A well-defined content request process is essential for effective communication and successful projects. Clear and detailed requests help avoid misunderstandings and ensure the final content aligns with the business goals and user needs. This article shares advice and examples for how teams can create a smoother workflow and achieve better content outcomes.
As a content practitioner and consultant, one thing is necessary across all projects, clients and sectors I work with – the need for clear, effective communication. I see this as a particular need when it comes to making requests for content. A well-structured content request process can save time, reduce misunderstandings, and lead to better content. Here are some practical tips to enhance your content request process.
If you are asking for someone to create new content, or make changes to existing content, you need to help them as much as you can. That means being detailed in your request and providing as much information as possible include the purpose, audience and goal for the content. Vague requests lead to guesswork, which often results in content that won't meet the user need or be useful or usable. This is wasted time and effort and can be detrimental to successful collaboration.
Example:
Instead of saying, "I need some copy for the homepage," try, "I need a 150-word headline and subhead for the homepage that conveys our brand's playful tone. The goal is to attract new users and encourage them to sign up. Here are a few examples of the tone we're aiming for..."
This level of detail gives your content team a clear direction and sets expectations right from the start.
Content has a lot of factors to consider such as purpose, goals, voice, tone and audience. When making a content request, providing context is crucial.
Example:
If you're requesting content for a new feature, include background information such as:
For instance, "We're launching a new feature that allows users to save their favorite products. This is aimed at frequent shoppers, and our goal is to increase user retention. The content should emphasise convenience and personalisation."
Templates can be a huge help for both the requester and the content creator. They ensure that all necessary information is provided upfront, reducing the need for back-and-forth communication.
Example:
Create a standardised content request form that includes fields for:
Having a template like this in place makes it easy for anyone on the team to submit a content request, ensuring consistency and completeness. it could be an online form or handled through other channels and tools like Trello.
Often, content experts are brought in towards the end of the project, almost as an afterthought. This can lead to rushed work and suboptimal content. Instead, involve content designers and writers early in the project to provide insights and shape the direction from the beginning.
Example:
During the initial planning phase, invite a content designer to join the brainstorming sessions. Their perspective can help identify content needs and challenges early on. They can also contribute to creating a more seamless user experience by ensuring that content aligns with design and functionality.
The content request process shouldn't be one-way. Encourage collaboration and feedback loops between requesters and content creators. This creates a sense of partnership and ensures that the final content meets everyone's needs.
Example:
Set up regular check-ins or review sessions where content creators can ask questions, seek clarifications, and present drafts. Use tools that allow for easy collaboration and commenting. Make sure there's a clear feedback process in place to streamline revisions and approvals.
Content creation takes time, especially if it's going to be good! Setting unrealistic deadlines can lead to rushed, low-quality content. Be honest about your timelines and allow enough time for research, writing, editing, and approval.
Example:
Instead of asking for a new landing page copy by the end of the day, consider the complexity of the task. How much research is needed? Are there design elements to consider? Are there multiple stakeholders who need to approve the content? Build these factors into your timeline to avoid last-minute scrambles.
Improving your content request process is all about clarity, collaboration, and communication. By being specific, providing context, using templates, involving content experts early, encouraging feedback, and setting realistic timelines, you'll create a smoother process that leads to better content outcomes. Content is a team effort, and the better your request process, the better the results will be for everyone involved.
If you're looking to establish a new content request process, or improve an existing one, I can help. I can also help with broader content operations diagnosis, recommendations and improvements. Get in touch and let's chat.
