How do I brief freelancers or external writers for SEO-driven content?
To brief freelancers or external writers for SEO-driven content, provide a clear outline that includes your target keywords, audience insights, and specific goals for the content. Include guidelines on tone, style, and any technical SEO requirements. Ensure there’s room for creativity while maintaining alignment with your brand voice.
Why a Good Brief is Key
Imagine hiring a painter to create a masterpiece for your office. You wouldn’t just hand them a brush and say, “Do your thing.” You’d discuss the colours, the mood, and the message you want the painting to convey. It’s the same with SEO content. Without a proper brief, you’re likely to end up with content that misses the mark.
For instance, let’s say you’re a B2B tech company. You need a blog post that speaks to IT managers about cybersecurity. If your brief lacks specifics, the writer might churn out something too basic or too technical. Either way, it won’t resonate. A good brief bridges the gap between your vision and the writer’s execution.
Crafting the Perfect Brief
A well-structured brief is your best friend. It ensures the writer understands your expectations and delivers content that hits the spot. Here’s how to craft one:
- Define Your Goals: Be clear about what you want to achieve. Is it increased traffic, higher engagement, or lead generation?
- Know Your Audience: Share insights about who the content is for. Age, interests, pain points – the more detail, the better.
- Keyword Strategy: Provide a list of target keywords and phrases. Explain their importance and how they fit into the overall strategy.
- Tone and Style: Specify the voice and style that align with your brand. Is it formal, conversational, or somewhere in between?
- Technical SEO: Include any specific SEO requirements, like meta descriptions or internal linking strategies.
Once you’ve got your brief together, don’t just send it off and hope for the best. Be available for questions and feedback. It’s a two-way street.
A Few Final Thoughts
Briefing freelancers isn’t rocket science. It’s about clarity. Knowing what you want and communicating it effectively. And remember, even the best writers aren’t mind readers. They need guidance to deliver results.
If you’re struggling, consider working with an seo consultant. They can help refine your strategy and ensure your briefs are up to scratch. After all, getting the content right is crucial for your search engine performance. So take the time to get your brief spot on. It’s worth it.