9. What we
consider
essential in our
content briefs
● Defined titles and well
structured headlines
through the article
● Cover the right target
keywords to answer with
the content
● Have a strong
understanding of
competing content to
produce best in class
11. A strong brief if the foundation for a successful article
Research &
Validation
Brief Write Proofread, edit,
brand & legal
review
Publish
Build SEO Content
template and refine
it using the SEO
writing assistant
12. Write data driven
and bullet-proof
briefs
SEO Content Template
Strong methodology to
convert tons of keywords into
well structured briefs, don’t
let writers freestyle!
● Writers need structure and don’t
necessarily need to work out SEO,
their core task is to write high
quality content
● Without briefs is hard to
retroactively measure performance
● The better the brief the less time
wasted when editing and
publishing the article
14. Plan when to write & sync with SEMrush marketing
calendar tool or you publishing sheet
Once the
article is
written you
can go back
to draft and
use SEO
Writing
assistant via
Google Doc or
Wordpress
plugin to
check before
publishing
Link template to Google doc with assistant plugin
15. Edit and improve recommended keywords in
combination with Keyword Magic tool
18. Writer has produced the article, time to check it
Research &
Validation
Brief Write Proofread, edit,
brand & legal
review
Publish
SEO Writing
assistant final
checks
19. Measure quality
of produced
content against
briefs
SEO Writing Assistant
Strict process to measure the
quality of writers output
before you publish based on
an initial brief.
● No matter how solid the
brief is writers can still fail
● The more clear the brief the
less edit you will require at
this step
● You want consistency vs
data you researched during
the brief
● Link to check article draft
directly on Google Docs or
WordPress via plugins
21. Scoring isn’t exact science, add human judgment
0 score you probably made the wrong article but don’t
overstress about hitting 10/10. The better the brief the
easier to score higher!
Learn what how metrics are build. Word count for
instance it come from competing content. If you are 10x
below target you probably forgot something important
but you could easily be above with a more
comprehensive article.
Keywords are not about ticking boxes, is about having
content that answer what people search for. Make a call
on whether there is something you didn’t include in the
article but also don’t stress to hit 100% match.
24. Submitted feedback > got an email within few
hours.
Anything missing? Product teams are ready to help
Check out knowledge base
wi.se/semrush-content-template-faq
wi.se/semrush-keyword-magic-tool-faq
wi.se/semrush-seo-writing-assitant-faq
wi.se/semrush-topic-research-faq
27. The Average Handling time (AHT) is normalizing and going down. In
average it takes around 15-18 days for each of the production stages.
Strong briefs helped us to reduce time spent fixing
content on other stages of the production
Publishing
Analyst
28. It was taking us 2 - 3 months to publish an article from the moment the
brief was created to go live on the site. We now reduced it to 1 month.
A strong process and tools helped us optimising
publishing operations
Publishing
Analyst