Becoming a Content Powerhouse with Strategic Project Management
Taylor Elizabeth Rose (Waldon)
@telizarose
TaylordInk.com/ContentPM
View PDF
Who’s here?
Content Writers
Marketers at a Company
Freelancers
Business Owners
Developers
Did I miss anyone?
Does Your Website Have a Blog?
It’s okay to say no…. kind of
Do you really need a blog?
Yes
Also, no.
- eBooks
- WhitePapers
- Documentation
- Resources
- Landing Pages
- Videos
- Podcasts
The days of static content are dead.
Show value, gain value.
More frequent posts increase your monthly traffic and leads.
How?
- Trust
- Transparency
- Thought Leadership
Establish Goals & Strategy
Ask:
Why would someone need the information you offer?
This is your broader audience goal.
It might change with each post.
2 Types of Goals for Businesses Content
- Broad Company Sales Goals
- Specific Website Goals
Company-Wide Goals
- Increase Sales
- Increase Customers
- Spread Brand Awareness
- Establish Industry Authority
Website-Specific Goals
- Conversion Rates
- Conversions
- Website Visits
- Social Following & Shares
Use SMART Goals
Give your team something to visualize and stay engaged.
Strategic
Measureable
Attainable
Reliable
Time-bound
Common SMART Goals for Content
Social Audience Increase
- Subscribers
- Followers
- Page Likes
- Community Members
Engagement and Interaction
- Shares
- Comments
- Likes
Website Audience Retention and Increase
- Sessions
- New vs. Returning Users
Website Traffic Quality
- Page Views
- Time on Page
- Exit Rate
- Bounce Rate
Sales and Leads
- Completed Goals
- Conversion #
- Conversion Rate
Publish Regularly
Benefits of Publishing Regularly
- Readers know what to expect.
- New readers find you easier.
- Increase organic traffic to your website.
How often should I publish?
- Weekly
- Monthly
- Bi-Monthly
But there’s no time…
Who writes at your company?
You do!
A content writer.
The marketing manager.
No one in particular.
Your Team is the Key
Even with a content writer, great content requires teamwork.
Why?
Each piece of content you create requires…
- Expertise/Research
- Written Pieces
- Media
- Editing
- SEO Optimization
- Distribution
The Accidental Project Manager
Every piece of content is an individual project.
What are your team’s strengths?
Everyone can contribute somehow.
If you work alone, what resources do you have?
My job is to herd the cats.
Establish a Process
Days Before | Task |
| 15 | Planning |
| 10 | Writing |
| 7 | Editing |
| 5 | Supporting Graphics |
| 3 | Formatting |
| 1 | Distribution Schedule |
What will you publish?
| Persona 1 | Persona 2 | Persona 3 | |
| Trustworthiness | Key Message | Key Message | Key Message |
| Quality | Key Message | Key Message | Key Message |
| Value | Key Message | Key Message | Key Message |
| Convenience | Key Message | Key Message | Key Message |
Other Blog Topic Ideas
Answer FAQ and related questions.
Not everyone is a writer, but everyone has something valuable to contribute.
Set your team up for success.
Create a Blog Post Template
- Title, Author, Category
- Image Direction
- Target Audience
- Offer / Value
- Desired Goal
- Keyword Cluster
Add These to Your Template
- Writing Resources
- Publishing Checklist
- Links to Company Guides
Connect and Automate
Tools to Collaborate
- Google Docs
- Google Sheets
- Google Calendar
- Slack or similar
- WordPress (future editor)
Scheduling Tools
- Tweetdeck
- Buffer
- CoSchedule
- Crowdfire
- Social Web Suite
Tools for Better Writing
- Grammarly
- Hemingway
- Yoast SEO
Tools for Project Management
- Trello
- Asana
- Slack
Tools for Design
- Canva
- Unsplash
- Pexels
- Video Editing Apps
Take time to explore your process
- Be consistent for a while
- Evaluate
- Readjust
- Repeat
Report & Build Rapport
Keep everyone interested by reporting on your progress toward company and website goals regularly.
These slides were made with ❤️ in Gutenberg.
Thank you!
Taylor Elizabeth Rose (Waldon)
@telizarose
TaylordInk.com/ContentPM