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. Keep a change log so later results have context.
Review existing pages before commissioning more. Update, combine, or remove material that repeats the same answer or is no longer accurate. Confirm who handles urgent changes and who checks the result.
Make the plan fit your market
Use questions from customers in Philadelphia, actual service-area information, and examples your business can verify. Local references should explain an offer or decision, rather than insert neighborhood names without a reason. Review how customers in Philadelphia contact the business and receive a reply.
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 a record of permission for any customer story used publicly.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities