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BizStory - Content Guide

The document provides guidance on speeding up the website content creation process by evaluating content providers, choosing the right provider such as freelancers, in-house writers, PR firms or content agencies, and getting content signed off quickly by having a project plan, constant communication, and viewing feedback positively.

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Adrian
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We take content rights seriously. If you suspect this is your content, claim it here.
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45 views

BizStory - Content Guide

The document provides guidance on speeding up the website content creation process by evaluating content providers, choosing the right provider such as freelancers, in-house writers, PR firms or content agencies, and getting content signed off quickly by having a project plan, constant communication, and viewing feedback positively.

Uploaded by

Adrian
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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BizStory Content Guide

Speed up the website


content creation process
www.BizStoryContent.com

BIZ
STORY
your voice
BizStory: Content Guide

Speeding up the content process


This guide takes you through our content creation process for websites.
We look at three important areas to pick up the pace the right way.

1 2 3

Rate your content Choose the right How to get content


provider content provider signed off

Who is this guide for?


A creative who needs content to complete a website or launch a new
campaign:
• Graphic designer or web developer
• Digital account manager
• Lead creative at an agency
This guide is aimed at those who find content creation a challenge.

What will you learn from using this guide?


1. How to evaluate your content provider - are they working for you?
2. When to call for back up - getting the right team on your project
3. How to speed up the sign-off process

2
BizStory: Content Guide

Rate your content provider

How do you speed up your content creation?


8 key areas go into fast-tracking content creation.

You're probably using a lot of them already. But you've also got the
challenge of designing a website at the same time. When you're tackling
design and project management, it doesn't leave a lot of time for content.
This is why you need to make sure your content provider is up to speed.

Are you being looked after by


your content provider?
Look at the 8 things a content
provider should hand over and ask
yourself, is my provider giving me
this or am I doing it myself?

If they're leaving you to do all the


work from audience targeting to meta
information, to image alt-tags, then
you might want to rethink what you're
really getting out of your content
provider.

3
BizStory: Content Guide

Rate your content provider: 8 key things a content


provider should hand over to fast track your project

1 Audience that you're targeting for the page or placement of web content.

2 Keywords clearly identified


• Key terms relevant terms in your industry
• Keywords and important phrases used by people looking for your
type of business

3 Meta information
• Meta title , meta description, suggested URL

4 Objectives of the page which highlight the outcome and what we want
the reader to get from this page.

4
BizStory: Content Guide

Rate your content provider: 8 key things a content


provider should hand over to fast track your project

5 Supporting points – so you know where and why the words came about.

6 Header tags clearly identified (H1/H2/H3).

7 Formatting of content to fit with design (quotes fit, bullets, testimonials).

8 Image suggestions and alt tags.

When these 8 pillars are in place, you can focus on design.

5
BizStory: Content Guide

Choose the right content provider


Now you know what you should be getting from a content provider,
let's take a look at the options in front of you. It comes down to preference
and what works best for you.

Areas to consider when choosing a content provider are:


1. How many websites (pages) do you want to produce each month?
2. Who are your clients and what do they expect from you?
3. How much time do you have?
4. Capacity: what is their ability to handle your workload?
5. Writer's block: can my writer go outside their specialty field of interest?
6. Service: are they set up to service my project?

Let's evaluate the different types of writers who can make


or break the speed of your website production:
• Freelancers
• DIY / Internal copywriters
• PR firm
• Content agency

6
BizStory: Content Guide

Choose the right content provider

1 Freelancer
More and more people are working from home, and the internet brings these
writers to our doorstep. You can now even hire someone in a different time
zone who will get cracking while you sleep. Sounds pretty sweet, eh?

Most freelancers are flexible with their time and offer competitive rates.
Just remember that if it sounds too good to be true, it probably is.

That writer offering to do your website for a few bucks may not be able
to give you the competitive edge you need. Be sure you speak to former
clients and get work samples before making a decision.

Quality freelance writers are out there, although it might be challenging


and time-consuming to find one that’s the right fit for you. Most business
owners who know a great freelancer will hang onto them, so word-of-mouth
referrals tend to be how freelancers get new clients.

While you might enjoy building up a relationship with one writer


over time, the flipside is that one person can only do so much and might
not be available for follow-up writing projects.

7
BizStory: Content Guide

Choose the right content provider

2 DIY / Internal copywriter


It can’t be that hard: what about doing it yourself?

“She’ll be right” is in your client's blood.

They prefer knocking something together themselves instead of paying


someone. And we get it: as owner or marketing guru of your company, no
one knows the business better than you do. Plus, you don’t have to chase
yourself up.

Maybe your client or someone on their staff is even a bit of a wordsmith,


which might mean DIY-ing sounds like the right choice for them...

Just remember there’s a lot that goes into a project like this: things like
headlines and phrases that sell ideas, calls to action, search engine
optimisation (SEO)… you get the idea.

Make sure your client understands the difference between writing offline
(explaining your business) to writing online (answering a question).

8
BizStory: Content Guide

Choose the right content provider

3 PR firm
PR agents fulfil a variety of roles, and while writing is one of them,
their focus is communicating your client's messages to the public.

PR agents aim to get media outlets – TV, magazines, newspapers,


online publications – to talk about your client and voilà: free publicity.

They see their role as setting up connections for your client – kind of like
a chaperone in the days when you couldn’t just go up to someone and
introduce yourself. “Elizabeth Bennet, meet Mr Darcy”, that sort of thing.

Bottom line: whether your client hires a PR agency will depend on their
business goals, marketing budget and where they are in the process of
promoting themselves.

Building big brands

9
BizStory: Content Guide

Choose the right content provider

4 Content agency
Content agencies like BizStory specialise in – you guessed it – content.

We’re the call-to-action guys: the ones who pack the right heat for customers

through our tailor-made content.

The best of both worlds

Agencies like ours are at home in both worlds of copywriting and online

marketing. We need to know about both to help you create a strong brand

identity that makes your website stand out and drives results.

Staying up to date

Because content writing is in the blood of a content agency, they should

always be up-to-date on web-writing trends and best-writing practices.

Carefully-chosen words crafted into a strong brand narrative trigger better

search engine results.

10
BizStory: Content Guide

Content agency vs BizStory

BizStory continually aims to lead the way in website writing.

We work as a team, so your project benefits from the creativity and strengths

of numerous people. Our writers are encouraged to be objective and edgy,

so your website stands out in a sea of blandness.

All writing is done under supervision – BizStory supervision. You don’t have

to manage writers or keep them engaged, keeping you free to focus on

pressing business demands.

And you’re a part of our team, which means we’ve got your back. You’ll

receive the content ready for uploading to your website.

BizStory can organise fixed pricing to streamline your website design project.

Email [email protected] to receive a product menu.

Same-same is not so different

11
BizStory: Content Guide

How to get content signed off

Getting content signed off is an art form. It can be hard, challenging and
painful.

Let’s look at what it takes to conquer the content sign-off mountain!

5 points that will help you get a fast sign off:

1 Create a project plan


It's important to create a detailed content plan, so you and your client know
when content is due and how much of it.

2 Constant communication
No one likes to be ignored, especially when they're paying you money.
Keep customers up to date on progress on content.

3 Feedback is a good thing


Let your customer know that feedback is a must. Making changes means
that they're putting their touch on the content.

Become a pro at managing expectations

12
BizStory: Content Guide

How to get content signed off

4 Have a clear way to show before-and-after changes


Getting your client to read content is hard enough. Don’t confuse them -
let them know clearly what's changed and what hasn’t.

5 Talk to the client


Don’t be afraid to talk to the customer over the phone or face to face. You
need to hear and feel what the customer is saying so you can make sure the
project is on track. Use email for sign-off for more formal communication.

13
Need fixed priced content?
Check out our product menu.
[email protected]

BIZ
STORY
your voice

CONTACT US

NZ 4233A Great North Rd, Auckland, New Zealand


AU 403B, 9-13 Bronte Rd, Bondi Junction, Australia

NZ + 64 (0)9 413 7999


AU + 61 (0)2 9133 8780

[email protected]

www.BizStoryContent.com

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