Copywriting is a very specific, strategic writing that requires excellent skill and knowledge. So naturally, you want to find the best copywriter for your business. But, once you've found them, how do you work more effectively together? The answer is: by making sure you understand what they need from you to do their job well. This includes knowing about the resources and tools to help your copywriter craft the perfect content for your needs. Here are four tips that will make working with a copywriter easier and more enjoyable:
Provide the copywriter with your brand book.
The brand book is the document that describes your brand in detail. It needs to include all relevant information about your business or organization, including the following:
- Brand values
- Tone of voice
- Brand personality
Share this document with all stakeholders, as it will help everyone involved understand how you want to convey your values and personality in marketing materials. The brand book should also be updated regularly as you learn more about what makes your company special so that its content stays relevant.
Provide a draft of your content brief.
You should provide a draft of your content brief to the copywriter. The best way to do this is to start by creating an outline for the guide, then add details as you go along (like any project, it's always best to get everything out of your head before beginning).
The structure of your content brief will vary depending on what kind of work you're doing with your writer—whether it's an ad copy, landing page copy or a blog post, or something else entirely.
Also, make sure that each section has clear deliverables and deadlines attached so they know when and what they need to do.
Define your SEO goals.
Clearly define your SEO goals. It's crucial for your website to rank higher in search results, but it's also a long-term process that requires consistency and dedication. Don't expect immediate results. SEO takes time. Don't think of it as something you can take care of quickly and then forget about.
SEO is all about providing value to readers by creating relevant content that answers their questions or solves their problems. You want people coming back again and again because they trust what they're reading on your site, which means making sure that everything has been thoroughly researched before publishing it online (and not just doing so because someone else said something similar). You should always be thinking, "Is this something worth talking about?"
Define your workflow process.
While working with a copywriter, have a clear workflow process. This can be anything from a single email thread to full-blown project management software.
Define your process by including:
- A schedule for when you want drafts and final copy delivered
- A review and approval process
- A communication method, such as a shared inbox or email thread
Make sure you define what you want from your copywriter before you start working with them
To ensure your copywriter is working as effectively as possible, understand what you want from them. Of course, you need to know what you want before asking for it! However, many people don't realize this until they're already working with their copywriter and find they aren't getting exactly what they expected or wanted.
To avoid this problem, make sure that both sides clearly understand each other's expectations and goals before either of you starts working together. What are their deliverables? How will they communicate with each other? When should work be submitted, and by whom? If there are any resources available that may help them achieve these goals (like a style guide or website content), provide those too!
By explaining the type of content you want and giving your writer a sense of your brand, you can ensure they stay on-message. Your relationship with your copywriter will also go more smoothly if you provide them with feedback, both positive and negative so that they know what works well for you and what doesn't. The last tip is to give them guidelines around how much time they should spend on each project, so nobody feels rushed into writing something they're not satisfied with just because deadlines are looming.