Content a reviewer cannot pick apart
Content development means writing the customer-facing material a technical buyer reads before they will take a call: application notes, white papers, method comparisons, web copy and case studies. Numbers carry their units and their technique, and claims that cannot be qualified are cut rather than hedged.
What gets written
Application notes
A method, a material and a result, written so another lab could repeat the reasoning.
White papers
A question worth twenty pages, answered without a product pitch until the last one.
Method comparisons
Where each technique is appropriate, including the cases where yours is not the answer.
Web and product copy
Pages that state the specification plainly and the position clearly.
Case studies
The problem, the method chosen, and the result, with the client identity handled properly.
Editorial standards
A style sheet so anything written later matches what came before.
What you are left holding
I write it, your technical lead reviews it, and disagreements get resolved before publication rather than in a comment thread afterwards.
| Output | Form |
|---|---|
| Application notes | 2–4 pages each |
| White papers | 8–20 pages |
| Web copy | Page by page |
| Case studies | Approved and anonymised |
| Editorial style sheet | One document |
| Content calendar | Quarterly |
Signals this is the right piece of work
You have data worth publishing and nobody with time to write it up.
Your content is technically correct and nobody downloads it.
A freelancer wrote something that made a scientist wince.
Every page on your site explains the science and none of them explain the purchase.
Questions about content development
Do you write the science or do we?
I write it from your data, your methods and an interview with your technical lead, then they review for accuracy. Reading a specification and knowing what a method resolves is the part I bring.
Can you write about techniques you have not personally run?
I have not run samples as a service, and copy never implies otherwise. What I bring is eighteen years of specifying, demonstrating and selling the instruments that do, plus your data and your review.
How do you handle claims we cannot fully substantiate?
They come out. A qualified claim with a method attached is more persuasive to this audience than a bold one they cannot verify.
Do you produce the design and layout?
I supply the manuscript and the figure brief. Layout goes to a designer, or into your existing template if you have one.
Have you got data nobody has written up?
That is usually the cheapest content a technical company owns, and the most persuasive once it exists.