How do you systematize the publishing of content to your business blog

Can (and Should) You Systematize Your Content Creation?

The short answer is yes.

In general (there are a few exceptions, but the rule is) Google provides higher ranking for websites that are both updated more often and contain more content (are larger).

You want your website to rank?

Within your niche you’ve got to publish frequently and build up a large repository of useful content.

How do you do this?

By treating publishing to your blog as a daily marketing activity. Something that happens every day, on schedule, without fail.

Creating a Systyem

To do this you need to systematize the process of creating content.

HubSpot is the $800 a month gorilla in the Inbound Marketing space. If you’ve read the Dan Lyons book Disrupted (and if you haven’t you should – it’s very well written) you know that HubSpot has a function within the company known as The Content Factory.

In The Content Factory, they create a steady stream of content.

The only problem I see with their setup is the name they’ve given it. You don’t “manufacture” content, you write it. If I was in charge of that function at HubSpot it would be called The Newsroom.

Because that’s what it is. It is where articles and stories are created and published. Articles and stories that you believe will be interesting, relevant, and ideally useful to your desired audience.

The Units of Work

The place to start is in breaking down the publishing process into units of work. Every bit may be done by the same person, or different people may do different parts, but the main point is understand the units of work so you can more easily focus on each.

This is a surprisingly effective way to organize the work (even when one person does all of it) and it provides better focus on the various discrete tasks.

It also helps for there to be some kind of validation or review for each part of the process, but in very small businesses this is sometimes simply not possible.

Creating Titles

The single most important real estate on your business blog are your blog post titles. You want titles that are 70 characters or less, contains lots of words people are likely to search on, do not repeat any words, contain words people know (no really big words), and contain some form emotional pull. Titles that imply a result or answer.

Currently the best test for blog post titles is the Coschedule Headline Analyzer.

Creating Outlines

You want your blog posts to be formatted to be scanable by a person. We (with very few exceptions) don’t actually read stuff online. We scan it and when we find a section that looks interesting we read that section.

For that reason, using short paragraphs and bold (for both section headings and some text within the paragraphs) we create blog posts that are easy to scan.

By creating an outline before you start writing you also create the flow of the post before you’ve written it. You’ve decided upon what question you’re answering or what point you’re making. You’ve decided on your opening comments, your supporting evidence, and your conclusion or recommendation.

Research and Writing

Next comes the bulk of the work. Doing research and actually writing the post. In general this part takes the most time. For short snippet posts the research is not involved and time consuming. For longer pillar posts it can be. For pillar posts you want them reviewed before publishing. Either by someone else if there is someone else, or by yourself after you put the post aside for a day or two.

Insert an Image

You need to not only find (or create) a relevant image, you need to ensure the image SEO meta data is filled out.

Links

In earlier sections you created the blog post title and the image meta data, both of which are important parts of the SEO formatting. However you still need at least one internal and one external link before you schedule your post for publishing.

Scheduling

Once all the above is done, the post is then scheduled using the WordPress scheduler.

 

Learn more….

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