Blog Content Production SOP

Producing blog content that ranks, engages, and converts requires more than good writing — it demands a repeatable process that connects keyword strategy to publication and promotion. This SOP outlines every stage of blog content production, from brief creation through publishing and performance tracking, ensuring consistency and quality across every piece.

Content Brief Creation

Research and Strategy

Every article begins with a content brief that defines the target keyword, search intent, audience segment, and competitive landscape. Use your keyword research tool to identify primary and secondary keywords, then analyze the top-ranking pages for structure, depth, and content gaps. Our keyword research guide covers this methodology in detail.

The brief should include:

• Primary keyword and 3-5 secondary/semantic keywords
• Target word count based on competitive analysis (typically 1,200-2,500 words)
• Search intent classification (informational, commercial, transactional)
• Required sections and H2/H3 heading structure
• Internal linking targets — at least 3-5 relevant pages on the site
• Unique angle or perspective that differentiates from existing content

Content Calendar Alignment

Each brief should align with the broader content calendar and topical cluster strategy. Articles that support pillar pages, target adjacent keywords, or reinforce existing rankings compound over time. Isolated articles without strategic connections produce diminishing returns.

Writing and Drafting

Writing Standards

Follow the heading structure defined in the brief. Open with a concise introduction that addresses the reader's intent directly — GEO best practices recommend leading with the answer before providing supporting context. This approach also improves AI extractability for generative search engines.

Writing quality standards include:

• Clear, active voice with short-to-medium sentence length
• One idea per paragraph, with smooth transitions between sections
• Specific data points, examples, and actionable advice rather than vague generalities
• Internal links woven naturally into relevant context — never forced or clustered
• Properly attributed external references where data or quotes are cited

Brand Voice Consistency

Maintain a consultative, expert tone that educates without condescending. Grow Wild content speaks to marketing managers, business owners, and decision-makers — people who value substance over hype. Avoid jargon where plain language works, but use precise technical terms when accuracy requires it.

Editorial Review

Every draft goes through a two-stage review process before publication. The first review checks content quality: accuracy, depth, clarity, and alignment with the brief. The second review focuses on SEO elements: keyword usage, heading optimization, meta tags, and internal linking.

During editorial review, verify:

1. The primary keyword appears in the title, H1, first paragraph, and at least one H2
2. Meta title is under 60 characters and meta description under 155 characters
3. All internal links point to live, relevant pages
4. Images have descriptive alt text incorporating relevant keywords where natural
5. Schema markup is planned (Article schema for blog posts, FAQ if applicable)

Publication and Technical Setup

On-Page SEO Checklist

Before publishing, complete the on-page SEO checklist. This ensures every technical SEO element is in place: canonical tags, Open Graph metadata, structured data, and proper URL structure. For sites on our stack, verify the page renders correctly in both server-side and client-side modes.

Publishing Workflow

Publish during peak engagement hours for your audience — typically Tuesday through Thursday mornings. After publishing, manually request indexing in Google Search Console to accelerate discovery. Verify the page loads correctly, all links function, and tracking fires properly through GA4.

Promotion and Distribution

Content promotion should begin the day of publication and continue for at least two weeks. Distribute through owned channels — email lists, social media accounts, and internal Slack or Teams channels. For high-priority content, consider paid amplification through social ads or Google Ads campaigns targeting relevant audiences.

Build internal link equity by updating 3-5 existing high-traffic pages with contextual links to the new article. This immediately passes authority and helps the new page index faster. Follow our internal linking strategy guide for placement best practices.

Performance Tracking

Track each article's performance at 30, 60, and 90 days post-publication. Key metrics include organic impressions, clicks, average position for the target keyword, time on page, and conversion events. Articles that underperform at the 90-day mark should be flagged for a content refresh.

Maintain a content performance spreadsheet that tracks every published article alongside its target keyword, current ranking, and traffic contribution. This creates accountability and provides data for future content prioritization decisions. Include these metrics in the monthly SEO report.