Have you ever experienced a bit of disappointment when you read a blog post or other piece of content a writer has prepared for you? Perhaps it seems boring, off-topic, or perpetuates myths about your industry or product?

Frequently, disappointing content comes from a lack of communication between you and your writer. To get quality content, a good writer will prepare key questions to ask you to get a better understanding of your business and your audience. If they haven’t asked yet, here are some things you can tell them to help guide and get better quality content.

  1. Your Audience

People need different types of information about the same service or product to make a decision. Furthermore, different people respond better to certain writing styles or tones. The more your writer knows about who you’re trying to reach, the better they can tailor their content to appeal to your audience.

For example, B2B companies need to attract the attention of other businesses with their content. People who represent those businesses read your content at work or for work, so they respond better to formal, informative content. On the opposite end of the spectrum, B2C companies who are looking to engage with young people should avoid that same formal tone. They need to sound conversational instead.

There are an endless range of styles and directions a writer can take content to help suit your audience, if they know which audience you’re speaking to.

  1. Technical or Unusual Details

Your writer will do their best to gather unique facts and details for your content. If you can provide them with technical details that they won’t find elsewhere, they will incorporate that into the content. The result is a piece of content that stands out as the most informative or complete, which will attract more attention.

For technical or unusual subjects that the writer doesn’t already have experience with, it can help to offer them an interview with a Subject Matter Expert (SME). Your SME might be a member of your team who helped develop or design your product or service. When speaking with them, your writer will collect unique tidbits that make the content more tangible and useful for your audience.

  1. What’s Unique About You?

If your content feels bland or generic, your writer may be lacking the essential details to capture your company’s voice and products. The more information you can give your writer about how your company is different from your competitors, including key phrasing that you use to define your business and services, the better they will be able to promote your company and explain your products and services to your audience in your tone and style. Tell your writer about your unique selling propositions and your company’s values to help you content feel more representative of who you are at your business core.

There’s Always More Story to Tell

Speaking with your writer about your content should be an on-going process, where they listen to your feedback and adjust their writing to better suit your goals. As time goes on, your writer will need less direction on the basics. However, if you keep them in the loop about major changes to your company or your services, you’ll find that your content grows with your company.

Looking for more writing advice or to connect with a writer who understands your business? Reach out to us today! We’d love to see how we can help you.

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