Content Creation — Tyson Stockton & Jordan Koene // Previsible

PreVisible Co-Founders, Tyson Stockton and Jordan Koene, guest host SEO Education Week and dive into content. How do SEOs enable content writers without slowing down their process? To avoid stifling the creative process, a clear content brief is a great starting point. Today, Jordan and Tyson discuss content creation.
About the speaker

Jordan Koene

previsible.io

- previsible.io

Jordan is the Founder and CEO at PreVisible, which provides SEO consulting and education to global brands. Their mission is to help brands build their online search strategy and execution.

Show Notes

  • 02:14
    Enabling writers with content briefs
    A content brief is meant to guide writers towards making content that performs better in search. It supports the content creation process instead of disrupting it.
  • 05:36
    Tailoring content briefs to a specific audience
    When writers are given clear directives, SEOs and project management leads can spend less time doing rewrites. Thus enabling project management leads to hit their deadlines.
  • 08:37
    Feedback loops and the reoptimization of content briefs
    Its important to assess what works and doesnt when it comes to content briefs. Then its really about making the necessary adjustments based on feedback from writers.
  • 10:14
    Content brief templates and tools to integrate data
    Theres a variety of paid and free tools available to integrate consumer data. Its about leveraging these tools to produce content that captures the brand voice and succeeds in search.

Quotes

  • "How do we enable the content writer? The content brief is a great tool at doing that because it brings everything down to the same level and connects with the writer in a very natural way." -Jordan Koene, Co-Founder, PreVisible

  • "Content briefs provide clarity on expectations for writing. Since its a guide, the creative process isnt stifled. And writers know what they can use to make that content perform better in search." -Tyson Stockton, Co-Founder, PreVisible

  • "The content brief is not the 10 commandments. This is a guidepost to enable writers to ensure they understand what are the key components of success." -Jordan Koene, Co-Founder, PreVisible

  • "The creative tone and license used in content needs to target that category of worker. It's important for SEOs to think about how we pull in these content directives." -Jordan Koene, Co-Founder, PreVisible

  • "Clear directions on expectations ultimately reduce the rewrite process. The best way for content leads to hit deadlines is to make sure theyre giving the right information to the writers." -Tyson Stockton, Co-Founder, PreVisible

  • "The brief is as much of a tool to enable the initial creation, as it is a tool to understand what's working and not working." -Jordan Koene, Co-Founder, PreVisible

  • "The content brief template alone isn't good enough. Incorporate the components that are important to your business, along with any ingredients that are critical to the content type you're creating." -Jordan Koene, Co-Founder, PreVisible

  • "AnswerThePublic is a great way to understand how consumers might be trying to solve the problems that they have as they do searches." -Jordan Koene, Co-Founder, PreVisible

  • "Make your brief template specific to the tools you have access to and your brand voice. Ultimately, that's going to give writers the best context to ensure that they're writing most efficiently." -Tyson Stockton, Co-Founder, PreVisible

About the speaker

Jordan Koene

previsible.io

- previsible.io

Jordan is the Founder and CEO at PreVisible, which provides SEO consulting and education to global brands. Their mission is to help brands build their online search strategy and execution.

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