Install and configure the ‘WordPress to Buffer Pro’ plugin

If you’re a client of Audience Ops, then we recommend you set up a Buffer account, which we’ll use to schedule social media posts on your behalf.

Since these social posts are based on the blog content we’ll be producing for you, we recommend using the ‘WordPress to Buffer Pro’ plugin.

Typically, we can install and configure this plugin for you, if you provide us with Administrator access to your WordPress site.  However, if that is not an option, then you can follow the steps below to install and configure it for us:


  1. Receive the plugin .zip file and license key that we send you.  If you haven’t found this, email your account manager and we’ll get it to you.
  2. Install and activate the plugin.
  3. Go to ‘WP to Buffer Pro’ > Licensing and input and save the license key we gave you.
  4. Go to ‘WP to Buffer Pro’ > Settings and click to authorize your Buffer.com account.
  5. Still in ‘WP to Buffer Pro’ > Settings, under “Post Level Default”, select “Post to Buffer using Manual Settings”, then save.  Screenshot
  6. Still in ‘WP to Buffer Pro’ > Settings > “Post” tab (and “Podcast” tab if we’re handling your podcast for you too)… Uncheck the “enable” box for “Default: Publish” and “Default: Update”.  When finished, you should not see a green checkmark on the top-right corner of the “Post” and “Podcast” tabs.  Screenshot
  7. All set!  You can reply back to your account manager to confirm this is done.

How should I measure ROI?

It’s a great question, and one we hear a lot.  How should you measure results from your commitment to content marketing?

Content is unique in that there are several ways your content can make an impact on your marketing and business.

However, it’s important to understand that like anything else, results can vary depending on a variety of factors such as your industry, your product’s positioning, the competitive landscape, how long you’ve been established, and other factors.

With that said, here are some common success metrics that our clients look at:

Steady Traffic Increase

The most common metric to look at is, of course, traffic.

At Audience Ops, we’ve seen a consistent increase of around 30% or more within 3-6 months and more in the 6-12 month period. This assumes you’re publishing quality, relevant content on a consistent schedule.

Many clients have noted that before starting their content plan, traffic was very “spiky” but adding a consistent release of new blog content has helped their traffic grow at a more steady, consistent pace.

This is due to having more articles available for visitors to discover via search engines, social media, referrals, or word of mouth.

Audience Growth

This is similar to traffic increase, except we’re looking at growth in the number of people who subscribe or follow you/your business.

Mainly, we’re looking at email subscriber growth and social media following. 

By publishing quality content and offering plenty of incentive-based entry-points (Content Upgrades on every article, a global lead magnet) where people can join your email list, you’re able to grow your audience with the right people for your business. 

The key here is quality over quantity. Building a list of hundreds or thousands doesn’t matter if those people aren’t your ideal customers. That’s where quality, well-researched content that attracts the right people comes into play. 

Key Marketing Assets

The content that you publish on your blog can (and should) be used in conjunction with other marketing strategies. 

For example, many clients run PPC ads pointing to articles to accelerate traffic growth. You might also run retargeting ads to bring people back who haven’t joined your lead magnet. 

Others have repurposed their content in different ways such as turning them into videos and webinars or white papers. 

Lead Nurturing

Most importantly, by publishing quality content on a regular basis, you’re able to send this content to the inboxes of your leads—keeping them warm to you and your brand—without coming off as overly “salesy”. Your content provides real value that helps them learn and understand your problem/solution, which makes them much more likely to buy or recommend you in the future. 

Think of it this way: 10% or so of people may discover you and buy from you right away.  What about the other 90%?  They might be your target customers but they’re just not ready to buy yet. Your content and email newsletters serve to keep those people in your audience and engaged so that when they’re ready, they think of you first. 

All About Editing

Here at Audience Ops, we pride ourselves on our top-notch content and attention to detail. Our internal editing process is a key piece of the puzzle when it comes to ensuring that each piece of content we create for clients is solid, valuable, and as error-free as possible.

Our Editing Process

Every article, content upgrade, lead magnet, newsletter and social post that we create here at Audience Ops is reviewed by one of our dedicated editors—before it’s ever sent to you for feedback or approval.

We have several experienced and detail-oriented professional editors on our team.  These are dedicated roles here—meaning editing content is all that they do at Audience Ops.

When a piece of content is assigned to them, it’s their responsibility to go through it with a fine-tooth comb. They’ll look for things like (but this certainly is not an exhaustive list of what they might edit):

  • Spelling and grammar errors
  • Run-on or wordy sentences
  • Passive voice
  • Missing or broken links
  • Uneven structure
  • Misleading headlines
  • Client-specific requests

While those logistical things are important, we always remind our editors to think of themselves as advocates for the reader.

In addition to checking for errors like the ones above, they’re also encouraged to pull out places where they think the content could be expanded or improved. It’s their goal to ensure that each piece of content we create provides exceptional value to the reader.

Do you have a style guide?

Because we write for a variety of clients and industries, we don’t have one style guide that applies across the board.

Generally, we default to AP Style when editing. With that said, if you have specific requirements in terms of formatting, spelling, or other style-related items, please send those along to us!

Our team will keep track of your specific requests so we can produce and edit content that complies with those requirements.

Voice and personality in the writing is also a very important piece.  Our editors are looped in on the initial conversations we’ve had with you regarding voice and they’ll take this into account when editing the work we produce for you.

 

When is the best day to publish and send blog posts and newsletters?

The day of the week you choose to make your standard publishing day for blog posts, as well as the day you send email newsletters generally isn’t super critical. It often depends on other factors like if you have ohhwr emails sending on certain days.
But here are our general best practices:
  • We default to Mondays since this allows the full week for the post to be opened, shared, etc. But if you’d prefer to have us publish on Tuesdays, Wednesdays, or Thursdays, that’s not a problem!
  • Fridays and weekends aren’t ideal, since people are more likely to tune out and not open emails these days.
  • We will avoid publishing on holidays like Christmas and New Years.
  • US morning hours are best so that you can catch most of your US and European audience before they’re sleeping.
  • We schedule social media posts throughout the week so that these can be seen on a variety of days.

Guest Post Articles

Guest posting on other industry-relevant blogs and websites can be a great way to expand your reach and establish even more credibility. If you’d like to work with Audience Ops to create guest posts for sites other than your own blog, here’s what you need to know.

Will you write guest posts for me?

Yes! We’re happy to come up with a list of potential topics for guest posts and then draft those articles for you. You’ll just need to let us know a few things:

  • That you want a guest post(s) created
  • The site this guest post will appear on
  • Any relevant information you’ve been given about topics, focus, etc.

Will you outreach to other blogs and websites for me?

This is a piece of the process we don’t handle. You’ll need to take care of getting connected with any sites you’d like to publish a guest post on. But, if and when you do secure your own guest posting opportunities, we can move forward with authoring the posts for you.

What’s the cost for guest post articles?

If you’re interested in guest post articles, let us know and we’ll follow up individually to talk over pricing.

All About SEO

What do we do in terms of SEO?

One question we get asked fairly frequently is what sort of keyword research and SEO work we put into each blog post that we create.

After coming up with topics to cover on your blog, we typically do some keyword research to find relevant search terms to include for each post. That said, if you have specific keywords you want us to target, we can certainly plan for those in upcoming content (and adjust our drafts accordingly). You just need to let us know!

On average, our clients see a 30-60% increase in organic search traffic after three to six months of consistent content publishing. However, ranking for specific keywords always depends on the competition in your particular niche or market.

Our SEO Process

Want some specifics? Here are some steps we take specifically related to keywords and SEO:

  • We always try and start with your target customer’s problems and plan topics aimed at those.
  • We’ll do light keyword research based on the topic we’ve planned.
  • When we send you upcoming topics or the brief outlines for the next article to enter production, if there are particular keywords or phrases you want us to target, please let us know.
  • We try to avoid “keyword stuffing” in favor of including the keyword phrases naturally in the content, as this is the best practice in recent years.
  • If you’re on WordPress, we recommend you install the Yoast SEO plugin. We will write and fill in your title and meta description tags there.
  • We aim to include approximately two internal links and two external links to relevant resources per post.  This is good practice for SEO.
  • Our typical article length, 1,200-1,500 words, is ideal as it provides enough space to flesh out a topic deeply—making it a valuable resource for Google to rank.