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Content Creation: Plan It, Spec It, Get It Written!
Christina ZilaDirector of [email protected]
Phillip [email protected]@textbroker
Content Strategy 101
Ranking high is a competition, and the old strategies won’t work anymore.
Content Strategy 101
Turn your content into a star player!
SEO=Social +Search Engine Optimization
Social media and search are merging.
Your Site
What Is Great Content?
Keys to Great Content• Audience
• Attitude/Branding
• Planning
• Goals
• Keywords/Headlines
• Writing Team
Audience
It’s not about you.
Audience
Who is your audience?
-Check demographics, locations (Google Analytics & Ad Planner)-Understand motivation for visiting and buying-Look for social signals (Likes, Re-tweets)-What are their needs?
Audience: Demographics
Google Ad Planner: WordPress.com
You Like Me, You Really Like Me!
A Real Example
Search Plus Your World
Search Plus Your World
Attitude
Now it’s about you.
Attitude: REI
Attitude: Moosejaw
Attitude: Bring the Game To You
Attitude: Branding Questions• What are your advantages? • What’s your history? • Who are the owners or
founders of your company?• How do they influence
communication and presentation? • How do you want to be seen? • What has created a positive
impact in the past? • What are your competitors
doing? • Do you want to be like them or
take a contrasting tone?
Branding Guidelines: American Heart Association
Branding Guidelines: Best Buy
• Plan large or multiple campaigns
• Promote special events
• Avoid writer’s block• Ensure resource
availability• Brainstorm ideas
Editorial Calendars
Editorial Calendar:Social Media Calendar
Social Media CalendarTwitter Activity
Company Name: Facebook Activity
Who We are in 120 Characters: Linked In Activity
Who We're Talking To: Blog Activtiy
What We're Talking About:
Sunday Saturday
Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author:
Action: Topic: Topic: Find Influencers:
Author: Author: Author: Action:
Author:
Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author:
Action: Topic: Topic: Find Influencers:
Author: Author: Author: Action:
Author:
Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author:
Action: Topic: Topic: Find Influencers:
Author: Author: Author: Action:
Author:
Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author:
Action: Topic: Topic: Find Influencers:
Author: Author: Author: Action:
Author:
Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author:
Action: Topic: Topic: Find Influencers:
Author: Author: Author: Action:
Author:
End-of-Month Tasks: Review Measurement Data & Review Website Content for Accuracy
Friday
Month
www.theloudfew.com
Monday Tuesday Wednesday Thursday
Editorial Calendar:Parade Magazine
Goals1. What should the item do?
• Establish as a leading source? • Review an item? • Get someone to buy or sign
up for a newsletter?
2. Should there be a call to action (buy now/ subscribe here) in the text?
3. Are there sub-goals, like increasing brand awareness?
Base keywords off of your audience’s preferences and your piece’s goals.
Items that are written starting from the keyword can lack focus and easily become stilted.
Keywords inspire snappy, pertinent headlines. Headlines can be re-worked after the content is finished for a stronger correlation between article and title.
Keywords
Headlines
• Make them compelling to give the author clear direction
• Keep them general to allow the author more creativity
• Authors can adjust a title afterwards to cover the content
Develop your playbook by communicating what we've worked on to your writers:
-Audience-Attitude/Branding guide-Editorial calendar -Goals for the piece-Keywords-Headline
The Recap
Besides your prep work, consider including:
• Person: Is this piece written as the company (we at Company Name) or as an independent third party?
• Should the piece address the reader directly?
• Anything to avoid• Mentioning other sites, brand
names, negativity, searching• Anything that this particular
piece should include that’s not covered in the attitude or the goals?
Guidelines
Nobody makes it to the front page of Google by luck.
No Work, No Glory
Write an article on motorcycles. Don’t plagiarize. Use the word “buy motorcycle parts” twice in the article.
Vague Guidelines
Motorcycles are an efficient mode of transportation. Buy motorcycle parts today.Some people buy motorcycle parts to personalize their bike. Then the bike looks ugly and gets loud.
Vague Content
We are a site for young motorcycle racers. Our audience is males age 24-35. Please use hip language and a street-smart attitude in your writing – think Fast and Furious.
Please do not mention Harleys or touring bikes. Address the reader directly. This piece should encourage owners to pimp their rides for performance and style. Please include a call to action in the item.
Specific Guidelines
Custom parts shave seconds off your best 0-60 time. Whether you’re burning rubber or showing off your ride, the best motorcycle parts put you in the spotlight. We’ve got the hottest parts direct from the top brands from Japan, Europe and the US. Don’t be left in the dust! Buy motorcycle parts today!
Specific Content
Every Coach Needs A Good Team
Where To Outsource Your Content
Writing Sites+ Set quality for set prices+ Options to work directly with writers
for a set price+ Quick turnaround+ Simple approval process- Can’t talk to writer beforehand“Scout” or “Tryouts”
Freelancers+ High quality+ Personal attention- High price- Long negotiations- No backups“Free Agents”
Bidding Sites+ Wide variety of quality with
minimal filters+ Wide variety of prices- Long negotiations- Sort through multiple offers- Unclear timelines“Sports camp”
Using a Writing Service
• Set length and category
• Give your subjects/titles and instructions
• Choose a quality level
• Instead of choosing from a pile of submissions, you simply say yes or no.
• Export your item to easily integrate into your blog or CMS.
Quality Levels
Lowest Level• Don’t use
spell-check • Subject-
verb agreement errors
• Awkward phrasing
Middle Level• Flawless
articles • Strong
structure• Compelling
conclusion
Top Level• Homophone
errors• Your/you’re
• Basic structure
Writing Service Benefits
• Bulk upload options • Keyword density tools • Copyscape • Robust exporting tools
•Automatic exporting •API•WordPress plug-in.
• Directly work with an author, or• Select your own team of authors
Using a writing service makes content creation scalable.
Expanding Your Content
• Brainstorming ideas
• Site-wide re-writes or updates
• Article-based marketing campaigns
• Consistent or increased blogging
• White papers
• Case studies
• FAQs
Conclusion• Understand as much as possible about your
audience• Keep your attitude consistent • Set goals for each piece of content• Use your audience and your goals to generate
keywords and titles• Writing sites keep the process efficient and
affordable
Let’s make great content!