Content writing deliverables can vary significantly depending on the specific needs and objectives of a content marketing campaign. There are some standard deliverables that content writers typically provide. Being clear on the expected deliverables upfront allows the content writer to plan accordingly and ensure they are able to deliver what is needed to meet campaign goals.
Some common content deliverables include:
Blog posts – Blog posts are one of the most fundamental content deliverables. Blog posts are typically 300-800 words in length and cover a specific topic or piece of information relevant to the target audience. Post length, topic and publication frequency should be agreed upon based on the goals and resources of the campaign.
Long-form articles – Long-form articles tend to be more in-depth than blog posts, usually 800+ words. These articles provide a deeper dive into a topic and are meant to establish expertise. They serve as evergreen content that remains relevant for an extended period of time.
Case studies – Case studies share how a client or customer successfully used a product or service. They are a valuable deliverable for demonstrating real-world ROI or impacts. Length generally ranges from 800-1500 words. Formats usually include an overview, challenges, solutions and results.
E-books/guides – E-books and guides deliver a more substantial amount of information on a broad topic over 15-30+ pages. They are intended to serve as educational or how-to resources intended to build trust and provide ongoing value to readers even after the initial download.
Videos – Transcripts are delivered for any produced videos. Some content writers are involved in scripting, but not necessarily the actual filming or editing. Typical video lengths are 1-5 minutes but can vary based on the content/message.
White papers – White papers aim to establish expertise through in-depth analysis of trends, challenges and solutions over 10+ pages. They cite research and data to inform readers on problems and recommendations within an industry.
Infographics – Graphically represent complex information and concepts through illustrations, charts and visuals to simplify messaging and tell data-driven stories. Deliverables include high-res images and alt text.
Social media posts – Content calendars organize relevant topics, hashtags and suggested copy for platforms like Facebook, Twitter, LinkedIn over agreed upon timeframes (weekly, monthly etc).
Email newsletter articles – Pitches or drafts of full articles for client’s ongoing email campaigns on a set publishing schedule. Topics and styles align with their subscribers’ interests.
Press releases – Announcements formatted as releases to share company, product or people news with media contacts. Includes a headline, summary lead and boilerplate at minimum. Distributed to targeted outlets.
In addition to the content itself, many clients expect additional deliverables like:
Editing assistance – Content writers may provide light/structural editing support for materials written in-house or by others to ensure consistent tone, style and quality.
Keyword research – Researching long-tail and commercial intent keywords relevant to each topic to ensure content is discoverable and converts visitors into leads.
Metadata/tags – Strategically selecting metadata and tags for each piece to aid search engine optimization.
Linking – Strategically embedding internal and external links within content to drive traffic to/from the most relevant pages.
Optimization advice – Recommending tweaks or enhancements to content formats, topics, structures and frequency based on analysis to maximize performance and ROI.
Ongoing consultation – Strategic brainstorming, ideation support and evaluation of campaign progress and results on a set, agreed upon cadence (monthly meetings, status reports, etc.).
The deliverables outlined above provide a comprehensive overview of the types of content that are commonly developed for marketing campaigns. Of course, specific deliverables should always be customized based on the business goals, resources and unique needs of each individual client engagement. Establishing clear expectations upfront ensures all parties are aligned on what will be provided to successfully execute strategies and meet desired objectives.