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 the next round of work small enough to assess clearly.
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. Define the deliverables and exclusions before work starts.
Ask someone who performs the work to check methods, examples, and limitations. Keep a source list so factual claims can be reviewed later. Save a baseline before replacing an existing approach.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities