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The content toolkit

For any content team to work effectively, they need a utility belt Batman would be jealous of

This post is going to be short and sweet... like me! This is because I transfer this little toolkit from one job to another, so if you want to see it in full effect, you'll have to hire me.

So, as the title suggests, for a content team to work successfully, you need a few tools:

  • The business strategy - this will inform all your content decisions and innovations
  • A content strategy - ignore this at your peril
  • Content audit - know what you're working with
  • Briefing documents and process - include acceptance criteria, objectives and KPIs (not we want to sell more and sell more, innit)
  • Production schedule and plan - make this as detailed as possible with average timelines to manage stakeholders and give copywriters plenty of time
  • Style guide and tone of voice - naturally
  • Change request process - make this as painful as possible, so stakeholder stick to the first proof, second proof, sign off paradigm
  • Brand guidelines - not your responsibility
  • Segmentation piece - not your responsibility
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