Preparing for External Content Developers

By Ann Grove, Logical's President

So you've hired a consultant or agency to develop a marketing deliverable such as a blog post, white paper, or video. Now is not the time to wash your hands of the project. Instead, increase the effectiveness of the content and improve the outcome by providing your consultant with some key documents you likely already have on hand if you have a marketing team: 

• Buyer personas, so the consultant understands the audience
• Keywords that a potential customer would use to search for the organization or the topic of the content, so those words can be used in the piece
• A list of specific targeted industry verticals
• Content examples (yours or a competitor's) that got a strong response from the intended audience
• Any style guide or logo-usage guidelines

Your marketing consultant also need at least one more resource: a Subject Matter Expert (SME) or collaborator. Occasionally we meet a client who wants the Logical writer to develop content with minimal direction and no team interaction, but a technical review is still required. 

Our most successful projects are typically those where the client takes the time to discuss things like market trends, industry news, and product differentiation. The client's deep industry knowledge enhances our keyword-optimized and targeted content, resulting in high-performing results.

About Ann

​Ann has passion for producing content that people rely on for buying decisions. She takes all of the stress out of outsourcing security content and compliance analysis with no-obligation consultations. Reach Logical today using our Contact page.