Among the many types of content that every writer does, there are so-called advanced content among them. They require a special method of preparation in which we have a well-crafted agenda. Check it out here!
There are many types of content for blogs. Among them, the advanced content is those that understand in greater depth a certain subject and serve to deepen the credibility of a website.
In general, advanced content comes from slightly different guidelines. Not only made based on the contents and links of traditional references, they gain the company of an interview. In this interview the client, or an expert on the subject, elaborates how he would like to see it addressed and lists some of the most relevant issues that the writer can not ignore.
As with any other type of material for the internet, being guided by references is essential and in the advanced content is the interview that gives the tone of what is to be produced and functions as the north for the editor.
In this article, we’ll show you how a guideline for this kind of content should be made. But before that, we need to understand some things. So, “let’s break it down.” Learn what in fact is the “advanced” text, how and to whom it is made.
What is advanced content?
The process of producing advanced content within Rock Content is defined according to some important aspects. First, there is alignment between customers and the entire team that serves them, especially Sales reps, CSM, and content planning analysts.
Faced with this alignment, the articles are embedded in the content strategy designed for customers who acquire them.
Now we go to the content itself. With a defined strategy, advanced content can be used in different ways. It fits into any stage of the sales funnel and the person’s journey.
Most importantly, it makes sense and plays a relevant role where it is positioned within everything that has been planned for a project, whether for the top, middle or bottom of the funnel.
But what makes it different from the other articles made?
One benefit of advanced content is the possibility of conducting an interview with experts on the subjects proposed in each article. Through this interview, the editorial team of Rock Content can extract all the expertise and knowledge of a professional or company in the area and transforms it into useful and relevant information for the person in the texts. The ultimate goal is to bring authority to the customer.
After all, in Marketing everything is driven by results. Thus, advanced content prompts are born to meet a demand and engender engagement in a specific sales funnel stage and talking to the person’s journey.
Advanced content types
As stated earlier, advanced text can be docked at any stage of the sales funnel. Therefore, for the top, middle and bottom funnel we have the following types of articles:
Very complex subjects and approaches that can not be written by any copywriter and need the full support and basis of the interview conducted. In some cases, not even the internet has references and information about what is spoken. Therefore, the interview becomes essential for the production of a text that is, in fact, relevant and complete.
Texts directed to people who have deep knowledge and understanding in a given area. To do so, in order for the text not to be “more of the same,” interviews can bring more interesting and effective approaches to C-levels, doctors, engineers, and others.
Product / service description
Funnel bottom articles that describe functionalities, applications, differentials and benefits that a product and / or service can offer to the person. To get all this information, only an interview with experts nominated by a company makes this type of article possible.
One more type of article positioned in the funnel fund of a content marketing strategy. In the case, as the name itself says, a case of success and described before a company that purchased a service / product of another and, over time, managed to solve their problems and improve their business results.
Producing this type of article in storytelling format is an excellent outlet for light content, highly informative and useful to the person.
Advanced Content Dashboard Specificities
The main source of this type of article is the interview conducted by the journalists of Rock Content. However, to complement and make production more efficient, a good agenda is also needed. See below for some key factors that characterize an advanced content guideline.
The descriptions are the flagship of the staff. They should be well detailed and show precisely what will be addressed in the text. Guidance on the introduction of the article, elements of contextualization and a deepening of the information to be used should be well described.
In addition, there are the questions (or suggestions for questions) that will be made by the team of Rock journalists. To do this, an understanding of the company’s business, goals and objectives is essential so that the proposed issues are, in fact, relevant to be extracted from the interviewees and transformed into useful information and relevant content in the final article.
Another point of extreme importance are the references. It is important to bring, when possible, aspects that can build a knowledge base for copywriters.
Not necessarily, on the subject that will be addressed, but factors that permeate the issue and can contextualize the writer in a given scenario or market situation.
For this, bringing references that show the current scenario of a market is very important. Just like all the context and development that made such a scenario be what it is today. In addition, articles that bring up-to-date laws, technologies, policy changes and everything else that can serve as background and context for the advanced article. Context is everything, and only this kind of reference can bring this to a text.
With such rich content, there is the possibility of working more direct CTAs, focused on generating business opportunities. You can use a CTA that offers a subscription newsletter or one that is more aggressive, such as a contact with the company, product demonstrations, free tests or free evaluation / diagnosis, for example.
The keywords, in some cases, will not present relevant search volume, because they are technical, very specific themes or even products of a company.
Most of the time the advanced content is not an article made with the goal of having a good ranking in Google. It will be used in the sending of newsletter, CTAs of other media content or funnel fund and even sent by vendors or consultants in order to convince a prospective client.
How to make a dash of perfect advanced content?
You, as a schedule planner, have full ability to make an advanced content agenda. But you have to watch out for some details when it comes to creating it.
This is a type of agenda that can leave no doubt about your goal nor allow the writer to confuse and end up addressing a completely different topic.
So keep an eye out for the following tips when creating a guideline:
When creating a layer of advanced content, value for objectivity. So do not just formulate the idea. Read and reread what has been written until you are sure that the main is there and you will not be able to sidestep the subject by following the briefing.
Create a structure
It may be easier to set an advanced content agenda if you are able to give the writer a framework to follow. So it is a good idea to mention topics that should be addressed or even what structure would give a natural approach to the topic.
Be willing to help
Finally, even if you have produced an advanced content agenda very well, you may have questions. The ideal is to keep an eye on your progress, checking the comments of the task and following up if any client, analyst or writer has any doubts. As you have produced this staff there is no better person to help!
Advanced Content Guidelines are some of the most valuable materials we produce. Therefore, they require a greater zeal and a lot of attention when they are created.
Content has a great potential to qualify traffic and generate leads and leverage potential business opportunities. Advanced content features should allow the writer to create a truly relevant, high value-added piece that inspires readers to become frequent visitors to a blog.