From Editorial Calendars to SEO: Setting Yourself Up to Create Fabulous Content

Posted by Isla_McKetta

Quick note: This article is meant to apply to teams of all sizes, from the sole proprietor who spends all night writing their copy (because they’re doing business during the day) to the copy team who occupies an entire floor and produces thousands of pieces of content per week. So if you run into a section that you feel requires more resources than you can devote just now, that’s okay. Bookmark it and revisit when you can, or scale the step down to a more appropriate size for your team. We believe all the information here is important, but that does not mean you have to do everything right now.

If you thought ideation was fun, get ready for content creation. Sure, we’ve all written some things before, but the creation phase of content marketing is where you get to watch that beloved idea start to take shape.

Before you start creating, though, you want to get (at least a little) organized, and an editorial calendar is the perfect first step.

Editorial calendars

Creativity and organization are not mutually exclusive. In fact, they can feed each other. A solid schedule gives you and your writers the time and space to be wild and creative. If you’re just starting out, this document may be sparse, but it’s no less important. Starting early with your editorial calendar also saves you from creating content willy-nilly and then finding out months later that no one ever finished that pesky (but crucial) “About” page.

There’s no wrong way to set up your editorial calendar, as long as it’s meeting your needs. Remember that an editorial calendar is a living document, and it will need to change as a hot topic comes up or an author drops out.

There are a lot of different types of documents that pass for editorial calendars. You get to pick the one that’s right for your team. The simplest version is a straight-up calendar with post titles written out on each day. You could even use a wall calendar and a Sharpie.

Monday Tuesday Wednesday Thursday Friday
Title
The Five Colors of Oscar Fashion 12 Fabrics We’re Watching for Fall Is Charmeuse the New Corduroy? Hot Right Now: Matching Your Handbag to Your Hatpin Tea-length and Other Fab Vocab You Need to Know
Author Ellie James Marta Laila Alex

Teams who are balancing content for different brands at agencies or other more complex content environments will want to add categories, author information, content type, social promo, and more to their calendars.

Truly complex editorial calendars are more like hybrid content creation/editorial calendars, where each of the steps to create and publish the content are indicated and someone has planned for how long all of that takes. These can be very helpful if the content you’re responsible for crosses a lot of teams and can take a long time to complete. It doesn’t matter if you’re using Excel or a Google Doc, as long as the people who need the calendar can easily access it. Gantt charts can be excellent for this. Here’s a favorite template for creating a Gantt chart in Google Docs (and they only get more sophisticated).

Complex calendars can encompass everything from ideation through writing, legal review, and publishing. You might even add content localization if your empire spans more than one continent to make sure you have the currency, date formatting, and even slang right.

Content governance

Governance outlines who is taking responsibility for your content. Who evaluates your content performance? What about freshness? Who decides to update (or kill) an older post? Who designs and optimizes workflows for your team or chooses and manages your CMS?

All these individual concerns fall into two overarching components to governance: daily maintenance and overall strategy. In the long run it helps if one person has oversight of the whole process, but the smaller steps can easily be split among many team members. Read this to take your governance to the next level.

Finding authors

The scale of your writing enterprise doesn’t have to be limited to the number of authors you have on your team. It’s also important to consider the possibility of working with freelancers and guest authors. Here’s a look at the pros and cons of outsourced versus in-house talent.

In-house authors

Guest authors and freelancers

Responsible to

You

Themselves

Paid by

You (as part of their salary)

You (on a per-piece basis)

Subject matter expertise

Broad but shallow

Deep but narrow

Capacity for extra work

As you wish

Show me the Benjamins

Turnaround time

On a dime

Varies

Communication investment

Less

More

Devoted audience

Smaller

Potentially huge

From that table, it might look like in-house authors have a lot more advantages. That’s somewhat true, but do not underestimate the value of occasionally working with a true industry expert who has name recognition and a huge following. Whichever route you take (and there are plenty of hybrid options), it’s always okay to ask that the writers you are working with be professional about communication, payment, and deadlines. In some industries, guest writers will write for links. Consider yourself lucky if that’s true. Remember, though, that the final paycheck can be great leverage for getting a writer to do exactly what you need them to (such as making their deadlines).

Tools to help with content creation

So those are some things you need to have in place before you create content. Now’s the fun part: getting started. One of the beautiful things about the Internet is that new and exciting tools crop up every day to help make our jobs easier and more efficient. Here are a few of our favorites.

Calendars

You can always use Excel or a Google Doc to set up your editorial calendar, but we really like Trello for the ability to gather a lot of information in one card and then drag and drop it into place. Once there are actual dates attached to your content, you might be happier with something like a Google Calendar.

Ideation and research

If you need a quick fix for ideation, turn your keywords into wacky ideas with Portent’s Title Maker. You probably won’t want to write to the exact title you’re given (although “True Facts about Justin Bieber’s Love of Pickles” does sound pretty fascinating…), but it’s a good way to get loose and look at your topic from a new angle.

Once you’ve got that idea solidified, find out what your audience thinks about it by gathering information with Survey Monkey or your favorite survey tool. Or, use Storify to listen to what people are saying about your topic across a wide variety of platforms. You can also use Storify to save those references and turn them into a piece of content or an illustration for one. Don’t forget that a simple social ask can also do wonders.

Format

Content doesn’t have to be all about the words. Screencasts, Google+ Hangouts, and presentations are all interesting ways to approach content. Remember that not everyone’s a reader. Some of your audience will be more interested in visual or interactive content. Make something for everyone.

Illustration

Don’t forget to make your content pretty. It’s not that hard to find free stock images online (just make sure you aren’t violating someone’s copyright). We like Morgue File, Free Images, and Flickr’s Creative Commons. If you aren’t into stock images and don’t have access to in-house graphic design, it’s still relatively easy to add images to your content. Pull a screenshot with Skitch or dress up an existing image with Pixlr. You can also use something like Canva to create custom graphics.

Don’t stop with static graphics, though. There are so many tools out there to help you create gifs, quizzes and polls, maps, and even interactive timelines. Dream it, then search for it. Chances are whatever you’re thinking of is doable.

Quality, not quantity

Mediocre content will hurt your cause

Less is more. That’s not an excuse to pare your blog down to one post per month (check out our publishing cadence experiment), but it is an important reminder that if you’re writing “How to Properly Install a Toilet Seat” two days after publishing “Toilet Seat Installation for Dummies,” you might want to rethink your strategy.

The thing is, and I’m going to use another cliché here to drive home the point, you never get a second chance to make a first impression. Potential customers are roving the Internet right now looking for exactly what you’re selling. And if what they find is an only somewhat informative article stuffed with keywords and awful spelling and grammar mistakes… well, you don’t want that. Oh, and search engines think it’s spammy too…

A word about copyright

We’re not copyright lawyers, so we can’t give you the ins and outs on all the technicalities. What we can tell you (and you already know this) is that it’s not okay to steal someone else’s work. You wouldn’t want them to do it to you. This includes images. So whenever you can, make your own images or find images that you can either purchase the rights to (stock imagery) or license under Creative Commons.

It’s usually okay to quote short portions of text, as long as you attribute the original source (and a link is nice). In general, titles and ideas can’t be copyrighted (though they might be trademarked or patented). When in doubt, asking for permission is smart.

That said, part of the fun of the Internet is the remixing culture which includes using things like memes and gifs. Just know that if you go that route, there is a certain amount of risk involved.

Editing

Your content needs to go through at least one editing cycle by someone other than the original author. There are two types of editing, developmental (which looks at the underlying structure of a piece that happens earlier in the writing cycle) and copy editing (which makes sure all the words are there and spelled right in the final draft).

If you have a very small team or are in a rush (and are working with writers that have some skill), you can often skip the developmental editing phase. But know that an investment in that close read of an early draft is often beneficial to the piece and to the writer’s overall growth.

Many content teams peer-edit work, which can be great. Other organizations prefer to run their work by a dedicated editor. There’s no wrong answer, as long as the work gets edited.

Ensuring proper basic SEO

The good news is that search engines are doing their best to get closer and closer to understanding and processing natural language. So good writing (including the natural use of synonyms rather than repeating those keywords over and over and…) will take you a long way towards SEO mastery.

For that reason (and because it’s easy to get trapped in keyword thinking and veer into keyword stuffing), it’s often nice to think of your SEO check as a further edit of the post rather than something you should think about as you’re writing.

But there are still a few things you can do to help cover those SEO bets. Once you have that draft, do a pass for SEO to make sure you’ve covered the following:

  • Use your keyword in your title
  • Use your keyword (or long-tail keyword phrase) in an H2
  • Make sure the keyword appears at least once (though not more than four times, especially if it’s a phrase) in the body of the post
  • Use image alt text (including the keyword when appropriate)

Finding time to write when you don’t have any

Writing (assuming you’re the one doing the writing) can require a lot of energy—especially if you want to do it well. The best way to find time to write is to break each project down into little tasks. For example, writing a blog post actually breaks down into these steps (though not always in this order):

  • Research
  • Outline
  • Fill in outline
  • Rewrite and finish post
  • Write headline
  • SEO check
  • Final edit
  • Select hero image (optional)

So if you only have random chunks of time, set aside 15-30 minutes one day (when your research is complete) to write a really great outline. Then find an hour the next to fill that outline in. After an additional hour the following day, (unless you’re dealing with a research-heavy post) you should have a solid draft by the end of day three.

The magic of working this way is that you engage your brain and then give it time to work in the background while you accomplish other tasks. Hemingway used to stop mid-sentence at the end of his writing days for the same reason.

Once you have that draft nailed, the rest of the steps are relatively easy (even the headline, which often takes longer to write than any other sentence, is easier after you’ve immersed yourself in the post over a few days).

Working with design/development

Every designer and developer is a little different, so we can’t give you any blanket cure-alls for inter-departmental workarounds (aka “smashing silos”). But here are some suggestions to help you convey your vision while capitalizing on the expertise of your coworkers to make your content truly excellent.

Ask for feedback

From the initial brainstorm to general questions about how to work together, asking your team members what they think and prefer can go a long way. Communicate all the details you have (especially the unspoken expectations) and then listen.

If your designer tells you up front that your color scheme is years out of date, you’re saving time. And if your developer tells you that the interactive version of that timeline will require four times the resources, you have the info you need to fight for more budget (or reassess the project).

Check in

Things change in the design and development process. If you have interim check-ins already set up with everyone who’s working on the project, you’ll avoid the potential for nasty surprises at the end. Like finding out that no one has experience working with that hot new coding language you just read about and they’re trying to do a workaround that isn’t working.

Proofread

Your job isn’t done when you hand over the copy to your designer or developer. Not only might they need help rewriting some of your text so that it fits in certain areas, they will also need you to proofread the final version. Accidents happen in the copy-and-paste process and there’s nothing sadder than a really beautiful (and expensive) piece of content that wraps up with a typo:

Know when to fight for an idea

Conflict isn’t fun, but sometimes it’s necessary. The more people involved in your content, the more watered down the original idea can get and the more roadblocks and conflicting ideas you’ll run into. Some of that is very useful. But sometimes you’ll get pulled off track. Always remember who owns the final product (this may not be you) and be ready to stand up for the idea if it’s starting to get off track.

We’re confident this list will set you on the right path to creating some really awesome content, but is there more you’d like to know? Ask us your questions in the comments.

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Reblogged 4 years ago from tracking.feedpress.it

Ecommerce Web Site Design – Ways To Observe The Competitors SEO

Ecommerce Web Site Design – A Guide To Steal Your Competitors Keywords http://www.anyware.co.nz/ecommercewebsitedesign.php Steal the competitions search keyw…

Reblogged 5 years ago from www.youtube.com

Building Better Content By Improving Upon Your Competitors

Posted by Bill.Sebald

In rock n’ roll music, stealing is expected. Led Zepplin allegedly lifted from lots of earlier blues and folk artists. The famous I-IV-V chord progression of The Wild One’s song “Wild Thing” was used only a couple years later on “Mony, Mony.” My favorite example of musical larceny – “Let It Be” by The Beatles, “Farmhouse” by Phish, and “No Woman, No Cry” by Bob Marley are built around the exact same chord progression. Yet in all these cases, the songs were tweaked enough to stand on their own in meaning, served as distinct entities, and inspired unique feelings from the listener. Granted record company execs often disapproved, but some artists were often flattered to see interpretations of their riffs and progressions. At the end of the day, this is what spawned (and advanced) the rock music genre. Sometimes stealing is the engine of innovation.

Your idea isn’t new. Pick an idea; at least 50 other people have thought of it. Get over your stunning brilliance and realize that execution matters more.” —Mark Fletcher of Bloglines.com.

In marketing, we don’t just “steal” the minds of consumers, we sometimes steal – and interpret – from our competitors. Sometimes we’re lazy about it, and sometimes we’re perceived as originals. Remember one of the immutable laws of marketing – always appear to be first. Well then why not be first to make someone’s content strategy more effective (for your own gain)?

Wait – so do I condone being a pickpocket, cat burglar, or politician? No. What I’m suggesting is reviewing what inspires you, analyzing why it was successful, and inspiring yourself to make something better. Better for us, better for our clients, and better for their customers.

Oh no; is this another “Content Is King” post?

I’m not a huge fan of that phrase anymore. SEO has gone through some serious developmental stages in its lifetime. Once the hype was all about “keyword density,” then “anchor text,” then “duplicate content;” now I feel like our latest bandwagon concept is the semi-vague “content is king.”

These are certainly all valid concepts in SEO, but without proper context, they often fall short of sound advice. They become blind directives. So here we are in 2014, with many business executives nodding along, “yes – content is king. I’ve read that a trillion times. We need to crank out 100 posts a month. Go, go go…” But I think this is a problem. Now that SEO is mainstream, there’s so much “good content” that the noise ceiling has simply been raised. I’ve said it before, “Fair-quality copy is becoming the new Google spam.” I go into pitches now where businesses can’t understand why their legacy content isn’t getting searches. In other words, they ask why “content is king” isn’t producing results. It’s usually because content was treated as a homogeneous tactic where a marketing or SEO strategy wasn’t put in place to link the pieces together.

I think it’s time SEOs put that phrase to rest, and start thinking in terms of how a traditional content marketer would think about it. “Content that is unique in value, strong in expertise, provides a necessary point-of-view, and leads the pack in terms of usefulness is more than king – it’s fundamental to success.” A bit of a mouthful (and less sexy), not to mention harder to develop, but it really needs to be adopted.

So if you would, please keep that in mind during this post. Continue on!

What are your competitors doing?

Content ideas come from lots of sources. Some are vapid (like content topic generators) and some are interpreted (like reviewing customer poll results). Often a simple interview with your sales or service team can teach you plenty about the mindset of your consumer. Studying on-page product reviews can also be inspiring. Focus groups, experiments; all this and more can help produce pieces of content that can be strung together and tracked in order to build a truly converting funnel.

We all know the most effective content is inspired by data, versus “crazy ideas” with no concrete evidence quickly thrown against the wall. While this occasionally has some SEO benefit (arguably less and less with Panda updates), it rarely does much for your conversion funnel. It takes that extra digging that some aren’t quick to execute (at least in my experience). But what happens when your competitor is willing to do the work?

That’s where you can learn some interesting things. Marketing espionage!

Granted, most competitors don’t want to share their data with you, no matter how much beer you try to bribe them with (believe me, I’ve tried). We have tools like
SEMrush to estimate search metrics, and services like Hitwise and Compete to get more online visitor data. While that is certainly helpful, it’s still directional. But we’re marketers – so what do we do? We get creative.

How to get a birdseye view of a content play (with common SEO tools)

It’s time to lift the hood. I like to start with
Screaming Frog. Most SEOs know this tool. If you don’t, it’s a spider that emulates what a search engine spider might find. In my experience there’s no better way to find the topics a website is targeting than with a “screaming” crawl.

Filter down to HTML, and you’ll find the URL, Title Tag, Meta Description, H1, and sometimes the Meta Keyword data. If you already have your own keywords and entities in mind, and want to see what a competitor is doing with them, it’s as simple as searching for them in Screaming Frog (or an excel export) and scanning for it.

Click for a larger image:

 

Consider this totally random “shammy” example in the screenshot above. If I worked in the shammy business, through a quick scan I might be interested to know that at least one of my competitors found value enough in creating a section around an iPad cloth. Is that a segment I never considered?

Don’t have Screaming Frog? The site:operator is a less powerful option. You can’t export into a spreadsheet without a scrape.

Ubersuggest or keywordtool.io can be used in clever “quick and dirty” way – put in a keyword you think there’s opportunity for, and add “who,” “what,” “where,” “why,” or “how” to the query. Your fragmented query will often show some questions people have asked Google. After all, plenty of great content is used to answer a query. Search some of these queries in Google and see what competitor content shows up! At the very least, this is a nice way to find more competitors who are active with creating content for their users.

At this point you should be taking notes, jotting down ideas, observations, potential content titles, and questions you want to research. Whether in a spreadsheet or the back of a napkin, you’re now brainstorming with light research. Let your brain-juice flow. You should also be looking for connections between the posts you are finding. Why were they written? How do they link together? What funnels are the calls-to-action suggesting? Take notes on everything, Sherlock!


Collect the right data

Next, step it up with more quantifying data.Time to trim the fat.

Search data

By entering and measuring your extracted in Google’s Keyword Planner, you’ll see not only is there interest in an iPad cleaner (where an “iPad Shammy” might make sense with its own strategy), but some searcher interest in the best ways to clean an iPad. That could be fun, playful content to write – even for a shammy retailer. It could tie directly to products you already sell, or possibly lead you into carrying new products.

Click for a larger image:

Estimated searches don’t tell the whole story. We know plenty of keywords and metrics from this tool are either interpolated or missing. I’ve found that small estimated searches can sometimes still lead to more highly-converting volume than expected. Keep that in mind.

Social data

What searches enter into Google’s search box isn’t the only indicator of value. Ultimately if nobody likes a certain topic or item your content, they aren’t going to share or link to it. Wouldn’t it be great to have another piece of evidence before you get to structuring a strategy and writing copy? That evidence may lie with your competitors’ social audience.

At this point you have keyword ideas, content titles, sample competitor URLs, and possible strategies sketched out. There are some great tools for checking out what is shared in the social space. TopsySocial Crawlytics, and Buzzsumo are solid selections. You can look up the social popularity of a given URL or domain, and in some cases drill down to influencers. If it’s heavily shared, that may suggest perceived value.

Click for a larger image:

Look at the image above. If my agency is a competitor of yours, you might be interested that one of my posts got 413 social shares. It was a post called “Old School SEO Tests In Action (A 2014 SEO Experiment)”. You can dig in to see the debates boiling through the comments or the reactions through social media. You can go so far as see who shared the post, how influential these people are, and what kind of topics they usually share. This helps qualify the shares.

With these social metrics I believe It’s reasonably safe to infer people in the SEO space care about experiments, learning about things that move rankings, and that most believe older tactics aren’t worth pursuing. With very little time at all, you might be able to come up with ways to improve upon this post or ideas for your own follow up. Maybe even a counter argument? Looking at who the post resonated with, you could presume my target audience was SEOs with a goal of providing industry insights. With a prominent lead generation form on this post, you might even suspect a secondary interest was as a source of new client leads.

If you surmised any of these things from the social data, you’re 100% right! This was certainly a thought out post with those goals in mind.

Backlink data

Let’s examine link popularity and return to the shammy industry. Specifically let’s look at a pretty unique item – a shammy for Apple products –
https://www.klearscreen.com/detail.aspx?ID=11.

  • Open Site Explorer found 1 link from a retailer.
  • Ahrefs found 8 links from 8 domains, one being a forum conversation on Stackexchange.com, and the others from a retailer.
  • Majestic found 13 links from 6 domains. Similiar to what Ahrefs found.
  • WebMeUp found 30 backlinks from 9 domains.

From this data it looks like the iPad shammy market isn’t exactly on fire. Now it doesn’t appear iKlear (or Klear Screen) is doing much marketing for this particular product – at least not according to Google. Their other Apple product cleaners seem to get more attention, but perhaps iKlear simply knows this isn’t a high demand product. It could be true – after all it hasn’t gone viral. It hasn’t generated much in the way of online discussions. But it also hasn’t been marketed much.

This is why all the data needs to be collected, correlated, and analyzed.  You want the best hypothesis you can get before you start committing your time to a content strategy. Did this just kill a possible content strategy for an iPad Shammy, or is this a huge untapped opportunity? It entirely depends on how you interpret all the data you collect.

You’ve got some ideas; now what’s the execution?

You just did a lot of work. You can’t go off half-cocked throwing up willy-nilly content. Jeepers, no! The next step is the most crucial!

At this point you should have uncovered some great ideas based on your competitor’s clues. Now comes the part where you thoughtfully determine how to implement these ideas and craft a strategic roadmap. The options are endless, which could provide a decision-making struggle. From new microsites to overhauling existing content, there’s so much you can do with the gems you’ve dug up.

Remember to examine what your competitors did. How did they plug everything together?

But sometimes your competitors don’t have a discernible content strategy. Instead just fragmented content floating like an island. This is even better for you. Now you have opportunity to not only outshine in the actual content, but put together an actual experience that your users will value, thus providing a likely positive SEO result. Here are three options I tend to build a strategy around most often:

  • Create a new funnel
  • Create content for off-page SEO
  • Create emphasis content

With fresh metrics, the
new funnel is often necessary. Chances are you discovered uncharted territory (at least from your website’s perspective). All future or existing content should have pre-conceived goals – there’s a top and bottom to every funnel, and maybe some strategic off-ramps leading to forms, contact pages, or products. Remember, you’re goal is to be driving the reader through an experience, eliciting emotions and appealing to their needs of which you’ve already built a hypothesis upon. This new funnel can dip into your current website or run parallel (ie, a microsite, sub-domian, or otherwise disconnected grouping). The greatest thing about digital marketing is that nothing is in stone. It’s so easy to test these funnels and redesign with collected data when necessary.


Off-page
is also very common (right link builders?). Find something that is popular, and go share it with sites more popular than yours. Maybe you can even start generating new popularity and create a segment of its own. Build a strategy to take this burgeoning topic and let the widest audience know about it. Get branding, mind share, links, and ideally profit like a beast.

The
“emphasis content” (as I call it) has been a solid go-to plan for me when I discover small pockets of opportunity; notably the stuff that may have a smaller impact and isn’t worth a month long content strategy. If I were to create my own iPad shammy play, based on what I’m seeing so far, I’d probably think about a page or two as emphasis content.

This content is like an independent port of entry or landing page, either to an existing funnel or a direct money maker. In a previous post I talked about
creating niche collection pages for eCommerce. That could serve as emphasis content to a parent collection, but I’m usually thinking of heavier use of text in this case. Where you really take your goal, slice it up, and provide nice, beefy communication about it.

This play can be nuclear. By creating these one-off pages based on all the metrics discussed above, it’s usually much easier to do targeted outreach and social marketing. A well placed page, providing well placed internal links (ideally off popular pages), can pass PageRank and context like a dream, A tool like
Alchemy API can help you see the relevance of pages and help you determine the best place to publish this page

Summary

A content strategy doesn’t go far if it’s phoned in. Take all the help you can get, even if it’s from a competitor. Learn from businesses who took steps before you. They may have very well discovered the holy grail. Competitive research has always been a part of any marketing campaign, but scratching the surface only gets you superficial results. Look deeper to uncover more than just a competitor’s marketing plan, but the very reason why the competitor may be beating you in search. Then, hopefully you’ll become the rock star others are trying to copy from. That’s a good problem to have.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 5 years ago from feedproxy.google.com