Rosalind - 3:13 pm on Nov 25, 2005 (gmt 0)

I would try to be specific about your site's intended audience, and the tone that you want to convey to those people. For example, introductory articles on widgets for readers aged 20 to 40, conveyed in simple, non-technical language.

A good copywriter with some expertise should be able to come up with article ideas, so you shouldn't have to do in-depth research about suitable topics to cover.