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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

Inventory Content

Inventory content contains the following two formats on one document, to be submitted as one piece for one request.

Note: Only the 2022 packages receive featured banner content. All former packages will continue to request pagefooters only when requesting content for ILPs.

Featured Banners

  • Word Count: 320 characters (hard limit)

  • Publication Location: Top of Inventory pages

  • H1 must read as “[Product] For Sale in [Physical Location]”

  • 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

    • Example

Pagefooters

  • Word Count: 250 words

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

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

    • Even though the H2 will not be the title of the document, treat it as the title of the piece, as the pagefooter is not published directly beneath the featured banner.

  • 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. The primary focus is to sell the product listed in the ILP.

  • Common topics: 

  •  Inappropriate Topics:

    • Tertiary subjects

      • Ex: Cleaning your ATV

      • Ex: Motorcycle maintenance

    • 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. The focus is to sell the experience, not the product.

  • Common topics:

  • 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 minimum

  • 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:

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

2022 SEO Packages Content Formats

The following formats will only be offered with the 2022 SEO packages. These will be indicated by a 2022 [Package] label on the Trello card.

About Us Page

  • Word Count: 450 words

  • Publication Location: About Us page

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

  • Content Focus: The About Us page should give a brief overview of the client’s values, history, stand-out offerings, and anything else that makes them unique. In essence, if the client were to introduce themselves, what would they say?

  • Note: An About Us page must come with supplemental information supplied by the client. This information can come in two forms:

    • An existing About Us page: if the About Us page already exists, the writer will use the existing content, clean it up and optimize it, and submit that piece for publication. They may copy and paste the original text into the new document and make adjustments as needed.

    • Information is supplied in the request: If the page does not already exist, the Account Manager may be able to collect information from the dealer, which will then be passed on to the writer to turn into an About Us page.

If this information cannot be provided, the Content team will not provide content for the dealer’s About Us page.

Service Page

  • Word Count: 450 words

  • Publication Location: Service page

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

  • Content Focus: The Service page should act as an introduction to the client’s service department, including the importance of regular maintenance and service and the services the dealer offers.

  • Note: A Service page must come with supplemental information supplied by the client. This information can come in two forms:

    • An existing Service page: if the Service page already exists, the writer will use the existing content, clean it up and optimize it, and submit that piece for publication. They may copy and paste the original text into the new document and make adjustments as needed.

    • Information is supplied in the request: If the page does not already exist, the Account Manager may be able to collect information from the dealer, which will then be passed on to the writer to turn into an Service page.

If this information cannot be provided, the Content team will not provide content for the dealer’s Service page.

Parts Page

  • Word Count: 450 words

  • Publication Location: Parts page

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

  • Content Focus: The Parts page should act as an introduction to the client’s parts department, including the benefits of and need for aftermarket parts and how their parts department works.

  • Note: A Parts page must come with supplemental information supplied by the client. This information can come in two forms:

    • An existing Parts page: if the Service page already exists, the writer will use the existing content, clean it up and optimize it, and submit that piece for publication. They may copy and paste the original text into the new document and make adjustments as needed.

    • Information is supplied in the request: If the page does not already exist, the Account Manager may be able to collect information from the dealer, which will then be passed on to the writer to turn into an Parts page.

If this information cannot be provided, the Content team will not provide content for the dealer’s Parts page.

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