Presentation given by Christina Zila at WordCamp Milwaukee (#WCMKE) 2013 on content, branding and editorial calendars.

1. Kickstart Your
Content Engine
Christina Zila
Director of Communications
Textbroker International
@textbroker

2. @textbroker
What Is Textbroker?
Textbroker is a marketplace of over 100,000 U.S.
based copywriters. We offer custom, original
content solutions that help our clients drive more
traffic to their site, increase the number of new
registrants, leads and sales.
Founded in 2005.
Over 100,000 U.S.-based writers.
Over 40,000 clients, including Top 100 sites.
Over 2 million articles written.
Backed by leading venture capital firm.

3. ●Audience
●Attitude
●Attack Plan
●Achievements
Four As To Prime The Engine
@textbroker

4. Audience
It’s not about you.
@textbroker

5. Who Is Your Audience
• Check demographics, locations
o JetPack, Google Analytics, Alexa
• Understand motivations and needs
• Look for social signals (Likes, Re-tweets)
@textbroker

6. JetPack: Overview
@textbroker

7. JetPack: Referrers
@textbroker

8. JetPack: Search Terms
@textbroker

9. JetPack: Outbound Clicks
@textbroker

10. Google Analytics
Traffic Flow shows what pages users love.
@textbroker

11. Alexa.com
@textbroker

12. Alexa.com
@textbroker

13. Social Signals
●Hashtags = common interests
●Likes/favorites = alignment with
audience
●Comments = engagement and
new ideas
@textbroker

14. Attitude
Now it’s about you.
@textbroker

15. Attitude
@textbroker

16. Attitude
@textbroker

17. Branding Questions
•What are your advantages?
•What’s your history?
•How do you want to be seen?
•What worked in the past?
•What are competitors doing?
•Company (“we”) or third-person (“the company”)
perspective?
@textbroker

18. Branding Guidelines
@textbroker

19. ●Plan large or multiple
campaigns
●Promote special events
●Avoid writer’s block
●Ensure resource
availability
●Brainstorm ideas
Attack Plan: Editorial Calendars
@textbroker

20. Social Media Calendar
@textbroker

21. Parade Magazine
@textbroker

22. Achievements
Establish reputation?
Review an item?
Raise awareness?
Encourage purchases
or subscriptions?
What should your content strategy achieve, and
what role does each piece play?
@textbroker

23. What Writers Want
●Audience Description
●Brand Guidelines
●Deadline
●Goal of the piece
●Keywords
●Headline
@textbroker

24. Where To Get Your Content
Writing Sites
+Quality =price
+Quick turnaround
+Simple approval process
-Can’t talk to writer
beforehand
Freelancers
+High quality
+Personal service
-High price
-Negotiations
-No backups
Bidding Sites
+Pricing
+Pool of talent
+All-in-one
-Multiple offers
-Negotiations
-Timelines
@textbroker

25. Using a Writing Service
Set length and quality
Give your titles and your expectations
• Include your audience, attitude, goals and
keywords. This sets up any author to write
the post well.
Instead of choosing from a
pile of submissions, simply
say yes or no.
@textbroker

26. Conclusion
• Understand as much as possible about your audience
• Keep your attitude consistent
• Set goals for each piece of content
• Use your audience and your goals to generate keywords
and titles
• Writing sites keep the process efficient and affordable
Let’s make great content!
@textbroker