Clients get a series of small content pieces as part of their MA package. These articles will aid our vehicle type nurture track emails. Through nurturing leads, we want to tell the story of owning one of the vehicles your dealer carries. Providing relevant info will allow us help the lead decide exactly what they want, show the benefits of owning, and ultimately get them to make a purchase. Any content we request should provide good information and be helpful to a user opening an email.

The first step is to check if your client has an SEO package. Content articles are included in some of the SEO packages, so we want to make sure we're not doubling up on articles and taking advantage of what is already written. Head to the Client Tracker and scroll to find your client. Check column E to see if they have an SEO package.

To see what articles have been written for your dealer, head to their website and add /blog to the end of the URL to see all articles.

If this page is empty or doesn't exist, then they don't have any articles written yet!

The second step is to determine which articles we need. If your client doesn't have any written, they will need all articles. Replace [VT] with the Vehicle Types that you've chosen for your dealer's nurture tracks.

How to choose a [VT1]
How to choose a [VT2]
How to choose a [VT3]
How to choose a [VT4]
How to choose a [VT5]
Where to use your [VT1]
Where to use your [VT2]
Where to use your [VT3]
Where to use your [VT4]
Where to use your [VT5]

Depending on your vertical, you may think to yourself "some of these articles seem redundant"... And you're absolutely correct! Use your best judgement when proposing these articles. If you can reasonably combine articles, do so! For example:

Where to use your ATV

and

Where to use your UTV

will likely contain much, if not all, of the same information. Instead, combine your proposal into one article that covers both ATVs, UTVs, and maybe other off-road vehicles sold by the dealer.

You might also run into a scenario where the "Where to use your vehicle" article isn't applicable. Like for agriculture equipment. Instead, propose an article that still provides good info and would be helpful to a user. If you're having trouble brainstorming an idea, work with a manager or senior rep.

Now that we've determine which articles we need, let's make sure SEO is aware of what we're requesting.

Find the client sheet for your client

Scroll through the tabs to find the tab named "SEO Articles" it will look something like this

Fill out the sheet for your articles including

Month Requested - the month you're requesting the work to be completed in
Article Name - the name of the article

Now that we've got everything sorted, lets head to the Content Trello board. https://trello.com/b/2V8jTeuC

SEO keeps all of their article requests on one card for each client. If your client has an SEO package, make sure to use that card for your request by just copy/pasting the info. Otherwise, make a copy of the "Marketing Automation" card in the "Templates" column.

On your copied card (never edit the template version) fill out the requested info.

For the bold "VT", put the vehicle types you're focusing on first.

For the locations and keyword issues, touch base with the SEO rep. We want to make sure the locations we list reflect the SEO strategy. Additionally, we want to make sure we won't cause any keyword issues for SEO. If they don't have an SEO package, search for a few areas that a customer might use their vehicle. Some examples could be:

Off-Road Tracks
Off-Road Recreation Areas
Race Tracks
Drag Strips
RV Parks
Camping Grounds
Lakes/Rivers
National Parks

Each VT should have at least 2 ways to use it in the local area. If there's overlap (like with ATVs and UTVs), specify that in the "Notes for Writers" section.

Once filled, move the card to the month you need the content completed in. So if month 2 for your client is March, make sure you complete the request by the end of February and put the card in the "March Proposed Content" column.

As articles are completed, our Juniper team will move the articles to the blog of your client. You can then pull pieces of the content for your email with a link to the article to encourage click-through and website interaction.

Things to Remember when Looking for Sources

RV

When researching RV campsites consider trailer length limitations. Apparently most state park rv sites have length limits listed on their site so check those to see if only short trailers can fit!

Off-Road Powersports

Make sure the trails you choose allow the type of vehicle you're writing for. Some off-road trails do not allow the larger UTVs while still allowing ATVs and Dirt Bikes. Some only allow one vehicle type. If you can't figure it out, it's probably not a good source for the article.

Browser not supported