01
Start with audience questions
Collect questions from sales, support, search and customer interviews. Prioritise topics where the business has useful experience and a relevant next step.
02
Create an evidence pack
Gather approved facts, product details, examples, source links and subject-matter interviews. This gives writers substance and reduces review cycles.
03
Brief the decision journey
Define audience, intent, promise, structure, tone and action. A brief should make strategic choices without dictating every sentence.
04
Write and review in layers
Review accuracy and argument before polishing style. Check accessibility, claims, links, metadata and channel fit before publishing.
05
Repurpose with purpose
Adapt strong ideas for email, social, sales and landing pages. Change the framing and depth for each context rather than duplicating text.
Next step
Apply this to your business.
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