ARI SEO Content Fulfillment Process for Writers
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The following is the content fulfillment process for the SEO Content Team. Content writers must be familiar with the process in order to complete their daily work. Last updated March 2022.
- 1 Baseline Information
- 2 ARI SEO Content Fulfillment Process 2022
- 2.1 ARI SEO Content Staging Board
- 2.1.1 New Clients
- 2.2 ARI Content Writing Board
- 2.2.1 Choosing Content
- 2.2.2 Filling Content
- 2.2.2.1 The LeadVenture Content Style Guide
- 2.2.2.2 The ARI Rewrite Index
- 2.2.2.3 Original Content
- 2.2.2.4 Additional Resources
- 2.2.3 Submitting Completed Content to QA
- 2.2.4 Recording Information
- 2.3 ARI Content QA Board
- 2.4 ARI Content Posting Board
- 2.1 ARI SEO Content Staging Board
Baseline Information
ARI SEO Content Fulfillment Process 2022
ARI SEO Content Staging Board
The Staging Board Process (link to come)
Point of Contact: Lance Shroyer, SEO Director; Katie Hill, ARI SEO Team Lead; Luis Marquez, Senior Rep
The content process begins on the SEO Content Staging Board. SEO representatives use this board to request monthly content for the Content Writers to fill.
New Clients
When a new client begins content fulfillment with ARI, the Content Team Lead will notify the writers of these new assignments in their respective tracking sheets. Unless otherwise noted, the writer will be expected to begin content fulfillment for that client the month they are assigned to them.
The Content Team Lead will also tag writers on the template cards in the Staging Board.
ARI Content Writing Board
Point of Contact: Amanda Kelner, Content Team Lead
Once content requests are created and moved to the ARI Content Writing Board, the Content Team will fill the requests.
Choosing Content
Content requests will be placed in the appropriate corresponding monthly request column. Content writers will pull cards from this column to work on.
All writers have a set number of assigned clients. Unless otherwise requested, writers should prioritize content requests as such:
High Priority requests from assigned clients
Dealers whose content requires approval
Oldest to newest requests from assigned clients, up until the following month’s work
SEO Essentials content first
All other content to follow
Unassigned requests from the current month’s work
All requests from the current month’s work
Requests for the following month
Note on Priority 4: Content writers have a responsibility to their own work, but they also have a responsibility to the team’s work. If time allows, writers should offer to help other writers complete their workload. What each writer has time to take on in addition to their own work is up to the individual writer’s judgment.
A Note About the 2022 SEO Packages
Starting in September 2022, the LeadVenture Sales team will begin selling new 2022 SEO packages. The fulfillment process will largely stay the same in it’s setup. The distinct differences have been listed below. They are also articulated in other forms of documentation. All questions should be directed to the Content Team Lead.
All clients signed with the 2022 packages will be labeled with a “2022 [Package]” label.
The clients who sign up for the following packages will receive the following number of pieces each month:
Silver - 1
Gold - 2
No change for Platinum clients
Silver, Gold, and Platinum clients will receive content for their About Us, Parts, and Service pages when supplementary information is made available.
Gold and Platinum clients will receive content Local Pages, 2 and 4 respectively.
All content submissions will include a Title Tag and Meta Description, including Inventory Content.
Clients on the old packages will remain on the old packages until otherwise noted.
Filling Content
After choosing a request to work on, writers will fill the request to the best of their abilities. Writers should draw on their own compositional capabilities, as well as use information provided by the team.
Details on the structure of each content format can be found under the Formatting Guidelines dropdown in the Baseline Information section.
The LeadVenture Content Style Guide
The Content Writers are expected to follow the style rules established in the LeadVenture Content Style Guide. Writers should familiarize themselves with the style rules and reference the guide when questions arise. Any style choice not addressed in the guide should be raised to the team, or can be submitted for addition/revision using the LeadVenture Style Guide Feedback form. Users may also use this form to contest style rules, which will be reviewed and discussed by the team.
The ARI Rewrite Index
The ARI Content Team collects all unique topics they cover, both for pagefooters and blog articles. When the opportunity presents itself, writers are encouraged to use the information provided in previously written content to provide new, unique content for their client requests. The piece must adhere to the bounds of the request and the content itself must be unique. ARI policy does not permit directly copying sentences and paragraphs from one piece to another. All content must be as unique as possible to each client request.
Original Content
In many cases, a request does not permit for a previous topic to be used and the writer must create a new, original topic. The new topic must adhere to the bounds of the request and must be appropriate for the assumed or known audience.
ARI does not permit offensive or discriminatory content topics. Any concerns that this policy has been violated should be raised to leadership immediately.
Writers are encouraged to use a number of resources to create new topics, including:
The Article Idea tab in the Rewrite Index, currently being migrated to the main Articles tab as black, unlinked entries.
Any of the team’s Original Content Creation Resources.
The Content Team Biweekly Brainstorming Meeting (contact Team Lead Amanda Kelner for the meeting invite).
Contacting fellow writers for assistance.
Contacting the SEO Rep for assistance.
Independent research.
Additional Resources
Writers can also turn to resources like:
Any of the team’s Definition Guides
Writers are also encouraged to discuss challenges with the team, other individual writers, or with the Content Team Lead. This can be carried out in Teams chats or voiced at regularly held meetings.
Submitting Completed Content to QA
Once the content is complete, the writer will perform first-line QA, looking for errors and areas of improvement. Once satisfied with the content, the writer will submit the piece to the QA team for more thorough review.
In a comment on the Trello card, the writer will appropriately fill out the Finished Content Template based on the content format used.
Once the writer has filled out the Finished Content Template, they’ll click the “Save” button to post the completed piece in a comment on the card. Repeat this process for all requested pieces for that month. When all requested pieces have been posted to the card, the writer will click the QA button corresponding to their name on the right-hand menu in the card. This will send the card to the Content QA Board.
Recording Information
After submitting content to QA, the writers must fill out relevant record-keeping documents and spreadsheets.
ARI Content QA Board
Content is sent to the QA board where a QA specialist may choose to ready through the piece to check for small errors, or notify the writer of major revisions.
When writers send their cards to the QA board, the cards are sorted into columns corresponding to each content writer. The QA team only has time to screen a portion of the content that is written. It is up to the QA specialist to decide if a piece should be screened or sent directly to publication.
ARI Content Posting Board
QA sends all content to the Posting Board where the Juniper team will eventually publish the piece to the client's website. This is also where the team manages content that must be screened by the client ahead of time. More details can be found on the Dealer Approval Process page.