Content Briefs and why they will help you with your copywriting

Due to popular demand by clients, WDL now offers a Content Brief service as part of its Digital Marketing offering.

If you are responsible for writing/briefing freelancers to write copy for a website, then you could benefit from getting us to produce your Content Brief.

What is a ‘Content Brief’?

A (WDL) Content Brief is a research-based document that helps you to make sure the copy you write for your website is best for Search Engine Optimisation (SEO) and for your website’s visitors.

What research is done to produce a Content Brief?

To make sure that the copy on your site is optimal, we first conduct keyword and competitor research.

Keyword research looks into the words people might use to search for the products/services you offer and competitor research investigates tactics and content used by other websites selling the same services/products in your target area.

Why is keyword research important for a Content Brief?

By conducting keyword research, we can find out what keywords your potential visitors/customers will be entering into search engines to try and find the types of products/services that your website offers.

We then tell you this information in the brief so you write about the right things and include the correct keywords in your copy. This ensures that you have placed your website to meet the search engines’ copy needs so you can hopefully rank well for your keywords and get visibility in search as well as meeting your potential customers’ needs for information about your business and services/products.

Why is competitor research important for a Content Brief?

By conducting competitor research, we can see how your competitors write about themselves and their products/services so you can make sure that you are on (at least) a level playing field with them, in terms of the way you sell your business/products/services in your copy.

For example, if you are a caterer and all of your competitors are including information in their copy about their Food Hygiene rating, the competitor research will uncover this fact. This would then indicate that your copy needs to include your Food Hygiene rating because you don’t want the potential customer choosing your competitor on the basis that they include this one piece of information and you don’t.

Your competitors may also be using obscure keywords that weren’t uncovered by the keyword research (for example brand terms) so ensures the research is as informative as possible.

What other information does a Content Brief contain?

In addition to the insights gained from competitor and keyword research, WDL Content Briefs also provide you with tips on how to write good website copy. A typical brief may include information on the importance of correct spelling and grammar in website copy, tips on how to structure your online copy and guidance on future-proofing your website text.

How do I get a Content Brief for my website?

If you would like a WDL Content Brief from our Digital Marketing Specialists, all you need to do is contact us and we can provide you with a bespoke quote. If the thought of writing your own copy is unappealing, even with a brief, we also provide copywriting services.

Emma

Emma worked for WDL from 2011 to 2013. She graduated in 2007 with a degree in Linguistics and started at WDL in Dec 2011. She is a specialist in Digital Marketing and content strategy and creation. From SEO, to usability and conversion factors, Emma takes a holistic approach to Digital Marketing, understanding the importance of driving more traffic to a site as well as increasing the number of visitors that turn into customers. In her free time, Emma is a keen geek, a self-confessed chocoholic and a true child of the 80s, loving all things retro; especially Power Ballads.

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