Becoming a Content Powerhouse with Strategic Project Management

Taylor Elizabeth Rose (Waldon)
@telizarose
TaylordInk.com/ContentPM
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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.

HubSpot.

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

  1. Readers know what to expect. 
  2. New readers find you easier.
  3. 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… 

  1. Expertise/Research
  2. Written Pieces 
  3. Media 
  4. Editing 
  5. SEO Optimization 
  6. 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 1Persona 2Persona 3
TrustworthinessKey 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

SEO Graph that depicts a slow upward crawl then exponential growth after 6 months.
  1. Be consistent for a while
  2. Evaluate 
  3. Readjust 
  4. 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

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