1. CopyPress Webinar Series
Managing Large scale internal editorial processes
Wednesday, August 22, 2012 1:00-2:00pm EST
Featuring Guest Speakers: Frank Reed, Melissa Fach, & Jen Haley

2. Overview
• Introducing guest speakers
• Frank Reed Presentation
• Melissa Fach Presentation
• Jennifer Haley Presentation
• Open Q&A session with attendees & guest speakers

3. Frank Reed
@frankreed
Managing Editor of the Marketing Pilgrim
Internet and social media marketing blog
Business development for social media
monitoring tool, Trackur
Consultant (aren’t we all?!)
Married with 3 kids
Hobby – Watching my kids do whatever they
do.
www.frankareed.com

4. The Pilgrim’s Content
• Marketing Pilgrim is ……..
• Our focus
• Our content needs
• Editorial calendar …… ummmmm

5. The Highs
• Big news
• Big mouths
• Big buzz

6. The Lows
• No news
• Humility
• No buzz

7. Trouble Occurs When
• Sponsors drag their feet
• Light channel news
• Contributors flake out
• Tech flakes out

8. Opportunity Awaits
• Think you should be heard as a ‘thought leader’?
• Make a good pitch
• Let passion, not SEO, reign

9. The Future
• More contributors
• Interviews wanted
• More of ‘future think’
• IMAGES

10. Melissa Fach
@seoaware
Editor of Search Engine Journal & Owner of
SEOAware, LLC.
Her education includes a B.A. in Psychology
and an M.A. in the mental health field. Melissa
uses psychology to enhance her content
marketing.
Content Marketing strategies are a large part
of her businesses as well as SEO, Internet
marketing, and well-planned web design
services. Melissa has been an active blogger
for the last 7 years, and she has significant
experience with WordPress.

11. Running a Blog That Mostly Depends on Others
• SEJ is different than many blogs.
• Maintaining 3 minimum “quality” posts a day is not simple.
• Producing quality content with correct information and information
that others can use is our focus.
• Obtaining these posts requires me staying current on the industry &
paying attention to writers off-site.

12. News – A Must Have for Any Industry
• SEJ employs a news writer, David Angotti.
• He posts at least once a day.
• He pays very close attention to industry news.
• David’s news posts do well because he often creates his own spin
on the news.
• Having a news writer that I don’t have to manage makes my life
easier.
• With David’s news posts we can publish 4 times a day.

13. Managing Writers
• Managing writers that are giving you their time and knowledge
requires respect, patience and understanding.
• All of our writers work and maintain families.
• Their time is precious and appreciated.
• Letting each writer know they are appreciated is the very least we
can do.

14. Managing Writers 2
• To run a blog as large as SEJ you have to be friendly with a
large number of writers.
• I need a minimum of 13 articles per week. I handle the other
two weekly.
• Most writers can only write for us once a month so currently I
have to maintain a relationship with about 65 writers.
• I also have to make sure that article topics are not too similar
on the same day as well, so that means having posts in the
queue.

15. Finding New Writers
• When I came on at SEJ my goal was to make sure the content
was useful to our readers.
• I wanted to up the quality a bit.
• This meant saying no to a lot of writers in the beginning and
searching for better quality.
• Actively finding and recruiting writers is a part of the job; it
isn’t an easy one.
• Ensuring they have the experience and correct information to
share is crucial.

16. Ideas for Content
• The best thing you can do is be diverse in your niche.
o Don’t be boring.
o Offer things that people would never think of.
o Some posts have to be focused on long-term, good traffic.
• Our ideas for content are based on several things:
o The basic subjects our audience is looking for – SEO, PPC, Mobile, Email Marketing,
Business Advice, etc.
o Updates in our industry.
o Google Analytics, of course.
o What has worked and failed in the past.
o Comments and requests from readers.
o Link/Traffic bait.  It is a must, but isn’t overly focused on.

17. Ideas for Content 2
o When you’re running low on content, use what is available to you for
free and add a paragraph explaining how it is beneficial.
o Some items you can find/do fast:
• Videos – helpful, how-tos
• Slideshares
• Infographics
• White papers
• “Best of” posts
• Recaps
• Humor

18. Editing and Formatting in WP Articles –
Not My Favorite Part
• I would say some of the most tedious & irritating parts of the job are
o Reading all articles & editing
o Checking all links
o Formatting in WP and uploading images!
• These things take up a lot of my time.
• We do have a back-up copyeditor in place for typos which helps.
• Things like checking all the links and uploading & formatting images
is my least favorite part. They also take up a good amount of my
time.
• I am always very concerned that things look and read nicely.

19. Scheduling Content
• I like to schedule a days worth of posts 3-4 days ahead of time
and let the writers know when their post will publish.
• My thinking is that if I get hit by a truck or something SEJ will
be ok for a few days 
• The posts need to be different day to day. We can’t have too
many of the same, too close together.
• There are times when we have nothing in the queue, (like this
Summer because everyone was on vacation).
• When we have nothing in the queue, it is up to me to make
sure something is being published and the topics are diverse.

20. Tools I Use For SEJ Daily
• Obviously, Google Analytics 
• Bit.ly – Shorten and track links.
• Buffer – scheduling social media posts.
• TweetDeck (for computer) and Hootsuite (for mobile).
• All social media is a resource for me and I consider it a tool.
• RSS feeds.
• Evernote.

21. Truthfully…
• I try to be as organized as possible and have plans in place.
• BUT, there are many days and sometimes weeks where things
are done last minute and creativity must be used to get posts
published.
• To run a site like SEJ you have to plan on having some late
nights, things going wrong, handling problems with writers,
and being spontaneous and patient.
• Remember, nothing is ever perfect and all failures are a
learning tool.

22. Jennifer Haley
@jinnyjinn
Senior Content Editor for SEO at eBay, Inc.
Jennifer has over 10 years experience both in
print and online publications. She has
managed blogs in spaces ranging from diet
and nutrition, to home décor and created
content featured on Yahoo! Front Page &
MSN homepage.

23. Tips for Successfully Writing and Editing Content
• Tips on Writing Content
o How to Make Headlines Pop (And Get Your Foot in the Door)
o General Do’s and Don’ts of Web Writing
• Tips on Editing and Managing Content at Scale

24. Writing: How to Make Headlines Pop
• Offer the reader value immediately
• Employ “How to…”
o Example: “How to Remove Wallpaper”
• Create easily digestible bites of information (numbered
lists)
o Example: “10 Products to Help Your Baby Sleep Better”
• Use superlatives
o Example: “The Best Subwoofers Under $200”
• Make your headline timely (when it’s not evergreen)
o Example: “The Hottest Celebrity Hairstyles of 2012”

25. How to Make Headlines Pop, cont.
• Integrate highly trafficked kws and kw phrases in your title
o Use Google’s KW Tools
• Add more than one value proposition in a headline
o Example: “5 Stylish (and Affordable) Little Black Dresses on our
Radar”
• Be specific (when it serves you)
o Example: “5 Stylish Little Black Dresses Under $25”
• Make use of the art of the tease
o Example: “The One Dress You Probably Don’t Have (But Should)”

26. Do’s and Don’t of Writing Web Articles
• DO
o Follow the instructions of the editor/commissioner of content
o Tighten copy where you can
o Break up content into digestible chunks
o Incorporate compelling image(s)
o Edit your work before turning it in
o Cite your sources

27. Do’s and Don’t of Writing Web Articles, cont.
• DON’T
o Fill your piece with fluff
o Use metaphors—get to the point
o Be boring
o Sound “salesy”
o Submit your piece to an editor without reading it over
o Miss deadlines

28. Editing: Managing Large-Scale Content
• Tricks for managing hundreds of thousands of pieces of content
annually
o Tapping into large communities of writers and editors
o Working with crowdsourcing platforms
o Using spreadsheets and filters
o Setting alarms on your calendar
o Knowing that you can’t do it all

29. Questions?