Content creation FAQ copy page link

Our business entity has historically produced a wide range of content — from case studies and solution briefs to web ads, social posts, and webpages — however, the nature of how our business produces these materials has changed over time.

Read our FAQ below to find out more about content creation and who/where you can receive support.

Q. Does Digital Marketing write copy?

A Today, Digital Marketing provides copy support for case studies and webpages.

But here’s the good news — writing your own copy is more efficient and accelerates the creative process!
Read more about the benefits of BYOC (bring your own copy) below!

See also: Case study creation FAQ

Q. What about design?

A Yes, the design team is still here bring your content to life with compelling visuals once you’ve written your copy. Our availability is always dependent on the queue status, so the more time you can give us to work on your request, the better!

Q. Does Digital Marketing support with editorial review?

A Digital Marketing can provide an editorial review for webpage copy submitted to our queue.

Q. Can Digital Marketing help with video creation?

A Just like copy, the team wishing to produce a video is responsible for writing the script and managing production of the video. However, the Digital Marketing team has a recommended vendor for video production and can provide contact information.

Additionally, the design team can provide support with graphics as needed, and it is highly recommended to loop us in during the storyboarding stage to help ensure the video gets kicked off in the right direction from a brand perspective.

As with anything created outside of the design team for external audiences, a brand review should be completed before the video goes live. To engage with our team, please start by submitting a ticket into our queue.

Q. I’m ready to create a piece of content. Where do I start?

A Define a few criteria details before getting started.

• What kind of content do you need? Are you writing a webpage? X? Y? [Link to additional guidance.]
• Where will it be seen?
• Who is the audience?
• What is the goal?

Good copy connects with the right people, in the right way, at the right time. Answering these questions sets everyone up for success, leading to content that actually moves the needle.

Helpful resource: view our Tone flexes by context guide

Q. What resources can I use to help me write my copy?

A ChatGPT, Ericsson’s AI Playground, and other AI writing source are great resources.

Plus we will continually work to provide content guidance here on the Brand Hub!

Q. How do I know what content is already available?

A Looking for examples of existing collateral to help you get started? Browse our ready-to-use content resource!

Benefits of “BYOC”

1. You already know the content

As the SME, you:

• Understand the technical details, nuances, and context
• Can speak directly to the pain points, solutions, and outcomes
• Avoid lengthy back-and-forth clarifications a writer would need

Benefit: Save hours of explanation and rewrites due to knowledge gaps.

2. Reduces bottlenecks in content development

Training a writer involves:

• Multiple interviews or knowledge transfers
• Review cycles to correct inaccuracies
• Time delays while the writer researches and ramps up

Benefit: With you writing the first draft, the process becomes faster upfront and more accurate.

3. Marketing guidelines provide the structure

You’re not starting from scratch — you’re following:

• Messaging frameworks
• Brand tone and voice with our Copywriting Playbook
• Suggested collateral structure (Our recommendation: start by finding existing examples that you can use as a template here)

Benefit: This means you can focus on substance while ensuring consistency with broader marketing goals.

4. Fewer rounds of revision

First drafts from SMEs:

• Tend to be factually sound
• Require less technical revision
• Allows Digital Marketing to focus on web strategy and design

Benefit: Speeds up delivery, reduce frustration, and improve collaboration.

5. Speeds up time to launch

Especially useful for:

• Product one-pagers
• Thought leadership pieces

Benefit: Faster content creation = faster enablement for sales, web, or campaigns.

How Digital Marketing can help

1. Provide brand voice & tone guidelines

• What it is: Defines how the brand sounds in writing (professional, friendly, bold, etc.).
• Why it helps: Keeps messaging consistent across writers, teams, and channels.

Where to find it: Copywriting Playbook

2. Provide messaging frameworks

• What it is: A set of structured messages tailored to audiences, products, or campaigns, that includes value propositions, key talking points, elevator pitches, taglines/slogans.
• Why it helps: Gives creators ready-to-use language to plug into content.

Where to find it: TBD
 

3. Content templates & examples

• What it is: Reusable formats for common content types like blog posts, social media copy, and emails.
• Why it helps: Reduces time spent reinventing the wheel.

Where to find it: Ready-to-use content

4. Editorial & content guidelines

• What it is: Rules for how content should be written and presented, including preferred terms and naming conventions, SEO guidelines (e.g., meta length, headers, keywords), writing styles (capitalization, CTAs, etc.).
• Why it helps: Ensures clarity, tone, grammar, and formatting consistency.

Where to find it: Company name usage, glossary, and writing style guide

5. Tone flexes by audience personas or content type

• What it is: Guidance for how to speak to your audience by content type.
• Why it helps: Helps writers tailor messaging maximum clarity, impact, and connection.

Where to find it: Tone flexes by context

6. Performance metrics or goals (specific to cradlepoint.com)

• What it is: The purpose and expected outcomes of the content.
• Why it helps: Aligns content with business and campaign objectives and includes engagement goals, conversion KPIs, and distribution guidance.

Where to find it: Make a request?