How to onboard freelance writers
Marketing Powerups #67: Eric Doty, Content Lead at Dock, shares his template and process for onboarding freelance writers to marketing teams.
Hello, and welcome to Marketing Powerups! đđ˝
Today's powerups include:
The audience-first content strategy at Appcues.
The âpixelâ method to writing from idea to first draft.
Eric Dotyâs freelance writer onboarding template.
Ready? Let's go! âď¸
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âď¸ Eric Dotyâs template for onboarding freelance writers
Eric Doty, Content Lead at Dock, knows a thing or two about working with freelance writers. With years of experience as a freelance writer himself, Eric built the ultimate freelancer onboarding template that sets writers up for success.
He created a sample of the template using Dock (how meta, right?!?). I've also created a Google Doc version of it that you can download for free.
Ericâs onboarding template has 5 sections:
1. Onboarding next steps.
This checklist gets the contractual basics out of the way first and foremost. It includes action items like signing contracts, submitting payment details, sending article briefs, and monthly invoicing. Ticking these administrative tasks off the to-do list allows writers to focus on what really matters - creating great content.
2. About your company.
Context is everything in content creation. This section gives writers the background they need on Dock - the problem the product solves, who it serves, what makes it stand out from competitors, and what the platform looks like. Armed with this intel, writers can better craft posts that connect with and convert Dockâs target audience.
3. Your target audience.
Speaking of target audience, Eric dives deep in explaining Dockâs ideal customer profile. He goes beyond listing job titles and company sizes. Eric gets specific on the goals and pain points of revenue operations roles in smaller companies. This level of audience insight allows writers to create content that truly resonates.
4. Content examples and guidelines.
No speculation is needed on what Dockâs content pillars and guidelines are. Eric explicitly calls them out in this helpful section, providing examples of successful posts across categories like SEO guides, software recommendations, and thought leadership. With a clear picture of expectations, writers can align editing and creative processes.
5. Other helpful links.
Eric shares relevant supplemental materials like podcast episodes on Docâs content strategy, funding announcements, product release notes, and more. These resources help further educate freelance teams on Dockâs vision and voice.
Free powerups cheatsheet đ
Iâve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Eric Dotyâs freelancer onboarding template.
â Download and make a copy of it here (a direct link with no email required).
You can also use a template that Eric created using Dock.
In the latest Marketing Powerups episode, Eric further explains his template and process for onboarding freelance writers.
Listen to the episode on Apple Podcast and Spotify now, or watch it on YouTube.
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Fun-sized tools, links, and blurbs to boost your marketing.
đď¸ Audience-first marketing at Appcues (podcast):
I chatted with Nate Trench (CEO of Ten Speed and former VP of Marketing Ops at Sprout Social) about why we've pivoted our content strategy at Appcues to an audience-first strategy. I also talk about the pros and cons of having an internal employee as a company evangelist.
đ¤ When NOT to use AI for your digital PR (article):
In this Moz article, Iona Townsley discusses the risks of using AI for your digital PR. She also shares a ChatGPT prompt she uses to brainstorm PR campaign names, concepts, and ideas. I love Ionaâs final advice: Use it to improve, not replace your digital PR campaigns.
đ A 9-step formula to go from idea to first draft in 90 minutes (thread):
Adi Verma shares a framework from the Write of Passage community and course in this Twitter thread. There are two ways to go from idea to first draft. The Printer method is what most use. The problem is that getting a first draft takes hours (if not days). The better approach is the 9-step âPixelâ method in this thread.
Thatâs all for now, friends!
Have a powered-up day,
Ramli John
Letâs connect on LinkedIn
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