content creation strategy: plan it, spec it, get it written!

Content Creation: Plan It, Spec It, Get It Written!

Christina ZilaDirector of Communicationscz@textbroker.com

Phillip ThuneCEO-Americaspt@textbroker.com@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!