How to build a scalable content production system.
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While content is essential to many agencies, creating an efficient content production system can be challenging—so let us show you how. In this presentation, Seeker founder, Gareth Simpson, demonstrates how to scale your content marketing efforts by using smart systems and automation. By taking a process-driven approach, you can scale your creative output and keep creatives happy. It’s a win-win.
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How to build a scalable content production system.
- 2. How to Build a Scalable Content Production System @simpsongareth seeker.digital/content-production-system
- 3. ● Gareth Simpson ● Founder of Seeker Digital ● Specialise in outreach for SaaS and ecommerce brands ● @simpsongareth @simpsongareth seeker.digital/content-production-system About me
- 4. What we do PR & Media MentionsTechnical SEO Content Marketing Onpage OptimisationLink Detox Outreach Campaigns @simpsongareth seeker.digital/content-production-system
- 5. ValueCost Quality Plug and play content tracking system. @simpsongareth seeker.digital/content-production-system
- 6. ● So many overlook the importance of content production systems to scale. ● Facilitate the presentation, discovery and accessibility of content. C.U.L.T: The four pillars of SEO @simpsongareth seeker.digital/content-production-system
- 8. The scaling challenge Cost Unpredictability Organisation Confusion @simpsongareth seeker.digital/content-production-system
- 9. The problem is not that business owners don’t work, it’s that they’re doing the wrong work. - Michael Gerber @simpsongareth seeker.digital/content-production-system
- 10. Break the mould The solution @simpsongareth seeker.digital/content-production-system
- 11. It’s all in the commitment to infrastructure The answer: SystemsPeople Training @simpsongareth seeker.digital/content-production-system
- 12. You need multiple people, multiple skill sets. @simpsongareth seeker.digital/content-production-system
- 13. Break the mould So Why is it that SEO agencies have an imbalanced ratio? @simpsongareth seeker.digital/content-production-system
- 14. SEO: Content Ratio One of the best strategic decisions I made running this agency was to put content first. SEOWriter Editor @simpsongareth seeker.digital/content-production-system
- 15. Writing for the web Semantic search Technical SEO Formats 3 Nuances of writing web content. It is different: UX, calls to action etc. How to ideate using keyword research and provide better coverage off a topic. Link placement, anchor texts, internal linking, onpage optimization etc. Training on every element of the process and content types e.g. how to hit the deliverables for each. 2 1 4 Training @simpsongareth seeker.digital/content-production-system
- 17. And now to the system, the glue that pulls it all together @simpsongareth seeker.digital/content-production-system
- 18. Standard operating procedures need to be on point @simpsongareth seeker.digital/content-production-system
- 19. ● Google Drive ● Google Docs ● Google Sheets We love GSuite @simpsongareth seeker.digital/content-production-system
- 20. Information storage Create a collaborative system that’s accessible to everyone. @simpsongareth seeker.digital/content-production-system
- 21. While every piece of content is different, there are many commonalities. Template everything. @simpsongareth seeker.digital/content-production-system
- 22. Writing Writers need an editor to assist content production and editing. @simpsongareth seeker.digital/content-production-system
- 23. Add-ons & Extensions @simpsongareth seeker.digital/content-production-system
- 27. A single tracker to tie it all together @simpsongareth seeker.digital/content-production-system
- 28. ComplexityType Length Treat content as a commodity when it’s commercial Deadline @simpsongareth seeker.digital/content-production-system
- 30. APIs/ Microservices: By interconnecting multiple systems together, you can leverage the strengths of each without being siloed. @simpsongareth seeker.digital/content-production-system
- 31. Zapier is a collection of API clients that interconnects various systems. It has a graphical user interface and provides fast deployment for interconnecting systems and creating an all-in-one solution. A wonderful tool called Zapier. @simpsongareth seeker.digital/content-production-system
- 51. The winning formula @simpsongareth seeker.digital/content-production-system
- 52. A Zap to plug in and play… https://seeker.digital/content-production-system/ @simpsongareth seeker.digital/content-production-system
Editor's Notes
- Deadline Budget (Working) Title Direction / Messaging / Research Meta-d Target terms Links Parameters Direction / Research No briefing or discussion on Slack. The communication and discussion should live with the content—don’t split it. Production Once that has been added, it’s over to the writer, with an optional step of the content manager assigning briefs according to workload, specialism etc. Always have a selection of briefs for the writer to pick from so they can choose depending on their mood etc, pick away as they go and mull it over in between other tasks. Use the features such as X for speed hacks. Edits Once the writer has completed the article, it’s submitted to the editor for review. A fresh pair of eyes, to scan over the piece, fix any errors, suggest improvement and review against the brief. Routines are so important so milestones don’t slip. Habit. Have a submission time end of the day or 3pm for all completed content to be submitted and reviewed. This phase loops back around as many times as needed. You may have an additional step where one writer creates an outline/research to be expanded by another writer which can free up their time. Approval You may require an optional step to get S/O from the client. We move the content from an internal production drive to a shared Google Drive with the client for review, they can comment, edit etc. Thanks to the cloud functionality this is pretty straightforward, as you move the document around the folders it inherits the sharing permissions of the folder you can move content back internally to work privately without clients being on the doc. Publishing Once all amendments have been made and content has been signed off, it’s time to push it live. This could be on an external domain, in which case it may need to be emailed over, or shared. If on a site you have publishing access to then it can be automated using Contently. Promotion For each piece consider your post publishing actions: Billing Reporting Promotion You may wish to have the writer produce social media content queued up for promo, or ads etc. Housekeeping post publishing is really important. Get rid of the internal document so it doesn’t get picked up somewhere.
- And whilst every content piece is different, there are many commonalities amongst them. Template everything. Designated content formats and a cataloguing system to quantify time and cost. Over time you work out how long each content format takes to a rough order of magnitude.