The abbreviation TK stands for “technical assignment”. The document contains the basic requirements for solving a business problem. Copywriters, designers, typesetters or specialists of other profiles work according to the terms of reference. The customer describes the task personally or entrusts it to a content manager, webmaster or seo specialist.
Consider the topic of creating texts. Without TK, you can only write an expert article in which the author shares his personal experience. In other cases, a brief is required.
Preparation of technical specifications for a copywriter
The first paragraph of the document answers the question about the purpose of the article. In the first part of the terms of reference, the target audience, competing companies, and the market situation are described.
The creation of TK is preceded by preparation. First, a semantic core is formed and clustering is performed (grouping the main words by topics and pages).
The next stage is a content analysis of competitors’ content:
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volume;
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structure;
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frequency and density of “keys”;
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design: the number of photos, the location of the blocks, the selection of individual parts of the text.
It is convenient to compare content characteristics in an Excel file.
Text Quality Criteria
Content is an online tool that solves business problems: it encourages you to click on a link, leave an e-mail, like, write a comment, put the product in the “Basket”.
The terms of reference for the copywriter indicate the topics of the articles and the style of presentation (journalistic, scientific, official business).
Each type of text has its own structure, volume. The graphic design of the checklist and the longread differ. According to different rules, create content for pages:
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with descriptions of goods and services;
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sections where case studies, interviews, checklists, reviews, summaries are posted;
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blog with informative articles.
When creating texts, an experienced author uses the vocabulary of the target audience. Materials for students, researchers, engineers and entrepreneurs differ in tone, manner of presentation and depth of study of the topic.
Important! To get the expected result, when compiling the TOR, indicate links to stylistically successful articles.
The results of content analysis are transferred to a separate file, divided into cells with questions. On the right side of the brief indicate the parameters:
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the structure of the future article;
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a set of keys”;
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decor;
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the optimal amount of text (in kilocharacters);
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personal wishes, for example, what points to pay special attention to.
In the terms of reference for the copywriter, they specify the methods for checking the text, name the services and determine the numerical values of the indicators:
Popular sites for content quality control: Glvrd.ru, Turgenev, Text.ru.
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