Internal Processes:

Master Calendar – Review the master calendar themes, product focus and campaigns to identify high-level needs that blog content can serve

Brainstorm Topics – Develop topics and ideas for the post
Establish a Goal – Ensure that the goal maps back to our higher level CMT blog mission and goal, as well as the master calendar and messaging priorities.
Client Brief Approval – Client reviews and approves the topic and goals
SEO Research – When the topic is established, use SEMRush to establish keywords
Assign Brief - Send the brief to external or internal blog content contributors for drafting
Draft Review - A first draft will be reviewed by WAU and sent back for one round of revisions / edits
Final Draft - Sent to client for approval

Note: Keep all writing kid-friendly and do not use curse words.

Topic Title & Brainstorm

Ex: “What to Know When Shopping for Trekking Poles”

Goal

Ex: Further establish our position as an authority on trekking pole design, function and best practices. Show that quality and price are not inherently linked. Educate the consumer so they can make an informed purchase when they shop for trekking poles.

Content Pillar Focus: Designate which one and describe the content pillar in which this should focus on

SEO

SEO Keyword Brainstorm

Ex: Important trekking pole features, shopping for trekking poles, trekking pole prices, inexpensive trekking poles, functional trekking poles, …

Focus Keyword (Pick One)

This should be in the title, as close to the first phrase in the first sentence and make an appearance in the body/middle, and perhaps in the closing as well

Secondary Keywords (Lace Throughout)

Use these at least once throughout the post. You can add more general phrases that add context, but make sure you don't add too many. Too many of these secondary focus keywords will confuse google, these should just build context on the primary keyword phrase

SEO Title

Ex: How to Use Trekking Poles

Requirements

Length

750-1000 Words

Summary

Ex: Trekking poles are a hiking and backpacking staple. Trekking pole ‘truthers’ go so far as to call them the “11th essential”. But with a wide array of features, specs and price ranges it can be hard to know what matters when shopping for trekking poles. This article will help separate the signal from the noise, identifying the features that matter, so you know what to know when buying trekking poles

Structure

Ex: Specs (weight, length, packed length, material…) Features (collapsibility/ extendability, packability, grip, tip options, colors…) Price ranges vs. Use cases (do you really need $120 poles? Or is a stick from the ground enough?) Conclusion / recommendation

Images

Link to images

Body Copy (Draft)

Draft blog here or link to draft