The Content Development Bottleneck Justin Belleme, Director of Strategy, JB Media Group and Co-founder, JB Media Institute WordCamp Asheville 2017 Copyright JB Media Group LLC 2016

Copyright JB Media Group LLC 2016 What are we going to cover today? The Right Foundation Contracts, Branding, and Website Architecture Content Development Strategies Transcription, Ghostwriting, Freelancers, Staff Writers, and Outsourcing Best Practices for Success Balancing Design and Content, Evaluating Writers, Templates, and Designing for Site Growth Copyright JB Media Group LLC 2016

Copyright JB Media Group LLC 2016 The Right Foundation Contracts Defining who is writing the content: “Do we write content?” Establishing client content deadlines throughout project Content Branding Establishing Brand Voice: Target audience, calls to action, words to use, words to avoid – Full content branding outline on next slide Content Timelines How long does content take to create? ~ 1 hour per 100 words Spread out content delivery dates to ease bottlenecks Project editorial calendars. Penalties for late content from client? Website Architecture Future SEO success is driven by website architecture and based on keyword research Mind maps help define content needs and priorities Copyright JB Media Group LLC 2016

Content Branding Continued… The Hero: Your Target Audiences – 3-5 audience personas Hero's Greatest Needs - What they want? Problems and Challenges they Face - Pain points Reason Why We Understand Audience’s Problems The Guide: How We Solve the Hero’s Problem Why We are an Authority? – Certification, awards, etc. Heroes Hopes of Fears Calls to Action – Guide to the rescue Key Messages Unique Value and Points of Pride Language – Words to use and words to avoid Copyright JB Media Group LLC 2016

Website Architecture Continued… Copyright JB Media Group LLC 2016

Copyright JB Media Group LLC 2016 Content Development Suggested Content Development Strategies Transcribing Videos to create text content Ghostblogging – Transcribing audio recordings Freelance Writers Tracking Spreadsheet – Name, email, phone, link to online writing samples, and areas of focus / expertise Staffing Content Writers Outsourcing to a Content Marketing Agency Strategy + Content + Optimization = + value and + price Pricing Staff < = Freelance <= Agency Outsource Copyright JB Media Group LLC 2016

Copyright JB Media Group LLC 2016 Best Practices Balancing Design, Content, Conversion and SEO Evaluating Client Writing Resources Early Content Deadlines and Clear Timelines Using Content Types to Establish Design Templates Designing for Site Growth Future Sub-pages – Planning navigation and site structure Read More… - Allowing content to expand without breaking the design Copyright JB Media Group LLC 2016

Copyright JB Media Group LLC 2016

Questions? Justin Belleme justin@jbmediagroupllc.com Agency - JBMediaGroupLLC.com Online Training – JBMediaInstitute.com Copyright JB Media Group LLC 2016