Write for use beyond publication
Plan where a piece will help customers after it is published. Material that sales staff can share to answer a recurring question may be useful even when it is not a high-traffic article. Agree whether the evidence supports keeping, changing, or stopping the approach.
Review existing pages before commissioning more. Update, combine, or remove material that repeats the same answer or is no longer accurate. Ask customer-facing staff which details people need before deciding.
Brief before drafting
Define the reader, their question, the intended format, and the next action. A brief should name the evidence needed and what the piece will deliberately leave out. Keep the scope specific enough to check at each review.
Ask someone who performs the work to check methods, examples, and limitations. Keep a source list so factual claims can be reviewed later. Use dated records rather than relying on memory at the next review.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities