18 PRACTICAL ANSWERS / BEFORE YOU COMMISSION
Content & creative
A clearer starting point.
Define the message, commission the right work and make content easier to approve and maintain. These guides connect words, visual direction and publishing responsibilities.
Original AI-assisted conceptual artwork / The Absurd Company.
Can you publish a useful case study without performance metrics?
A case study can be useful without performance metrics if it honestly explains the problem, scope, constraints, decisions and delivered work.
Read the answer content / commissioningHow can one content idea support several campaign formats?
One content idea can support several formats when its core message and evidence remain consistent while the presentation fits each channel.
Read the answer content / commissioningHow do website copywriting and SEO copywriting work together?
Website copywriting and SEO copywriting should work together around a useful page purpose.
Read the answer content / commissioningHow do you brief product description writing?
A product-description brief should give a writer accurate attributes, intended use, buyer questions and approved claims.
Read the answer content / commissioningHow do you judge the quality of commissioned content?
Judge commissioned content by whether it accurately helps the intended reader make a useful decision.
Read the answer content / commissioningHow do you organise a content approval workflow?
A content approval workflow should make clear who checks facts, who edits for clarity and who can authorise publication.
Read the answer content / commissioningHow do you plan website content migration?
Content migration needs editorial decisions as well as a transfer mechanism.
Read the answer content / commissioningHow is a content strategy different from a content calendar?
Content strategy explains whom the work should help, which decisions it supports and how it contributes to the business.
Read the answer content / commissioningHow long should a landing page be?
Choose a short or long landing page by the visitor's existing knowledge, the commitment and the evidence needed. Use decision gaps, not a target word count.
Read the answer content / commissioningShould you create content in-house or outsource it?
Choose in-house or outsourced content production by the knowledge, capacity and working rhythm the business needs.
Read the answer content / commissioningWhat determines website copywriting cost?
Website copywriting cost depends on the thinking and production work required, not just the number of words.
Read the answer content / commissioningWhat does a website copywriting project involve?
A useful website copywriting process moves from understanding the business to structuring the message, drafting in context and checking the final…
Read the answer content / commissioningWhat should a practical brand voice guide contain?
A practical brand voice guide should help people make consistent writing decisions in real situations.
Read the answer content / commissioningWhat should a service page explain before someone enquires?
A service page should help a suitable buyer recognise their situation, understand the offer and judge the next step.
Read the answer content / commissioningWhat should an art direction brief for website photography include?
An art direction brief should explain what the imagery must communicate, where it will appear and which practical constraints affect production.
Read the answer content / commissioningWhat should you send a content agency before asking for a quote?
A content agency needs the business objective, audience, offer, deliverables and approval process before it can scope a useful project.
Read the answer content / commissioningWhen does your business need a content audit?
A content audit is useful when the team no longer knows which material is accurate, valuable, duplicated or worth maintaining.
Read the answer content / commissioningWhy define your message before writing website copy?
Define the message before commissioning finished copy so the writer knows what the business offers, whom it serves and why the difference matters.
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