Content Marketing
      Back to home
      1. Knowledge Base
      2. Content Marketing

      How to prepare for content writing (Start here!)

      A comprehensive framework to prepare for effective content writing.

      Effective Writing = 90% thinking & planning + 10% writing.

      This article will teach you how to carry out that 90% so any content you produce will be concise, effective, and on brand for whatever project you are working on.

      Step 1: Determine your content type

      Before doing anything, you need to know what kind of content you're making. Decide that now with your PM.

      Common content types are:

      • Blogs
      • eBooks
      • Website content, such as:
        • Home pages
        • Service pages
        • Landing pages
        • About us pages
        • Portfolio/Case Study pages

      Step 2: Use Content Writing Guide to identify technical specs

      Marketing content is more technical in nature than regular writing.

      So, to help give you a technical framework (how long should it be, what is the keyword strategy, what is the purpose, etc.) Green House created a Content Writing Guide. There are two different versions: one for those working with B2C clients (more popular), and another for those working with B2B clients. They cover the same content types but vary based on industry recommendations.

      Within these guides, find the content you will be creating and keep the specs in mind as we move forward.

      Step 3: Determine the intended audience

      Now it is time to determine who you are writing to.

      Note: This sounds simple, but choose carefully. This decision will affect everything from content length, complexity, visual aids, and structure, to SEO.

      • If writing blogs for a client, your audience should be the client's target audience.
      • If writing website content (pages) for a client, your audience should be based on the intent of the page.

      Step 4: Identify the target keyword

      Planning external marketing content should always start with a focus on the target keyword you are seeking to optimize. If you need help narrowing down your options, try using Moz's Keyword Explorer. You can also visit the SEO section of the KB for more ideas.

      In most cases, pick a target keyword that is concise (i.e. not a question or long-tailed keyword) and has high search volume with low to medium difficulty, depending on the DA of your client.

      Step 5: Determine the goal (CTA)

      Be thinking about what step you want people to take next at each content piece. This is easily done through the marketing funnel model:

      AWARENESSFor example, if you know that you are writing a blog (High-Funnel Content), you should be primarily driving brand awareness—AWARENESS—while preparing audiences to consider your client's product or service—CONSIDERATION. The CTA should capture this shift.

      If you need help identifying where your content falls on this funnel, The Content Writing Guide (Step 2) gives suggestions.

      Remember: Internal website linking is your friend with CTAs! For example, a blog post (High-Funnel content) on a client's website may link to Case Studies or eBooks (Medium-Funnel content).

      Step 6: Create an outline

      Remember how marketing content is more technical than regular writing? This comes up a lot in the outlining process. But it's okay—headers are your best friend!

      Rather than trying to eat an elephant in one bite, take it piece by piece. Try breaking up your content into subsections, or supporting points. Better yet, want to score higher on the SEO scale? Try including some long-tail keywords as sub-headers (H2 or H3)!

      In this step, you may also need to carry out research. Try accessing the following resources for credible supporting information:

      • IBISWorld
      • UVU Database
        • All students have access! Go to the Fulton Library website and login with your student ID credentials. If you are paywalled by a news source or professional journal, try searching the title in the UVU Database. You will be surprised by how much we have access to as students!
      • Reddit
      • Filetype: PDF Google Search
      • American Marketing Association (AMA)

      Step 7: Competitor Analysis

      "Good artists copy, great artists steal." Before putting your ink to paper, be sure to check out high-ranking competitors targeting the same keyword.

      • Do you think your approach is effective, or is there something you can adjust to make it better?
      • If your approach is similar to competitors, how can you do it better than them?

      Step 8: Design elements

      Now it is time to start thinking about visual appeal. Visuals are like salt: too much can spoil a dish, to little will leave it bland. How can you make your content visually appealing and professional?

      Consider using the following:

      • Pull quotes
      • Exciting images
      • Intriguing graphs or charts
      • Hyperlinked buttons

      Using these elements, create a mental image of what you want your content to look like. Consider incorporating these design elements into your outline. 

      Note: Everybody has a "cognitive load." That means every word and every picture takes up some of the audience's ability to process what you are trying to tell them. Only use design elements if they effectively support your content.

      Step 9: Write the content

      At this point, your brain should be ready to explode! Get your ideas on paper and make sure to reference the outline to keep your writing focused. If you need help or get stuck, trying asking ChatGPT for help (sparingly—do not let it write for you!) or ask the Content Writer for assistance.

      Step 10: Peer review

      Good writing is reviewed writing. Ask your PM, ChatGPT, or the Content Writer to do a read-through of your content. Make sure to check for spelling and grammar errors, as well as continuity and conciseness.