When you outsource writing for your blog, newsletter, video or any type of content marketing, be very clear about your content marketing goals. In fact, it doesn’t matter if you’re outsourcing to another writer or doing it all yourself.
1. What do you want your visitor to do after reading or viewing your article, blog or video?
For example, do you want them to buy a product? Call a phone number? Register on a form with their email address? You should have a specific action you want your visitor to take after reading your article or watching the video.
2. Who’s your target market or audience?
Be very specific here, for example you could say, “My target market is new real estate agents who want to generate more leads.”
3. What makes you better than your competitors?
What is your unique selling proposition? Why should someone should listen to you? What makes your product or service different than everything else out there? Be specific.
4. Why might the prospect not buy your product or services?
What are his/her objections? What are their biggest pains and fears (reasons)?
5. Describe your customer persona (avatar):
Please describe how your IDEAL average customer behaves. For example, what is he or she thinking and feeling? Where do they hangout? What do they like? What are their biggest pains and fears (reasons)? What do they want to achieve?
6. What will your customers gain?
Provide the main benefits your prospects will achieve (up to 10 bullet points.)
7. How do you want to structure your content?
Decide whether you want the article/blog/video to be story-based (i.e. “Here’s Tom, bla bla bla…”) or if you want it to be more direct (i.e. “Have you ever wanted to be a filmmaker that bla bla?”) Or, you might want to start off with a piece of data or research. Or a poignant quote from a respected source.
So many professionals I know just start writing and let it flow. These are the same ones that procrastinate blogging … because they don’t feel the “flow.” I believe it’s because they haven’t reviewed these content marketing questions regularly. They aren’t clear about their content marketing goals.
Clarity stimulates ideas. These questions can clear out the pipes so the writing can flow better. What do you think?