Outsourcing content writing offers substantial benefits, particularly by freeing up your in-house team to focus on core tasks. Professional writers bring creativity, expertise, and marketing know-how to produce engaging content.
However, without direct, in-depth knowledge of your business, external writers may miss key details, resulting in generic or disconnected content.
This is because content writers, while highly skilled, can’t fully understand the unique aspects of your brand, audience, and industry without your input.
They rely on you to share essential information about your company’s voice, values, and internal processes. By proactively bridging these knowledge gaps through clear communication, you can ensure the content truly reflects your business.
Aligning your writer’s understanding with your business’s unique insights is essential to getting the best results. Open communication about your brand’s nuances, industry specifics, and long-term goals will help your writer craft content that authentically represents your business and speaks directly to your audience.
Below, we will explore what content writers often don’t know about your business and how you can work together to create content that truly resonates.
7 Things Your Content Writer Won’t Know About Your Business
Your Brand’s Unique Voice and Tone
Your brand’s voice and tone are essential to communicating with your audience. Whether your tone is playful and casual or formal and professional, it defines how people perceive your business.
No matter how skilled, external writers might not immediately grasp your brand’s specific voice without clear guidance. This can lead to content that sounds inconsistent or doesn’t resonate with your audience as it should.
To ensure your brand’s voice shines through, provide your content writer with a detailed style guide. Your style guide should include examples of tone, preferred phrases, and any language you avoid. If you don’t have a style guide, take time to discuss your expectations upfront.
Explain whether you want a formal, conversational, or humorous approach, and give examples of past content that represents your brand well. This will help your writer match the tone closely to your brand’s identity from the start.
A good content marketing company can help lay the foundation for a style guide by working closely with you to understand your brand’s voice, tone, and messaging preferences. They can document these elements in a clear, structured format that serves as a reference for all future content, ensuring consistency and alignment with your brand across every piece of communication.
Establishing a solid foundation will avoid misalignment and ensure consistency across all content pieces, reinforcing your brand’s message with every word.
Your Company’s Long-Term Vision and Values
Your content strategy should support your company’s broader vision and mission, but unless you share this vision with your writer, they may not fully grasp how their work fits into the bigger picture.
While a content writer can focus on short-term goals like boosting engagement or driving traffic, they may not know how each piece of content contributes to your company’s long-term objectives unless those goals are clearly communicated.
Aligning content with your business’s mission and values adds depth and consistency. For instance, if your company values sustainability or innovation, those themes should be woven into your content to reinforce your brand’s ethos.
Sharing your long-term vision allows your content writer to craft messaging that speaks to your current audience and supports your future growth and evolving goals.
Communicating these big-picture ideas can help your writer create content that goes beyond the surface and truly represents what your business stands for.
The Nuances of Your Target Audience
One of the most critical elements of successful content is understanding its intended audience.
External content writers often rely on general demographics, but they may not be familiar with the specific pain points, behaviours, or needs of your customers. This gap in understanding can result in content that feels too broad or fails to address your customers’ real challenges.
To help your writer create content that resonates, provide detailed insights about your audience. Share information about your customers’ demographics, preferences, and pain points.
For example, are they primarily busy professionals seeking time-saving solutions, or are they tech-savvy individuals looking for the latest innovations? Do they value detailed product descriptions, or are they more interested in testimonials and user reviews? The more your writer understands your audience, the more tailored and effective their content will be.
Also, regular feedback based on audience reactions can help fine-tune the content further, ensuring it remains relevant and engaging over time.
The Specifics of Your Industry
Every industry has its own jargon, trends, and specific knowledge that can be difficult for an outsider to grasp immediately.
If your content writer isn’t familiar with the intricacies of your field, they may unintentionally produce generic or, worse, inaccurate content. This can damage your credibility, particularly if you’re targeting an informed audience that expects a certain level of expertise.
To bridge this gap, provide your writer with industry-specific resources. Share important reports, articles, or internal documents highlighting current trends, challenges, and emerging technologies in your field.
Offer explanations of any specialized terminology or concepts they might encounter while working on your content for your niche. This ensures that your writer understands the basics and stays informed about the latest developments that could impact your business.
Maintaining ongoing communication about industry shifts will also allow your content to stay fresh and relevant, positioning your business as a thought leader in your space.
Your Unique Selling Proposition (USP)
Your unique selling proposition (USP) is what differentiates your business from competitors, and it’s crucial for your content writer to understand this fully.
A well-crafted USP highlights why customers should choose your product or service over others, but without clear communication, your content writer might overlook this key aspect. This can result in content that fails to emphasize what makes your business stand out.
Take the time to clearly communicate what sets your business apart. Is it your unmatched customer service, a revolutionary product feature, or a commitment to sustainability? Be specific about your competitive advantages, and provide real-world examples or case studies that showcase your USP in action.
The more concrete and detailed your explanation, the better your writer will be able to incorporate these elements into your content, ensuring your business is consistently presented as the top choice in your industry.
The Dynamics of Your Internal Processes
Your content writer won’t automatically know how your business operates behind the scenes.
However, when creating authentic content, understanding your internal processes—such as how products are developed, how teams collaborate, or the service delivery timeline—can be invaluable. This insight helps the writer create content that feels true to your operations and better reflects your business’s real-world experience.
For example, if you’re launching a new product, your writer needs to understand the product development timelines and key features to communicate the launch in blogs or press releases accurately. Similarly, if you offer a customer support system, knowing how it works in practice will help your writer explain its benefits more clearly to potential customers.
By sharing these internal insights, you can help your writer produce content that effectively markets your products or services and aligns with your operational realities.
Your Business’s Hidden Gems and Stories
Every business has unique stories—whether it’s your founder’s journey, customer success stories, or major milestones—that add personality and depth to your brand.
However, your content writer won’t know about these stories unless you actively share them. These stories can transform generic content into something more engaging and relatable, making a lasting impression on your audience.
For instance, sharing how your business was founded or a particularly impactful customer success story can add a personal touch to your content. These hidden gems give readers insight into your values, journey, and the real human stories behind your brand.
By incorporating these stories into your content, you differentiate your business and build stronger connections with your audience.
To help your writer tap into these stories, give them a timeline of key events, customer testimonials, or even interviews with key stakeholders. These personal insights will allow your content to feel more authentic and engaging, ultimately helping you stand out in a crowded market.
How to Ensure Your Content Writer Understands Your Business
Effective communication is the foundation of any successful content partnership. Maintaining open lines of communication and providing the right tools is essential to bridge the gap with content writers.
Here are some practical ways to ensure your writer understands your business:
- Share internal documents such as brand guidelines, style guides, and product information to give your writer a solid foundation.
- Provide access to relevant resources, including customer data, industry reports, and competitive analysis.
- Schedule regular check-ins to update your writer on any changes or new developments within your business.
- Offer ongoing feedback on drafts, allowing the writer to refine their approach and better align with your vision.
By making these efforts, you’ll ensure that your writer has all the information they need to produce high-quality, business-aligned content.
The okwrite Approach: We Take the Time to Understand Your Business
At okwrite, we go beyond the basics to truly understand our clients’ businesses. We know that great content doesn’t just come from good writing—it comes from a deep understanding of your brand, your audience, and your goals. That’s why we take the time to learn about what makes your business unique, ensuring that every piece of content we create is aligned with your values and vision.
Our approach involves in-depth client collaboration, from initial discovery sessions to ongoing feedback loops. We customize our content strategies based on your needs, industry insights, and audience preferences. By building a solid foundation of knowledge, we can deliver content that engages your audience and strengthens your brand’s identity.
We’ve helped businesses across industries create content that reflects their true essence, and we’re ready to do the same for you.
Get Content That Reflects the Real You
A great content marketing agency can help you develop your brand voice by deeply understanding your business’s values, tone, and audience. If you’ve already established a brand voice, they’ll expertly use your notes, style guide, and feedback to ensure that every piece of content reflects your brand’s identity.
By bridging the knowledge gaps between your business and your content writer, you can ensure that your content truly embodies your voice, values, and unique story.
Want content that reflects your business perfectly? Contact okwrite today to work with writers who take the time to understand your brand. Ensure your business’s unique story shines through in your content. Get in touch with okwrite for customized, well-informed writing solutions.
Ensure your business’s unique story shines through in your content. Get in touch with okwrite for customized, well-informed writing solutions.
