Blog Creation SOP

This document will clearly outline the process that we should work  towards when creating a blog for any of our clients

Step One – Strategy Presentation:

All blog topics and the number of blogs will be predefined in our monthly strategy documents. This document will also include the titles for the monthly sprint. The SEO manager and Head of Content will create these titles.

The topics will be presented back to the team and the focus area/s made clear in each strategy document. On the odd occasion, a new blog topic could be created through demand for more content or other reasons.

This will be clearly communicated by the SEO manager but the creation of the content will follow this same process.

Step Two – Content Title Sign Off:

Blog titles should be communicated to the client via basecamp, this should happen before any more work is done on any of these titles.

This sign off and any feedback should be logged in the Asana task with clear next steps actions.

If a client doesn’t respond within a week, this should be escalated to the Ops manager.

Step Three – Blog Briefing:

Once the client has signed off the titles, the SEO exec will work to define the full blog briefs using the blog brief templates. Please ensure the correct agency template is used for each client. Resident North Template

Step Four – Content Creation:

Once the briefs have been signed off, the content will be written.

Simon and only Simon to write content unless he instructs otherwise. It is at this stage images will be selected for the client. Brand tone should be nailed and any questions, speak to the brand police (Linz).

Delegation of images will be given when writing content.

Step Five – Editing:

Once the content has been produced by Simon, he will also edit the piece.

It is at this stage the editing process will begin, the editing process will ensure that:

• Correct grammar is used
• Correct English dialect is used (if written for an American client, American English to be used etc.)
• Article matches the brief
• Internal links and keywords that were provided in the brief are included
• Images are relevant for the piece or brand guidelines. This should feature images as a minimum but may also include images for the body of the content.

Step Six – Internal Sign-Off:

Before this piece is sent to the client for sign off, the SEO manager, or exec should cast an eye to ensure there are no obvious issues with the content that has been edited.

This should include all images going to be used for the content

Step Seven – Client Sign-Off and Feedback:

The complete, edited article should be communicated to the client via basecamp. These should be done in batches unless otherwise agreed. This should be sent by the SEO exec.

All client feedback should be collected with the sheet and sent to the editor for amends, amends should not be made on the fly or by anyone other than the editor.

If the feedback is significant, a call should be arranged between the editor and the client. We should also include images that are going to be used in this piece.

The client list for who writes the content is below:

Client	Writer	Point Of Contact/Basecamp Link
Red Diamond	Simon	Emma Robinson
GNW	Simon	Russ/Emma Edwards
Broadbean	Simon	Ayla/Rosa
Hilltop Finance	Simon	Chris Evans
IN-Accountancy	Simon	Sarah Harkness
UKinsuranceNET	Simon	Matt Hall
Jade & Joy	Simon	Jade/Dan
HERMOSA	Simon	Erika/Amy
Matthew Clark	Simon	Gabrielle/Mary
Nutreelife: Yubi	Simon	Dan/Jade

Step Eight – Blog Upload:

Once signed off by the client, all blogs should be uploaded by the SEO exec through the correct upload process.

It is important to note that publish dates should be staggered and we should avoid situations like below where we have a flurry of blogs being uploaded over a couple of days.

ASANA Logging:

All blogs created in the monthly sprint or adhoc will be created in one task as the task.

All content tasks will be assigned to Simon as the overall owner of the task and will ultimately be responsible for the task being complete.

Each blog should be then created as a “sub task” and assigned to the individual who is working on that particular stage of the process.

Once the sub task is created, the process from start to finish should all be logged and clearly communicated within this task. For example, any feedback on the title from the client should be included and where possible, links to Basecamp threads within the task.

This will enable us to review, and those writing the content to have a better picture and understanding of this task.

Once your step in the process has been completed, you should assign the task to the next person in the task. For example, if the brief has been completed, the sub task should then be assigned to Simon with the relevant information and links.

The final step in the process is content upload. It is at this point only, that the task should be completed.