Outlining for content performance


Adding resources for your writers

Each section of the outline also has Resources at the end.


By adding resource links to each section of the outline, you’re setting copywriters up for success and saving yourself time in the editorial revision process. Consider three types of material to include in the Resources section of each subhead.

  • Contextual resources. Pieces that help a writer understand a topic quickly.
  • Competitor resources. Pieces that show how other companies are talking about a topic (especially when they’re doing it well). Just make sure your copywriters understand not to simply duplicate these pieces – and you probably don’t want to link to your competitor’s site in your own blog post.
  • Documentary resources. Journalistic or academic writing that a writer might include or cite in the piece itself.

Draw from existing content

It will save time and benefit your outline to adapt existing material from your own site. Consider including:

  • Content that’s already popular on this topic
  • Transcripts of webinars, product marketing materials, and demos
  • Notes from interviews with subject matter experts or users

As you adapt content from anywhere on the site, don’t duplicate: rephrase and repurpose instead. And link to the original. Internal linking helps organic search performance.

(In fact, we adapted this very section from a previous Ércule blog post about making content pipelines.)

  • Choose trustworthy research. You don’t want to build your content on faulty materials. If pulling insights from other business sites, beware of their inevitable biases.
  • Include evidence-based examples whenever possible. Anecdotal evidence can be useful to illustrate stated challenges, successes, or questions surrounding a subject.
  • Refer to links on your own site whenever possible. These are opportunities to repurpose and add internal links. They also help writers grasp your brand voice.
  • Find the original source. Don’t link to a USA Today article quoting a statistic from a scientific study—follow their link to the scientific study and include that in your post.

What’s next?

Outlines can improve your content program and make your life a lot easier – provided that you use them well. They result in blogs that are more accessible for your readers and more visible to search engine crawlers.

When in doubt, think of Wikipedia: you want your blogs to be helpful resources in the same way. Make use of that sensible subhead structure. Draw from existing content and, above all, design it for your readers – not Google.

Done! Our library contains lots of articles to help you get started with writing. But if you have any questions in the meantime, you can always ask the Ércule team.

I’d like to make some changes to the structure of the outline.