Tag: client-onboarding

Tips for using the working session deck resource effectively. 

TOC:

Download the Working Session Deck

Slide 1: Working Session Title

Slide 2: Meet Your Team

Slide 3: Today’s Topics

Slide 4: Agreement – Key Points

Slide 5: Communication Preferences

Slide 6: Workflow Roles

Slide 7: Turnaround Times

Slide 8: Revisions & Rewrites

Slide 9: Overview of You! 

Slide 10: The Content Brief

Slide 11: Voice and Tone Quote

Slide 12: Brand Voice

Slide 13: Style

Slide 14: Content Structure

Slide 15: Optimization

Slide 16: Linking

Slide 17: Calls to Action

Slide 18: Special Requirements

Slide 19: Project Logistics

Slide 20: Workflow Centralization

Slide 21: Calibration Quote

Slide 22: Calibration

Slide 23: Feedback and Touchbases

Slide 24: Communication Quote

Slide 25: What’s Next?

Slide 26: Questions

Slide Guide: Working Session Title Slide

Purpose

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

1. 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

1. 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

1. Add Team Member Photos:
   • Replace the placeholder images with actual photos.
   • Ensure the photos are professional and current.
2. 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

1. Introduction by the Facilitator:
   • Invite attending team members to introduce themselves.
   • Name and provide a brief description of non-attendees on the slide.
2. Team Member Introductions:
   • Each team member briefly introduces themselves, mentioning their role in the company, their role in this project, and their background.
3. 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

1. 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

1. Introduction by the Facilitator:
   • Explain that this slide covers the high-level points of the agreement to ensure clarity and alignment.
2. 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.
3. 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

1. 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

1. Introduction by the Facilitator:
   • Explain the importance of clear communication, and introduce the purpose of this slide.
2. 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.
3. 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

1. 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

1. 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.
2. 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.
3. 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

1. 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

1. Introduction by the Facilitator:
   • Explain that this slide covers the standard turnaround times to set clear expectations.
2. 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. 
3. 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

1. 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

1. 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.
2. 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.
3. 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.
4. 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

1. Introduction by the Content Production Manager:
   • Introduce yourself and explain the purpose of this phase: to gather detailed information for content alignment.
2. 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.
3. 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

1. Introduction by the Content Production Manager:
   • Explain that this slide covers key components of the content brief and its importance in content production.
2. 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.
3. 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.
4. 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

1. 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.
2. 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.
3. 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

1. Introduction by the Content Production Manager:
   • Introduce the importance of a clearly defined and documented brand voice for consistent content.
2. 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.
3. 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.
4. 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

1. Introduction by the Content Production Manager:
   • Confirm the client’s style, grammar, and punctuation preferences upfront.
   • Highlight the importance of consistency in decision-making.
2. 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).
3. 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
4. If a Client Style Guide Exists:
   • Acknowledge the existing style guide.
   • Only ask about items not covered in their guide.
5. 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

1. Introduction by the Content Production Manager:
   • Explain that this slide covers formatting preferences for consistency.
2. 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.
3. 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

1. Introduction by the Content Production Manager:
   • Explain that this slide covers various aspects of content optimization, including SEO, metadata, and reader engagement.
2. 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.
3. 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.
4. 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

1. Introduction by the Content Production Manager:
   • Explain the importance of both internal and external linking for SEO and content credibility.
2. 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.
3. 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

1. 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.
2. 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

1. 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.
2. 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.
3. 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

1. 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.
2. Batch Volume:
   • Determine the size of content batches that the client prefers.
   • Discuss the advantages of consistent batch sizes for predictable workflow and quality.
3. 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. 
4. Submission and Delivery Method:
   • Discuss how content orders should be submitted (e.g., via email, project management tools, content calendars, content platforms).
   • Determine the preferred method for delivering completed content (e.g., content calendar, email, shared drive, content management system).
5. Delivery Format:
   • Confirm the format in which the content should be delivered (e.g., Word documents, Google Docs, HTML).
   • Address any specific formatting requirements or templates the client prefers.

Slide Guide: Workflow Centralization

Purpose

Discuss and establish a centralized workflow using various tools to ensure efficient communication, planning, and project management.

Facilitation Tips

• Who Should Handle This Slide: The content production manager.
• Time Management: Allocate about 10 minutes to discuss and finalize the tools and workflow.
• Engagement: Encourage the client to provide input on their preferred tools and ensure all team members are comfortable with the chosen platforms.

Updating the Slide

• Note: This slide may need adjustments depending on the specific tools used by the user and the client.

Discussing the Slide During the Working Session

1. Introduction by the Content Production Manager:
   • Explain the importance of centralizing workflow to streamline communication, planning, and project management.
2. Content Calendar:
   • Discuss the use of a content calendar to plan and track content production.
   • Confirm the tool that will be used for the content calendar (e.g., Google Sheets).
3. Event Calendar:
   • Address the need for an event calendar to track important dates, deadlines, and milestones.
   • Determine the preferred tool for the event calendar.
4. Team Communication:
   • Discuss the use of group messaging platforms like Slack or Microsoft Teams for real-time communication and collaboration.
   • Establish the primary communication platform and set guidelines for its use.
5. Project Management Hub:
   • Talk about the project management tools that will be used (e.g., Asana, Basecamp, Trello).
   • 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.
6. 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

1. 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.
2. 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

1. 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.
2. 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.
3. 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

1. 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.
2. 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.
3. 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

1. 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.
2. 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

1. Introduction: Emphasize the importance of staying on schedule and maintaining communication.
2. Outline the Next Steps:
   • Working Session Summary:
     • Mention a detailed summary will be sent for review and request client approval or feedback.
   • Project Brief Creation:
     • Explain the process of creating the project brief based on the information gathered during the session.
     • Set a deadline for the completion of the project brief.
   • Workflow Creation:
     • Discuss the creation of the workflow that will guide the content production process.
   • Team Building:
     • Outline the steps for assembling the content production team.
     • Highlight any key roles that will be filled.
   • Calibration Assigned:
     • Confirm the date when calibration pieces will be assigned to writers.
   • Calibration Delivered:
     • Confirm the delivery date for the calibration pieces.
   • Calibration Feedback Call:
     • Confirm the date and time with the client and discuss the agenda for the call.
3. Event Calendar
   • Inform the client that agreed dates and times will be added to the event calendar (if used) after the working session summary is approved.

Slide Guide: Questions?

Purpose

Wrap up the working session by providing the client an opportunity to ask any final questions and to ensure that all points discussed are clear.

Facilitation Tips

• Who Should Handle This Slide: The facilitator.
• Time Management: Allow sufficient time for questions and ensure the session doesn’t feel rushed at the end.
• Engagement: Encourage open communication and reassure the client that their input is valuable and appreciated.
• Closing Remarks: End the session on a positive note, ensuring the client feels confident and supported moving forward.

Updating the Slide

• Add Logos:
  • Replace the “Place Your Logo Here” placeholder with your company’s logo.
  • Optionally, add the client’s logo for a personalized touch.

Discussing the Slide During the Working Session

1. Introduction by the Facilitator:
   • Summarize the main points discussed during the session.
   • Reinforce the importance of the next steps and the agreed-upon timelines.
2. Open the Floor for Questions:
   • Invite the client to ask any remaining questions or request any clarifications they might need.
   • Be prepared to provide detailed answers and additional information as needed.
3. Reiterate Availability:
   • Let the client know they can reach out after the session if they think of any additional questions or need further assistance.
   • Provide contact details if necessary.
4. Thank the Client:
   • Express appreciation for their time and participation in the working session.
   • Highlight the collaborative nature of the partnership moving forward.

Phase 1: Working Session

Tip: Prepare Thoroughly for the Working Session
Ensure you review all client materials and calibration content briefs in advance to lead a productive and focused session.

Schedule and Prepare for the Working Session:

• Schedule a working session with key stakeholders (client, content production manager, client’s editor or content reviewer).
• Send a detailed agenda for the working session, including key topics and goals.
• Request and review the calibration content briefs (if applicable).
• Review any existing client materials.
• Prepare the working session deck.

During the Working Session:

• Align on project scope and agreement terms.
• Establish content goals and objectives.
• Define the target audience and brand voice.
• Outline the desired content structure and style.
• Plan production logistics and timelines, including milestones and deliverables.
• Advise on best practices for content creation, SEO, and quality control.
• Schedule the calibration feedback call. 

Post-Working Session:

• Create a working session summary document and share it with all stakeholders.
• Request approval or corrections to the working session summary from the client. 

Phase 2: Preparation

Best Practice: Double-Check the Project Brief
Compare the project brief to the working session summary to ensure no key details are missed.

Develop the Project Brief:

• Create a comprehensive project brief that includes content goals, target audience, brand voice, content structure, style guidelines, SEO requirements, and other writer-facing content details.
• Compare the project brief to the working summary to ensure all overarching content guidelines are covered.
• Request a review of the project brief by a writer or an editor to identify gaps or opportunities for clarification.

Create a Content Brief Template (if your team is creating the briefs):

• Develop a content brief template that includes the appropriate components and aligns with the project brief.
• Include specific instructions for tone, keywords, linking, audience segment, outline, and any other relevant details.
• Request a review of the content brief template by a writer or an editor to identify gaps or opportunities for clarification.
• Review the template with the person creating the content briefs to ensure understanding of expectations. 

Pro Tip: Use the Content Calendar to Stay on Track
A well-maintained content calendar ensures everyone stays aligned with deadlines and project progress.

Set Up the Content Calendar:

• Establish a content calendar with deadlines for each phase of content production.
• Include columns for data points or information needed by the content brief creator.
• Include a status field to keep all parties up to date on progress.
• Ensure the calendar is shared with all team members and the client.
• Instruct the client on their role in the content calendar.

Build Tailored Workflows:

• Create customized workflows for the project, detailing each step from content creation to delivery.
• Define and communicate roles and responsibilities within the workflows, ensuring clarity for all team members.
• Document and share the process, expectations, and timelines for each step in the workflow. 

Phase 3: Team Building

Note: Start Small, Then Scale
Begin with a small, focused team to iron out any issues before expanding to full-scale production.

Assemble the Writing Team:

• Choose writers and editors ideally suited to the project’s subject, style, and structure.
• Identify which writers and editors will participate in calibration. 
• Provide calibration writers and editors with the project resources.
• Communicate assignment day and completion deadline for calibration. 
• Communicate project timeline to non-calibration team, but don’t share the briefs until after calibration concludes (due to likelihood of updates). 

Phase 4: Calibration

Focus: Use Calibration to Perfect the Process
Calibration helps refine the content and processes before full-scale production, so take the time to get it right.

Assign and Produce Initial Content:

• Begin the trial run with a small batch of content to test project resources.
• Assign content orders to the calibration writers and editors.
• Instruct the writers and editors to follow the project and content brief explicitly. 

Review the Content:

• Review the completed content to gauge the writer and editor’s understanding against your vision of the deliverable.
• Identify any areas for improvement and make a note to update the resources (don’t update yet).
• Adjust the content to match your vision.  

Deliver the Content:

• Submit the content to the client for review.
• Send a calibration feedback questionnaire to the client and request that it be returned at least 24 hours prior to the calibration feedback call. 

Important: Schedule a Calibration Feedback Call
This call is crucial for aligning with the client on content quality and ensuring the final product meets expectations.

Conduct the Calibration Feedback Call:

• Conduct a face-to-face feedback call with the client. 
• Discuss both positive and critical feedback to identify strengths and weaknesses in the content and processes.
• Assess your understanding of the client’s vision of the final content against their feedback on the deliverables. 
• Determine whether additional calibration is needed. 
• If moving into ramp-up or full production, review cadence and submission decisions determined during the working session. 

Refine the Resources:

• Make necessary adjustments to the project brief, content brief template, and workflow based on client feedback.
• Communicate resource updates resulting from the feedback call to the writers and editors who created the content.
• Share resources with the non-calibration writers and editors to prepare them for production. 

Ensure content and workflow precision through iterative feedback and adjustment.

What Is Calibration?

Calibration in content production is the process of aligning your work with the client’s vision. It ensures that the content meets the required quality, tone, style, and timing.

How Calibration Works

Calibration is the fourth phase of onboarding, following the working session, resource and workflow development, and team building. This stage involves testing content and workflows on a smaller scale to see how well they meet the client’s expectations. Feedback is then used to make targeted adjustments to content style, tone, and processes, ensuring everything is aligned with the client’s vision before full-scale production begins.

Here’s a high-level overview of the calibration process:

1. Assign and Produce Content: Test how well the style guides, tools and other resources capture the content’s vision and requirements.
2. Internal Review: Measure the writer’s and editor’s understanding against the content manager’s expectations.
3. Client Review: Evaluate the content manager’s understanding against the client’s vision.
4. Calibration Feedback Call: Gather positive and critical feedback to identify the strengths and weaknesses of the resources and processes.
5. Refinement and Launch or Recalibrate: Repeat the process until alignment is achieved, then move into scaled production.

13 Tips for Effective Calibration

1. Rely on Your Resources

• Let the project and content briefs guide writers and editors.
• Calibration tests these resources to ensure they achieve the desired results.

2. Start Small, Scale Smart

• For long-form content: Calibrate with 2-3 articles using at least two writers.
• For short-form content: Calibrate with 5-10 pieces using at least three writers.

3. Timeliness Is Key

• Begin the calibration process within 3-5 days of the working session to keep insights fresh.
• Schedule the feedback call within 3 days of content delivery.

4. Face-to-Face Feedback

• Always hold a face-to-face call for the feedback session to prevent misalignment from relying solely on written comments.

5. Focus on Actionable Feedback

• Prioritize feedback that can be applied across the entire project, such as style guidelines or tone adjustments.
• Avoid overemphasizing feedback that only pertains to specific articles.

6. Set Clear Client Expectations

• Ensure clients understand that calibration is a test of the workflow and resources, not necessarily an example of the final output.

7. Agree on Readiness

• Both the client and the content team should agree they’re comfortable moving into ramp-up or full production after calibration.

8. Embrace Iterative Improvements

• Be prepared to make thoughtful adjustments based on feedback. Calibration is iterative, and fine-tuning is expected.

9. Maintain Internal Communication

• Communicate resource updates from the feedback call to the writers who created the content to ensure everyone stays informed.

10. Use On-Target Samples

• Once an on-target piece is created, include it as a sample in the project brief for future reference.

11. Continue Calibration in Ramp-Up

• For high-volume or large-team projects, continue calibrating internally with each new set of writers.
• Scale up those who demonstrate a strong understanding while starting slowly with new writers and editors.

12. Set Proper Expectations for Yourself

• Understand that calibration can be a bumpy process. Misalignments may occur due to unclear expectations or misunderstandings.
• Remember, calibration is meant to identify and resolve these issues.

13. Stay Flexible

• Expect that adjustments may still be needed after calibration is complete.
• Treat your project brief as a living document that will evolve over the life of the project.

Calibration Feedback Questionnaire

The calibration feedback questionnaire is a critical supplement to the face-to-face feedback process. 

It serves two essential purposes: 

1. It allows the production team to review client feedback in advance and prepare questions for the calibration feedback call.
2. It documents the client’s approval, providing a reference point for any future revisions. 

Calibration Feedback Questionnaire

We value your feedback and insights. Please take a few moments to complete this questionnaire to help us refine our processes and ensure we meet your expectations. Your responses will be reviewed before the calibration feedback call to prepare for an in-depth discussion.

Your Name and Role:

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Company or Project Name:

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Names and Roles of Others Who Reviewed the Content:

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Rating Calibration Deliverables:

From 0 to 10, with 10 being exactly what you wanted, how would you rate the calibration deliverables compared to your vision of on-target content?

Rating Scale:

• 0 – Not even close
• 1
• 2
• 3
• 4
• 5
• 6
• 7
• 8
• 9
• 10 – Perfect!

Please consider the different components that go into good content creation. Check off all items that met your expectations and leave blank anything that missed the mark. If an item doesn’t apply to your content, please check it.

• Writing Quality
• E-E-A-T Principles
• Voice
• Content Structure
• Non-Keyword SEO
• Keyword Usage
• Internal/External Linking
• Flow
• Consistency
• Organization
• Logic
• Expertise
• CTA
• Introduction
• Conclusion
• Adherence to Instructions
• Length
• Delivery Format

Feedback on Unchecked Items:

Please provide brief feedback on what must be done to align with your expectations on anything left unchecked. Give as much detail as you’d like, but note that you’ll have the opportunity to go into detail during the calibration feedback call.

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Feedback on Checked Items:

Do you have feedback on the areas you checked that would help us produce even better results? If so, summarize it here. We’ll go into more detail during the call.

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Comfort With Moving Into Scaled-Up Production:

Based on these deliverables, do you feel comfortable moving into scaled-up production?

• Yes
• No
• Not sure. Let’s discuss during the call.

Uncovered Issues or Bottlenecks:

Has the calibration round uncovered issues or potential bottlenecks that weren’t considered prior to this point? For example, the need for brief creation, the time it takes to review deliverables, the number of people reviewing content, the need for images, or the need for a more customized deliverable?

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Additional Feedback, Questions, or Concerns:

Please provide any feedback, questions, or concerns not already covered in your prior responses.

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Contact page copy:

Calibration is where all the preparation comes together and production begins, but a crawl-walk-run approach is key to ramping up an at-scale project. For questions on calibration or client onboarding, contact your account or content manager. Prospective clients can connect with us at sales@stellarcontent.com. 

Create project and content briefs that keep writing teams producing stellar content that’s consistent with SEO requirements and brand voice. 

Table of Contents: 

• The Importance of Briefs
• Brief Component Table
• 8 Common Pitfalls in Brief Creation and How to Avoid Them
• 8 Best Practices for Using AI for Content Brief Creation
• 7 Essential Tools for Content Brief Creation
• 12 Guidelines for Creating a Project Brief
• Creating a Content Brief Template: A 10-Step Guide
• Project Brief Template
• Content Brief Template

The Importance of Briefs

Begin your content project by defining its goals and deliverables with clear project and content briefs. These essential documents ensure alignment across your team and equip content creators with the guidance needed to meet strategic objectives and audience expectations. This step lays the groundwork for successful content creation, providing a solid blueprint for every piece produced.

Project Briefs

Project briefs are essential tools that provide a clear direction for the entire content project, ensuring all team members are aligned with the project’s goals, scope, and specific requirements. They contain high-level information crucial for guiding all content produced within a project:

• Universal Guidance: Ensures every piece of content adheres to a unified strategic vision, including SEO, brand voice, and style.
• Creative Boundaries: Outlines areas for innovation and strict compliance, balancing creativity with adherence to guidelines.
• Consistency Across Content: Maintains a consistent approach to voice, tone, and style, enhancing brand coherence.
• SEO Alignment: Includes vital SEO strategies that ensure content is enhanced for visibility and reach.

Content Briefs

Content briefs act as the tactical tools that translate the strategic insights of project briefs into actionable instructions for creating individual content pieces. They provide detailed guidance necessary to produce focused and impactful content:

• Detailed Roadmaps: Offer precise instructions for each piece of content, ensuring alignment with project objectives.
• Specificity in Execution: Address the unique requirements of each content piece, from structure to differentiation points.
• Direct Knowledge Transfer: Convey specific insights, expertise, and strategic direction directly to content creators.
• Enhanced Engagement: Tailor content to effectively engage the target audience and achieve specific business goals.
• Prevention of Misalignment: Mitigate risks of misinterpretation and ensure content meets the intended business and audience needs.

Project Brief vs. Content Brief: Key Components

Our brief component tables outline the key elements of both project and content briefs, clearly distinguishing their roles in guiding content creation. This differentiation helps ensure clarity in overarching project goals and precision in individual content pieces.

Audience and Author Details

Component	Project Brief worthy?	Content Brief worthy?	Considerations
Audience Insights	No	Yes	Audience insights aren’t about personas. This component details common pain points, what resonates with, or could possibly disappoint, the audience as it relates to the article.
Audience Persona	Yes	No	Include demographics, sociographics, and psychographics. If the audience is segmented, identify the segment for the writer.
Author	No	Yes	Content should be published under an individual’s name, ideally a proven SME on the subject. This informs the writer on how to approach the content.

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Business Objectives and CTAs

Component	Project Brief worthy?	Content Brief worthy?	Considerations
Business Objective	If consistent	Yes	Specify desired actions like clicking links, signing up for newsletters, or building topical authority.
Call to Action (CTA)	If consistent	Yes	Provide direction on placement and frequency of CTAs. Ensure alignment with the business objective.
Contact	Yes	Yes (if specific)	Writers should know who to contact for answers. Editor and project manager emails go in the project brief; specific subject matter experts go in the content brief.

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Content Details

Component	Project Brief worthy?	Content Brief worthy?	Considerations
Content Purpose	If consistent	Yes	Inform the writer of the search intent and what the reader should gain. Including the journey or funnel stage can help.
Content Type	If consistent	Yes	Define the content type to lessen confusion, such as listicles, how-tos, white papers, etc.
Deadline	No	Yes	Communicate deadlines clearly with date, time, and time zone. Distinguish between writer and editor deadlines if appropriate.

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Differentiation and Linking

Component	Project Brief worthy?	Content Brief worthy?	Considerations
Differentiation Opportunities	If consistent	Yes	Highlight how to make content stand out from competitors, such as recent advancements, poorly covered subtopics, or a different viewpoint.
External Linking	Yes (guidelines)	Yes (specific)	Provide specific links or directions.
Internal Linking	Yes (guidelines)	Yes (specific)	Provide specific links or directions.

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Legal and SEO

Component	Project Brief worthy?	Content Brief worthy?	Considerations
Legal/Compliance Guidelines	Yes	For exceptions	Provide thorough compliance guidelines in the project brief and highlight exceptions or specific requirements in the content brief.
Meta Description	Yes (if writer creates)	Yes (if pre-written)	Provide guidelines or pre-written descriptions.
SEO Requirements	If consistent	Yes (specific)	Include keyword usage, optimization requirements, and SERP-feature targets.

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Additional Components

Component	Project Brief worthy?	Content Brief worthy?	Considerations
Notes/Special Instructions	If consistent	Yes	Use for any additional information not covered elsewhere.
Outline	No	Yes	Provide enough direction while allowing for creativity.
Point of View	Yes (broad)	Yes (specific)	Provide specific stance, opinions, and insights.
Primary Keyword	No	Yes	Include one primary keyword aligned with the subject matter and search intent.

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Keywords and Analysis

Component	Project Brief worthy?	Content Brief worthy?	Considerations
Resource & Inspiration Links	If consistent	Yes (specific)	Explain the purpose of each link.
Samples	Yes	No	Illustrate instructions and set quality expectations.
Secondary Keywords	No	Yes	Target relevant long-tail keywords and synonyms.
SERP Analysis	No	Yes	Provide links to SERP competitors and findings.

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Style and Visuals

Component	Project Brief worthy?	Content Brief worthy?	Considerations
Style	Yes	No	Include guidelines on perspective, language use, and stylistic elements. Use a Stylistic Exemptions or Special Notes component in the content brief for ad hoc changes to style.
Title	No	Yes	Provide the title and direction on its usage.
Updates	Yes	No	Summarize recent updates and date entries.
Visuals	If consistent	Yes (briefly)	Inform the writer of visual elements to ensure cohesiveness between copy and visuals.
Voice/Tone	Yes	For exceptions	Cover variations thoroughly and avoid vague descriptions.
Word Count	If consistent	Yes	Provide a reasonable range and instruct on word count limits.

8 Common Pitfalls in Brief Creation and How to Avoid Them

This section highlights eight typical challenges encountered during the brief creation process and provides practical solutions to avoid them. Understanding these pitfalls will help ensure your briefs are clear, effective, and aligned with project goals.

1. Vagueness and Lack of Specificity
   • Problem: Briefs that are too vague don’t provide enough direction, leading to misaligned content and revisions.
   • Solution: Be specific with your details. Use clear, concise language and avoid open-ended instructions, especially when working with multiple writers who interpret instructions differently.
2. Overloading With Information
   • Problem: Including too much detail can overwhelm writers, leading to key points being overlooked.
   • Solution: Prioritize information based on relevance to the specific content piece. Use bullet points for clarity and to emphasize important elements.
3. Ignoring SEO Requirements
   • Problem: Neglecting SEO aspects results in content that performs poorly on search engines.
   • Solution: Clearly outline SEO keywords, desired content length, and any linking strategies. Integrate these seamlessly into the content’s narrative.
4. Failing to Define Voice
   • Problem: Without a clear understanding of your brand voice, writers may produce content that doesn’t resonate or engage effectively.
   • Solution: Provide detailed voice attributes, examples, and audience personas in the project brief.
5. Not Setting Clear Objectives
   • Problem: Unclear objectives result in content that fails to meet business or reader goals.
   • Solution: Define the business objective and search intent for each piece of content. Whether it’s driving sales, improving SEO, or building brand awareness, be explicit about what the content aims to achieve, and be sure the writer understands the search intent associated with your topic. 
6. Inadequate Instructions for Call to Action
   • Problem: If CTAs aren’t clearly defined, the content may fail to convert readers.
   • Solution: Specify the type of CTA, its placement, and the action you want the audience to take. Ensure it aligns with the business objectives.
7. Lack of Collaboration and Feedback
   • Problem: Briefs created in isolation may not cover all aspects or miss key inputs.
   • Solution: Involve stakeholders in the briefing process and ensure there’s a mechanism for feedback and revisions.
8. Expecting Too Much From a Writer
   • Problem: Expecting a writer to determine your point of view or create content that reflects your expertise without providing sufficient information leads to generic content that doesn’t stand out from competitors.
   • Solution: Ensure your content brief instructs the writer on how to differentiate the content they’re going to write. Include SME insights, original quotes, or your business’s stance or opinion on the subject matter to ensure unique content. 

8 Best Practices for Using AI in Content Brief Creation

Leveraging AI can significantly improve brief creation by boosting efficiency and precision. To help you make the most of tools like ChatGPT, this list provides eight essential guidelines focused on quality, collaboration, and strategic use. These practices ensure you gain the advantages of AI while retaining control over content development.

1. Collaborative Creation
   • Best Practice: Engage AI as a partner in the content brief creation process, rather than relying on it to generate briefs independently. Use it to refine and expand sections collaboratively, ensuring each part of the brief meets quality standards and aligns with strategic goals.
   • Tip: Ensure the person using AI to create briefs has the capability to create a brief manually. This ensures they can effectively judge and enhance the AI-generated output.
2. Comprehensive Preparation
   • Best Practice: Before starting with AI, gather all necessary background materials such as SEO keyword research, audience data, competitive analysis, and content insights. This preparation ensures the briefs are grounded in strategy and informed by data.
   • Tip: Use AI to help organize these materials into a cohesive strategy that can be directly referenced in the brief.
3. Iterative Review and Enhancement
   • Best Practice: Treat the initial AI-generated content as a draft to be refined. Carefully scrutinize each output before incorporating it into the brief to ensure precision and relevance.
   • Tip: Use AI to suggest variations and improvements on key sections like the call to action or outline, ensuring they’re optimized for user engagement.
4. Quality Over Speed
   • Best Practice: Emphasize the quality of the briefs over the speed of their creation. Although AI can accelerate the drafting process, the focus should be on using AI to achieve a higher standard of clarity and strategic alignment.
   • Tip: Use off-the-shelf AI models such as ChatGPT, Gemini, or Claude effectively by providing clear and concise inputs each step of the way.
5. Integration of Rich Information Sources
   • Best Practice: Incorporate detailed input such as quotes and insights from SMEs and summaries from strategic discussions to inform the AI’s output. Transcripts from SME interviews and webinars are particularly useful for injecting unique insights into content briefs, and transcripts from a working session help with AI-assisted project brief creation.
   • Tip: Use meeting tools that are able to produce transcripts to make information sharing with the LLM simple.
6. Avoiding Overreliance on Automation
   • Best Practice: Be cautious of over-relying on AI for critical thinking or strategic decisions. Use AI to assist with data processing and suggestion generation, but keep strategic decision-making and final approvals in human hands.
   • Tip: Set clear guidelines for the human operator to ensure they guide the AI effectively, providing it with the information it needs to help create useful outputs.
7. Step-by-Step Component Focus
   • Best Practice: Follow a step-by-step process when creating briefs with AI, focusing on one component at a time. This methodical approach helps maintain control over the quality and relevance of each section.
   • Tip: Provide AI with the necessary information for each component, review its output carefully, adjust or redo if necessary, and then incorporate it into the brief.
8. Careful Outline Crafting
   • Best Practice: Be meticulous when using AI to create content outlines. While AI can generate comprehensive outlines quickly, they need to be guided by detailed input from the user.
   • Tip: Provide specific direction on how to differentiate the content, articulate the business’s stance or opinion on the subject matter, and specify the depth required for certain topics to ensure the outline leads to distinctive and competitive content.

7 Essential Tools for Content Brief Creation

Choosing the right tools is essential for streamlining and optimizing the brief creation process. This carefully curated list highlights tools that can support different stages of creating a content brief. Each tool is outlined with its key benefits, enabling you to build a technology stack tailored to your needs.

1. Automated Keyword Research: These tools generate a list of relevant keywords based on the primary topic, helping ensure search engine optimization.
   • Semrush: Offers comprehensive keyword research, tracking keyword strategy against competitors, and provides SEO audits.
   • Ahrefs: Provides keyword suggestions, search volume, and keyword difficulty, along with competitive analysis and site audits.
   • Google Keyword Planner: A free tool that generates keyword ideas and gives estimates on search volume and competition.
2. Content Outline Generation: Use these tools to create structured content outlines by analyzing top-performing content.
   • Clearscope: Generates content reports that help writers ensure their content aligns with search intent and industry relevance.
   • MarketMuse: Uses AI to analyze your content and compare it with existing content on similar topics to suggest improvements and keywords.
3. Audience Analysis: Understand your audience’s needs and behaviors to tailor your content effectively.
   • SparkToro: Quickly discovers what your audience reads, watches, listens to, and follows.
   • SimilarWeb: Provides analytics on your audience’s online behavior, including traffic sources, geography, and user engagement.
4. Competitive Analysis: These tools help identify content gaps and opportunities by analyzing your competitors’ content strategies.
   • BuzzSumo: Analyzes what content performs best for any topic or competitor, offering insights into popular trends and content engagement.
   • SpyFu: Provides insights into the search marketing formulas used by your most successful competitors.
5. SEO Suggestions: Get recommendations for optimizing your content for search engines.
   • Yoast SEO: A WordPress plugin that provides real-time page analysis to enhance your content, images, meta descriptions, and more.
   • Surfer SEO: Analyzes your pages against the top 10 ranking pages to suggest optimal keyword density, common words, proper content length, and more.
6. Quote Gathering: Tools and platforms to source expert quotes and insights can add authority and depth to your content.
   • Qwoted: A platform that connects media and content creators with industry experts to source quotes and insights.
   • SourceBottle: A free service where journalists and bloggers find sources for stories and content, including expert quotes.
7. Transcription Tools: Convert audio from interviews and webinars into text to easily extract insights and quotes for content briefs.
   • Otter.ai: Provides accurate real-time transcription services and includes features for sharing, editing, and organizing transcripts.
   • Rev: Offers audio and video transcription services with high accuracy, delivered by human professionals, suitable for detailed content creation.

12 Guidelines for Creating a Project Brief

This process guides you through the creation of a project brief, starting from the initial client interaction in the working session to the finalization of a comprehensive document. These 12 guidelines ensure all essential information is gathered, organized, and articulated in a way that guides your content team to successful content production.

1. Prepare for the Working Session: Utilize the working session deck and agenda provided in our resources to guide the discovery process with the client. These tools are designed to help gather comprehensive information about the project’s goals, audience, desired voice, and content structure effectively.
2. Conduct the Working Session: Engage in a detailed face-to-face meeting with the client, using the prepared materials to facilitate discussion and ensure all vital aspects of the content are covered.
3. Complete the Working Session Summary: After the session, use our template to compile a summary of all critical points discussed. This summary should capture the project’s scope, specific content requirements, and any client preferences outlined during the session.
4. Client Sign-Off on Session Summary: Before proceeding, have the client review and sign off on the working session summary to confirm all information is correctly understood and agreed upon.
5. Determine Necessary Brief Components: Refer to the table in this guide to decide which components are essential for your project brief. This step ensures the brief will include all the relevant sections needed for writers and editors to create content that aligns with the project goals. Aim for components that’ll contain information that doesn’t change at the individual article level.
6. Draft the Project Brief: Using our project brief template, start drafting the project brief, focusing solely on information that will direct the content creation process. This includes detailed instructions on voice, style, content structure, and any specific content formats discussed during the working session. 
7. Review of Style and Tone Guidelines: Incorporate detailed voice, tone, and style guidelines to ensure consistency across all content. This section should be informed directly by the client’s input and aligned with the target audience’s preferences.
8. Peer Review by a Writer or an Editor: Have a writer or an editor review the draft brief. This step is crucial for identifying any potential blind spots or areas of confusion that can hinder content production.
9. Test the Project Brief: Assign a writer who has no prior knowledge of the project to create a piece of content based on the brief. This test helps evaluate the clarity and completeness of the brief.
10. Collect Feedback and Adjust the Brief: Gather feedback from the test phase and use it to refine the brief. Adjust any sections that are unclear or insufficient to ensure the brief effectively guides content creation.
11. Finalize and Distribute the Project Brief: Once the brief is finalized and polished, distribute it to all relevant team members involved in the content creation process.
12. Create Your Content Brief Template: With your completed project brief in hand, begin crafting the accompanying content brief template. 

Create a Reusable Content Brief Template: A 10-Step Guide

Developing a reusable content brief template is key to streamlining your content production process for a project. This 10-step guide provides the framework for creating a template that can be adapted to various content pieces within a project.

1. Project Overview and Strategy Review: Begin by thoroughly reviewing the overall project’s strategy, goals, and target audience, as learned in the working session. This review helps inform the fundamental structure and components of your content brief template.
2. Define Template Components: Use the component table in this guide to select essential elements that should be included in every content brief for this project. Avoid including components that are defined in the project brief or aren’t needed by the writer. 
3. Organize the Flow of Information: Arrange the chosen components in a logical order that will make sense to writers and editors. Start with the broad information like title and content goals, then move into specifics like keywords, links, and call to action. Outlines are typically left for last. 
4. Gather and Prepare Resources: Compile all necessary resources that will consistently be part of each content brief, such as a link to the project brief and any templates for specific types of content (e.g., blog posts vs. white papers). Having these resources at hand will ensure each individual content brief is easy to complete and accurate.
5. Draft the Content Brief Template: Construct the template based on the organized flow of information. Ensure each section of the template is clear and provides guidance on how to fill it out. 

For example:

• Introduction: Brief description of the content’s purpose within the project.
• Keywords: Primary and secondary keywords to be included.
• Content Objectives: Specific goals for the content piece (e.g., lead generation, educational, SEO-focused).
• Required Links: A list of internal links that must be included in the content.
• Content Outline: Outline of headings and key points to cover.
• Call to Action: Specific actions the content should prompt from readers.

6. Internal Review and Feedback: Have team members who will use the template, such as writers and editors, review it. This is to ensure the template addresses all necessary aspects of content creation and is clear in its instructions. Use their feedback to refine and improve the template.
7. Pilot the Template: Test the template, along with the project brief, with one or two pieces of content to see how well it works in practice. This helps identify any areas where the template may be lacking or additional guidance is needed.
8. Final Adjustments: Based on the pilot test, make any necessary adjustments to the template. This might involve adding additional sections, clarifying existing instructions, or rearranging components for better logical flow.
9. Template Finalization and Distribution: Once the template is fully adjusted and approved, finalize it for regular use. Distribute the template to all relevant team members and provide a brief training session if necessary to ensure everyone understands how to use it effectively.
10. Ongoing Updates and Revisions: As the project progresses, be open to making revisions to the template based on new insights, changing project needs, or feedback from content creators. This will help maintain the relevance and effectiveness of the template throughout the project’s duration.

Project Brief Template

Click here for an editable version of this template. Once it opens, click File>Make a Copy. 

Content Brief Template

Click here for an editable version of this template. Once it opens, click File>Make a Copy. 

Contact Page: Effective briefs are essential to producing outstanding content consistently. For information on how Stellar can help with brief creation, contact your account or content manager. Prospective clients can connect with us at sales@stellarcontent.com. 

Project Overview

• Client Name:
• Project Name:
• Date of Working Session:
• Attendees:

Content Goals

• Main objectives of the content:
  Clearly define the goals of the content. For example, increase brand awareness, drive website traffic, generate leads, educate the audience, or enhance customer engagement. These objectives guide the content strategy, ensuring it aligns with the client’s business needs.
• Key performance indicators (KPIs) for success:
  Identify specific KPIs to measure content success, such as page views, conversion rates, average time on page, social shares, or lead generation. Setting clear KPIs helps track the effectiveness of content and informs future strategies.

Target Audience

• Demographics: [Specify target audience demographics, such as age, gender, location, income level, etc.]
• Psychographics: [Describe lifestyle, values, interests, attitudes, and other psychological traits relevant to the target audience.]
• Pain points and challenges:
  Understand and detail the primary pain points and challenges faced by the audience. For example, frustrations with current solutions, time constraints, financial limitations, or lack of trust. Addressing these helps in crafting content that resonates and provides value.

Content Specifications

• Content types: [Specify content types, such as blog posts, social media updates, white papers, etc.]
• Tone and voice:
  Define the tone and voice to ensure consistency. Should it be formal, casual, friendly, or authoritative? Clarify how the brand’s personality should be conveyed in the content.
• Style guidelines:
  Include any style preferences or adherence to specific style guides (e.g., AP Style, Chicago Manual of Style) or custom brand guidelines to maintain consistency.
• Preferred structure: [Outline the desired structure, such as headings, subheadings, bullet points, etc.]
• SEO considerations:
  Detail SEO best practices, including targeted keywords, meta descriptions, headers, and alt text requirements. Optimizing content for search engines improves visibility and rankings.
• Linking strategy: [Define internal and external linking strategies to support SEO and user navigation.]
• Calls to action (CTAs):
  Clearly state the desired CTAs, such as signing up for a newsletter, making a purchase, or downloading a resource, to guide user engagement and conversions.
• Word count range: [Specify the desired word count range for each content type.]

Client Preferences and Special Requirements

• Brand-specific guidelines: [Include any unique brand guidelines that must be followed.]
• Competitor considerations: [Mention any competitor content that should be reviewed or avoided.]
• Any additional requirements: [List any other specific requirements from the client.]

Project Logistics

• Content volume and frequency:
  Clarify the amount of content needed and the frequency of delivery, such as the number of blog posts per month, social media updates per week, etc.
• Submission process: [Describe how drafts will be submitted for review.]
• Delivery process and format: [Specify the preferred delivery format (e.g., Word, Google Docs).]
• Content calendar: [Provide a content calendar outlining deadlines for drafts, reviews, and final submissions.]
• Client review and feedback process:
  Detail the review process, including who will provide feedback, the number of revision cycles, and any deadlines for feedback to ensure a smooth content production process.

Calibration

• Calibration resources provided: [List any resources provided for calibration.]
• Calibration dates: [Specify any key calibration dates.]
• Calibration feedback call scheduled: [Include details on any scheduled calls for calibration feedback.]

Next Steps

1. [Action item 1]:
   • Responsible party: [Name]
   • Deadline: [Date]
2. [Action item 2]:
   • Responsible party: [Name]
   • Deadline: [Date]
3. [Action item 3]:
   • Responsible party: [Name]
   • Deadline: [Date]

Welcome to the Content Production Working Session, a pivotal first step in our collaboration. This session is designed to ensure a seamless alignment between your team and ours. It’s where we dive deep into the essential elements of your content and the logistical details of the project to solidify our understanding and prepare for effective execution. 

It’s critical for those who’ll be placing content orders and evaluating the delivered content to attend. Our goal is to gather comprehensive insights to create accurate project briefs, train our writers and editors effectively, build efficient workflows, and ensure the content we deliver meets your expectations precisely.

Pre-Session Preparation Checklist

To ensure our working session is as productive as possible, please complete the following tasks before our call:

• Review Our Style Guide: Familiarize yourself with our in-house style guide, based on AP Style, and note any specific exceptions or adaptations your content requires.
• Send Calibration Content Briefs: Provide content briefs for 2-3 calibration pieces at least 48 hours before the session.
• Share Essential Resources: Submit any additional materials that will aid in content creation, such as your own style guides, voice guidelines, audience personas, or examples of target content.
• Prepare: Be prepared to discuss the topics below during the call.

Agenda:

1. Introductions
2. Scope/Agreement Review
3. Communication Preferences
4. Workflow Roles
5. Project and Goals Overview
6. Content Briefs
7. Voice
8. Style
9. Structure
10. Optimization
11. Linking
12. CTAs
13. Special Requirements
14. Project Logistics
15. Calibration
16. Feedback
17. Touchbases
18. Next Steps

Welcome to the Content Production Working Session, a pivotal first step in our collaboration! This session is designed to ensure a seamless alignment between your team and ours. It’s where we dive deep into the essential elements of your content and the logistical details of the project to solidify our understanding and prepare for effective execution. 

It’s critical for those who’ll be placing content orders and evaluating the delivered content to attend. Our goal is to gather comprehensive insights to create accurate project briefs, train our writers and editors effectively, build efficient workflows, and ensure the content we deliver meets your expectations precisely.

Pre-Session Preparation Checklist

To ensure our working session is as productive as possible, please complete the following tasks before our call:

• Review Our Style Guide: Familiarize yourself with our in-house style guide, based on AP Style, and note any specific exceptions or adaptations your content requires.
• Send Calibration Resources: Provide resources for calibration at least 48 hours prior to the working session. For PDs, send URLs or manufacturer links (or other agreed-upon resources) for 5 to 10 orders. For longer-form content, such as category page footers, please send 2 or 3 briefs.
• Share Essential Resources: Submit any additional materials that will aid in content creation, such as your own style guides, voice guidelines, audience personas, product images, or examples of target content.
• Prepare: Be prepared to discuss the topics below during the call.

Agenda:

1. Introductions
2. Scope/Agreement Review
3. Communication Preferences
4. Workflow Roles
5. Project and Goals Overview
6. Product Resources
7. Data/Information Sourcing
8. Specs/Features/Variations
9. Voice
10. Style
11. Format and Structure
12. Optimization
13. Linking
14. CTAs
15. Special Requirements
16. Project Logistics
17. Calibration
18. Feedback
19. Touchbases
20. Next Steps

A working session is a crucial meeting that takes place after closing a sale, often serving as the initial point of contact between the production team and the client. The primary objective of a working session is to align the person overseeing production with the client’s vision for the completed content. 

During this meeting, participants engage in detailed discussions about the voice, style, structure, and purpose of the content. Project logistics are determined, and all necessary information is gathered to move forward with the calibration phase. 

The Importance of Working Sessions

Working sessions are critical to the success of content projects for several reasons:

• Proper alignment achieved during working sessions leads to deliverables that meet the client’s expectations in terms of voice and quality.
• Covering the minutiae during working sessions ensures consistent deliverables from larger teams of remote writers and editors.
• Determining logistics in working sessions results in predictable cadences, on-time deliveries, and smooth, efficient workflows.

Skipping or even cutting corners on a working session can lead to a challenging onboarding process, multiple calibration rounds, delays in full launch, and potential client dissatisfaction. Rather than relying solely on forms or questionnaires, conducting working sessions in person is preferable to facilitate follow-up questions and consulting on issues that might not otherwise come up.

[Tap Test Box]

Communication Gaps – The Tap Test

The “Tap Test” is a concept derived from an experiment conducted by Elizabeth Newton, a Stanford University graduate student, in 1990. 

In the study, participants were divided into two roles: tappers and listeners. Tappers were asked to think of a well-known song and tap out the rhythm on a table, while listeners tried to guess the song based on the tapped rhythm.

The results showed that while tappers predicted a 50% success rate in listeners guessing the correct song, in reality, listeners only guessed 2.5% of the songs accurately. 

In the context of client onboarding, the tap test illustrates how clients believe they are clearly communicating their content requirements, while the production team might have a different understanding, resulting in deliverables that fail to meet expectations. Effective discovery during the working session helps avoid this scenario.

Types of Discovery in Working Sessions

Discovery is a key aspect of working sessions, designed to methodically extract all the important details from the client and compile them in a way that makes sense to writers and editors. This process helps avoid the “tap test” scenario, where the client believes they’ve accurately described their requirements but the delivered content fails to meet their expectations.

During working sessions, various types of discovery take place, including:

• Understanding the client’s goals and objectives for the content
• Identifying the target audience and their needs
• Discussing the desired voice, tone, and style of the content
• Determining the structure and format of the deliverables
• Addressing any specific requirements or preferences for the content
• Gathering necessary information and resources to support the content creation process

While other topics are discussed during the working session, it’s the content discovery process that’s most critical to onboarding and long-term project success. 

10 Tips for Conducting Effective Working Sessions

There are many ways to approach a working session, but consider the following tips to help ensure you and your client get the most out of this crucial process. 

1. Prepare a comprehensive agenda: Before the working session, create a detailed agenda that covers all the essential topics to be discussed. Share the agenda with the client in advance to ensure everyone is on the same page and prepared for the meeting. We’ve created an agenda you can use within our ebook: Guide to Onboarding Clients and Launching Content Projects.

2. Assign a dedicated facilitator: Choose a team member to facilitate the working session. The facilitator is responsible for keeping the conversation on track, ensuring all agenda items are covered, and promoting active participation from all attendees. 

3. Encourage open communication: Foster an environment that encourages open and honest communication. Encourage the client to share their ideas, concerns, and expectations freely, and ensure all team members have the opportunity to contribute to the discussion.

4. Use active listening techniques: Practice active listening during the working session. Pay close attention to the client’s input, ask clarifying questions, and rephrase key points to ensure a shared understanding.

5. Leverage visual aids: Utilize visual aids, such as presentation decks, to help illustrate concepts and facilitate better understanding. Visual aids can be particularly helpful when discussing complex topics or explaining the content creation process. We’ve included a working session deck you can use in our Guide to Onboarding Clients and Launching Content Projects.

6. Handle off-topic questions and stay focused: Be prepared for off-topic questions during working sessions. Address the client’s concerns, but use the working session deck to gently guide the conversation back to the agenda items, ensuring all essential topics are covered.

7. Ensure decisions are made: Encourage clients to make definitive decisions during the working session, even on minor points. Consult and advise when they’re unsure to prevent ambiguity that could lead to inconsistencies in deliverables from the writing team.

8. Allocate time for questions and feedback: Set aside dedicated time for the client to ask questions and provide feedback. Encourage them to voice any concerns or seek clarification on any aspects of the project.

9. Conclude with a clear plan of action: End the working session with a clear plan of action, including pre-production work, calibration start, and deadlines. This helps ensure a smooth transition into the content creation phase.

10. Send a working session summary for client sign-off: After the working session, compile a summary of the key points discussed, including the client’s preferences, content requirements, and project logistics. Send this summary to the client for review and sign-off to ensure alignment and minimize misunderstandings. 

Working Session Resources

To facilitate effective working sessions and ensure all necessary topics are covered, we’ve developed a set of tools and templates. These resources help keep the conversation on track, minimize the risk of roadblocks and bottlenecks in production, and ensure all decisions made during the working session are summarized and approved by the client.

The resources can be found in the agency resources page on our site or in the full Guide to Onboarding Clients and Launching Content Projects. They include:

• Agenda for General Content Working Session
• Agenda for E-commerce Content Working Session
• Working Session Deck
• Working Session Summary Template