Content Success Q1 2018
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Content Prioritization ---->HighLowHighMediumMedium / HighLow
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VerticalABUVMarketingUser Max & SEOClient / UX
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Vertical OutcomeCompany revenue increase of 20% in Q1ULDs to $ pagesBuilding authority via multiple signals to top 3 sites (ACO, ASO, LHTB)Recover lost rankings on top $ pagesAudit & implement SEO best practices across ACO & ASOImprove seasonally adjusted revenue on ACO Subjects page by 30%
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Content OutcomeRe-creation of content production system with maximum quality, volume, and efficiency capabilities.Rankings production completed across ACO & ASOPipeline of guides and Balboa content.$-page refreshes scaled at quality (# requested). Heads, shoulders, geos, subjectsHelp create and execute on SEO best practice checklist. More content-focused, but overall support, too.Support on-page optimization with new content ad hoc based on conversion feedback from vertical team. Editors
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Editor OutputsContinuous management and improvement of editorial process from soup-to-nuts, including freelancer pipeline, intra-team communication, and coordination with MDs. A big part of this will be the transition to JIRA (Q1).Overall rankings guidance to vertical owner to maximize effectiveness & efficiency. Rankings-specific ULD goals hit in Q1.Complete all big-picture planning. Coordinate with vertical owners to ensure alignment.Create administrative infrastructure to move $ page refreshes with maximum efficiency. All pages passed through pipeline on deadline.Own content-related SEO audit levers. Justin receives my recommended content assessment framework. (Done)Full management of client/UX portion of PPI queue. All vertical team's agreed upon requests met throughout Q4. ALL
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Provide content direction and training to all editors. All in-house editors have in-depth knowledge of effective content titles, angles, presentation, and all things quality by end of quarter.Manage rankings production, organization and timelines. Create a pitch document to help editors craft marketable and interesting angles for all guides. Constant feedback loop with editors to ensure direction.Organize and drive SEO-related content enhancements for Justin. Leverage content team and coordinate prioritization as needed.Complete all IC work needed for client/UX portion of PPI queue. All vertical's agreed upon requests met throughout Q4.Wes
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Clear illustration of engagement and drive toward Values We Value. See VwV tab and Mural for details.Project manage guidebook initiative. Accumulate detailed knowledge of the content marketing pipeline. Measure initiative against metrics weekly, identify bottlenecks, coordinate solutions and communicate changes to hit deadlines.Completion of YMYL checklist for EDU (Grace). Checklist incorporated into full SEO best practice audit materials for Justin.Kristin
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Complete all content production assignments to quantity, quality, and deadline specifications. See Mo. Prod. tab for details.Create & maintain guidebook initiative tracker. Report to company once per week. Management of YMYL-related content changes and additions, either IC or freelance. All YMYL changes completed by end of November.Diana
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Run key influencer and PR wings of Balboa.Loryn
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Draft marketing emails in line with direction from Lydia and marketing leads. Meet both quality and quantity expectations.Heidi
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Manage content marketing-specific PPI queue. All items completed on time each month. Shelby
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Balboa contribution via content and social, in line with needs presented by Teresa.Grace
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Manage EDU content roadmap from CLB thru publication. All information and pass offs completed on time.
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Serve as the Balboa content go-to person, especially with ideas, angles, and resourcing for production. Assign Balboa topics to editors in line with quantity and quality needs.
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