What’s the best workflow?
What’s the best workflow?
Content ideas can come from the content team. They can also come from the SEO strategist. It doesn’t have to be a production line workflow. If an SEO strategist has an idea for content and already knows based on their research that SEO success is likely, that can help the entire team – including the content creator.
Empower SEO strategists to bring story and content ideas to the table as well.
I’m a big fan of hallway collaboration. You know the kind. A content creator and a strategist run into each other in the hallway and exchange ideas. There’s a place for this, but that process is hard to scale and we do need to look up data to make informed decisions. Certainly, that can be done to an extent end from mobile devices. I still recommend a workflow like this:
- Agree on a standard process to pass assignments and requests back and forth in a written format. Use a tool that works for most.
- In this tool, content creators can assign requests for research to a strategist. Make sure to include the current idea with topic name and potential keywords that you are thinking of targeting.
- It’s also helpful to share the audience with the strategist: Who is this content for? People might be searching for the topic in healthcare but if your client is in wellness that might not be a match.
- Add a deadline and keep in mind that not every request is an emergency.
- Consider an in-person collaboration. Or on the phone or via messaging app.
This workflow is also a two-way street. I’ve seen strategists catch content tasks that need to be considered. Examples include updating old content, combining content or creating new content for a keyword that is starting to trend up.
Conclusion
At the end of the day, content creators and SEO strategists have similar goals: To get their sites to get to peak performance. Marketing – which includes good content and SEO – at the end of the day is a team sport. Well-rounded teams can find ways more easily than individual players.
SEO strategists and content creators have different skill sets – all of which are needed for high-performing content. Using them as a team in a collaborative manner can drive wins quicker.
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