As a Tempesta Media expert content creator, you ghost-write all of the content you create for customers. So, it has to sound as if it were written internally to achieve brand and voice consistency.
The content is designed to help customers increase leads, establish thought leadership, improve SEO, and grow revenue. Depending on the customer's unique goals, they can order different types of content.
You may create the following types of content when needed:
- Blog posts.
- Editorial calendars.
- Case studies.
- White papers.
- Press releases.
- Product descriptions.
- SEO content.
- E-books and e-guides.
- Social media posts.
Below, discover more details about these content types and the general expectations the customer has from your content.
Blog posts are the most frequently ordered type of content. Their goal is to inform the target audience on topics related to the industry, the company, or the audience's common pain points. They're typically 500-600 words long and establish a strong but casual relationship with the reader.
Blog posts are the first content type you should master. When first coming onboard the Tempesta Media team, you will need to participate in a writer audition for a customer in your industry. This is a short blog article (300 words) on a topic of the customer's choosing. If you perform well, the customer will pick you to be on their writing team, where you will then start receiving consistent work.
Your assignments will, more often than not, be blog articles. While each article will be unique (for the customer and the topic), you do have to follow certain rules. Read more about those requirements here: How to Write a Good Blog Post.
An editorial calendar is essentially a content roadmap for customers to plan out their content marketing programs. They are a crucial part of the customer's journey. Editorial calendars are usually 1,000 (10 topics) or 2,000 (20 topics) words long. These topics are outlines that the customer's writing team (including you) will eventually expand into full articles. In each outline, you'll want to include a short introduction, a few key points, and a couple of resources (among other items).
A big part of writing this type of content is research and content strategy. When creating an editorial calendar, carefully review the customer's Voice Profile™, and don't hesitate to contact us to learn more about the customer's goals. You want to ensure that each outline is relevant to the customer's needs, offerings, and audience.
Learn more here: What Is an Editorial Calendar?
These are strategic pieces of content, especially for B2B companies. Case studies show potential clients why they should work with a company.
Analogous to word-of-mouth testimonials, this type of publication highlights a real-world instance when the customer's product made their client happy and helped them achieve their business goals.
Potential clients connect to real-world success stories because there is a sense of trust and relatability between common consumers. By providing prospects with proof of success, the customer benefits from increased credibility.
Case studies are typically 1,000-2,000 words in length, depending on the amount of detail the customer wishes to include about their solution.
This type of content should be statistics-rich to showcase the results. Structure-wise, you should first describe the problem the client was facing. Then move on to show how the customer and their products/services provided a solution. Finally, end with the outcome of the partnership and how the solution has upheld since the initial fix (if applicable).
Discover more in this article: How to Craft Your First Customer Case Study.
This content shows the customer's expertise through data. With its highly technical tone and in-depth research, white papers are a beneficial tool in fostering trust and asserting knowledge, which helps establish credibility within a niche. People who read white papers feel more confident in a company and are more educated about their products.
White papers are typically at least 2,000 words in length, and their structure includes:
- Table of contents
Refer to these resources for more information:
This content type is ideal for alerting the target audience and the news wires about company announcements.
Press releases are a branding and PR tool, not an educational or SEO tool (although you should include a keyword or two). As you write these, you should pay most attention to the Voice Profile™ of the company and how to present the announcement in a clear, concise manner. Refer back to basic journalism writing skills - be sure to cover the who, what, when, where, and why of the announcement to provide the most value.
Take a look at these articles to gather more insight:
Product descriptions are just what they sound like - informative content about a customer's products. They provide details on product specifications, use case scenarios, warranties, and any other information that would inspire prospects to make a transaction.
The rules and format will vary depending on the company, but you should always ask yourself, What would the end-user need to know about this product? and How does this description achieve the customer's goals?
Discover more about writing product descriptions here:
- How to Write Product Descriptions: 11 Tips to Sell More
- 9 Ways to Write Product Descriptions that Inform and Persuade Your Customers
This content is specially optimized for search engines through the strategic inclusion of keyword phrases. By focusing the content on SEO, companies have a better chance of ranking higher on search engine results pages, thus leading to more web traffic (and hopefully sales).
Good SEO content includes a relevant and specific keyword or phrase distributed throughout the article. A good rule of thumb is to include the keyword about 2-3 times per 500 words. When deciding on a keyword phrase, try to summarize your article's topic in 1-3 words. That will likely be a keyword representative of the topic.
Also remember the following:
- Don't pick a general keyword. "Manufacturing" and "cloud technology" are broad search terms that likely won't yield as good of results as keyword phrases like "manufacturing recruitment tips" or "cloud technology implementation" would.
- Don't oversaturate keyword mentions. Try to stick with that rule of thumb mentioned above. Including too many keywords (called keyword stuffing) can actually harm SEO.
Here are a few articles to learn more about the importance of SEO:
- How Content Marketing Will Impact SEO Performance in 2021
- Optimize Content for SEO to Increase SERPs Rankings
E-books and e-guides
These content types provide deep insight and actionable value to the customer's target audience (usually those further in the customer journey). They establish the business as a true thought leader in the industry.
Many companies offer e-books as products on their websites for a one-time purchase price, or they make them available for free in exchange for filling out a lead form. They should be at least 2,000 words in length to provide the type of detail bottom-funnel leads are likely looking for.
We highly recommend that customers offer detailed outlines and source lists to give context and help you focus your research. But you can also bring your expertise to provide true value only an industry expert could offer. When in doubt of the direction to take these longer-form pieces, don't hesitate to reach out to us.
Learn more here: How to Create an Ebook From Start to Finish.
The requirements for email orders depend on the customer's needs and the details they provide. In general, all emails should include:
- A catchy subject line. You want people to actually open the email.
- A strong call to action. You want readers to continue on the customer journey with the information they learned from the email.
Depending on the customer's email marketing strategy and campaign goals, emails can be short and snappy or long reads with deep expertise. Here are a few resources to explore:
- Email Marketing Course: Get Certified in Email Marketing
- How to Create Emails Your Audience Actually Wants to Open
- 10 Email Marketing Mistakes to Avoid
Social media content is shorter, more personalized, and more informal in nature. Leveraging these content distribution channels gives customers greater visibility and content amplification.
At Tempesta Media, we create posts for Facebook, Twitter, and LinkedIn. Each of these platforms requires a similar but different approach to maximize success. You must take into consideration the permitted word lengths, hashtags, and tone that each platform typically yields. For example, Twitter only allows 280 characters and favors snappy, more humorous language. LinkedIn, on the other hand, permits 700 characters and leans on a more professional tone.
Discover more about social media marketing here:
- Top 3 Social Media Trends for 2021
- 15 Essential Social Media Marketing Tips From Beginner to Advanced
These 10 content types are the heart of a customer's content marketing strategy. By familiarizing yourself with the customer's unique needs and each content type's specific requirements, you can create content that maximizes success and enriches your writing skills.