Content Creation Process
On-page content is an essential player in SEO success. Search engines take great interest in the content that fills a website, as homepage substance, service pages, and blogs all play critical roles in result page rankings.
Our created content seeks to accomplish three things:
- Answer the question a page visitor is looking to find.
- Incorporate key and secondary words that generate traffic for your company.
- Motivate page visitors to stay on your website, and move them further along in the sales funnel.
How Content is Created
The Content Department receives tasks from Campaign Managers that detail:
- Due date
- The context for creating the piece of content
- Necessary supporting material (i.e. main points needed to be addressed, content structure style, etc.)
Once the Content Department begins an assigned task, the specialist starts by:
- Tracking their time
- Identifying the relevant keywords and the central query that needs to be answered
- Performing needed research
- Drafting content
- Logging time
- Tagging responsible parties in the comment section of the task (i.e. assigning Campaign Manager and Director of Digital Marketing)
- Checking off the task from their project list in TeamWork
Research, Drafting, and Presentation
Depending on the specific project or task, a specialist will dedicate thorough research on the subject in order to reflect proper industry terminology and discussion. Once the right tone is understood regarding the subject at hand, the specialist moves into the second phase of research — detailed discovery. It is here where specialists locate reliable, accurate, and pertinent information necessary to write the needed content.
Once ample notes have been collected, a specialist will begin outlining the structure the content will follow — including the targeted keywords, new URL address, title tag, and meta description.
Drafting the content follows, and SEO best practices recommend content at least 600 words in length — depending upon the content’s purpose and use. Specialists also attempt to produce content in a fashion that provides a positive visual user experience. By crafting the structure of the content in a way that includes proper white space, bullet points, and other page modifiers that allow for better readability and navigation.
This outline should be used on all client content created, and placed at the top of the document.
Revisions and Implementation of Content
If edits are needed, the Campaign Manager will communicate the revisions to the specialist via TeamWork. From there, the specialists will readjust the content to align with the client’s desires, following the same original process — then it will be delivered back to the responsible client by the Campaign Manager. Time on revisions must be tracked as well.
Following content approval, the piece in question will be transferred (by a Campaign Manager) to the responsible department for implementation.