Content for your website.
THE BRIEF THAT WORKS
"Write for [specific reader] who [what they know and want]. Around [length]. Cover [points]. Plain language. End with [action]."
WHAT TO SUPPLY
What you know that a general source does not: your experience, your examples, your data.
THE PROCESS
Outline first. Edit it. Then section by section.
WHAT TO CUT FROM THE DRAFT
Opening throat-clearing Restatements of the obvious Sentences that could apply to any business Hedged generalities The summary at the end
That alone removes a third and improves it.
WHAT TO ADD
Specific examples Actual numbers Your opinion Local relevance
WHERE THE TOPICS COME FROM
The questions customers ask you.
That is the best content source any business has.
THE RISK TO AVOID
Publishing volume. A hundred generated articles is a thin-content problem, not a traffic strategy.
