Nathan Chan | Researching, writing, and publishing a world-class blog post

This system provides an overview of how Foundr magazine creates, publishes and promotes high-quality content. It provides tremendous insight into how a leading online magazine runs it’s business behind the scenes.

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System Architect: Nathan Chan
Website: www.foundr.com
Generated as part of the www.BusinessSystemsSummit.com

Smart operating procedure

Step 1: Identify post ideas.

  • Suggestion: Use BuzzSummo to run scans around your competitors and find the most shared content.
     
  • Use a project management systems like Trello or Asana, to organise your post ideas.
    • Example: Create different boards for the different categories: Misc. Projects, Post Ideas, Infographics, Guest Bloggers, Podcasts, etc. Use different colour labels for better organisation.
       
    • Create each blog post idea as a card or task.

Step 2: Assign post idea to your writer.

  • Once you decide on a post idea, move it to the writing board and assign to a writer, setting a due date.

Step 3: Edit and prepare for publication

  • Once the article has been written, assign it to a copy editor to review, approve and set a publishing date.
    • Suggestion: For better organisation of the documents use GSuite (Google Apps for Business) which integrates with Trello. You will have access to the Article in Google Docs within the Trello card.

Step 4: Load to your website – optimise layout, design and SEO.

  • Get a graphic designer design special images for the article.
     
  • Upload the article, images and SEO and save as a draft to your platform (for example WordPress).
    • ​​​Suggestion: Use a Google Doc template. Outline potential titles, potential keywords, CTA’s (call to action), image links etc.
  • Apply great SEO to each content piece created. Use Yoast SEO plugin for Wordpress.

Step 5: Publish and promote.

  • Get a designer to create imagery for article promotion on the different platforms.
     
  • Get your editor to fill in a Content Promotion Template before publishing the article.
    • The template includes: post title, key term, meta description, tags, tweets, Facebook captions, etc.
  • Get your editor to use a checklist template, which outlines the steps for publishing and promotion of the article.
    • Example checklist items: completed Content Promotion Template, publish blog post, mail database, published onto social media platforms, notify mentioned names, etc.
  • Use Meet Edgar (alternatives are Buffer, Hootsuite) and upload the information from the content promotion template for social sharing and promotion.

Step 6: Keep a consistent schedule of your posts.

  • Focus on constantly creating great articles and promote them through social media to gain visibility.
     
  • Use a tool like  Meet Edgar,  eClincher or SmarterQue to keep promoting older posts continuously and automatically.

Videos

Tags

  • writing
  • blog post
  • marketing
  • researching
  • publishing
  • Business Systems Summit
  • Nathan Chan