Content Strategy Team: Overview & Process Guide

Overview

The Content Strategy Team plays a crucial role in developing high-quality website content that enhances SEO performance, improves user engagement, and drives conversions. This guide outlines the team’s responsibilities, types of content requests, SEO processes, and best practices for submitting content tickets.

Why is Content Important?

✔ Influences purchasing decisions – Well-written content convinces users to buy a product, visit a store, or sign up for a service.
✔ Improves SEO rankings – Unique and optimized content boosts search engine visibility and reduces bounce rates.
✔ Enhances user experience – While website design attracts visitors, engaging content keeps them on the site.

Content Strategy Team Structure

Managers

The team is led by:

• Tia Gardener
• Emily Green
• Stephen Douvros

They oversee:
Training & development of Content Strategists.
Quality control to ensure consistent, high-quality content.
Managing content workflows & SEO strategies.

Content Strategists

Strategists handle:
Initial SEO optimizations and keyword research.
Writing & proofreading website content (using Grammarly).
Communicating with agents for content clarity.
Completing SEO tickets & requests for live and non-live clients.

Types of Content Requests

1. Non-Live Requests (Website Builds & SEO-Optimized Content)

These are created from scratch for clients building a new website or keeping their old site with SEO enhancements.

2. Traditional Live Requests (Existing Website Updates)

• Write a New Page – Adding a new page for a service the client is launching.
• Add to an Existing Page – Expanding existing content for SEO or additional service details.
• Rewrite an Existing Page – Modifying content due to client feedback or service changes.

3. Specialty Live Requests

• Geo Pages – Pages focused on one specific city in the service area.
• Service Area Pages – Pages listing multiple service areas to establish local credibility.
• SEO Upgrades – Optimizing TSI-written content when a client upgrades to an SEO package.

SEO Content Requests

Automated SEO Requests (Created Post-Launch for SEO Clients)

• GBP Optimization – Enhancing the Google Business Profile when Manager access is granted.
• Underperformer Optimizations – For accounts live for 2-9 months with ≤2 keywords ranking or <200 visits.

Best Practices for Submitting Content Requests

What Helps Content Strategists Deliver Exceptional Copy?

✔ Clear, concise responses to all form questions.
✔ Unique, specific details from the client about their business.
✔ Client notes on tone, theme, or branding.
✔ Clarification on complex/niche topics (If the agent doesn’t understand the business, the writer won’t either!).

What to Avoid?

- Using AI-generated notes – These often contain incorrect or irrelevant information.
- Copying and pasting existing content – Content must be unique and optimized.
- Requesting content outside the department’s scope – Strategists do not create slogans/mottos or write additional pages beyond ticket limits.

Content Creation Process

1. Review Housekeeping Notes – Verify client details, tone preferences, and requests.
2. Conduct Keyword Research – Analyze industry-specific terms and add keywords to CAP.
3. Confirm GBP & Existing Site Details – Ensure business listings are verified.
4. Check IPT Notes – Identify unique client details (e.g., slogans, religious text, themes).
5. Create SEO-Friendly Content – Write up to 10 pages of Google-optimized, keyword-rich content.
6. Proofread & Edit – Use Grammarly for grammar and clarity checks.
7. Submit Final Content – Upload the document to the Website Parent Ticket.

Key Takeaways

✔ Content impacts SEO, engagement, and conversions.
✔ Each content request type serves a specific purpose.
✔ Clear, detailed client information leads to better content.
✔ Strategists follow structured SEO best practices to create effective web copy.

For additional questions or assistance, reach out to the Content Strategy Team Managers!