How Calendars and Briefs Automate Content Production for Business

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Written by Adrian Ignacio, journalist

As of 2022, SEO has become one of the most popular and affordable ways for businesses to get traffic and business online. However, it is also more difficult than ever. To rank well in search engines, your content must be absolutely the best in meeting the search intent of readers behind your target query, using texts, images or videos. Some companies invest a ton of money in content but see hardly any results. Luckily, a few SEO and digital marketing experts have developed some amazing processes to help you create content that really performs.

And Marco, the founder of MarcoFeng.com, an online resource for travel, food and crafts, is one of them. During his journey at a New York-based agency, Marco developed a brand new content strategy that includes content calendars and briefs for a leading financial institution, Marcus by Goldman Sachs, and Comeet, a platform for award-winning recruiting. This process streamlines each site’s content creation process, helping the brand focus on topics aligned with their voices, resources, and high traffic potential.

Content calendars (see screenshot below) are based on in-depth analysis of keywords and search engine results pages (SERPs), which form the basis for more detailed content summaries containing information Valuable SEO assets, such as target keywords, metadata, page structures, linking opportunities and subtopics to guide content production. These original methodologies have since been used by leading financial and healthcare companies, including Petal Card and Wheel, to increase their organic visibility on Google.

Marco is a recognized SEO expert whose strategies have helped many people. He also implemented an international SEO fix for a retail company that de-indexed the many country-specific versions of its website that served identical content by canonicalizing them on the US site. This allows the brand to be perceived as thinner in the eyes of Google and yet accessible to users visiting from different countries. He also launched a leading collaborative recruitment website and led the development and growth of their resource center.

Prior to joining the agency, Marco did SEO at one of the nation’s largest housewares companies, leading SEO for one of its subsidiaries. It increased its organic visibility by nearly 20% by developing a unique, “no-index and canonical” approach, which also reduced the site’s indexing size, which several other well-known organizations subsequently adopted. Marco is now the Head of Growth at Dotdash Meredith, America’s largest digital and print publisher, spearheading SEO for brands in travel, tech and sustainability verticals including Travel & Leisure , Lifewire, Tripsavvy, Treehugger, etc.

In addition to his corporate activities, Marco created and established MarcoFeng.com, a trusted source of travel, food and crafts information. In a few years, it has become one of the best travel sites in the world, with more than 3 million annual readers. He created unique and innovative formats for his site, including grouping long-form content by geography, type and genre for better readability. The website also uses ratings and reviews from local directories to create editorially authentic best-of articles. Although Marco no longer manages the site, his articles continue to attract attention en masse.

In 2021, the to place also launched faceted navigation which allows readers to search for destinations and guides using filters such as ‘best time to visit’, ‘located in’, ‘best for’, ‘cost’ and ‘visa and vaccination requirements’, acting as a one-stop-shop for trip planning. While such a feature is common in e-commerce, this is the first time it’s been used in publishing, giving readers a whole new way to find and consume content.

Hailun (Marco) Feng
https://www.marcofeng.com
[email protected]

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