BM-CD-P-25-001
1. Purpose #
1.1 To define a structured workflow for the Content & SEO Team in producing high-quality, brand-aligned website content that enhances user engagement and drives organic search traffic, supporting Blih Marketing & Communications’ and its clients’ strategic goals.
2. Scope of Application #
2.1 This procedure applies to all website content, including blogs, landing pages, product/service pages, and other on-site elements created for Blih Marketing & Communications and its client brands.
3. Definition #
3.1Web Content: – Text, images, or multimedia published on a website to communicate a brand’s offerings, values, or information to users.
3.2 Content: – refers to any visual, written, or multimedia material created and shared across digital platforms to communicate a message, promote a brand, or engage an audience.
3.3 SEO (Search Engine Optimization): – Techniques used to improve a website’s visibility in search engine results to increase organic traffic.
3.4 Keyword Research: – Finding the words or phrases users commonly search for to help guide the language used in content.
3.5 Feedback Loop: – The review and revision process between internal teams and clients before final content goes live.
4. Responsibility #
4.1 Digital Marketing Executive
4.1.1 Initiate and communicate with the business development team to receive client information request form and agreement that is customized to the sector of the client.
4.1.2 Conduct kickoff meetings along with the account manager to clarify clients requirements (e.g., services, product descriptions, company overview).
4.1.3 Conduct keyword research using the latest SEO searching tools such as Surfer SEO, Google Keyword Planner, Google Trends and word tracker to guide the wording and structure of content. Make sure the website pages stay relevant and SEO-friendly.
4.1.4 Write and design website content in line with client requests and SEO strategy.
4.1.5 Ensure consistency with the client’s tone, style, and brand voice.
4.1.6 Send the draft internally to the creative team then to the client.
4.1.7 Implement revisions based on internal and client feedback.
4.1.8 Monitor content performance and recommend SEO improvements.
4.1.9 Ensure final content is accurate, error-free, and platform-appropriate.
4.2 Business development department
4.2.1 Notify the content team about new client onboarding and project scope.
4.2.2 Clarify client expectations and provide the client information request form and agreement.
4.2.3 Serve as a Coordinator for client feedback and approval during the project.
4.3 Creative Director
4.3.1 Evaluate the initial website content to ensure it aligns with the brand’s voice, messaging, and overall creative direction.
4.3.2 Offer high-level input on content structure, tone, and storytelling to ensure consistency with brand objectives.
4.3.3 Confirm the content is ready for the UI/UX team and supports a strong user experience.
4.3.4 After sharing the design with the client, communicate with the team to address any content-related feedback impacting layout or design.
4.4 UI/UX Designer
4.4.1 Receive and use the approved content and structural guidelines to create an intuitive and visually appealing website layout.
4.4.2 Collaborate with the creative team to ensure the content flows naturally within the design, enhancing readability and user engagement.
5. Work flow #
5.1 Coordinate with the business development team to understand the client’s request through the initiated customized client request form depending on the sector of the client.
5.2 Receive the client request form and agreement from the business development team. This ensures alignment before content creation begins.
5.3 Use direct communication tools to gather specific content requests from the client Maintain clear, documented communication for accuracy.
5.4 Communicate with the client which pages they want on the website (e.g., Home, About, Services) and clarify the purpose and scope of each requested page.
5.5 Understand the main messages or features each page should convey to Ensure the content reflects client goals and brand identity.
5.6 Clarify with the client if there’s existing content like brochures or previous websites if so use these as reference points for tone, structure, and key details.
5.7 Organize the website’s content layout based on the client’s inputs.
5.8 Create a logical flow that enhances user experience.
5.9 Refer to list of keywords for SEO document, if necessary Conduct keyword research to boost content visibility on search engines using Surfer SEO, Google Keyword Planner, Google Trends and word tracker.
5.10 Ensure selected keywords align with target audience search behavior.
5.11 If needed, schedule a photoshoot to obtain professional images. Ensure visuals align with website themes and client branding.
5.12 Write the initial website content using keyword insights. Ensure alignment with client input and business tone.
5.13 Review the content with the creative team for quality and coherence. Check for clarity, tone consistency, and alignment with the brief.
5.14 Share the content draft with the Creative Director and the creative team for review formally through official email.
5.15 The Creative director shall review the content drafts with in 48hr and communicated feedbacks through official email then the digital executives shall make necessary edits based on the internal review feedback with in 48hr.
5.16 Refine the content to ensure it’s ready for design implementation.
5.17 Send the finalized content to the UI/UX Designer along with structural and visual guidelines. Collaborate as needed to ensure content fits the intended design layout.
5.18 Once the design is shared with the client, the business development department shall collect any feedback related to the content and communicate client feedback to the Digital Marketing Executive for coordination.
5.19 If content edits are requested by the client post-design, update the content accordingly.
5.20 Ensure all revisions are approved and documented before sent to the tech team for development.
5.21 Regularly review website analytics and provide monthly reports as per the agreement. Share findings with relevant teams to support informed decision-making and optimize performance.
6. Generating records #
6.1 Client request form
7. Reference documents #
7.1 << client information request form>>
7.2 << SEO Keyword Document>>
7.3 <<Web Template>>
7.4 <<Meeting Minute>>
8. Relevant documents #
8.1 << BM-CD-M-002 Social Media management procedure>>
9. Flow chart #
