About this process

  • Department: Content Services
  • Responsible: Content Writer
  • Accountable: Head of Content
  • Consult: Delivery Team
  • Inform: Project Manager
  • Date created: 24/04/2019
  • Date last updated: 24/04/2019

We often write guides or white papers for our clients, providing them with valuable, premium-content they can gate and use for lead capture. Here’s the process to follow when tackling one of these forms for the first time:

Step 1 of the process

The content writer should refer to the client’s content calendar for a clear brief of the task. If necessary, they should consult with the content strategist or inbound marketing strategist for further information.

Step 2 of the process

If appropriate, the content writer should follow the process for preparing for and carrying out an interview

NOTE: Sometimes it is necessary to hold multiple interviews for one guide to get the level of insights and information required — this isn’t unusual. 

Step 3 of the process

The content writer should open up and create a copy of the Long-Form Content template. 

Step 4 of the process

Carry out any additional desk research. Working from this initial research, the details in the content calendar, and your transcription notes, sketch an outline of the piece of content. 

Step 5 of the process

With a structure in place, draft the remainder of the copy. Remember to include links throughout to relevant articles or webpages within the topic theme, as well as any external articles or pages that will be of interest and provide value to the reader.

Step 6 of the process

The content strategist, head of content, or another person on the account will be designated in Teamwork as the second pair of eyes. Send the draft to this individual for their review and feedback.

Step 7 of the process 

Once the content has been reviewed and approved internally, the content writer should send it on to the client for review. If it is the first piece of content going over, it might be helpful to remind them of our two-revision policy, and that we would like their feedback and/or signoff within five working days to keep the process moving.

Step 8 of the process

Once any edits have been implemented and the content is signed off by the client, it should be passed onto the design team. (Follow the process for handing over content to the design team.)

Topics: Content Processes