The following are all the content formats offered by the LeadVenture Content Writing Team and their corresponding formatting details. Any alterations to these expectations will need to be specified by the SEO rep.

All LeadVenture Content Teams

Pagefooters

• Word Count: 250 words

• Publication Location: Bottom of inventory list page (ILP)

• Header uses H2s (##) and subheader uses H3s (###)

• Client name, physical location, and target locations must be mentioned once (commonly done in intro and/or conclusion)

• Content Focus: Pagefooters use the product on the ILP as the primary focus of the piece. 

• Common topics: 

  • Manufacturer History

  • Product Buying Guide

  • Product Benefits

  • Model Breakdowns

•  Inappropriate Topics:

  • Cleaning your product

  • Product maintenance tips

  • Content that won’t hit the word count

  • Content that could cannibalize future ILPs

Articles

• Word Count: 450 words (Except ARI silver clients: these should be 200-300 words)

• Publication Location: Online blogs

• Header uses H1s (#) and subheaders use H2s (##)

• Client name, physical location, and target locations must be mentioned once (commonly done in intro and/or conclusion)

• Content Focus: Articles apply a product to a tertiary topic, though some pagefooter topics can be applied to articles.

• Common topics:

  • Maintenance tips

  • Buying guides

  • Comparison articles

  • Safety tips

  • Lifestyle tips

  • Travel guides

• Inappropriate topics

  • Any topic the writer deems informatively insufficient, topically inappropriate, or otherwise unfit to become an article.

    • Common example: Requesting a topic that is out of season

ARI Only

Content Piece 1 & 2

• Word Count: 150 words

• Publication Location: Essentials Pages or Services Pages

• Content Piece 1 & 2 uses H2s (##)

• Content Focus: These Content Pieces serve as an introduction to a particular product, providing engaging context, an explanation of what the product is and does, and who benefits, along with any other relevant topics to present the product.

• Example

• Note: These were once called “Intros” and are still referred to as such in the Content History Sheet.

Content Piece 4 or Higher

• Word Count: 2-3 sentences each

• Publication Location: Essentials Pages or Services Pages

• These Content Pieces use H3s (###)

• Content Focus: These Content Pieces often take a larger focus and break it down by model, type, etc. Each one must be described succinctly and engagingly to encourage shoppers to explore further.

• Common Topics:

  • OEM models

  • Product types

  • Product benefits

• Note: These were once called “product buckets” and are still referred to as such in the Content History Sheet

Currently Not in Circulation

Featured Banners

• Word Count: 320 characters (hard limit)

• Publication Location: Essentials Pages

• Header provided by other content

• Content Focus: Featured banners are the brief introduction to an inventory page. They should follow this structure:

  • First sentence: Attention grabber

  • Second sentence: Additional content on the product.

  • Third sentence: CTA