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. Use the findings to update the brief for the next stage.
Review existing pages before commissioning more. Update, combine, or remove material that repeats the same answer or is no longer accurate. Use support requests to find information that is missing or unclear.
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. A written brief should explain what will change and what will stay.
Ask someone who performs the work to check methods, examples, and limitations. Keep a source list so factual claims can be reviewed later. Explain why a change was made, not just when it happened.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities