The Authors Pad - Content Guidelines

The Authors Pad is a project that aims to connect and support copywriters in their career growth; this ranges from those with zero experience to others that are looking at moving into a senior role. 

The website has a suite of different products, including: 

  • Resume builder
  • Job aggregation platform
  • Outreach opportunities
  • Project management
  • Events planning
  • Automated templates
  • Title generator
  • Articles & tutorials library
  • Training
  • Mentor Programme
  • + a lot more

The full website is due to be launched in July 2023, with the full suite of products. Between now and July, the aim is to publish 250 new articles on to the website to generate some traction and awareness of the brand.

The articles will go on to the website under the resources section and will be put into a category on the site. 

The ultimate goal in the early stages is to generate some traffic to the site and “warm up” the domain. 

The objective is to create a series of resources to benefit the readers (rather than targeting SEO). However, it’s worth noting to try and keep SEO in mind when writing the articles by inserting keywords that the users might type into search engines. 

So, please write naturally and always think about the “user” and make sure you are “adding value”. 

Target Audience:

The following is a list of the target audience for the website:


Content Writers

Description (who they are, what they like and how they interact)

New (recent graduates) writers - First Job

• They have left university and want to write as a career

• They will be looking for their first ‘proper’ job

• They’re unlikely to have any experience, but will have a great grasp of the written word (demonstrated in qualifications in English)

• Open to interning or contributing articles for free to build a portfolio, but obviously worried about how they can make ends meet

• Would love to be taken on full time as a content writer so they can learn on-the-job while enjoying a steady income

Career Change

• Burnt out from their career, sick of spending too much time in the office

• Wants a better work/life balance

• Enjoys writing (possibly did some writing in their job, such as web content)

• Wants to make a living doing something they enjoy

• Worried about what this means for finances, mortgage, supporting children, general lifestyle

Seasoned Copywriters

• Already making a good living from writing, but has hit a glass ceiling

• Unsure how to find top-tier clients who will take their earnings to the next level

• Wants to be seen as a ‘consultant’ as opposed to writer

• Wants more ‘retainer’ work to stabilise earnings

Copywriters Who Can't get a Job

• Likely to be experienced writers, but can't 'sell' themselves and therefore don't get many writing gigs

• Don’t know how or are unwilling to promote themselves on social media

• Don’t want to contribute free articles as they feel they’re too experienced

Stay-at-home parent

• Wanting to contribute to the household income, but childcare costs are prohibitive

• Wants to write so they can enjoy flexible hours that fit around childcare

• Need to be location independent

• Limited time available

Single parent

• Tired of spending time away from children and still not having enough money to give them everything they want

• Wants to write so they can enjoy flexible hours that fit around childcare

• Need to be location independent

• Limited time available

Entrepreneurial spirit (not wanting a 'job')

• Wants to be the ‘master of their own destiny’

• Likes the idea of telling other they own their own business

• Wants to make more money than they make currently in a job

• May feel their current job does not offer much in the way of promotions or career advancement

• Wants better work/life balance

Bloggers who want to suplement their income

• Would like to earn more money

• Perhaps get more visibility for their blog through writing for third party sites (guest blogging)

• Passion for a particular niche

Hobbyists / fans who want to write about their subject

• Deep passion for a particular subject

• Less focused on making money but would like to be paid and not just write for free

• May want to create their own site eventually which can be monetized

Retired and want to supplement income

• Two groups of people here

1) Those who need to supplement income as pension is not large enough to cover costs

2) Those who have no monetary need but hate the idea of retiring fully and want to stay ‘sharp’ - more focused on enjoyment so will want to write on particular niches they enjoy

Part-time workers looking to supplement income

• Working part time as unable to find full-time work (zero contract hours etc.)

• Wants something they can fit around their part time job and other commitments

• Willing to write for free to build up a portfolio but wants to be paid very soon

Travellers / digital nomads

• Focus on work to live and not live to work

• Willing to write for free to build up a portfolio but wants to be paid to fund nomad lifestyle

• Wants clients who understand they could be in different time zones

Word Length:

The word length of the articles will be between highlighted in the brief. The importance is not the length, it’s the accuracy and value of the content.

Write the article naturally and ensure that it addresses the main title and target audience for the post. 

Language/ Tone of Voice:

The tone of voice of the articles will be as follows:

  • authoritative, conversational, friendly, informative, professional, smart, trendy, trustworthy, caring

The language is UK English.

Internal Links:

Look to link to the home page from every article. The anchor text should be contextually relevant to the product that we’re building. Examples can include:

  • Copywriting network, content writing community, copywriting career etc. 

The other task for internal links is to link specifically to the SEO tools that are featured on this page:

Key Deliverable:

For each content title, we need the following:

  • Meta Description - (SEO- optimised)

  • Page Title (SEO- optimised)

  • Tools Mentioned - please highlight the tools from this page tha tyou have mentioned in the article: This will help as it will help with us tagging the right content with the right tools (and vice versa). 

  • Linkedin Update - 50-100 words to give information and promote the piece.

  • Facebook Update - about the article and get people to click on it via social media. Just the words, we'll source the image from somewhere (20-40 words)

  • Linkedin Article - for the better quality titles, please also create a 300-400 word article for the Linkedin audience. NOTE: only do for the more important titles. 

  • See example template here: 

Other Information:

Here is some further information:

  • Do not write content for the sake of it, concise and informative blogs are much better.

  • The articles should still target SEO where possible, so please always think of the keywords to include within the articles - however, the main aim is to target the right market.

  • You can change the content titles where required- if you think there is a better title, then please make the change but ensure that you don't lose the angle of the article. Example; Add numbers into the title "The Benefits of..." becomes "7 Benefits of..."

  • Aim to gain as many Google Featured Snippets as possible. Read this article to understand more about it: This means creating the headers as questions. 

  • Provide in-depth answers and research to the reader’s queries

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