{"id":263,"date":"2023-01-10T12:21:00","date_gmt":"2023-01-10T06:51:00","guid":{"rendered":"https:\/\/softdigitalmediaservices.com\/blog\/?p=263"},"modified":"2023-01-09T19:45:45","modified_gmt":"2023-01-09T14:15:45","slug":"a-5-step-framework-to-scale-your-content-operations-and-seo","status":"publish","type":"post","link":"https:\/\/softdigitalmediaservices.com\/blog\/2023\/01\/10\/a-5-step-framework-to-scale-your-content-operations-and-seo\/","title":{"rendered":"A 5-step framework to scale your content operations and SEO"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Don&#8217;t let a lack of content operational system sabotage your SEO success by killing output, slaughtering velocity and maiming morale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t lie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Show of hands.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How many times have you uttered the following in the last year alone?&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cI can\u2019t find any good writers.\u201d<\/li>\n\n\n\n<li>\u201cNo one can create content as well as me.\u201d<\/li>\n\n\n\n<li>\u201cContent marketing \/ SEO doesn\u2019t work in our niche.\u201d<\/li>\n\n\n\n<li>\u201cThat agency just doesn\u2019t understand our unique POV.\u201d<\/li>\n\n\n\n<li>\u201cI can\u2019t publish more than X articles\/mo without quality dropping.\u201d<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Probably all of them at one point. <em>Amiright?<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No fingers pointed. I\u2019ve used them all, too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But here\u2019s the thing you need to recognize about these oft-repeated clich\u00e9s:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re excuses. All of them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Excuses and lies we tell ourselves to simultaneously:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Puff up our ego.<\/li>\n\n\n\n<li>Avoid doing the hard work of learning how to systemize and build processes and delegate effectively.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s why you\u2019re your own worst enemy when it comes to scaling content creation and SEO, and how to solve it so you get back on track ASAP.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-you-are-your-own-worst-seo-enemy-here-s-why-and-how-to-fix-it\">You are your own worst SEO enemy \u2013 here\u2019s why (and how to fix it)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The truth hurts sometimes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And when it comes to content operations, the faster you recognize that <strong>you\u2019re<\/strong> the problem, the quicker you\u2019ll get to crushing your next revenue target.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Companies often fail to scale because they lack content operational systems that underpin the creativity layered on top.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead, too many teams still operate under this false assumption that they\u2019ll luck out and the perfect unicorn writer or marketer or [insert rockstar role here] will fall into their laps, solving all of their problems in one fell swoop.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You know, the ones that just get \u201cit.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Without ever bothering to figure out what \u201cit\u201d is, or how to document \u201cit,\u201d or how to specifically recruit and train for \u201cit\u201d so that \u201cit\u201d happens like clockwork, 24\/7, 365.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Diagnosing this problem is difficult unless you\u2019ve seen it happen before. So here are the clues to look for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You routinely hit self-imposed \u201cglass ceilings.\u201d Quality drops like a rock every time you push quantity or volume up.<\/li>\n\n\n\n<li>Your editors are rewriting everything your writers deliver because it \u201cdoesn\u2019t sound right\u201d or \u201cisn\u2019t as good\u201d as they can make it.<\/li>\n\n\n\n<li>You have constant issues finding new writers because it takes too long for your most expensive and senior people to review writers. So, instead of hiring only the top 1% of candidates, you\u2019re stuck hiring the top 10% and having to weed through the 9% of junk left over).&nbsp;<\/li>\n\n\n\n<li>Your team members give contradicting feedback to new hires because each would describe subjective elements like voice and tone in completely different ways.&nbsp;<\/li>\n\n\n\n<li>Your editors spend multiple hours editing one piece because they have to correct basic image formatting or update primary sources, which means their weekly output is only a tiny fraction of what it could or should be.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Does any of this sound familiar yet?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It should.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And the biggest problem is that these surface-level issues sabotage your SEO success by killing output, slaughtering velocity, and maiming morale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But don\u2019t stress.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After seeing these issues routinely play out over the last decade (and making the same mistakes ourselves countless times), we\u2019ve been able to come up with a helpful framework to optimize operations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s an overview graphic, and then we\u2019ll dig into each section in detail.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Optimized-Operations-framework-800x451.png\" alt=\"\" class=\"wp-image-390152\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-role-specialization\">1. Role specialization<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The best writers make bad editors and terrible content managers.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because the best writers thrive on ingenuity, saying the same thing multiple times in multiple ways.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Editors should be the opposite, in constant pursuit of consistency and uniformity.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meanwhile, managers are the glue that keeps the other two\u2019s big-picture goals and day-to-day actions aligned.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other words, completely different skill sets that too many teams try to force into one individual.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the Michael Scott problem. Great paper salesman. Funny television character. Awful regional manager.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Roll back a few centuries, and the solution comes from the unlikeliest of places: the military.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brigade management system even influenced the organization of professional kitchens.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It provides the flexibility and coordination to create hundreds of items, all in sync, within minutes of each other, so that all of your table\u2019s food comes out simultaneously with different preparations.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Culinary-definition-of-brigade-system-800x457.png\" alt=\"Culinary definition of brigade system\" class=\"wp-image-390153\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Content teams should be organized in the same fashion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This starts with separating your writers, editors, and managers.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-content-quality-checklists\">2. Content quality checklists<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This shouldn&#8217;t be a trick question, but it often is:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How would you define &#8220;good&#8221; content?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone talks about the importance of &#8220;good&#8221; content. Yet, no one can define it the same.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ask 10 people in your organization, and you&#8217;ll get 10 different answers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As you can expect, <strong>that answer is not good enough<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sorry to be blunt. But the longer you fly without radar keeping you on track, the better your odds of a crash landing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Documenting a specific quality checklist is the bare minimum that needs to happenright now. Not tomorrow or next week.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And in it, you should define the overall structure of most content, along with the nitty-gritty details for each sub-section \u2013 from word counts to source preferences to image criteria.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Overall-checklist-example-606x600.png\" alt=\"Example of an overall content checklist\" class=\"wp-image-390156\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The more fleshed out this starting point, the faster you&#8217;ll:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Train writers.<\/li>\n\n\n\n<li>Reduce editing time.<\/li>\n\n\n\n<li>Drive up ROI (better results for less investment).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The second lesson here is to <strong>show, don&#8217;t tell<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A good example is your acceptable angles.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Be specific, laying out the ones you like or don&#8217;t like, and listing resources to show writers, editors, senior management, clients, or whoever, exactly what these things should look like.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Examples-of-hooks-and-angles.jpeg\" alt=\"Examples of hooks and angles\" class=\"wp-image-390157\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;re talking OCD levels of organization here because it gets everyone on the same page.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And when everyone is on the same page, your life becomes easier.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hiring and firing become almost automatic. Everyone knows the expectations and is aligned. The number of dumb questions or stupid arguments evaporates into thin air.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Who knows. You might even get your weekends back to yourself!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The trickle-down effects are magical.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our senior editors have a one-hour guideline.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They should <strong>not<\/strong> spend longer than one hour editing an article. Because if so, that means the writer screwed up. So the problems should be flagged and sent back to them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then, we can review an editor&#8217;s time across multiple pieces (or clients or writers) and spot operational issues at a moment&#8217;s notice.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Too little time spent editing might mean those writers are due a pay increase, while too long spent editing would signal the opposite.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Content-workflow-time-tracking-800x280.png\" alt=\"Content workflow time-tracking\" class=\"wp-image-390158\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-standardized-templates-briefs-and-outlines\">3. Standardized templates, briefs and outlines<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sorry to be the bearer of bad news. But no content or SEO manager can control the results you&#8217;re looking for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rankings, traffic, leads, and customers are all lagging indicators. They are generated months or even years after doing all the actual work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That means we need to turn our attention to the leading indicators instead.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exhibit A. What should you write about?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Well, the answer is whatever people are already looking for!&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Analyzing search intent helps you understand what people want to read or learn when they type in a specific query. The good news is that Google literally tells you these answers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Start with People Also Ask questions after typing in a query:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/People-also-ask-section-in-SERPs-572x600.png\" alt=\"People also ask section in SERPs\" class=\"wp-image-390159\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Next, look up Related Searches at the bottom of the SERP to see how the recommendations might line up together to start forming sections with the body of each piece.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Related-searches-section-in-SERPs-800x249.jpeg\" alt=\"Related searches section in SERPs\" class=\"wp-image-390160\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You&#8217;ll start noticing patterns when you do this <strong>a lot<\/strong> across dozens, if not hundreds, of queries in your space.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For instance, check out the Table of Contents from these Investopedia pieces on compound interest and promissory notes.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Table-of-contents-for-personal-finance-articles-800x283.png\" alt=\"Table of contents for personal finance articles\" class=\"wp-image-390161\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Almost the same structure!&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, you have your first <strong>content template<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These are consistent article structures you can use for different queries (think: &#8220;what is\u2026&#8221;-style queries that might apply across multiple topics or verticals).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it also means you can start standardizing article structures across hundreds to thousands.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So if you had 1,000 topics to produce content on over the next year, those could probably be boiled down into 10 groups of 100.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One template now might apply to each of those 10 groups (so 10 templates).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From there, you&#8217;ll eventually standardize content briefs, which will form the backbone of your writers&#8217; outlines because they spoon-feed them everything from the subheads to the keywords and even word counts at each stage.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine we&#8217;re about to write an article on &#8220;content planning.&#8221;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your content brief would be pulled together by referencing all of these different points of information:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>People Also Ask questions.<\/li>\n\n\n\n<li>Related Searches.<\/li>\n\n\n\n<li>Reading some of the best content already ranking.<\/li>\n\n\n\n<li>Semantic keywords from content graders.<\/li>\n\n\n\n<li>And more.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Content-planning-outline-655x600.jpeg\" alt=\"\" class=\"wp-image-390162\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Standardizing the content planning process like this will make your writers love you because they no longer have to stare at a blank white screen trying to conjure up some fluff.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your editors will love you because they know exactly how the content should look, read, and sound.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your SEOs or marketers will love you because you&#8217;re performing that difficult balancing act of producing interesting content that will still rank well.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And your bosses, clients or whoever is paying the bill will love you because what you initially planned in the early stages is pretty much exactly what the finished product will look like at the end of the day.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Composite-image-of-Gantt-chart-content-outline-and-published-blog-post-800x394.png\" alt=\"Composite image of Gantt chart content outline and published blog post\" class=\"wp-image-390163\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And when you do this consistently over months and years, your ultimate success will be virtually guaranteed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s just a matter of how quickly the Google gods reward your good work.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-guidelines-and-sources\">4. Guidelines and sources<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Shades of gray are only for cheesy romance novels and even worse movies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They have no business in a high-performing content machine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Take voice and tone preferences. Once again, ask 10 people, and you&#8217;ll get ten different answers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So here&#8217;s an easy tip. Sometimes, seeing what you don&#8217;t like makes it easier to understand what you do like.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Take the following sentence:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Sample-sentence.png\" alt=\"Sample sentence\" class=\"wp-image-390164\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s fine. Not great. Kinda generic and boring. But fine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, rewrite that sentence like this:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2705 &#8220;This company is just the latest in a long line to be gobbled up by the massive hosting conglomerate, Endurance International Group (EIG). Or, as it&#8217;s also known, Where Good Web Hosts Go to Die.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Over the top? Probably.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some might like it, some might not. The vivid language (&#8220;gobbled up&#8221;) and power words (&#8220;Go to Die&#8221;) would be great for a conversational or satirical brand, perhaps not for a formal medical one, though.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A good example to model is <a href=\"https:\/\/styleguide.mailchimp.com\/voice-and-tone\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mailchimp&#8217;s extensive documentation<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From there, you&#8217;ll also want to create guides for everything from vocabulary to terminology.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These are the words, phrases or expressions that your brand uses, unique to your point of view on the industry, that would be different than other direct or indirect competitors.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For instance, do you prefer:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Profile picture&#8221; or &#8220;avatar&#8221;?<\/li>\n\n\n\n<li>&#8220;Example&#8221; or &#8220;use case&#8221;?<\/li>\n\n\n\n<li>&#8220;Click&#8221; or &#8220;press&#8221;?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It doesn&#8217;t matter which one you select. It only matters that you pick one, are consistent, and clear up this gray area for your writing and editing teams.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This supporting documentation should clear up all the intangible or unwritten principles your team already practices \u2013 even if they aren&#8217;t aware of it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Last but not least, you should create a list of resources your writers can use, and a list of resources they should <strong>not<\/strong> reference (because they have published inaccurate, misleading, confusing, inconsistent, or otherwise untrustworthy information).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Sample-document-Resources-for-content-research-and-linking-789x600.png\" alt=\"Sample document - Resources for content research and linking\" class=\"wp-image-390165\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Stamp out all unwritten or intangible items, one by one, day after day, like a big game of Whack-a-Mole, and pretty soon, the only shades of grey left are the questionable kinky ones in your free time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-batch-and-parallel-processes\">5. Batch and parallel processes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#8217;s end at the beginning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brigade system helps professional kitchens deliver multiple dishes to the same table simultaneously, all cooked to perfection.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They do <strong>that<\/strong> by working in batch and parallel processes.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine a line cook at the grill. They might be preparing five different cuts of steak for five different tables at five different temperatures with five different cook times.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sounds exhausting, right?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So exhausting that they can&#8217;t also be cooking pastries or prepping salads at the same time. That&#8217;s role specialization in step one above.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now imagine that 10 different people in a kitchen are each doing their own version of this at the same time.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Visualization-of-the-brigade-system-in-professional-kitchens-800x457.png\" alt=\"Visualization of the brigade system in professional kitchens\" class=\"wp-image-390166\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Taking this back to content operations, it means you might have one team of people (writers, editors, SEOs, designers, etc.) working on one content project while at the same time another team of people (writers, editors, SEOs, designers, etc.) is working on another one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the leader of this <s>chaos<\/s> choreography, your job is to have the right teams in place with the right systems so that your output and quality stay high, even if a bunch of people are working on different things simultaneously.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Tracker-for-content-projects-800x201.png\" alt=\"Tracker for content projects\" class=\"wp-image-390167\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Now, instead of micromanaging or meddling or trying to control every little detail, you can step back and oversee from a high level while still making subtle tweaks along the way to key stages of the assembly line.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-scale-content-creation-and-seo-in-5-key-steps\">Scale content creation and SEO in 5 key steps<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Content is subjective at the end of the day.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You might like short, snappy, snarky sentences. But your boss might prefer formal, flowery, and factual.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, it doesn&#8217;t matter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The only thing that matters is that you \u2013 and the rest of the people you work with \u2013 are all on the same page.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This seemingly simple yet little-practiced point often derails content projects daily and sabotages your SEO results over the long term.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Start by optimizing your content operations with the following five steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Specializing roles within your larger production workflow,<\/li>\n\n\n\n<li>Solidifying quality standards and examples that illustrate each point,<\/li>\n\n\n\n<li>Standardizing how production should flow from idea to template to brief to finished product,<\/li>\n\n\n\n<li>Documenting supporting guidelines and sources to clear up intangibles,<\/li>\n\n\n\n<li>Implementing batch and parallel processes so everyone knows what they should do at every moment.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/5-step-content-operations-framework-explained-800x393.png\" alt=\"5-step content operations framework explained\" class=\"wp-image-390168\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It isn&#8217;t always easy or fun. It&#8217;ll take some getting used to.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it&#8217;s ultimately the only way to break through your self-imposed barriers and generate the long-term success you deserve.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">From there, as you grow in both stature and resources, you continue adding specializations to master each small piece of the much larger content operation machine \u2013 like a giant factory assembly line.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Content-team-structure-800x450.png\" alt=\"Content team structure\" class=\"wp-image-390154\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It would help if you also had a well-defined workflow where:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The strategists work on strategy.<\/li>\n\n\n\n<li>The planners plan.<\/li>\n\n\n\n<li>The writers write.<\/li>\n\n\n\n<li>The editors edit.<\/li>\n\n\n\n<li>The producers coordinate.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You can add designers, videos, and distribution specialists to the mix as you grow.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Key-roles-within-content-team-800x450.png\" alt=\"Key roles within content team\" class=\"wp-image-390155\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">All credit by Brad Smith.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Don&#8217;t let a lack of content operational system sabotage your SEO success by killing output, slaughtering velocity and maiming morale. Don\u2019t lie. Show of hands.&nbsp; How many times have you uttered the following in the last year alone?&nbsp; Probably all of them at one point. Amiright?&nbsp; No fingers pointed. I\u2019ve used them all, too. But [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":267,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,2,6,5,7,3,4],"tags":[11,9,10],"class_list":["post-263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-display-ad","category-ppc","category-search-engine-marketing","category-search-engine-optimization","category-search-media-marketing","category-seo","category-smm","tag-gdn","tag-ppc","tag-seo"],"_links":{"self":[{"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/posts\/263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/comments?post=263"}],"version-history":[{"count":2,"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/posts\/263\/revisions"}],"predecessor-version":[{"id":268,"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/posts\/263\/revisions\/268"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/media\/267"}],"wp:attachment":[{"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/media?parent=263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/categories?post=263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/softdigitalmediaservices.com\/blog\/wp-json\/wp\/v2\/tags?post=263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}