Why Do Content Writers Ask So Many Questions?
Aren’t we supposed to answer them?
If you’ve never worked with a content writer before, then brace yourself: you’re about to get asked a lot of questions. Here’s why writers are such inquisitive creatures.
What are content writers trying to do?
Content writing sometimes gets a bad rap, but it faces all the same challenges as other forms of writing.
Screenwriters, ad copywriters, product description creators, Nobel Prize-winning novelists … They’re all wrestling with the same questions.
Who am I writing for?
What do I want to tell them?
What’s the most effective way to tell my readers?
What do I want them to gain from it?
When I write content for your business, I’m writing for your audience of customers. I want to tell them all about how wonderful your business is, and inspire them to buy whatever you’re selling.
But first … I need your expertise.
Content writers ask a lot of questions because we know that you and your team are the experts in your own audience, goals, and tone of voice. You’re the best people to help us write effectively.
How can you speed up the process?
I have bad news: there is no shortcut that gets you out of answering a content writer’s questions. We really do need to know the answers.
But there are some things which will speed up the process and make it easier for everyone.
Here’s how to keep the questioning efficient:
Trust us. Most clients that I work with have contracts with confidentiality clauses. Some of them even use Non-Disclosure Agreements (NDAs). And even for the ones who don’t, I’m a professional! Your information is safe with me. I say this because in order to answer questions, you have to be open and upfront. When a content writer asks about your business, customers, and mission, they’re not trying to trip you up or steal your secrets. They genuinely need to know.
Offer access. Content managers, marketing managers, and growth managers are great. I love working with them. But they’re not necessarily the expert on every aspect of a business. For different pieces of content, I might want to speak to someone in sales, operations, on the shop floor, or even a customer. If you can offer direct access to your writers when they ask for it, the content you receive will be much more insightful, relevant, and original. (If you can’t give writers direct access, then you should be prepared to interview subject matter experts on your writer’s behalf.)
Take the time for onboarding and check-ins. Which clients get my best work? The ones who onboard me, share their style guides, and check in regularly to talk about the work we’re doing. It only takes a few minutes of your time — but it makes a huge difference to me, my output, and your audience. Those regular check-ins give writers a chance to ask questions and check that they’re hitting the right beats.
What if you have your own questions?
Welcome to the club. Asking questions is always a good thing! Feel free to grill your writer on their process, ideas, strategy, and inspiration. You can even discuss with them how they want their writing to develop.
For example, last year I had a regular check-in call with a client. They asked me whether I had any big writing goals for the year. I said, “Yes — I’d love to start doing more journalistic work.”
What happened next? We started an in-depth, interview-based series of features which readers absolutely loved. It worked out for everyone.
So, when your content writer is full of questions, ask them back! You never know what could happen next.