1. The Content Development Bottleneck
Justin Belleme, Director of Strategy, JB Media Group
and Co-founder, JB Media Institute
WordCamp Asheville 2017
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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
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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
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4. 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
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5. Website Architecture Continued…
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Content Development
Suggested Content Development Strategies
Transcribing Videos to create text content
Ghostblogging – Transcribing audio recordings
Freelance Writers
Tracking Spreadsheet – Name, , 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
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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
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9. Questions? Justin Belleme justin@jbmediagroupllc.com
Agency - JBMediaGroupLLC.com
Online Training – JBMediaInstitute.com
Copyright JB Media Group LLC 2016