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

1. How to Scale
Editorial Strategy
@wonderwall7@State_of_Search#StateofSearch

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. We’re living in a content
tornado
Too much content means you have to be more
competitive in order to properly grow.
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4. People publish more and
more content, thinking that
will make them thought
leaders.
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5. Only 20% of users finish
articles…
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6. And only 25% of articles
are read on average
All your hard work isn’t getting read.
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7. But there’s hope! Better content planning,
writing, and formatting can increase read rate,
CTR, and traffic, helping you scale properly.
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8. Agenda:
✖ Rookies versus Pros
✖ Contributors
✖ Editorial Calendars
✖ Editorial Guidelines
✖ Champ Content
✖ Repurposing
✖ Recommended Tools
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9. Rookies versus
Pros
What do the rooks do that the champions don’t mess with
anymore?
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10. What the Rookies Do
✖ Post when they
can
✖ Post when they
think of ideas
✖ Post without
editorial guidelines
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11. What the Rookies Do
✖ Post without thinking
about repurposing or a
sharing strategy
✖ Let anyone post
○ Not all content is good
content
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12. What the Pros Do
✖ Create a set schedule
and publish time for
posts
✖ Create an editorial
calendar
✖ Be militant about
editorial guidelines
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13. What the Pros Do
✖ Proper vetting of paid
and unpaid
contributors
✖ Quality over Quantity
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14. What the Pros Do
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Example of onboarding email for new SEJ contributor

15. Your Supporting
Team: Contributors
Comparing strategy behind paid and unpaid contributors
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16. Recruiting Paid Contributors
✖ Remote sites like
FlexJobs
✖ Facebook groups
✖ Referrals
Be Fair: Don’t take advantage
of writers!
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17. Recruiting Unpaid Contributors
✖ TBH, no pros want to
write for you
✖ FB groups/Slacks
✖ Twitter
✖ Industry groups
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18. Your Game Plan:
The Editorial Calendar
Your holy grail of content planning
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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
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20. The Editorial Calendar
✖ Content types
○ Podcasts
○ Recaps
○ Video
○ Long posts
○ Freelance or staff posts
✖ Grouped by week, month,
quarter
Sample: goo.gl/jJAhXU
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21. The Editorial Calendar
Sample: goo.gl/jJAhXU
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22. The Rules:
Editorial Guidelines
What do you live by?
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23. The Editorial Guidelines
✖ Grammar and Spelling
○ HemingwayApp.com
○ Grammarly
✖ Formatting
○ TitleCase.com
✖ Remove <span> tags in
WYSIWYG editors
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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
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25. The Editorial Guidelines
✖ Teach a man to fish…
give detailed feedback to
writers so they learn
✖ Make it public!
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26. Building Champion
Content
The importance of evergreen content
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27. Build Champions: Evergreen Content
E-booksWhite Papers Case Studies
Interactive
quizzes or tools
Free downloads:
worksheets,
checklists
On-demand
courses
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28. Build Evergreen Content
Answer the who/what/where/when/why:
✖ White papers
✖ E-books
✖ Case studies
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29. Build Evergreen Content
Interactive Tools or Quizzes:
Examples:
✖ https://www.buzzfeed.com/quizzes
✖ https://hallanalysis.com/json-ld-
generator/
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30. Build Evergreen Content
Interactive Tools or Quizzes:
https://hallanalysis.com/json-ld-generator/
@wonderwall7 @State_of_Search #StateofSearch

31. Build Evergreen Content
Free Downloads:
https://meganminns.com/
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32. Build Evergreen Content
Free Online Course:
https://buffer.com/email-courses
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33. Run it Again:
Repurposing Content
Breaking and reusing content
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34. Text to Audio to Video to Photos to
Text -- X X --
Audio X -- X --
Video X X -- X
Photos X -- X X
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Repurpose Your Content

35. Repurpose Your Content
Text to:
✖ Audio: podcast
✖ Video: Lumen5.com
✖ Photos: Pablo by Buffer,
QuotesCover, PicMonkey,
Canva
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36. Repurpose Your Content
Audio to:
✖ Text: rev.com
✖ Video: Animoto, Adobe Spark,
photo slideshow maker (iOS?)
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37. Repurpose Your Content
Video to:
✖ Text: excerpt audio, then
rev.com
✖ Audio: in your video editor
✖ Photos: screenshots
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38. Repurpose Your Content
Photos to:
✖ Video: slideshow creators,
timed PowerPoint
✖ Photos: collages, reshares on
Twitter or Instagram
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39. Recommended Tools
My favorite tools for better content
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40. Now you have your team ready,
these tools will help:
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41. Recommended Tools
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42. Thanks!
Any questions?
You can find me at:
@wonderwall7
SixStories.com
kelsey@sixstories.com
✖ Presentation template by SlidesCarnival
✖ Photographs by Unsplash and Pexels
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