At this point, you know, I know, your 100-year old grandmother knows that scaling content is super important when trying to get noticed on the internet. Especially if you’re a B2C brand.
You want to make sure that you can produce the kind of content that grabs your audience, wins them over, encourages them to buy, as well as getting their loyalty. Piece of cake, right?
Well, actually yes. It’s not as complicated as you might think, especially if you have a workflow in place. The trick is to be strategic so that you’re not wasting time and money on doing things that just won’t convert.
So grab a cup of coffee and sit with us for a little bit while we lay out the killer workflow you need to scale content creation for SEO. (See what we did there?)
Tell me more about workflows
While it can be tempting to just go for an ad hoc approach to your content creation, it’s not necessarily going to be the best thing for you. Instead, set up a system that means everybody knows what they’re responsible for, and where you might have gaps in your system.
The aim of your workflow is to help you meet content demands while providing quality for your customers with what they’re looking for.
It can be tempting to assume that this is just enough to ship out to your copywriter (if you’re lucky enough to have one), and the rest will fall into place. But whether you’re your own copywriter, or you’re focusing on business operations, you want to make sure that you can run your business while having an overview of what’s going on.
A workflow also highlights something important that people overlook: content should be about more than one person’s input. Multiple people working together for content make sure you stay on point, on brand, and on message.
What does my killer workflow look like?
We cannot say this clearly enough: this workflow is designed to be personalized. There’s no such thing as a one-size-fits-all workflow, but you can absolutely tailor this to be specific for you.
- Outline your objectives: First of all, you have to know WHY you’re doing this marketing campaign?
- How will you know if you’re performing well? What are the metrics you're going to use to decide if you’ve succeeded or not?
- Outline the steps in a content creation workflow.
- Determine keywords, target and content type.
- Develop the content.
- Distribute and promote the content.
- Analyze the content and compare to original goals.
And that’s it. Work out what you want to do. Do it. Work out if it worked. But when it comes to planning what works for you, we’ve got some tips & tricks to help you make the most of your workflow.
So when it comes to keywords, there are actually three keyword types or genres, and they apply in different stages.
- Top-of-funnel keywords are information words, like “the best way to”, “how to”, “the ultimate guide to”
- Middle-of-funnel keywords are looking for answers, like “how to stop”, “how to fix”, “how do i”
- Bottom-of-funnel keywords are intention words, like “where can i buy”, “affordable”, “compare prices”
Depending on what you want your keywords to do means that you’re going to need to separate your keywords into three things. This is why it’s important to have your campaign objectives, so you know where to aim. It’s also going to depend on your budget as to what your best SEO strategy might be. Luckily, we’ve got a handy link for you about that.
If you want to jump into keyword research but have no idea where it is you start, we’ve also built a Keyword Planner Generator that will give you a spreadsheet to plan your keywords. You’ll also get 50 seed keywords to get you started because we’re nice that way.
Define your Topics
Here’s where you need to remember that you’re looking at a team/ sharing effort. So set up a Google Sheets or a Trello Board where you can define the general topics that you want to write about.
In fact, this is also what we ask for at ContentFly when it comes to you filling out a brief for us. This is a great way to get bulk orders sent out - which makes outsourcing your content creation more financially viable, while also ensuring you have fresh, delicious content whenever you need.
You’re looking here at the general theme. A title is always handy, but you can also just specify “Vietnamese Restaurants” or “Investing Bitcoin”
Next, you want to let your writer know what you want from them.
While sure, you might want “content to go viral immediately”, try instead something a little bit more… descriptive. What do you want your blog, landing page, or email to say?
Who’s going to be reading this? Are they expert neurologists or bored shoppers? Dog fans or entrepreneurs? Who is your target?
It makes a difference, particularly when it comes to the word limit. SEO best practice says that longer form is better for SEO - so if you’re looking at a blog post, we recommend over 1000 words.
Obviously, if it’s for social media, each site has its own limits.
Also, consider that if you want a blog post or journal article, you may also want some social media posts to format it.
Does your business have a specific tone of voice? It’s really helpful here to link to your blog, or site, or company.
Do you want something chatty and witty? Or do you want footnoted and academic? There’s no wrong answer, but you need to be clear.
Should we write in 1st, 2nd or 3rd person?
UK, US, etc. English?
Example style / article for us to draw inspiration from
Is there a post you have like this that you love? Link us to it!
If you have specific knowledge or know somewhere that does, let us know.
SEO keywords to include
Let us know what you want your SEO to focus on
Description about your business
This helps us understand who we’re ghostwriting for - and if needed we can also backlink back to your business page. All you have to do is mention that you’d like a backlink or reference in the content.
Any other comments?
Then let us know anything else you think is important. Don’t worry about too much detail - writers love it, and you’re more likely to get what you’re looking for when you carefully specify.
Then it’s up to you to get your content out there. Remember that it’s important to be consistent, and fresh. If you’re an absolute beginner, don’t worry - we’ve got a guide for that too.