As a busy B2B SaaS marketer, working with an external content writer is an excellent way to meet content demands and nurture a consistent flow of qualified leads. It’s crucial that you use a writer onboarding tool so your writer understands your products, company and industry—and so that you don’t wind up in a cycle of endless revisions or stuck with off-brand messaging that doesn’t get results.
A writer onboarding tool helps ensure your B2B SaaS writer can hit the ground running. In this article, we’ll explore the writer onboarding tool that we use with our customers at Uplift Content. This tool helps us gather the information our team needs to write about our customers’ products and services in an intelligent, compelling way.
Why you need to onboard your writer properly
Nearly 85% of B2B marketers outsource content creation, according to the Content Marketing Institute. By adding an external writer to your roster, you benefit from the flexibility of being able to allocate extra support to projects as needed, while avoiding the cost of another full-time team member.
Nonetheless, SaaS marketers often struggle to onboard external writers, and the process can become time consuming and frustrating if you don’t invest time upfront to create a smooth long-term partnership. You may end up doing more hand-holding than attending to your own priority list. A writer onboarding tool can help you avoid this scenario.
“You wouldn’t welcome a new staff member to the team without sharing an employee manual, signing them up for orientation or introducing them around the office,” says this article by Medium.
Using a writer onboarding tool enables you to set your external writers up for success, and provide excellent service to your customers by ensuring the content creation process gets off on the right foot. Here are a few specific ways the tool can help.
How an onboarding tool can help your team
1. Build brand affinity:
When your B2B SaaS writer understands your company and customers, they’ll be well equipped to help you create content that nurtures and converts leads into sales. An onboarding tool helps your writer learn essential information about your organization and audience.
2. Deepen industry knowledge:
The more well versed your writer is in your industry and the market’s need for your B2B SaaS products, the more effectively the writer can communicate your company’s value.
3. Fine tune the technical:
It’s important that your writer understands your tone and style because consistency in these areas is crucial when writing blogs, case studies, ebooks and white papers. Sharing this information with your writer will help improve the accuracy of their first draft, which translates into less editing for you.
Uplift Content’s writer onboarding tool: 3 steps
Our downloadable and customizable tool breaks down the onboarding process into 3 manageable steps:
Step 1 – Present your company:
Give your B2B SaaS writer a small reading list that includes key corporate documents and some background on your customers. Ask your writer to spend time on your website to learn how you present this information publicly. Also provide your marketing messages, buyer personas, and competitor and brand positioning information.
Step 2 – Introduce your products:
Ensure your writer has copies of your sales sheets. Brief them on any important technical information about your products, and explain your customers’ challenges and needs so your writer can create compelling content that resonates with your buyers.
Step 3 – Share your language:
Provide your SaaS writer with copies of your top blog posts, case studies, ebooks and white papers as well as the SEO terms you want to rank for in search. Ensure the writer is equipped with your editorial style guide and share a cheat sheet of the technical terms you use frequently in your content.
Get the writer onboarding tool
Set your writer up to finish strong on their first project by downloading our customizable onboarding tool.