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The Enterprise Content Writer's Role: What It Is (And Isn't)

In large enterprise website revamps, content writers are often expected to be project managers, UX designers, content strategists, and digital transformation experts—all while writing thousands of words of content.


This misalignment of expectations creates stress, delays projects, and ultimately produces subpar content. Let's clarify what writers should and shouldn't do in enterprise website revamps.


The Writer's Core Role


Primary Responsibilities

  1. Writing new content to approved specifications

  2. Rewriting existing content to meet new standards

  3. Adapting tone of voice for different audience segments

  4. Ensuring consistency across content pieces

  5. Meeting content delivery deadlines


Essential Activities

  • Creating content from approved briefs

  • Following established style guides

  • Implementing approved messaging frameworks

  • Writing meta descriptions and SEO elements

  • Crafting calls-to-action

  • Producing content in agreed formats


What Writers Need to Succeed


Required Inputs

  1. Clear content briefs

  2. Approved messaging frameworks

  3. Established style guidelines

  4. Target audience information

  5. Technical requirements

  6. Content templates

  7. SEO guidelines

  8. Review processes


Support Systems

  1. Content strategy team

  2. Project management office

  3. Subject matter experts

  4. Technical writers

  5. UX/UI designers

  6. SEO specialists


What Writers Are Not Equipped To Do


  1. Creating content strategy

  2. Developing information architecture

  3. Managing stakeholders

  4. Coordinating approvals

  5. Building content calendars

  6. Designing page layouts

  7. Writing technical specifications

  8. Managing content migration

  9. Training content owners

  10. Creating governance frameworks


Working With Other Teams


Content Strategy Team

  • Receives content briefs

  • Gets tone of voice guidelines

  • Obtains messaging frameworks

  • Reviews content templates


Project Management

  • Receives deadlines

  • Gets writing priorities

  • Obtains progress updates

  • Reviews resource allocation


Subject Matter Experts

  • Gets technical information

  • Verifies factual accuracy

  • Clarifies complex concepts

  • Reviews industry terminology


Best Practices for Writers


Focus on Writing Quality

  • Maintain consistent voice

  • Ensure accuracy

  • Follow style guides

  • Meet technical requirements

  • Optimize for SEO

  • Create scannable content


Professional Development

  • Improve writing skills

  • Learn industry trends

  • Understand audience needs

  • Master style guides

  • Keep up with SEO best practices


Redirect to Other Team Members

  1. Asked to create content strategy

    • Solution: Refer to content strategy team

  2. Expected to manage stakeholders

    • Solution: Redirect to project managers

  3. Required to build site architecture

    • Solution: Redirect to UX team

  4. Asked to coordinate approvals

    • Solution: Redirect to project managers


Measuring Writing Success


Key Metrics

  • Content delivery speed

  • Quality scores

  • Consistency ratings

  • Error rates

  • Revision requests

  • Deadline compliance


Quality Indicators

  • Adherence to style guide

  • Messaging alignment

  • Technical accuracy

  • SEO compliance

  • Readability scores


The success of large website revamps depends on each specialist playing their proper role. The writer's role in enterprise website revamps is specific: creating high-quality content that meets established guidelines and serves user needs.

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