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. Turn the findings into a short list of actions and owners.
Review existing pages before commissioning more. Update, combine, or remove material that repeats the same answer or is no longer accurate. Look for gaps between what the business offers and what visitors understand.
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. Agree how new requests will affect cost and timing.
Ask someone who performs the work to check methods, examples, and limitations. Keep a source list so factual claims can be reviewed later. Document what was tested and what the team learned.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities