The client, excited to get started on blog content together, had a running list of topics for me to cover.
But then something strange happened.
When I asked for background information on their content objectives (like potential CTAs, a list of targeted SEO keywords, etc.), I got this response:
What happens when you don’t set business goals for content?
Too many times, I’ve tried to go along with the “just winging it” approach.
The problem is:
With no business goals in place, the content doesn’t do anything worthwhile for the client — and it makes me look bad. It makes me look like I don’t know how to do my job as a writer and experienced content marketer, despite the client’s wishes to “play it by ear.”
In my experience, without clear business goals for content, the writer has a much harder job as he tries to execute valuable, results-producing material.