Content Creation

TSL writes, designs, and builds/develops various types of content for customers, including:

Website content
Blog content
eBooks (web-based and PDF documents for download)
Infographics (Digital and PDF documents for download)
Case Studies (Digital and PDF documents for download)
Sell Sheets
Solution Briefs

Samples of TSL's digital content can be found here. Samples of PDF-based content can be found here.

Below you’ll find general information that the Project Lead must gather from the customer and/or TSL SMEs to run a content creation project.

Production process - rounds/naming convention, file sharing
Project Request requirements
Intake call process
Misc. production training

General Production Flow

Production Process review video Part 1:

Production Process review video Part 2:

Refer to tactic-specific Clarizen project templates for unique production process as some details and order will vary depending on the format of piece and whether or not there is a template to use as a starting point. In general, steps for content creation can flow as follows:

Prep copywriter for call: Refer to PM Copy-Led Call Checklist for breakdown of steps
Hold Client Intake Call
Copy outline created
Client approves copy outline
Copy draft (R0) created
1-2 rounds of copy edits, per client feedback
Design draft (R0) created
1-2 rounds of design edits, per client feedback
Development

Production Deliverables

Copy documents are provided in Word files.
Designs for content pieces are provided as PDF files.
Designs for website pages, landing pages, and web-based content wireframes and full designs are provided through the Invision app. A link will be shared that is public so all TSL and clients can review it. The link URL remains unchanged through the revision rounds.
Coded web pages will be shared with "preview" links as they are staged. Once they are approved and published they will be available at the confirmed final URL.
Presentations are created in MS PowerPoint. Best practice is to save PPT files as a PDF prior to sending to a client.

Project Requests

The project manager should create a project request and post in Clarizen for each content or ad tactic we need to execute, and for any ad hoc requests (part of continuous improvement retainers, hourly digital work). Rounds of client-requested edits should also have a clear request posted.

Tips:

Be as specific as possible
Limit options or decision points for production that could cause delays or confusion
Consolidate all guidance/edits from the client or SMEs into easy-to-read bulleted lists. Do not copy and paste full emails/chats unless full context is truly required.
Direct certain instructions at relevant assigned resources so they can skim and focus on their action items. This is especially useful for revision requests.

Content Planning

The project manager should aim to provide as much of this information as possible for the copywriter prior to the intake call.

Topic: does client have an idea or do they need TSL to help guide content direction?
Does the client have existing content or assets to share that they want us to refer to for content subject matter, content style, and/or design guidance?
If the copy should specifically reference other existing content, provide files/URLs (examples: mention of blog post, past eBook version, survey results, webinar)
How will the content be used or promoted?
Who is the audience/persona?
- Customers, prospects, partners?
- Roles/Titles of personas (Director of IT, Chief Finance Officer, etc.)
What stage in funnel will content be used for – top/middle/bottom?
What is the CTA?
What URL are we linking to in the CTA?
Confirm phone/contact info, etc. to include with CTA and footers

Design

Format:
- Will this content be printed? If yes the designer will need to create the asset with high resolution images, full bleeds, and specific page sizes. Production tasks are the same and does not take extra time/budget if designer knows this from the start.
- Is the orientation of the content to be vertical or horizontal? Default is vertical
Logo file: .eps or .ai format preferred, otherwise the highest resolution file available (i.e. largest size JPEG)
Co-branding/Partner logos or emblems if applicable
Brand Guidelines:
- colors (Pantone or Hex numbers are ideal)
- fonts
- image direction/preferences: tech imagery, real life images, people, abstract, icons, etc.
- logo usage parameters
Current website URL: use in place of branding guidelines if necessary and if the client confirms it should be used as branding reference
Samples of current collateral to follow for consistency OR samples of TSL work they like and why

Other

Who are the stakeholders who need to review and approve rounds? This is especially relevant for case studies
How much time should we allow for stakeholder review of content?

Kickoff and Intake Call Process

What is a Kickoff Call?

The initial touch with client where we have a broad conversation that is focused generally on their company, target audience, persona, markets, etc. The goal is to review the project specifics and gain a general understanding of the client’s goals and business objectives. Generally this conversation is not focused solely on content creation but may be used to identify initial requirements (content needs) and request existing content/assets to help the copywriter prepare. Kickoff calls require a follow-up copy intake call where we gather more specific information around a content piece. Additional follow-up calls may be needed to dive deeper into goal-setting and identifying business objectives, value prop, etc.

What is an Intake Call?

Early stage conversation between Copywriter and client or SME where a topic is identified for a specific piece of content. An understanding of how the content piece is being promoted is discussed. The goal of the call is for the Copywriter to leave with enough information to proceed into writing an outline for the content piece, assuming they have received all relevant brand assets from the client. There should be a separate copy intake call for each new piece of content or each new topic.

Copy intake calls should always be recorded.

Intake Call Resources

Case Study Intake Call Questions

Intake Call Process

Step #	Owner	Time	Action
1			Check the Clarizen Resource Load and the Outlook Calendar of the copywriter to locate a day with the best availability for the call. Aim to schedule calls as far in advance as possible, but no earlier than 48 hours out, to ensure resource is available and able to prepare for the call.
2			Create an Outlook meeting invitation for the client call, including all TSL and client invitees and the conference bridge dial-in information. Note: Use a conference bridge service that has call recording functionality, so the TSL resources can refer back to the recording later if needed.
3			Create an Outlook meeting invitation for a brief 15-20 minute preparation call, in advance of the client call (no earlier than the business day prior to the client intake call).
4			Assign Clarizen tasks to the copywriter for Intake Call Prep, and for the Intake Call date itself.
5			Post the initial Project Request, any background information available/questions to consider for the intake call, and supporting resource files to the project’s Clarizen Discussion thread, and tag the assigned resources.
6			Hold internal prep call with copywriter and any other resources. Answer questions where possible, and note what may need to be addressed with the customer on the call.
7			Hold intake call.
8			Download the call recording file and upload to the appropriate Teams folder.
9			Reply to the original project request discussion post in Clarizen with the link to the recorded call file and any other notes taken during the intake call.