Pro offers 24/7 monitoring, instant alerts 🚨, and seamless integration with emergency services. Can you really put a price on peace of mind?
🗳️ Social Media Post (Voter Registration Drive)
Your vote is your voice. In the last election, margins as small as 537 votes determined the outcome in key states. Register now and be part of the decision-making process that shapes our nation’s future. #YourVoteMatters #RegisterToVote
Dramatic/Narrative
Description: A dramatic/narrative voice uses storytelling techniques to engage the audience emotionally. It creates tension, builds suspense, and often employs vivid imagery and character development to make content more compelling and memorable.
The sun dips below the horizon, painting the African savanna in hues of gold and crimson. A lion’s roar 🦁 echoes in the distance. This isn’t just a vacation — it’s the beginning of your own epic tale. What chapter will you write on our safari expedition?
🛡️ Article/Blog Excerpt (Cybersecurity)
The programmer’s fingers flew across the keyboard, a frantic dance of keystrokes. Sweat beaded on her forehead as she raced against time ⏳, knowing that with each passing second, the hacker delved deeper into the company’s most sensitive data.
Imagine stepping into an oasis of calm amidst the urban chaos. The city’s clamor fades away, replaced by the music that moves your soul 🎵. With ClearSound Pro, you’re not just listening — you’re experiencing audio in its purest form.
🏴 Social Media Post (Historical Museum)
The tattered flag tells a silent story of courage and sacrifice. Its bullet holes and scorch marks bear witness to the brutal battle that raged 150 years ago on this very ground. Step back in time this weekend at our Civil War reenactment. #HistoryComesAlive #RememberThePast
Master Tone for Effective Communication
While a brand’s voice remains consistent, tone adapts to specific situations, audiences, and emotional contexts. For agencies managing multiple clients, understanding and effectively applying tone is crucial for creating nuanced, impactful content.
What is Tone?
Tone refers to the emotional inflection applied to a brand’s voice. It can shift based on the context of the communication, the audience’s state of mind, or the desired emotional response. While a brand’s voice might be consistently friendly, the tone could range from excited and celebratory to empathetic and supportive, depending on the situation.
The Tone Map: A Tool for Consistency
A tone map is a visual guide that helps writers and content creators adjust tone appropriately across various scenarios. It typically plots different emotional states or communication contexts along a spectrum, indicating which tones are appropriate for each.
Here’s a simple example of a tone map:
Scenario: DigitalEdge Marketing Agency
Voice: Professional, innovative, and approachable
For the tone map, let’s use the following axes:
X-axis: Formal to Casual
Y-axis: Serious to Enthusiastic
Now, let’s come up with some scenarios to plot on the map:
1. Client case studies
2. Service descriptions
3. Blog posts about industry trends
4. Social media updates
5. Team member bios
6. Client onboarding emails
7. Crisis communication
8. Celebratory announcements (awards, milestones)
9. Webinar invitations
10. Newsletter content
11. FAQ responses
12. Proposal submissions
These scenarios cover a range of communication types that a digital marketing agency would typically engage in, allowing us to demonstrate how tone can vary while maintaining a consistent voice.
Here’s the tone map with the 12 examples plotted to appropriate quadrants:
This tone map illustrates how DigitalEdge Marketing Agency adapts its tone across various communication scenarios while maintaining its overall voice of being professional, innovative, and approachable.
Let’s examine six key placements:
1. Crisis Communication: Positioned in the most formal and serious quadrant. During crises, it’s crucial to convey gravity and maintain professionalism to instill confidence in clients and stakeholders.
2. Social Media Updates: Found in the casual and enthusiastic range. Social media often calls for a more relaxed, energetic tone to engage followers and showcase the agency’s personality.
3. Client Case Studies: Placed in a moderately formal but enthusiastic position. Case studies need to maintain professionalism while conveying excitement about successful outcomes.
4. Proposal Submissions: Similar to case studies but slightly more formal. Proposals require a professional tone to establish credibility, with enthusiasm to convey confidence in the agency’s capabilities.
5. Celebratory Announcements: The most enthusiastic point on the map, with moderate casualness. This allows the agency to express genuine excitement while maintaining a level of professionalism.
6. FAQ Responses: Positioned in the middle-lower range. FAQs require clear, straightforward communication that’s neither too formal nor too casual.
By using this tone map, content creators at DigitalEdge can ensure they’re striking the right tone for each type of communication, enhancing consistency across the agency’s content while allowing for appropriate flexibility.
Ensure Consistent Tone Across Numerous Clients
When managing several clients, create a tone map for each to ensure consistency across different writers and content pieces.
For example:
Client A (Tech Startup): May use a more casual, excited tone for product launches, but a more serious, assuring tone for addressing security concerns.
Client B (Law Firm): Might maintain a formal tone overall, but use a more empathetic tone for content related to personal injury cases.
Tone Examples
To further illustrate how voice remains consistent while tone adapts to different contexts, let’s examine examples from three distinct brands.
Example 1: Friendly Tech Company
Voice: Always helpful and approachable
Tone
Example
Celebratory Tone (Product Launch)
Woohoo! Our new app is here, and it’s going to make your life so much easier! We can’t wait for you to try it out!
Empathetic Tone (Service Outage)
We know how frustrating this service interruption is for you. We’re working hard to fix it and will keep you updated every step of the way.
Instructional Tone (User Guide)
Let’s walk through setting up your new device together. First, press the power button located on the top right corner.
Example 2: Professional Financial Services Firm
Voice: Knowledgeable and trustworthy
Tone
Example
Confident Tone (Market Analysis)
Our comprehensive analysis indicates strong potential for growth in emerging markets, particularly in the tech sector.
Reassuring Tone (Market Downturn)
While market fluctuations can be concerning, it’s important to maintain a long-term perspective. Our diversified approach is designed to weather such storms.
Formal Tone (Annual Report)
We are pleased to report a 15% increase in year-over-year revenue, attributable to our strategic expansion into new market segments.
Example 3: Eco-Friendly Lifestyle Brand
Voice: Passionate and inspiring
Tone
Example
Urgent Tone (Environmental Campaign)
The time to act is now. Every plastic bottle recycled, every reusable bag used, makes a difference. Join us in turning the tide on plastic pollution.
Encouraging Tone (Customer Newsletter)
Your choice to shop sustainably is making waves! Thanks to supporters like you, we’ve helped remove 10,000 pounds of plastic from our oceans this year.
Educational Tone (Blog Post)
Understanding your carbon footprint is the first step towards reducing it. Let’s explore what a carbon footprint is and how everyday choices impact it.
These examples show how the core voice of each brand remains consistent, while the tone adapts to suit different contexts and purposes. This flexibility allows brands to maintain their identity while effectively addressing various communication needs.
Essential Tips for Conquering Voice and Tone Across Multiple Clients
As a digital marketing agency managing diverse clients, consistently delivering content that captures each brand’s unique voice while adapting tone appropriately is crucial. The following tips will help you develop, implement, and maintain effective voice and tone strategies that resonate with each client’s audience and meet their specific communication needs.
Understand and Define Voice
🛠️ Define Core Brand Values Ensure each client’s voice reflects their fundamental beliefs and principles for authentic communication.
🎯 Know Your Audience Research each client’s target demographic thoroughly to develop voices that resonate with their specific audiences.
🎨 Use Voice as a Differentiator Analyze competitors and find unique ways to express each client’s brand personality, especially in crowded markets.
Create and Utilize Guides
📚 Create Comprehensive Voice and Tone Guides Develop detailed documents for each client, outlining voice characteristics, tone variations, do’s and don’ts, and example phrases.
🗺️ Develop Tone Maps Create visual guides for each client to help writers adjust tone appropriately across various scenarios and emotional contexts.
📝 Create Voice and Tone Templates Develop templates for common communications that exemplify each client’s voice and appropriate tones.
Train and Align Your Team
🎓 Train Your Team Conduct regular workshops to ensure all content creators understand and consistently apply each client’s voice and tone.
🗣️ Provide Real-Life Examples Offer concrete examples of voice and tone in action for each client, including both ideal examples and those that miss the mark.
Adapt and Be Flexible
⚖️ Balance Consistency and Flexibility Maintain a consistent voice across all platforms while allowing tone to flex based on context and medium.
🌱 Evolve Gradually As clients grow, their voice may need to evolve. Make changes incrementally to maintain consistency.
Collect Feedback and Improve
📊 Test and Gather Feedback Regularly survey client audiences to ensure voice and tone are resonating, and be open to making adjustments.
🔄 Review and Adjust Regularly Continuously assess whether chosen voices and tones are effective for each client, and be prepared to make data-driven adjustments.
Implement Practically
🎚️ Create Voice Spectrums Develop scales for voice attributes (e.g., formal to casual) and identify where each client falls.
🎨 Extend Voice to Visual Elements Ensure voice consistency extends to imagery, color choices, and design for comprehensive brand alignment.
✏️ Apply Voice in Micro-copy Pay attention to small text elements like button labels, ensuring voice consistency even in these details.
Leverage Technology and Tools
🔍 Balance SEO and Voice Optimize for search engines without sacrificing brand voice, incorporating keywords naturally.
🤖 Use AI Responsibly If using AI for content generation, ensure it’s properly trained on each client’s voice and tone, and review all AI-generated content.
Consider Cultural and Contextual Factors
🌐 Consider Cultural Sensitivity For clients operating globally, ensure their voice and tone translate well across cultures.
🧠 Analyze Context Consider the platform, audience state of mind, and content purpose before deciding on tone for each piece of content.
Measure Success
📈 Measure Impact Develop metrics to measure how well each client’s voice and tone are performing, such as engagement rates or brand recall.
Employ Creative Techniques
🎭 Develop Character Personas Create fictional characters embodying each client’s voice to help writers better understand and apply it.
Contact Page
Need help developing the right brand voice for your client? Reach out to your Stellar team to learn more about our brand voice guides. Prospective clients can contact us at sales@stellarcontent.com.
Successfully bringing writers into a dynamic content production environment calls for smart strategies and clear communication. This section explores how to smoothly integrate writers into workflows tailored to meet the unique needs of different clients. By focusing on effective onboarding and consistent quality, you can manage the variety of voices and content types your projects demand, all while keeping your team adaptable and engaged.
Tailor Onboarding for Diverse Projects
Integrating writers into various projects effectively means avoiding a one-size-fits-all approach. The onboarding process should match the complexity of the project, ranging from simple brief handovers to more comprehensive setups involving resources, feedback, and calibration orders.
Tips and Best Practices:
Customize Materials: Tailor the onboarding experience to the specific needs of each project by providing relevant resources such as style guides, project briefs, and client-specific information.
Use Varied Onboarding Methods: Depending on the project, consider using a mix of videos, written guides, and interactive sessions to help writers understand project requirements and expectations.
Implement Calibration Orders: Start with initial projects that serve as calibration orders and provide detailed feedback to align writers with the client’s voice and style.
Provide Continuous Feedback: Establish a system for ongoing feedback to help writers refine their approach and stay aligned with project goals.
“Guide to Recruiting and Onboarding Writers” e-book: Provides detailed descriptions of different writer types to help you select the right fit for each project.
“Guide to Onboarding Clients” e-book: Includes templates for creating comprehensive briefs that guide writers on specific project needs and client expectations.
Navigate Voice and Tone for Content Projects
Managing diverse voices and tones across projects requires careful selection and training of writers. High versatility in voice is rare among writers, so it’s crucial to identify those who can naturally align with the specific voice your projects require.
Tips and Best Practices:
Assess Writer Fit: Prioritize writers who can demonstrate experience with the desired voice. If possible, select those who have a portfolio with examples closely matching the target tone.
Set Clear Expectations: Ensure managers understand the nuances of the target voice and can effectively communicate these to the writers. Use briefs and examples to illustrate the desired voice clearly.
Develop a Detailed Brand Voice Guide: If the client doesn’t provide one, create a comprehensive guide outlining the key attributes of the voice, including descriptors, tone details, short-form examples, and links to long-form samples. This helps maintain consistency and provides a reference for writers.
Understand Recruitment Challenges: Expect a more challenging recruitment and team-building period when staffing for more unique voice attributes (such as humorous, inspirational, persuasive, visionary, witty) compared to more common ones (like authoritative, casual, professional, helpful).
Within this guide: Provides insights into developing and maintaining a consistent voice and tone across projects, including detailed attributes and examples.
Writer Type Profiles
“Guide to Recruiting and Onboarding Writers” e-book: Assists in identifying writers best suited for specific voices based on their experience and skill set.
Balance Workloads and Project Management
Managing multiple projects with different publishing cadences, volumes, and deadlines can be challenging. It’s crucial to set up systems that keep your writing teams organized, allowing them to prioritize tasks, stay ahead of deadlines, and access necessary resources efficiently.
Tips and Best Practices:
Centralized Project Management Tools: Implement tools that help manage tasks, deadlines, and workflows. These tools should offer features like task assignment, calendar views, and deadline tracking to keep the team on the same page.
Clear Communication Channels: Establish clear communication channels for team updates, project discussions, and quick queries. This helps prevent miscommunications and ensures everyone is informed about project statuses.
Resource Accessibility: Ensure that all resources, such as briefs, guidelines, and client materials, are easily accessible in a centralized location. This reduces time spent searching for information and helps maintain consistency.
Regular Check-ins and Adjustments: Schedule regular check-ins with your team to review workload distribution, project progress, and any potential bottlenecks. Adjust workloads as needed to ensure balanced distribution and prevent burnout.
Utilize Effective Tools: Reference the tools section in this guide for recommendations on project management, scheduling, and resource management tools that can streamline your operations and enhance productivity.
Tools section within this guide: Recommendations for platforms designed to manage complex workflows, deadlines, and team collaboration efficiently.
Writer Type Profiles
“Guide to Recruiting and Onboarding Writers” e-book: Use this resource to assign the right writers to projects, ensuring a good match between their skills and project needs.
Utilize a Pool of Freelancers for Flexibility and Expertise
Relying solely on an in-house team or a small group of freelancers can limit an agency’s ability to respond to unexpected client demands. Leveraging a larger pool of freelancers or partnering with an outside content provider offers the flexibility and access to specialized talent necessary to meet diverse and sudden client needs.
Tips and Best Practices:
Partner with Content Providers: Establish relationships with external content providers who can offer additional resources when needed. This is particularly useful for unexpected high-volume requests or specialized content types that your team may not be equipped to handle.
Diversify Freelancer Skill Sets: Maintain a diverse roster of freelancers with various expertise in different topics and content types. This ensures you have the right talent available for any project, reducing the risk of misalignment and poor quality.
Avoid Overloading Key Writers: Resist the temptation to assign your most reliable writers to all projects. Even the best writers can struggle with unfamiliar topics or formats, leading to inconsistent quality. Spread the workload based on strengths and availability.
Plan for Scalability: Expand your freelancer pool regularly as your agency grows to ensure you can meet increasing client demands without compromising on quality or deadlines.
Relevant Agency Kit Resources:
Resource
Description
Writer Type Profiles
“Guide to Recruiting and Onboarding Writers” e-book: Helps identify and categorize the skills and strengths of available freelancers, aiding in efficient project matching.
Tools and Platforms Section
Within this guide: Provides insights into platforms and tools for managing a large pool of freelancers, streamlining communication, and ensuring consistent quality control.
Address Writer Skills and Limitations
Effectively managing a team of writers, whether in-house or freelance, involves understanding and leveraging their unique skills and addressing their limitations. By aligning writers with suitable projects and providing ongoing feedback, agencies can ensure consistent quality and efficient resource use.
Tips and Best Practices:
Identify Strengths and Weaknesses: Regularly assess each writer’s strengths and weaknesses. This understanding helps with assigning the right projects to the right people, ensuring writers are working within their areas of expertise.
Align Projects With Skills: Match writers to projects that align with their demonstrated skills. Avoid assigning work that may be beyond a writer’s current capabilities, as this can lead to inconsistent quality and unmet expectations.
Provide Continuous Evaluation and Feedback: Establish a system for ongoing evaluation and constructive feedback. This helps writers improve their skills, adapt to new challenges, and stay aligned with project goals.
Maintain a Freelancer Record: Keep detailed records of each freelancer’s strengths, weaknesses, and performance on past projects. This documentation aids in quickly and accurately staffing future projects with the most suitable talent.
Allocate Resources: Allocate writing resources strategically to ensure that each project has the appropriate level of expertise and support. This helps maintain quality standards and meet deadlines.
Relevant Agency Kit Resources:
Resource
Description
Writer Type Profiles
“Guide to Recruiting and Onboarding Writers” e-book: A useful tool for identifying the right type of writer for different projects and understanding their skills and limitations.
“Guide to Recruiting and Onboarding Writers” e-book: Helps objectively assess writers’ skills and determine their fit for specific project requirements.
QA vs. Editing: Understand Roles and Responsibilities
In managing content for multiple clients, it’s crucial to distinguish between the roles of QA (quality assurance) and editing. This distinction helps maintain efficiency and ensures content meets both client expectations and internal quality standards without overwhelming the content manager.
Tips and Best Practices:
Define Editing Responsibilities: Editors should focus on in-depth content review, ensuring clarity, coherence, and alignment with project briefs. Their review process should include:
Context and Value Alignment: Ensuring the content meets the overall goals and provides value.
Requirement/Brief Alignment: Checking that all specific requirements, such as tone, style, and SEO guidelines, are met.
Proofreading and Polishing: Correcting grammatical errors, refining language, and ensuring the content is polished and professional.
Understand QA Role: The QA process is about ensuring consistency and quality across different pieces of content, especially when multiple writers and editors are involved. The QA reviewer should:
Check Consistency: Ensure that content from different writers and editors is cohesive and maintains a uniform voice and style.
Spot Check for Quality: Scan the content for major issues, compliance with client pain points, and overall presentation, rather than doing a detailed read-through.
Adjust Review Intensity: Apply more thorough reviews to new writers and editors and quicker checks for those who have proven reliable and consistent.
Manage Workflows Efficiently: Editors and QA reviewers should have clear expectations and responsibilities to prevent overlap, ensuring efficient content processing. Use project management tools to track the stages of content review and ensure deadlines are met.
Relevant Agency Kit Resources:
Resource
Description
Writer Evaluation Tool
“Guide to Recruiting and Onboarding Writers” e-book: Use this tool to assess the capabilities of writers and editors, ensuring they meet the required standards for quality and consistency.
Tools and Platforms Section
Within this guide: Offers recommendations for tools that facilitate streamlined workflows and efficient content review processes.
General Tips for Integrating and Managing Writers:
Effectively integrating and managing writers is crucial for maintaining stellar content production. The following table outlines key tips and best practices to streamline this process and ensure successful collaboration with your writing team.
Task
Details
Engage With Writers
Regularly discuss workload preferences with your top writers to ensure they are sufficiently busy but not overwhelmed. This helps maintain their commitment and prevents burnout.
Plan for Deadlines
Set internal deadlines that are earlier than client deadlines to account for potential delays. Avoid sharing client deadlines with writers to prevent last-minute rushes.
Balance Feedback
Provide a mix of constructive criticism and positive reinforcement. This approach helps writers improve their skills and motivates them to replicate high-quality work.
Pay Promptly
Ensure prompt payment to freelancers, ideally within 7-10 days of submission, rather than waiting for client payment. Clearly communicate the policy on revision responsibilities.
Update Resources
Immediately update project resources upon receiving client feedback and communicate any changes through established channels. This helps reduce the amount of content needing correction.
Set Guidelines
Establish clear guidelines on AI use, plagiarism, boilerplating, image sourcing, and content spinning for each project. Be particularly vigilant with new freelancers to ensure compliance.
Calibrate Writers
Quickly familiarize new writers with project requirements by reviewing one long-form or several short-form pieces. This ensures alignment with project goals before assigning additional tasks.
Establish Communication
Set clear expectations for communication, including preferred channels and response times. This ensures smooth interactions between writers and editors.
Review Guidelines
Regularly review and update writer guidelines to keep up with evolving client needs and industry trends. This helps ensure your content production remains current and competitive.
Wrapping Up: Effective Integration and Management
Successfully integrating and managing writers is key to delivering consistently strong content across diverse projects. By understanding each writer’s strengths, maintaining clear communication, and using structured processes, agencies can optimize their content operations.
Establishing structured workflows is essential for managing diverse projects and client needs effectively. This guide provides an overview of the key roles involved in content production, helping agencies and businesses organize their teams and optimize processes for scalable output. Whether you’re handling simple blog posts or complex multimedia campaigns, understanding these roles can streamline your workflow and enhance overall efficiency.
4 Stages of Content Production
Content production involves multiple stages, each critical to delivering premium, engaging, and strategic content. By understanding these stages, agencies and businesses can better organize their workflows, allocate resources efficiently, and ensure each piece of content aligns with the overarching strategy and client goals.
1. Strategy & Planning: This initial stage includes defining content goals, developing a strategy, and creating a roadmap for production. It encompasses identifying target audiences, setting objectives, and planning content types, culminating in the creation of detailed content briefs.
2. Production: In this phase, the actual content creation occurs. It includes writing, editing, and quality assurance (QA) processes to ensure the content is accurate, coherent, and aligned with the established strategy.
3. Post-Production: This stage focuses on the final touches, including design and layout. It involves adding visual elements, refining content presentation, and conducting a final review to ensure all aspects are polished and ready for distribution.
4. Distribution & Promotion: The final stage involves publishing content on the appropriate platforms and promoting it through various channels. This phase ensures the content reaches the intended audience and achieves the desired impact.
These four stages work together to create a cohesive content production workflow, enabling efficient project management and consistent quality output.
Role Descriptions
Understanding the specific roles within each stage of content production is crucial for building effective teams and workflows. Each role contributes uniquely to the process, from strategizing and planning to the final distribution and analysis. This section outlines common and less common workflow roles, their responsibilities, and how they interact within the broader content ecosystem.
Strategy & Planning:
Content Strategist
Description: Develops the content plan, aligns it with business goals, and defines target audiences.
Scalability: Essential for projects of all sizes, but role expands with project complexity.
Outsourcing Potential: Medium – Can be outsourced but often kept in-house for consistent strategy across projects.
Client Touchpoints: Medium – May interact with clients to clarify project requirements.
Combination Potential: Can be combined with Content Strategist, Writer, or Project Manager.
SEO Specialist
Description: Conducts in-depth keyword research and competitor analysis to guide content strategy. Provides data-driven insights for content creation and optimization.
Scalability: Essential for projects of all sizes, with increasing importance as content volume grows.
Outsourcing Potential: Medium – Can be outsourced but often works closely with in-house content strategists.
Key Tools:
🔍 SEO software (e.g., SEMrush, Ahrefs)
📈 Google Analytics
🗝️ Keyword research tools
🆚 Competitor analysis platforms
Key Skills:
🔑 Advanced keyword research
📊 Data analysis
🧠 Understanding of search algorithms
💡 Ability to translate SEO data into actionable content insights
Client Touchpoints: Low to Medium – Primarily works with internal teams but may contribute to strategy presentations.
Combination Potential: Can be combined with Content Strategist, particularly in smaller operations or for projects where these roles have significant overlap.
Content Creation:
Content Production Manager
Description: Oversees writers, editors, and QA specialists. Ensures content quality, consistency, and timely delivery.
Scalability: Essential for medium- to large-scale content projects.
Outsourcing Potential: Medium to High – Often outsourced with writing production.
Client Touchpoints: Low to Medium – Interacts with internal teams or client’s content strategists
Combination Potential: Can be combined with Senior Editor or QA Specialist in smaller operations
Writer
Description: Creates the initial draft of the content, based on briefs and guidelines.
Scalability: Core role that scales directly with content volume.
Outsourcing Potential: High – Frequently outsourced to agencies or freelancers.
Key Tools:
🖊️ Word processors
🔎 Research tools
🛠️ Grammar checkers
Key Skills:
✍️ Writing
🔍 Research
🔄 Adaptability to different styles and topics
Client Touchpoints: Low – Usually works based on approved briefs
Combination Potential: Can be combined with Copywriter, Editor (for smaller projects)
Copywriter
Description: Specializes in writing persuasive and marketing-focused copy.
Scalability: Important for projects with significant marketing content needs.
Outsourcing Potential: High – Often outsourced for specialized skills.
Key Tools:
🖊️ Same as Writer
📈 Marketing analytics tools
Key Skills:
✍️ Persuasive writing
📊 Understanding of marketing principles
💡 Creativity
Client Touchpoints: Low to Medium – May interact for brand voice understanding
Combination Potential: Can be combined with Writer, Content Strategist (for smaller projects)
Subject Matter Expert (SME)
Description: Provides specialized knowledge and insights relevant to the content topic.
Scalability: Becomes more crucial as content complexity increases.
Outsourcing Potential: High – Often contracted on a per-project basis.
Key Tools:
🎓 Varies by field of expertise
Key Skills:
🧠 Deep knowledge in a specific area
🗣️ Ability to communicate complex ideas
Client Touchpoints: Medium – May interact to provide expert insights
Combination Potential: Can be combined with Writer (if the writer has relevant expertise)
AI Content Operator
Description: Utilizes AI tools for content generation, translation, and optimization tasks.
Scalability: Important for large-scale and multi-language projects.
Outsourcing Potential: Medium – Can be outsourced, but often kept in-house for integration.
Key Tools:
🤖 AI writing and translation software
📊 AI content optimization platforms
Key Skills:
🧠 AI capabilities understanding
🎛️ Prompt engineering
🔧 Output fine-tuning
💻 Basic programming
Client Touchpoints: Low – Works based on established guidelines
Combination Potential: Can be combined with Content Strategist or Localization Manager in smaller operations
Designer
Description: Creates visual elements, including graphics, images, and infographics, to complement written content.
Scalability: Becomes more important as content variety and visual needs increase.
Outsourcing Potential: Medium to High – Can be outsourced, but some agencies prefer in-house for brand consistency.
Key Tools:
🎨 Adobe Creative Suite
🖌️ Canva
📐 Other design software
Key Skills:
🎨 Visual design
💡 Creativity
📏 Understanding of design principles
Client Touchpoints: Low to Medium – May interact for brand guidelines and feedback
Combination Potential: Can be combined with Video Producer for smaller projects
Production Assistant
Description: Handles various support tasks during content production, including image sourcing, formatting, and research.
Scalability: Useful for all project sizes, becomes more crucial as production volume increases.
Outsourcing Potential: High – Can be easily outsourced or handled by junior team members.
Key Tools:
🖼️ Image editing software
📊 Spreadsheets
🔍 Web research tools
📂 Content management systems
Key Skills:
🎯 Attention to detail
🔄 Multitasking
🖌️ Basic design skills
🔍 Efficient research abilities
Client Touchpoints: Very Low – Typically works based on internal team requests
Combination Potential: Can be combined with Junior Writer or Junior Designer in smaller operations
Quality Control & Optimization:
Editor
Description: Reviews and revises content for clarity, coherence, and adherence to guidelines.
Scalability: Essential for all project sizes, but the role may expand for larger projects.
Outsourcing Potential: Medium – Can be outsourced but often kept in-house for consistency.
Key Tools:
📚 Style guides
🔍 Grammar and readability tools
Key Skills:
🧠 Strong grasp of language
🎯 Attention to detail
🎯 Understanding of content goals
Client Touchpoints: Low – Usually works based on internal guidelines.
Combination Potential: Can be combined with Proofreader, QA Specialist.
Proofreader
Description: Conducts final checks for grammar, spelling, and formatting errors.
Scalability: Becomes a distinct role in larger operations with high content volume.
Outsourcing Potential: Medium to High – Can be effectively outsourced.
Key Tools:
📚 Style guides
🔍 Proofreading software
Key Skills:
🎯 Exceptional attention to detail
🧠 Strong language skills
Client Touchpoints: Very Low – Typically no direct client interaction.
Combination Potential: Can be combined with Editor, QA Specialist.
Quality Assurance (QA) Specialist
Description: Ensures content meets all quality standards, including accuracy, consistency, and formatting.
Scalability: Becomes a distinct role in larger operations with complex content needs.
Outsourcing Potential: Low to Medium – Often kept in-house for maintaining standards.
Key Tools:
✔️ QA checklists
🗂️ Content management systems
Key Skills:
🎯 Attention to detail
🎯 Understanding of content goals and brand guidelines
Client Touchpoints: Low – Typically works based on internal standards.
Combination Potential: Can be combined with Editor, Proofreader.
Distribution & Management:
Publisher
Description: Uploads and formats the content on platforms like WordPress, ensuring it meets all specifications.
Scalability: Becomes more important as content volume and platform diversity increase.
Outsourcing Potential: Medium – Can be outsourced but often kept in-house for security reasons.
Key Tools:
🗂️ Content Management Systems
💻 Basic HTML/CSS knowledge
Key Skills:
💻 Technical proficiency
🎯 Attention to detail
🌐 Understanding of various platforms
Client Touchpoints: Low – Typically works based on internal processes.
Combination Potential: Can be combined with Social Media Manager for smaller operations.
Social Media Manager
Description: Creates and manages content specifically for social media platforms.
Scalability: Role expands with increased focus on social media marketing.
Outsourcing Potential: Medium – Can be outsourced but often kept in-house for real-time engagement.
Key Tools:
📱 Social media management platforms
📊 Analytics tools
Key Skills:
💻 Platform-specific knowledge
🤝 Community engagement
🎨 Basic design skills
Client Touchpoints: Medium to High – Often manages client’s social media presence.
Combination Potential: Can be combined with Community Manager, Content Curator.
Client/Stakeholder
Description: Provides initial requirements, approves briefs, reviews content at various stages, and gives final approval.
Scalability: Involvement may decrease in larger projects with established processes.
Outsourcing Potential: N/A – Inherently part of the client organization.
Key Tools:
🛠️ Collaboration and feedback tools
Key Skills:
🗣️ Clear communication
🧠 Decision-making
🎯 Understanding of content goals
Client Touchpoints: Highest – Central to the client relationship.
Combination Potential: N/A – Distinct role.
Specialized Roles:
Translator/Localizer
Description: Adapts content for different languages and cultural contexts.
Scalability: Becomes crucial for projects targeting multiple language markets.
Outsourcing Potential: High – Often outsourced to specialized language service providers.
Key Tools:
🌐 Translation memory software
🌍 Localization tools
Key Skills:
🗣️ Fluency in multiple languages
🌍 Cultural awareness
✍️ Writing skills
Client Touchpoints: Low – Typically works based on translated briefs.
Combination Potential: Can be combined with Writer (if bilingual and culturally aware).
Audio/Video Producer
Description: Produces audio and video content, such as podcasts, webinars, and video blogs.
Scalability: Role expands as demand for multimedia content increases.
Outsourcing Potential: Medium to High – Can be outsourced for specialized equipment/skills.
Key Tools:
🎥 Video editing software
🎙️ Audio recording equipment
Key Skills:
🎛️ Audio/video editing
🎭 Storytelling
💻 Technical proficiency
Client Touchpoints: Medium – May interact for creative direction and feedback.
Combination Potential: Can be combined with Designer for smaller projects.
Interviewer
Description: Conducts interviews with client SMEs or external sources to gather insights and quotes.
Scalability: Becomes more important for in-depth, research-heavy content projects.
Outsourcing Potential: Medium – Can be outsourced but often handled by writers or journalists.
Key Tools:
🎤 Recording equipment
📝 Transcription software
Key Skills:
🗣️ Communication
👂 Active listening
❓ Ability to ask insightful questions
Client Touchpoints: High – Directly interacts with client SMEs or sources.
Combination Potential: Can be combined with Writer, Journalist.
Content Curator
Description: Selects and organizes relevant content from various sources for sharing or repurposing.
Scalability: Becomes more important as content volume and variety increase.
Outsourcing Potential: Medium – Can be outsourced but often integrated with content strategy.
Key Tools:
🗂️ Content curation platforms
🔍 Social listening tools
Key Skills:
🔍 Research
🧠 Critical thinking
👥 Understanding of audience needs
Client Touchpoints: Low – Typically works based on content strategy.
Combination Potential: Can be combined with Social Media Manager, Content Strategist.
Legal/Compliance Officer
Description: Reviews content to ensure compliance with legal and regulatory standards.
Scalability: Becomes more important in heavily regulated industries or for larger organizations.
Outsourcing Potential: Low – Often kept in-house or handled by dedicated legal counsel.
Key Tools:
⚖️ Legal databases
📋 Compliance checklists
Key Skills:
⚖️ Legal knowledge
🎯 Attention to detail
🛡️ Risk assessment
Client Touchpoints: Low – Typically works based on established guidelines.
Combination Potential: Can be combined with QA Specialist (for basic compliance checks).
Content Syndication Manager
Description: Handles the distribution and promotion of content through various channels and partners.
Scalability: Role expands with increasing focus on content distribution and partnerships.
Outsourcing Potential: Medium – Can be outsourced but often integrated with marketing strategy.
Key Tools:
📢 Content distribution platforms
📊 Analytics tools
Key Skills:
🤝 Relationship management
🌐 Understanding of distribution channels
📈 Analytics
Client Touchpoints: Medium – May interact for strategy and results reporting.
Combination Potential: Can be combined with Content Strategist, Marketing Manager.
Data Researcher
Description: Gathers and analyzes data to support content creation, ensuring accuracy and relevance.
Scalability: Becomes more important for data-driven and research-heavy content projects.
Outsourcing Potential: Medium – Can be outsourced but often integrated with the writing team.
Key Tools:
📊 Data analysis software
🗂️ Academic databases
📝 Survey tools
Key Skills:
🔍 Research methods
📊 Data analysis
🧠 Critical thinking
Client Touchpoints: Low – Typically works based on project requirements.
Combination Potential: Can be combined with Writer, SME, Production Assistant for smaller projects.
Fact-Checker
Description: Verifies the accuracy of information in content, especially important for news and educational material.
Scalability: Crucial for maintaining credibility, especially in larger operations.
Outsourcing Potential: Medium – Can be outsourced but often integrated with the editorial team.
Key Tools:
🔍 Fact-checking databases
📚 Primary source materials
Key Skills:
🧠 Critical thinking
🔍 Research skills
🎯 Attention to detail
Client Touchpoints: Low – Typically works based on internal standards.
Combination Potential: Can be combined with Editor, QA Specialist, SME.
Content Animator
Description: Creates animated content or motion graphics to enhance visual storytelling.
Scalability: Becomes more important as demand for dynamic visual content increases.
Outsourcing Potential: High – Often outsourced for specialized skills and software.
Key Tools:
🎞️ Animation software (e.g., Adobe After Effects)
🖥️ 3D modeling tools
Key Skills:
🎨 Animation techniques
🎭 Visual storytelling
💻 Technical proficiency
Client Touchpoints: Low to Medium – May interact for creative direction.
Combination Potential: Can be combined with Designer for smaller projects.
Content Production Scenarios
To illustrate how these roles and stages come together, we’ve outlined several scenarios showcasing different content production workflows. Each scenario is tailored to specific project needs, ranging from small-scale blog management to large-scale, multi-language content production.
These examples provide practical insights into how to structure workflows and allocate roles for various content production projects.
Scenario 1: Basic Blog Content Workflow
Client: A local artisanal cheese shop wants to start a blog to improve its online presence and attract more customers.
Project Details:
Content Volume: 4 blog posts per month
Length: 800-1,000 words per post
Topics: Cheese pairings, cheese-making processes, cheese history, and recipes
Images: Client will provide 2-3 premium images per post
Goal: Increase website traffic and position the shop as a local cheese expert
Checklist Workflow:
Content Strategist (also handling SEO)
Develop monthly content calendar
Conduct keyword research for each post
Create content briefs with SEO guidelines
Writer
Write 4 blog posts per month based on provided briefs
Incorporate keywords naturally into the content
Suggest placements for client-provided images
Editor (also handling proofreading)
Review and edit each post for clarity, style, and grammar
Ensure proper keyword usage and SEO best practices
Check for consistency with the brand voice
Client/Stakeholder (for approval)
Review each post for accuracy of cheese information
Provide feedback or approval
Supply relevant images for each post
Publisher
Upload approved content to the blog platform
Optimize meta descriptions and titles
Insert and caption provided images
Set up internal links to relevant products or other blog posts
Scenario 2: Mid-Scale Content Marketing Workflow
Client: A medium-sized SaaS company specializing in project management software needs regular content to establish thought leadership and generate leads.
Project Details:
Content Volume:
8 blog posts per month (1,000-1,500 words each)
1 whitepaper per quarter (3,000-5,000 words)
1 case study per month (1,500-2,000 words)
Topics: Project management best practices, productivity tips, industry trends, and software solutions
Goal: Increase organic traffic, generate leads, and establish authority in the project management space
Additional Need: Content should incorporate product features naturally without being overly promotional
Checklist Workflow:
SEO Specialist
Conduct keyword research and competitor analysis
Identify trending topics in the project management space
Provide data to guide content strategy
Content Strategist
Develop quarterly content calendar
Create high-level content briefs based on SEO insights
Align content with marketing funnel stages
Subject Matter Expert (SME) – Initial Input
Review content briefs
Add technical insights and industry-specific information
Suggest key points to be covered
Client/Stakeholder – Brief Approval
Review and approve content briefs
Provide additional input on company goals and product features to highlight
Project Manager
Assign tasks to writers and set deadlines
Manage the overall content production schedule
Ensure smooth communication between all parties
Writer
Create content based on approved briefs
Incorporate SEO keywords and technical information
Draft content that balances educational value with subtle product mentions
Subject Matter Expert (SME) – Accuracy Check
Review written content for technical accuracy
Suggest refinements or additions to improve depth and credibility
Editor
Review content for clarity, style, and alignment with brand voice
Ensure proper incorporation of SEO elements
Check for consistency across different content pieces
Proofreader
Conduct final check for grammar, spelling, and formatting
Ensure adherence to style guide
Client/Stakeholder – Final Approval
Review and approve final content
Provide any last-minute feedback or change requests
Publisher
Upload approved content to the appropriate platform (blog, resource center, etc.)
Optimize meta descriptions, titles, and URL structures
Set up proper tagging and categorization
Scenario 3: Large-Scale, Multi-Language Content Production With AI Assistance
Client: A large e-commerce platform specializing in consumer electronics needs product descriptions and category pages in multiple languages.
Project Details:
Content Volume:
200 product descriptions per week (150-250 words each)
10 category pages per month (500-800 words each)
Languages: English (source), then translated into Spanish, French, German, and Italian
Images: 2-3 product images per description, 1 hero image per category page
Goal: Expand market reach in Europe with localized SEO content
Additional Need: Consistent brand voice across all languages and culturally appropriate content
Checklist Workflow:
SEO Specialist
Conduct multilingual keyword research
Analyze competitors in target markets
Provide data to guide content strategy for each language
Content Strategist
Develop content templates for product descriptions and category pages
Create style guides for each target language
Align content strategy with SEO insights and e-commerce best practices
Project Manager
Coordinate workflow across multiple languages and teams
Manage timelines and resource allocation
Ensure smooth communication between all parties
Brief Creator
Develop detailed briefs for product descriptions and category pages
Incorporate SEO keywords and e-commerce conversion strategies
Virtual Assistant (VA) – Image Sourcing
Source appropriate product images from manufacturers
Find or create hero images for category pages
Ensure all images meet platform specifications
Writer (English)
Create original content in English based on briefs
Incorporate SEO keywords and follow e-commerce best practices
Adapt tone for different product categories
Editor (English)
Review English content for clarity, style, and brand consistency
Ensure proper incorporation of SEO elements
Check for e-commerce optimization (calls-to-action, product highlights)
AI Operator
Use advanced AI tools to translate English content into target languages
Ensure AI settings are optimized for e-commerce context
Prepare translated content for human review
Translator/Localizer (one for each target language)
Review and refine AI-translated content
Ensure cultural appropriateness and local market relevance
Adapt idioms, measurement units, and cultural references as needed
Proofreader (one for each language, including English)
Conduct final checks for grammar, spelling, and formatting
Ensure adherence to language-specific style guides
Designer
Create layout templates for product pages and category pages
Ensure design is consistent across all languages
Optimize image placement for different screen sizes
Quality Assurance Specialist
Review final content in all languages for consistency and accuracy
Check that all SEO elements are correctly implemented
Ensure images and design elements are properly integrated
Client/Stakeholder
Review a sample of content in each language
Provide feedback on brand alignment and market-specific concerns
Publisher
Upload approved content to the e-commerce platform
Ensure proper tagging, categorization, and cross-linking
Set up A/B tests for different language versions if required
Practical Tips for Building Effective Workflows
Creating efficient workflows is essential for managing multiple content projects seamlessly. These tips, drawn from industry experience, will help you build customized, flexible workflows that ensure exceptional content delivery while maintaining strong client relationships.
Tip
Description
Tailor Workflows to the Project
Customize workflows to fit the specific details and needs of each project. Avoid a one-size-fits-all approach to ensure the right content is delivered the right way.
Combine Roles Thoughtfully
Combine roles to save time and resources, but ensure the right person is in the right role. For example, an editor might proofread, but a writer should not handle content strategy.
Set Clear Expectations for Client Approvals
Communicate the importance of timely client approvals. Delays in client feedback can stall the entire production process, so set clear expectations from the start.
Plan Backwards From Deadlines
Start with the delivery date and work backwards to set deadlines for each stage. Ensure timelines are reasonable and achievable to avoid last-minute issues.
Use Automation Wisely
Leverage automation to keep workflows moving smoothly. Set up automatic notifications or task assignments to ensure the next person in line is promptly alerted.
Maintain Open Communication and Feedback
Regular check-ins and feedback loops are crucial to catch issues early and keep everyone aligned. Foster an environment where team members feel comfortable sharing updates and concerns.
Balance Efficiency With Quality
Streamline processes without sacrificing quality. Ensure workflows include thorough QA and review stages to catch errors and maintain high standards.
Document and Share Insights
Encourage the team to document successful practices and share insights. This not only improves current workflows but also aids in training new team members.
Stay Flexible and Responsive
Be ready to adjust workflows based on client feedback or changes in project scope. Flexibility helps maintain strong client relationships and manage surprises effectively.
Keep Automation in Check
Use automation for repetitive tasks, but maintain human oversight in critical areas like editing and quality checks to ensure content integrity.
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