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Blog Content Editorial Management

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Blog Content Editorial Management

  1. 1.  Managed blogs big and small; SEJ has about 1m page views monthly, my own sites have 4-5k monthly  Contributed to several outlets*  Since I’ve been managing editor and help shape SEJ’s editorial guidelines, page views have increased 35% and visits have increased 45%  Creative Writing/English degree; background in Journalism
  2. 2.  Basics for Editors  Why Branding Matters  Editorial Guidelines  Guest Writers  Engagement Building
  3. 3. • WordPress or CMS knowledge • HTML/PHP for text-based editing, formatting, and SEO • Good sense of organization/project management: • ToDoist • Asana • Basecamp And finally…. Basic Editor Necessities
  4. 4.  Who is my target audience?  What does my target audience want to read about?  Where am I going to share and promote my posts when they are published?  Why should people care?  What’s a concrete milestone I can set now for my blog? To create a mini business plan, answer these questions:
  5. 5. Think of all the logos you instantly recognize…
  6. 6. • Blog on your own for 6+ months before expecting or recruiting guest contributors • Good bloggers are in all corners of your company • Keep a running brainstorm list of ideas:  Help & support forums  Industry questions you have  Q&A sites like Quora Creating a Base of Content
  7. 7. Blog Topic Idea Generators
  8. 8. Poll Question In your opinion, what is most important when starting your blog?  A base of high quality content  Great design and navigation  Knowing goals ahead of time
  9. 9. • Your blog reputation is shaped on what you do and don’t expect out of your writers. • People usually try to push the envelope– set boundaries*. • Know what your audience expects out of you • Read all the competitors you can: BlogLovin’, Feedly Start Shaping Your Editorial Guidelines
  10. 10.  Grammar/Spelling  Photo Attribution  SEO Best Practices • ALT Tags, HTML formatting, WP Tags, Headers  Linking Practices • Set a self promotional linking policy • Require links to back up argumentative posts SEJ’s Editorial Guidelines: http://goo.gl/b7Ynjm
  11. 11. Make your process well-known to increase transparency and easier for writers to access. Outlining the Editorial Process
  12. 12.  They say they require a link up front  They say anything about “trading links”  Their grammar/spelling is terrible  Their industry doesn’t match  They don’t have any applicable writing samples  They look fake*  Extra Hardcore: Their website and social media is terrible
  13. 13. Example of a Fake Email
  14. 14.  They look like a real person in their photo and on social media  They pitch you applicable ideas  They already attach an article that is well-written and doesn’t contain any shady links  They seem genuinely interested in growing themselves but contributing to the industry, not just getting a link  Extra hardcore: They address you by name*
  15. 15. Poll Question In your opinion, what is the most important quality when it comes to accepting a new guest contributor?  Experience  Writing Skills  Enthusiasm
  16. 16.  Set deadlines or story assignments  Get writers to agree to a weekly or monthly post to keep commitment high  Motivate writers with rewards*  Give thoughtful feedback*: if writers know you spent the time, they will too  Build them up: Comment, share, and interact on social media Providing Writer Motivation & Engagement
  17. 17.  Know when to hire editors and writers  Branding is just as important as content  Build a base of content before focusing on anything else  Shape your Editorial Guidelines to keep everyone on the same page  Build engagement with writers- make them more than just content Key Takeaways

Hinweis der Redaktion

  • CodeAcademy, Treehouse, Lynda, Free SEO guides on Moz/SEOBook/SEJ
  • SEO best practices: Alt tags, HTML, Wordpress tags, headers
  • Amazon gift cards, Cindy King of SME’s feedback

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