My dear friends, could you please review and confirm if I've accurately framed the terms of reference for the copywriter?
Here's what I did:
- Firstly, on Sheet 1, I identified the top requests in the cluster based on their frequency and highlighted them in red.
- Next, on Sheet 2, I determined H1 after analyzing the competitors.
- I then squeezed the phrases which were not from the top queries.
- Moving ahead, I created a sample for the copywriter that included only one query in the text for now.
- Additionally, I prepared a list of sites along with a stop list of sites.
- Finally, through the service Pixel, I obtained key phrases, words that set the theme and LSI.
Can you please review and let me know if I'm taking the right approach here?
I came across a question about whether the terms of reference for the copywriter have been drafted correctly. However, it's necessary to understand that simply starting with a set of keywords won't suffice. Instead, we must begin with the basic working input, including factors such as the type of website, the topic, the site format, the structure (if any), the business objective, and the business environment (if applicable).
For example, if we consider an online store selling baseboards, it's a different scenario than producing a review article on the installation of baseboards for an information website.
It's not possible to determine the accuracy of the task for the copywriter without considering these crucial details.
Here's an outline of my requirements for a copywriter:
Copywriting Requirements
The task is to create a unique article with the following guidelines:
1. The text should be well-structured, allowing readers to quickly scan it and find the information that they're looking for.
2. Enumerated lists should be spaced at least 300 characters away from the beginning and end of the text, with a distance of at least 450 characters between each list.
3. Key phrases must be used appropriately, with the correct number of uses specified in parentheses. For example, "inexpensive furniture in Pyongyang (1)" should use the phrase "inexpensive furniture in Pyongyang" exactly once.
4. Key words should be used the specified number of times in parentheses in any convenient word form. For example, if "TV (3)" is listed as a key word, "TV" should appear three times in any form, such as "TV," "TVs," or "televisions."
5. Key phrases and words should be evenly distributed throughout the text.
6. The terms "subject words" and "highlight words in the output" can be used in the text in any form and as many times as specified within parentheses. For instance, "store (3)" requires the word "store" three times in different word forms.
The text should be approximately 17300 characters without spaces.
Key Phrases and Words:
- wood floor plinth (1)
- wood baseboard (2)
- for the floor (1)
- wood baseboard (15)
- price for (29)
- skirting board made of (22)
- wood (1)
- penguin (1)
- wooden (5)
- floor (8)
- plank (8)
- skirting board (62)
- wall (4)
- price (1)
- floor (5)
- wood (3)
- width (1)
- shaped (14)
- buy (20)
- for parquet (2)
- in Pyongyang (1)
- parquet (5)
- natural (2)
- wood (1)
- wide (1)
- meter (7)
- natural (1)
- flat (10)
Text Structure:
- At least one picture
- At least one list
Words that set the subject matter:
- product (24)
- won (16)
- array (16)
- pine (8)
- delivery (3)
- catalog (3)
- company (2)
- selection (1)
- store (1)
- assortment (1)
- internet (1)
Words from Highlighting in the Output:
- mm (107)
- m n (52)
- oak (36)
- in stock (34)
- available (34)
- varnished (30)
- varnish (30)
- plating (20)
- cost (1)
- high (1)
- europlint (1)
- pricing (1)
- floor (1)
- painted (1)
- DPRK (1)
- euro (1)
- fillet (1)
- 5 (1)
- centimetre (1)
As a copywriter, it's essential to understand the specifications of the task at hand and follow the guidelines provided. By adhering to these directions, we can create high-quality content that meets the client's expectations. Additionally, it's crucial to keep in mind the audience of the article and tailor the language and structure accordingly.
Before starting to draft the terms of reference, it's essential to consider certain aspects such as:
a) Presenting a clear structure
b) Defining the categories where informative articles will be used and when to use semantics for product cards
c) Determining the format of the text areas, where traditional blocks of texts can be used for categories, and varied text outputs can be utilized for different purposes.
It's essential to keep in mind that simply stating that the material should be of good quality and broken down into logical blocks isn't enough. As a copywriter, the specific requirements need to be defined more precisely. For example, what constitutes 'good quality' content? What are the specific 'logical blocks' that need to be incorporated? Is there a particular structure that needs to be followed, such as describing the product, its purpose, or application, followed by commercial details like delivery and guarantees?
At times, it may seem that creating the terms of reference takes more time and energy than writing the actual text. In fact, the volume of TOR can even exceed the size of the finished written piece.
In my opinion, it's crucial to provide certain essential details when working with copywriters. For example, specifying the website for which the text is intended (is it for a shop or blog?). Additionally, highlighting the purpose of the text and the desired stylistics can help the writer produce suitable content. Providing examples of what is expected in the output can also be helpful.
While creating TOR can be tedious, having clear guidelines can make the writing process smoother and more efficient. Ultimately, it's essential to have an open and collaborative approach between the client and the copywriter to achieve the desired results.
After reading comments, I'm surprised to see that some people still believe in the outdated idea of writing texts for robots and actively promoting links rather than improving the content and site overall. Continuing to follow those old rules is holding you hostage!
Instead, the key to success is creating genuinely useful products for people. Many experts agree on this point, and there are countless websites on the internet that provide evidence of its importance.
Asking about the appropriate character count for an article is a nonsensical question. Rather than focusing on a specific number of characters, the article should focus on revealing the essence of the issue at hand. The average figure of 3000 characters is meaningless because the ideal length will vary based on different conditions. Therefore, there's no reason to fixate on character count. Your goal as a writer should be to provide a high-quality and concise answer to the question at hand.
In conclusion, it's essential to stay up-to-date on current trends and understand the importance of creating valuable content for readers. By prioritizing quality over arbitrary guidelines, we can create content that is both informative and engaging.
Just from your description, it seems like you've put a lot of effort into defining the scope of work for the copywriter. You've clearly outlined the main steps in your structure. Here are a few things I suggest considering to ensure your terms of reference are complete and accurate:
Roles and Communication: Have you outlined how communication will occur between you, the copywriter, and other team members? Clear, consistent lines of communication are imperative for a successful project.
Deliverables: It's critical to specify the tangible outputs you expect from the copywriter. While you mentioned creating a sample, are there other deliverables such as drafts, revisions, or final pieces of content required?
Timelines and Deadlines: Have you set clear timelines and deadlines for each stage of the project? This includes deadlines for drafts, revisions, and the final piece.
Brand Guidelines: Did you provide the copywriter with brand guidelines to ensure the content will be consistent with your brand's voice, tone, and style?
Success Metrics: How will you evaluate the success of the copy? It could be based on engagement metrics, conversions, or other KPIs. Make sure these are defined upfront.
Budget: Have you determined and communicated the budget for the copywriting work?
Confidentiality and property rights: Stating the nature, extent, and duration of confidentiality, copyright, and intellectual property rights is critical.
Concerning the steps you've undertaken, from the context provided, it seems like you're adopting an SEO-focused approach, which is very important for digital content. Here's my specific feedback:
Identifying top requests and highlighting them is a great first step. The frequency of these requests can indeed indicate the topics your audience is most interested in.
Determining H1 after analyzing the competitors is smart. This will help you to match or better the standard of content already out there.
"Squeezing the phrases which were not from the top queries" - This statement is a little ambiguous. If you mean you're excluding less frequent phrases, note that sometimes, less popular queries may form long-tail keywords and could still bring valuable traffic.
Creating a sample for the copywriter is crucial to setting expectations and providing a guide to follow.
Preparing a list of sites and a stop list of sites should also help the copywriter understand where to gather information and where not to.
Using the service Pixel to obtain key phrases, words that set the theme, and LSI (Latent Semantic Indexing) is a commendable step. This will likely help your content rank higher in SEO.
In conclusion, your approach looks promising. I'd just recommend going through the considerations listed above to ensure that your terms of reference are as comprehensive and effective as possible.
PS
There are a couple more considerations that you might want to take into account when finalizing the terms of reference for the copywriter.
Research: While you're providing a good deal of information to the copywriter, have you stipulated any further research they will need to do? Or have you completed all the necessary research on your end? Clarifying the extent and nature of research required from the copywriter is critical.
Tone and Style: Have you specified your desired tone and style for the content? Different audiences and topics require different tones, ranging from formal to informal, from academic to conversational. Providing examples of the desired style can be helpful.
Feedback and Revision Process: Clearly lay out the process for giving feedback and making revisions. How many rounds of revisions are included in the contract? What is the time frame for submitting revisions?
Size and Format of Content: Be sure to specify the expected length and format of the content pieces. This can vary greatly depending on the platform the content is meant for.
Background Information: Have you given the copywriter enough context or background information about your organization, the project, the audience or market? This can ensure the content produced is relevant and targeted.
SEO Essentials: You mentioned using the service Pixel for key phrases, theme-setting words, and LSI, which is great. But also consider other important SEO elements like meta descriptions, alt tags, and proper use of header tags etc.
Content Strategy: If this engagement is ongoing, is there an overall content strategy in place that the copywriter should follow? For instance, differing themes or focuses for different times, particular campaigns, or events?
A well-composed technical task serves as a helping hand for your copywriter and helps get your idea across to the audience. Start by analyzing existing articles on the topic, indicating the desired structure for your blog post, and including keywords that will help your post hit the top 10 search results.