How to Ensure Your Content Writers Deliver Exactly What You Need
Co-Founder/ CMO
Even the most talented content writers can produce work that completely misses the mark.
Why?
Because talent alone isn't enough.
Despite investing in skilled writers, many businesses struggle to get back drafts that align with their vision and goals.
It’s rarely about the writer’s skill, though. More often than not, it boils down to bad communication and out-of-sync expectations. Think about it: how can a writer nail your vision if they're not crystal clear on what you want?
So, how do we bridge this gap?
That's exactly what we're exploring today. Stick around, and I'll show you how to get your content writers to deliver exactly what you need every single time.
Table of Contents
Generalist writers vs. specialist writers
When it comes to content creation, there's a world of difference between generalist writers and specialists.
Niche expertise is super important. Readers are hungry for in-depth, data-driven content, especially those who look for new insights and more specific topics.
A generalist writer can give you a solid overview of a topic, but a specialist knows all about it and pours their entire experience into their draft. A specialist's work often brims with industry-specific jargon, up-to-date statistics, and nuanced perspectives that a generalist might miss.
So, does this mean you should always opt for specialists? Not necessarily. It depends on your content goals.
I’d say this is an important factor to consider, but only and only after you nail all the other aspects discussed below.
Misconceptions about working with content writers
"Good writers don't need detailed briefs"
This couldn't be further from the truth. Even the best writers aren't mind readers.
Detailed briefs save time and frustration for everyone involved. They help writers understand your expectations, target audience, and key messages from the get-go. So don't skimp on the details — the more information you provide upfront, the closer the first draft will be to what you're looking for.
"More revisions always lead to better content"
While revisions can improve content, endless rounds of tweaks can actually be counterproductive.
Too many changes can dilute the original message or lead to a Frankenstein-like piece that lacks coherence.
Instead of numerous revisions, focus on providing clear feedback early on. If you consistently need multiple rounds of revisions, it might be time to reassess your briefing process or consider whether you've found the right writer for your needs.
"Writers should inherently understand our brand voice"
Your brand voice is unique.
Expecting writers to automatically nail it is unrealistic, even if they’ve worked with similar brands.
You need to provide examples of content that embodies your brand voice. Create a style guide that outlines your tone, preferred language, and no-go areas.
"The writer is solely responsible for the content's success"
This is a big one. While writers play an essential role, content success is a team effort. It involves strategy, SEO, design, and promotion, not just writing.
Always treat your writers as partners in the content creation process and share with them things like performance metrics, strategy goals, and extra context.
"We can always fix it in editing"
No, you can’t.
The root of the problem: here’s why content misalignment occurs
If your content feels off-base, this is probably why:
- Lack of clear communication – You might think you've explained what you want, but have you really? Vague instructions lead to vague results.
- Insufficient background information – Writers need context. Without it, they're shooting in the dark, hoping to hit the target.
- Misunderstood brand guidelines – Your brand voice might be clear as day to you, but is it to your writers? If not, expect some off-brand content.
- Unclear content goals – What's the endgame here? If you're not sure, how can your writer be?
- Assumptions on both sides – You assume the writer knows something, they assume they understand your needs. We all know what happens when we assume...
The cost of misaligned content
Misaligned content is the gift that nobody wants. It’s beautifully wrapped but has nothing you’ll ever need or want.
Sure, it might look great on the outside, but it leads to no specific objectives or KPIs.
And the costs are steep – wasted time, money, and resources.
It can also confuse your audience, dilute your brand message, and even damage your credibility. It’s the opposite of what content should do – engage, inform, and convert.
Old vs. new solutions
If you’ve been getting bad drafts for a while, you might be stuck with an old process that has a point of no return. See if you recognize yourself below, and find out how to change that.
What we used to do
Remember the good ol’ days, pre-AI and pre-new internet?
We’d hand writers a basic style guide, toss them a topic, and hope for the best. It was just like playing content roulette, and it used to work because there weren’t thousands of websites and brands pushing out the same content and competing for the same first page on Google.
We’d rely heavily on post-writing edits to whip content into shape. But over-editing can sometimes suck the life out of good content, especially when it’s done by bad editors who, instead of adding something new and insightful to the content, just change around words and correct grammar mistakes.
What we need to do now
There’s this concept we coined called “Content Empathy” and it refers to the ability to get into the heads of both your client (or yourself) and your audience. What do they need? What keeps them up at night? What makes them tick?
After you figure this out, you need to communicate this to your writer.
And the way to do this is through content briefs and specific content outlines that give a clear structure to follow, making sure key points are covered, and the flow makes sense.
A new way of getting better content drafts
Here are four key steps to follow:
- Pre-writing strategy sessions.
Grab a coffee with your writing team and hash out the details before anyone touches a keyboard. Talk goals, audience, and key messages.
- Detailed content briefs with clear objectives
Well-crafted briefs serve as a roadmap for writers. Spell out what you want, how you want it, and why it matters.
- Regular check-ins during the writing process
Keep the lines of communication open. A quick chat can save hours of revisions later.
- Feedback loops and iterative improvements
This involves a cycle of review, feedback, and refinement to continuously improve the content quality and alignment with your goals.
Why this is effective
First of all, everyone will be on the same page from day one, without the occasional Google Docs comment with “that’s not what I meant”. You’ll spend less time fixing and more time working on the strategy, because when writers know exactly what you’re after, they nail it faster.
Here’s how to apply it
Want to get started in no time? Let me give you an exercise that takes less than 5 minutes.
Sign up for Yahini and plug in your website URL. Choose 3-4 of the recommended keywords and click “generate brief”.
Yahini will generate a full content workbook, complete with customized briefs for each keyword. These briefs are built using frameworks and templates designed by experienced strategists, so you're getting high-quality, strategic content plans without the hassle of complicated tools or the cost of an agency.
Send a few of these briefs over to your content writer and ask them if they have any clarifying questions.
If they’ve worked with content briefs before, they should provide enough valuable feedback so you can start changing your old approach. If they haven’t, use your best judgement and know what goes into a killer content brief:
- Your audience, their intent, and the funnel stage they’re at;
- Keywords that speak to the topic and are valuable enough and not too competitive so it’s easier for you to both rank and reach your KPIs;
- Knowledge of what’s the endgame for this specific content piece;
- Must-cover points;
- The vibe you’re going for;
- What type of content it is – be it an overview, a guide, a comparison piece;
- SEO essentials;
- How do you want the readers to act after reading?
Make your first drafts better
We’ve covered a lot of ground here.
Imagine a world where every piece of content perfectly aligns with your brand, engages your audience, and drives your business forward. Implementing the above tips can help you achieve this goal.
And here’s where Yahini comes in:
Yahini offers you the strategic advice you need to create a content strategy from the ground up. Its AI has been trained by seasoned content strategists, providing you with expert-level content briefs right at your fingertips.
Ditch the generic outlines! Sign up now.