BACKGROUND
This project was for a client in the B2B marketing analytics space. The goal was to give incoming freelance writers the brand and SEO context they needed to produce on-brief first drafts without requiring the editor to correct the same foundational issues repeatedly.
I built the onboarding document in two parts: a brand section covering the audience, what makes Beacon content distinct from generic marketing writing, the specific tone principles, and a list of banned language, followed by an SEO section covering exactly four things a non-SEO writer needs to understand to apply the brief correctly, including keyword placement, heading structure, internal linking, and meta description drafting.
The result was a document designed to be read once before the first brief rather than referenced repeatedly, with worked examples for heading structure and a Beacon-specific note on why keyword language in this category is already the language the audience uses.
