What’s the best way for SEO, subject matter experts and writers to collaborate?

in this issue Ask an SEOZach from Wichita writes:

“How do SEO experts write briefs for industry experts with little writing experience?

Or how should my company structure our content writing process when we have SEO people, industry experts, and content writers/editors? “

Good question, Zach. Before we dive into content profiles, I have a question: Why do people with little writing experience write?

Writing is a skilled profession.

Of course, some people have a natural talent and affinity for it. But many would rather do dental work without a sedative than write an article, blog post, or other form of content about their work.

I’ve seen time and time again that forcing subject matter experts to write — even on topics they’re passionate about — fails in every way.

Your subject matter experts tend to spend longer on articles than skilled writers.

Maybe marketing is asking them to. Maybe they’re semi-buy in because they like the thought leadership potential, but they’re still going through the frustrations of the writing process.

They get stressed and even resentful because it’s just another task on their to-do list.

So let’s get this out of the way first.

Set up your subject matter experts and SEO writers for success

I have been ghostwriting for over 15 years. This is the first thing I always ask a new author I’m imitating:

“How can I make it easier for you to do this? What do you want the process to be like?”

I would then ask questions to figure out the best way to transfer their knowledge and subject matter expertise from theirs to mine.

• Have you made an outline, or even a draft you want me to run?
• Would you like me to make a bulleted list of all the important information you would like to see?
• You have 15 minutes to answer the phone, will I pick your brain for you?
• Want to send me voice notes? Graffiti? Firework signal? Let’s get to work.

The first thing you can do is get your subject matter experts and writers into productive, collaborative relationships, giving them the freedom to define their own processes.

I used to create content for the polar expedition brand. For content generation purposes, I regularly interview their polar experts. Most of these people spend most of the year exploring the Arctic and Antarctic.

Ever tried interviewing a Russian polar bear researcher who only answers a payphone once a week?

What about a penguinologist (that’s a real thing!) who spends months at a time cycling around Antarctica collecting penguin poop and feathers for DNA research?

Here’s the thing: Whether writing as a polar expert, software engineer, C-level executive, SEO thought leader, or real estate agent (to name a few), I’ve found that every subject matter expert has their own preferences for how to share that knowledge.

Some experts are too nervous to be interviewed to perform well in face-to-face conversations on the subject.

Others just like to talk about their area of ​​expertise.

It is important that your subject matter experts know some key information about this relationship.

Here’s what you, as the initiative’s leader, need to communicate to the experts and incorporate into your sharing process:

1. Believe that the author is here to help you.

Dear Sir or Madam Expert: This will not be an exposure. We’re hiring a writer who specializes in creating optimized content to tell your story in the best possible way.

Their goal is to write a post that fits your level of expertise.

They are really here to make you look good.

They will save you time and help us take all the super important subject knowledge out of your head and put it on paper in a way that both search engines and readers can discover and appreciate.

2. You choose how we work together.

Would you like to send an outline, retweet some articles or research that inspired you, schedule interviews, share previously published work? let’s do it.

Or do you need project management help, a video conferencing platform or scheduling help?

We’ll arrange resources (budget allows) to make it easier for you to tell your story.

3. You have the final say in all matters.

Yes, allowing someone else to write like you can be scary.

What if they make you look bad?

Don’t worry: as our subject matter expert, you can ultimately approve anything posted on your behalf.

As the leader of this process, you want to make sure that review and approval are actually incorporated into your editorial workflow so you don’t miss this important step.

Some quick notes on the process

If we boiled it down to a step-by-step process, yours might look like this:

1. Research the topic and consult with your subject matter experts and SEO team to create a newsletter – more on that later.
2. Assign briefs to authors.
3. Schedule knowledge transfers from subject matter experts to writers.
4. Writer creates first draft.
5. Subject matter expert review to ensure content quality, depth and all the important information is there.
6. If not, there may be revisions at this time.
7. Once the authors and subject matter experts are satisfied, it is submitted to the editor for review. *
8. Any other revisions requested by the editor have been completed.
9. go time.

*Zach, I did notice that you said “content writer/editor” in your question, I hope that was a typo. These are not the same person.

Your content always needs a second pair of eyes before it’s published.

Editors will fact-check author’s work, conduct copyright checks, optimize search, and ensure content is consistent with your brand fashion guideAnd edit to use language, tone, structure, etc.

In large organizations, the editing process may involve separate editors performing mechanical editing, substantive editing, copy editing, and proofreading.

Alternatively, some types of editing may be handled by a single person.

It’s important that your company understands what’s involved in the publishing process, and that each of these checks is built into it at some point.

Here’s what it takes to win in the competitive SERPs right now Professional, authoritative and reliableaccuracy and other qualities of the best performing content are stakes.

Now, on to the question of how SEO experts will create newsletters.

Tips and Tricks for SEO Content Creative Brief

I’m going to tell you a secret, a lot of people make mistakes.

No one cares what you need to say; it all depends on what your audience needs to hear.

Too often, all authors receive is a list of what the experts (or, more commonly, their colleagues in marketing and PR) have to say.

• Tell them about all our features.
• Be sure to mention these selling points!
• Don’t forget we won both awards last year.
• Can you put this quote from our CEO in there?
• Here are two case studies you should mention.

This is how content created by a well-intentioned company can be the guy at the party who corners you and talks about himself and how awesome he is until you pretend to go to the bathroom for a break and go home early.

Don’t be that person.

A good content brief includes some “this is what we want to say”.

But it also contains:

• The purpose of the work; what goal do you want the reader to achieve or the problem you are trying to solve.
• Comment on the author’s style and tone, with examples if possible.
• The expected format and length of the work and whether it is flexible.
• who is your audience and why they care about the topic.
• Their learning outcomes or what will be their next steps.
• SEO insights into how people are talking about the topic, what questions they have, who else ranks on the topic, and more.
• Identified realization opportunities Featured Snippet Or multimedia placement in the SERPs where content is formatted or structured in a specific way.
• A reliable source of background information.

Your authors can understand what you’re looking for, who it’s for, what it needs to look like, and add all the rich insight that subject matter experts have to share.

This is where the magic happens.

Brings everything together for SEO-friendly, expert-led content

If I had to sum it up in one sentence, my answer to your original question would be this: Involve everyone in your content creation process and do what they do best.

If your subject matter experts don’t want to write, don’t force them to bother with a blank screen.

Don’t expect your writers to know SEO by nature; invest in those who work on or train you.

Don’t let writers read your expert’s mind or write PR bullshit.

If you want to produce high-quality expert content at scale, think of your content workflow as a publishing operation.

Make sure all parties have the necessary input; your SEO insights, company goals, audience needs and expertise are all reflected in the author’s clear brief.

Then let them do their work.

Support your content creators through the editorial process to prevent any headaches for copyright issues or other mistakes that could damage your brand.

The results are worth it when you have a steady stream of well-written, expert-led content that’s optimized for discovery and conversion from the start.

More resources:

Editor’s Note: Ask about SEO is a weekly SEO advice column written by some of the industry’s top SEO experts, handpicked by Search Engine Magazine. Have questions about SEO? fill out our form. You may see your answer in the next #AskanSEO post!

Featured Image: Shutterstock.com/Zofot