The Key Questions We Ask When Onboarding Blog Clients

Before we write a single word, we ask questions. Not because we love admin or want to slow things down, but because good blog writing service starts with clarity. The right questions reveal the thinking gaps, the hidden friction, and the make-or-break insights that most people skip. And that’s why most blog strategies fail.

We’re not in the business of writing filler. We offer a blog writing service that fuels growth. That means asking questions that dig under the surface. The kind that force alignment. The kind that change the conversation.

Here are the seven areas we explore with every new blog client; and what those conversations unlock.

1. What Are You Really Trying to Achieve?

Most businesses say they want blog content. Few can explain what that content is meant to do.

That’s where we start.

We talk business goals first: lead generation, brand awareness, sales enablement, customer education, or something else entirely. Not every client knows the answer straight away- and that’s fine. But if we don’t align content with commercial outcomes, we’re just throwing words at the wall.

This question forces focus. It stops you publishing for the sake of it. And it tells us exactly what success should look like 90 days in.

2. Who Actually Buys From You and Why?

You don’t write content for “everyone.” You write it for the buyer who’s scanning your website at 10:42pm, wondering if you get it.

That’s why we ask who your audience really is, not just their demographics, but their doubts, hesitations, goals, and triggers. What keeps them circling your pricing page without converting? What language do they use when they explain their problem?

We’re not interested in vanity personas. We want to know how your audience behaves when they’re nearly ready to buy. Because that’s who the blog is for.

3. What Does Your Brand Sound Like?

Trust is built in tone. If your blog reads like it came from a different company, or worse, like it was written without context, it won’t convert.

So we ask about your brand voice. We want to know the words you love, the ones you avoid, and the ones your competitors are overusing. We look at your site, your decks, your emails. And we capture the rhythm, not just the adjectives.

Your content shouldn’t sound like ours. It should sound like you. Every blog post should feel like it came from your in-house team, even if we wrote it.

4. What’s Been Tried and What Fell Flat?

If you’ve got a blog already, we’ll look at what’s live and what’s hiding in drafts. We’ll ask what you’ve outsourced before. We’ll dig into what you’ve published, promoted, or quietly abandoned.

This isn’t about being critical. It’s about pattern recognition. Are certain formats consistently ignored? Are certain topics misaligned with what your sales team needs? Has content velocity been high, but results flat?

If there’s nothing to review, that’s fine too. But we’ll still ask. Because what’s failed in the past often points to what’s worth fixing.

5. Where Does Blogging Fit in Your Funnel?

Every blog post should move someone closer to action. That’s only possible when we know what else surrounds it.

We’ll ask how your funnel works, or if it even exists yet. We’ll identify gaps in top-of-funnel education, middle-of-funnel nurturing, or bottom-of-funnel conversion content. Then we plan content around those gaps.

We’re not here to pump out content calendars. We’re here to build strategic clusters that support your offers, rank for meaningful terms, and guide readers to the next step.

6. What’s Your Ideal Workflow?

Blogging only drives growth when it’s consistent. And consistency depends on a clean, reliable workflow.

So we ask: how do you want to receive your blogs? Who’s reviewing? Who signs off? Are we uploading directly to CMS, or just sending a doc? Do you need SEO metadata, formatting, internal links, image credits?

This isn’t overkill. It’s what keeps good ideas from getting stuck in inboxes.

7. What Else Should Your Blog Power?

If a blog post only lives in one place, it’s underperforming.

We ask about repurposing preferences. Do you need LinkedIn snippets? Email teasers? Graphics? A short version for your pitch deck? We want to know where else your content can work harder, so we build with that in mind.

You shouldn’t have to squeeze more value out of your blog. It should be designed that way from the start.

The Questions That Build Smarter Blog Strategies

If you’ve ever outsourced content and felt underwhelmed, rushed, or misrepresented, it’s likely no one asked you the right questions.

We do. Because when we ask the right questions, we write the right content. And that’s how your blog goes from cost centre to growth channel.

Start with our onboarding questionnaire and let’s build a blog writing service that performs in-market, not just on paper.

Read about what your first 30 days of outsourcing blogging with us looks like.

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