Content strategy isn’t just about audits or aligning with information architecture. Directly supporting copywriters is a primary goal of content strategy as well. It falls to content analysts to distill insights and create an appropriate plan (based on business objectives, user needs, etc) – a plan that gives your copywriter enough to succeed.
Without content strategy, you create an unjustified delay; your copywriter is forced to research, analyze and strategize before they even start crafting the language that will entice your customers to convert. It’s unfair to your copywriter and is poor stewardship of your client’s resources.
After all, content strategy at the start of a project makes the creative process run faster and more efficiently, thus saving money for your client. Like information architecture and planning, content strategy work done up front will ensure that the best possible creative is produced…and that the entire project aligns with the given business objectives.
Here are 7 ways your content strategy department can save time and money by effectively preparing copywriters. (Please add additional suggestions in the comments section below.)
1. Prioritized Messages: Content strategy’s main deliverable to copywriters is almost always messaging. It is our job to provide the messages – prioritized by user need, business objective, channel, media type, or other project-appropriate criteria – that will move the needle for your client.
2. Primary and Secondary Research: Content strategists should compile any applicable primary or secondary research, either obtained from a planner or through their own work. Your messaging points will cover 95% of the questions a copywriter would have, but the research will be handy if they need more context or you are stuck in a meeting.
3. Links: Most of the links content analysts should provide are those going out from a particular page or another subject. This allows your copywriter to understand context and craft copy to ease the transition from page to page. However, copywriters may also benefit from knowing the in-links to a particular page to better understand a mental model or process flow.
4. Rules and Regulations: Content analysts must understand any applicable rules and regulations – both set internally or by government mandate. When I worked with a pharmaceutical manufacturer, the content strategy department at my agency was tasked with understanding linguistic guidelines set by their legal department – and ensuring those guidelines were followed in the copy.
5. Source/Repurposing Material: Copywriters are rarely creating from scratch; they are often consolidating or otherwise repurposing existing content. Content analysts should provide clear direction as to where to find this source material with suggestions on exact elements to use.
6. Editorial Guidance: For complex or large tasks, content analysts can help copywriters prioritize their time. The content strategy department at Critical Mass has provided copywriters with everything from page-level editorial recommendations to a rank of the level of editorial effort required. This allows the copy team to prioritize their work based on the most pertinent factors (i.e. time, subject matter expertise, pages to consolidate, light vs. substantive edits required, etc).
7. Consistent Comparisons: Because copywriters and other creatives are determining the execution of the information you provide, the information content analysts provide must be consistent. We once had a client whose products were very similar – to each other and to the competition. We first outlined the prioritized messages (e.g. Product A is the “value” product; products B is the “luxury” product, etc) and then provided consistent facet comparisons for each product (e.g. Product A goes from 0-60 mph in 8.8 seconds; Competitor Z goes from 0-60 in 11.3 seconds). Some of these comparisons were executed as infographics, some as text and some within interactive tools. Our consistency made these executions possible.
Of course, these elements shouldn’t just be handed off. Content strategy is a resource for copywriters throughout the creative process – one which content analysts are an active and necessary part. But these are seven ways to reduce copywriting and overall project time while ensuring a smoother process for the entire team.
Naturally, content analysts will be called on to help other team members, such as designers, IAs and planners. But a good content strategy-copywriting relationship will prove essential for success, especially on large or complex projects. Mastering these seven elements are great ways to save time for your team and money for your client.
