One of the first questions I often get from new clients, right after pricing and timelines, is this: What can we do to help you write the best content possible for us?
I genuinely love being asked that question. It tells me the client cares about the outcome, not just checking a box on their marketing to-do list. It also tells me they understand that strong content is a collaborative process.
Here’s the honest truth. I will absolutely take the time to learn about your business. I will research your industry, your competitors, and your audience. But at the end of the day, it is still your business. You are the expert. The more insight you can share, the better the final content will be.
So what does that actually look like in practice?
Start by Helping Your Writer Understand Your Business
The most helpful thing you can do at the beginning of a project is to provide context.
Share your website. Talk through your services or products. Explain what you believe sets you apart from others offering something similar. If no one else offers what you do, describe the problem you are trying to solve and why it matters.
It is also helpful to talk about your audience. Who are you trying to reach? What questions do they ask before they ever contact you? What hesitations do they have? These details help a writer step into the mindset of your customer rather than guessing.
Once I understand the landscape, my need for direction usually decreases. From there, clients typically choose one of two working styles.
Two Common Ways Clients and Writers Work Together
There is no single “right” approach. What matters is clarity and agreement upfront.
Option One: Providing Blog Briefs
Some clients send detailed briefs for each blog post. These are often created by an SEO manager or an outside firm and may include:
- Topic and angle
- Target keywords
- Internal or external links
- Word count expectations
- Formatting preferences
Briefs help define scope and remove guesswork. They are especially helpful at the start of a relationship or when multiple stakeholders are involved. That said, they are not always required forever. As familiarity grows, many clients simplify the process.
Option Two: Trusting the Writer With Topics and Cadence
Other clients prefer a more hands-off approach. They might send a topic idea or agree on a publishing schedule, such as one or two blog posts per week. From there, I handle topic development, research, and keyword selection.
Because expectations are set in advance regarding cadence and length, I know exactly what success looks like. For many clients, this approach saves time and allows content to move quickly without constant back-and-forth.
Both approaches work. The choice depends on your internal bandwidth and the level of involvement you want.
Helpful Ways to Set Your Writer Up for Success
Whether you use briefs or not, these recommendations can make a real difference.
- Share examples of content you like, even if it is not from your industry
- Explain words, phrases, or topics you prefer to avoid
- Be clear about your brand voice, whether casual, educational, or conversational
- Let your writer know who reviews content and how feedback is handled
- Speak up early if something does not feel right
Feedback is part of the process. Clear feedback helps content improve faster and keeps expectations aligned.
Trust Builds Over Time
One thing I often see is clients starting out very involved and gradually stepping back. That is completely normal.
As trust builds, many clients remove the training wheels and allow me to take the lead. That does not mean it is the only path forward. My role is to meet your expectations, not push you into a system that does not fit your team.
If I ever feel I cannot deliver what a client is asking for, I say so. Honest communication matters far more than forcing a process that does not work.
Thinking About Starting a Blog?
If you are hesitant to start a business blog in 2026 or whenever you happen to be reading this, take a breath. You do not need to have everything figured out on day one.
I will work with whatever information you can provide. I am comfortable researching, putting on my consumer hat, and asking the right questions. Writing strong content is not about perfection. It is about progress and collaboration.
We will figure it out together. If you think a business blog is in your business’s future, request a blog scoping call, and we’ll make it happen.