Content managment

Dragonfly Designs

Revamped process increases blog output by 155%.

One of my tasks as marketing manager for Dragonfly Designs was to manage the blog from start to finish. I revamped our processes and resources by setting a schedule, creating a detailed responsibility sheet, and crafting clear blog outlines which led to a 155% increase in output. Read more below and check out some examples.

Blog process outline

Blog outline

Responsibility spreadsheet

In managing the blog I was responsible for:

  • concept ideation

  • copy editing

  • image storage and resizing

  • managing graphic designers

  • optimizing for SEO

  • using light HTML through Opt-in Monster to set up content download email automations

  • coordinating email newsletters in Active Campaign

To tackle these responsibilities I did three things: set a schedule, create a detailed blog responsibility sheet, and crafted blog outlines. 

Setting a schedule

To create content more consistently, I set a schedule for our team that kept us on the same page and posting on time.

I started by identifying our goals. After having variations from 1-4 blogs a month I found two was the most impactful for the amount of effort. I then detailed when each portion of the blog creation (planning topics, writing the actual pieces, pre-photo and video shoot prep, actual shoot days) should happen. I didn’t note the posting dates specifically but rather as times of the month since they would vary.

In outlining all necessary documents and responsible parties I hoped to make the process incredibly transparent and accessible for the whole team. The long term goal here was to get ahead on creating content, specifically having a whole quarter done in advance.

Creating a detailed blog responsibility sheet

Early into my role, I noticed that staff members were frequently unclear about their deliverables. To combat this, I created a google sheet that broke down every needed aspect of the blog and who was responsible for what while adding links to those items once delivered so everyone had access. Other tabs on the document included our guide documents and future blog ideas.

Crafting blog outlines

To eliminate issues with consistent tone and lack of audience perspective I instituted blog outlines. They detailed the audience, intent, call to action, keywords, tone, and word count. Other aspects included but not pictured included social media and newsletter checklists as well as photos for reference. These outlines helped create content more efficiently and with more impact.

Increasing output by 155%

We put out 23 new blogs, increasing our output by 155%. I created lasting procedures that made blog creation more efficient. Dragonfly Designs had its first homerun of a blog that had over a 1,000 unique page views and 100 new email sign ups.