How to Build a Scalable

Content Production System

@simpsongareth seeker.digital/content-production-system
 About me

● Gareth Simpson
● Founder of Seeker Digital
● Specialise in outreach for SaaS and
ecommerce brands
● @simpsongareth

@simpsongareth seeker.digital/content-production-system
 What we do

Technical SEO Content Marketing PR & Media Mentions

Link Detox Outreach Campaigns Onpage Optimisation

@simpsongareth seeker.digital/content-production-system
 Plug and play content tracking system.

Cost Quality Value

@simpsongareth seeker.digital/content-production-system
C.U.L.T: The four pillars of SEO

● So many overlook the importance of content

production systems to scale.

● Facilitate the presentation, discovery and

accessibility of content.

@simpsongareth seeker.digital/content-production-system
 “SEO Content”

@simpsongareth seeker.digital/content-production-system
 The scaling challenge

Cost Unpredictability

Organisation Confusion

@simpsongareth seeker.digital/content-production-system
 The problem is not that business
owners don’t work, it’s that they’re
doing the wrong work.

- Michael Gerber

@simpsongareth seeker.digital/content-production-system
 Break the mould

The solution

@simpsongareth seeker.digital/content-production-system
 It’s all in the commitment to infrastructure
The answer:

People Training Systems

@simpsongareth seeker.digital/content-production-system
 You need multiple people, multiple skill sets.

@simpsongareth seeker.digital/content-production-system
 Break the mould

So Why is it that SEO agencies have

an imbalanced ratio?

@simpsongareth seeker.digital/content-production-system
 SEO: Content Ratio
One of the best strategic decisions I made running this agency was to put content first.

Writer Editor SEO

@simpsongareth seeker.digital/content-production-system
Training

Writing for the web 1 Nuances of writing web content. It is different: UX, calls to action etc.

Semantic search 2 How to ideate using keyword research and provide better coverage off a topic.

Technical SEO 3 Link placement, anchor texts, internal linking, onpage optimization etc.

Training on every element of the process and content types e.g. how to hit the
Formats 4 deliverables for each.

@simpsongareth seeker.digital/content-production-system
@simpsongareth seeker.digital/content-production-system
 And now to the system,
the glue that pulls it all together

@simpsongareth seeker.digital/content-production-system
 Standard operating procedures
need to be on point

@simpsongareth seeker.digital/content-production-system
 We love GSuite

● Google Drive
● Google Docs
● Google Sheets

@simpsongareth seeker.digital/content-production-system
 Information storage

Create a collaborative system that’s accessible to everyone.

@simpsongareth seeker.digital/content-production-system
 While every piece of content is different,
there are many commonalities.

Template everything.

@simpsongareth seeker.digital/content-production-system
Writing
Writers need an editor to assist content
production and editing.

@simpsongareth seeker.digital/content-production-system
 Add-ons & Extensions

@simpsongareth seeker.digital/content-production-system
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@simpsongareth seeker.digital/content-production-system
 A single tracker to tie it all together

@simpsongareth seeker.digital/content-production-system
 Treat content as a commodity when it’s commercial

Type Length Complexity Deadline

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 Time tracking

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 APIs/ Microservices: By interconnecting multiple systems together, you can
leverage the strengths of each without being siloed.

@simpsongareth seeker.digital/content-production-system
 A wonderful tool
called Zapier.
Zapier is a collection of API clients
that interconnects various systems.

It has a graphical user interface

and provides fast deployment for
interconnecting systems and
creating an all-in-one solution.

@simpsongareth seeker.digital/content-production-system
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 Custom scripting

@simpsongareth seeker.digital/content-production-system
 The winning formula

@simpsongareth seeker.digital/content-production-system
 A Zap to plug in and play…
https://seeker.digital/content-production-system/

@simpsongareth seeker.digital/content-production-system
 Thank you
gareth@seeker.digital
@simpsongareth

seeker.digital/content-production-system

@simpsongareth seeker.digital/content-production-system