Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

State of Search 2017: How to Scale Editorial Strategy

385 views

Published on

My presentation on scaling editorial strategy-- what do you need to do to grow your blog or website effectively?

Want to learn more about me? Visit SixStories.com

Published in: Marketing

State of Search 2017: How to Scale Editorial Strategy

  1. 1. How to Scale Editorial Strategy @wonderwall7@State_of_Search#StateofSearch
  2. 2. Hello! I am Kelsey Jones My team and I help businesses produce better words for the internet. You can find me at: @wonderwall7 SixStories.com kelsey@sixstories.com
  3. 3. We’re living in a content tornado Too much content means you have to be more competitive in order to properly grow. @wonderwall7 @State_of_Search #StateofSearch
  4. 4. People publish more and more content, thinking that will make them thought leaders. @wonderwall7 @State_of_Search #StateofSearch
  5. 5. Only 20% of users finish articles… @wonderwall7 @State_of_Search #StateofSearch
  6. 6. And only 25% of articles are read on average All your hard work isn’t getting read. @wonderwall7 @State_of_Search #StateofSearch
  7. 7. But there’s hope! Better content planning, writing, and formatting can increase read rate, CTR, and traffic, helping you scale properly. @wonderwall7 @State_of_Search #StateofSearch
  8. 8. Agenda: ✖  Rookies versus Pros ✖  Contributors ✖  Editorial Calendars ✖  Editorial Guidelines ✖  Champ Content ✖  Repurposing ✖  Recommended Tools @wonderwall7 @State_of_Search #StateofSearch
  9. 9. Rookies versus Pros What do the rooks do that the champions don’t mess with anymore? @wonderwall7 @State_of_Search #StateofSearch
  10. 10. What the Rookies Do ✖ Post when they can ✖ Post when they think of ideas ✖ Post without editorial guidelines @wonderwall7 @State_of_Search #StateofSearch
  11. 11. What the Rookies Do ✖ Post without thinking about repurposing or a sharing strategy ✖ Let anyone post ○ Not all content is good content @wonderwall7 @State_of_Search #StateofSearch
  12. 12. What the Pros Do ✖ Create a set schedule and publish time for posts ✖ Create an editorial calendar ✖ Be militant about editorial guidelines @wonderwall7 @State_of_Search #StateofSearch
  13. 13. What the Pros Do ✖ Proper vetting of paid and unpaid contributors ✖ Quality over Quantity @wonderwall7 @State_of_Search #StateofSearch
  14. 14. What the Pros Do @wonderwall7 @State_of_Search #StateofSearch Example of onboarding email for new SEJ contributor
  15. 15. Your Supporting Team: Contributors Comparing strategy behind paid and unpaid contributors @wonderwall7 @State_of_Search #StateofSearch
  16. 16. Recruiting Paid Contributors ✖ Remote sites like FlexJobs ✖ Facebook groups ✖ Referrals Be Fair: Don’t take advantage of writers! @wonderwall7 @State_of_Search #StateofSearch
  17. 17. Recruiting Unpaid Contributors ✖ TBH, no pros want to write for you ✖ FB groups/Slacks ✖ Twitter ✖ Industry groups @wonderwall7 @State_of_Search #StateofSearch
  18. 18. Your Game Plan: The Editorial Calendar Your holy grail of content planning @wonderwall7 @State_of_Search #StateofSearch
  19. 19. The Editorial Calendar ✖ Themes ● Back to school ● Spring Cleaning ● Industry Times of year ✖ Holidays ● New Year’s ● Halloween ● Be careful with religious holidays ● Never 9/11 @wonderwall7 @State_of_Search #StateofSearch
  20. 20. The Editorial Calendar ✖ Content types ○ Podcasts ○ Recaps ○ Video ○ Long posts ○ Freelance or staff posts ✖ Grouped by week, month, quarter Sample: goo.gl/jJAhXU @wonderwall7 @State_of_Search #StateofSearch
  21. 21. The Editorial Calendar Sample: goo.gl/jJAhXU @wonderwall7 @State_of_Search #StateofSearch
  22. 22. The Rules: Editorial Guidelines What do you live by? @wonderwall7 @State_of_Search #StateofSearch
  23. 23. The Editorial Guidelines ✖ Grammar and Spelling ○ HemingwayApp.com ○ Grammarly ✖ Formatting ○ TitleCase.com ✖ Remove <span> tags in WYSIWYG editors @wonderwall7 @State_of_Search #StateofSearch
  24. 24. The Editorial Guidelines ✖ Links ○ Review the links ○ Check code for hidden links (using spaces as anchor text) ✖ Photo attribution ○ Use stock photos or completely open creative commons ○ Pexels, Unsplash, Pixabay, PhotoPin, Death to the stock photo @wonderwall7 @State_of_Search #StateofSearch
  25. 25. The Editorial Guidelines ✖ Teach a man to fish… give detailed feedback to writers so they learn ✖ Make it public! @wonderwall7 @State_of_Search #StateofSearch
  26. 26. Building Champion Content The importance of evergreen content @wonderwall7 @State_of_Search #StateofSearch
  27. 27. Build Champions: Evergreen Content E-booksWhite Papers Case Studies Interactive quizzes or tools Free downloads: worksheets, checklists On-demand courses @wonderwall7 @State_of_Search #StateofSearch
  28. 28. Build Evergreen Content Answer the who/what/where/when/why: ✖ White papers ✖ E-books ✖ Case studies @wonderwall7 @State_of_Search #StateofSearch
  29. 29. Build Evergreen Content Interactive Tools or Quizzes: Examples: ✖ https://www.buzzfeed.com/quizzes ✖ https://hallanalysis.com/json-ld- generator/ @wonderwall7 @State_of_Search #StateofSearch
  30. 30. Build Evergreen Content Interactive Tools or Quizzes: https://hallanalysis.com/json-ld-generator/ @wonderwall7 @State_of_Search #StateofSearch
  31. 31. Build Evergreen Content Free Downloads: https://meganminns.com/ @wonderwall7 @State_of_Search #StateofSearch
  32. 32. Build Evergreen Content Free Online Course: https://buffer.com/email-courses @wonderwall7 @State_of_Search #StateofSearch
  33. 33. Run it Again: Repurposing Content Breaking and reusing content @wonderwall7 @State_of_Search #StateofSearch
  34. 34. Text to Audio to Video to Photos to Text -- X X -- Audio X -- X -- Video X X -- X Photos X -- X X @wonderwall7 @State_of_Search #StateofSearch Repurpose Your Content
  35. 35. Repurpose Your Content Text to: ✖ Audio: podcast ✖ Video: Lumen5.com ✖ Photos: Pablo by Buffer, QuotesCover, PicMonkey, Canva @wonderwall7 @State_of_Search #StateofSearch
  36. 36. Repurpose Your Content Audio to: ✖ Text: rev.com ✖ Video: Animoto, Adobe Spark, photo slideshow maker (iOS?) @wonderwall7 @State_of_Search #StateofSearch
  37. 37. Repurpose Your Content Video to: ✖ Text: excerpt audio, then rev.com ✖ Audio: in your video editor ✖ Photos: screenshots @wonderwall7 @State_of_Search #StateofSearch
  38. 38. Repurpose Your Content Photos to: ✖ Video: slideshow creators, timed PowerPoint ✖ Photos: collages, reshares on Twitter or Instagram @wonderwall7 @State_of_Search #StateofSearch
  39. 39. Recommended Tools My favorite tools for better content @wonderwall7 @State_of_Search #StateofSearch
  40. 40. Now you have your team ready, these tools will help: @wonderwall7 @State_of_Search #StateofSearch
  41. 41. Recommended Tools @wonderwall7 @State_of_Search #StateofSearch
  42. 42. Thanks! Any questions? You can find me at: @wonderwall7 SixStories.com kelsey@sixstories.com ✖  Presentation template by SlidesCarnival ✖  Photographs by Unsplash and Pexels @State_of_Search #StateofSearch

×