Scope Creation
If you see an opening to add hours to
a content scope, should you consult Content first for ideas or just add them, and we'll figure out what that work looks like later?
Come to us first!
Can we add personalized elements to print guides?
Yes! In Wyoming's 2027 guide, we're layering in a striking "grand opening" statement for 20,000 printed guides focused on three personas for personalization that is meant to inspire.
Why should Content sign off on things like wireframes and component design?
We're generally the ones creating the pages and know the types of issues that can come up.
Should multi-channel-campaign planning include print?
Yes!
When’s an appropriate situation for recommending AI as a Content service option for a client?
When there’s a high-impact use case — like widespread missing alt text or a site that needs stronger search or analyzing/compiling performance data — that AI could significantly improve, with human touch later.
What's the first step to take when you hear a content audit might be happening?
Fill out the Creative & Content New Project form in Wrike (checking the Content-only box) or call me up!
Who's responsible for sending client proofs, consolidating client notes, resolving open-ended questions and posting client feedback in Wrike?
The Guide Manager (YOU?)
What should you do if you hear a "content freeze" or "content migration" is happening?
Make sure Content is looped in on the dates and knows when to stop making changes on the old site and start making them on the staging/new site.
Does new content need to be created for every channel?
No! Driving traffic to the same content from different channels can improve SEO and site authority and also demonstrate message cohesion.
Should we position AI platforms as a long-form writing support service to help clients save time? Why or why not?
No. Using AI to write long-form copy doesn't actually save much time (or any) given the need for fact-checking and research, vetting and the need for human touch.
What are at least three factors that could influence how long it takes to create content for a print guide?
• How many new vs. pickup articles?
• Is the size changing (page count or size)?
• Can we repurpose web content?
• Does the client plan to provide any content?
What are two of the best options for filling unsold ad pages?
House ads, adding inspirational and visual spreads as section or article intros, cutting pages, repurposing content from a previous guide.
What are two SEO tasks that are considered technical and two that would be considered Content?
Technical: Accessibility, Crawlability/Indexation Issues, Core Web Vitals, Structure Data (Schema Markup), Analytics Setup/Configurations
Content: Content Updates/Optimizations, Gap Analysis, Competitive Analysis, New-Content Recs, Metadata, URL Mapping/Redirect Strategy
How are content pillars used in a content calendar?
These recurring themes or topics help align content with brand goals.
What are two fairly easy ways to improve AI Overview traction on a page?
Question-oriented H2s
FAQ components
Schema markup
Keyword-infused metadata
How-tos
Truly insider info/hidden gems
Practical tips for visiting
Quick facts
Frequently updating content
What are at least two bits of info Content would need to provide an hours estimate for a content audit?
• Number of pages being audited
• Timeline
• Site goals
• Other client priorities/pillars like sustainability and inclusivity
What are at least two options for handling missed client deadlines to ensure we stay on track for our
print date?
Consult the full team about options ASAP, look at taking days from future client-review windows, consider separating deliverables into batches
If a client says they will migrate their own content, should you believe them?
Absolutely not. They will think they can do it, and when they realize they don't have time, it falls to us very late in the game and nearly always pushes the launch date.
Name one reason we recommend pushing new web content across other channels, like social, enews and SEM?
• Extend reach beyond the website to reach non-organic users
• Strengthen performance signals
• Play all of Google's games ($$$) to improve SERPs
Why shouldn't we sell GEO (Generative AI Engine Optimization) as a standalone service?
GEO is an addition to, not a replacement for, SEO strategy; making a shift away from SEO best practices hurts regular search and takes away impact investing in GEO only may have.
A client comes to you post-scope creation and says they need to decrease hours after content planning has been started. What do you do and why?
Alert the content lead right away, so we can rethink how to make the most of the hours we still have.
What are two things we can recommend to a client looking for an enhanced digital-integration strategy for their print guide?
Themed digital guides distributed across channels; QR codes and vanity links with UTM tracking; AR/VR integrations in images; enhanced software like Foleon and giide
Who creates a site's information architecture and navigation?
Trick question!
That role is shared by Content, Digital Product Manager (TBD?) and Digital Product Designer.
What is the benefit of a multi-channel content audit?
Building a cohesive content strategy across multiple disciplines will make our client work shine — and can uncover needs that open the door to additional services.
What's the difference between branded and non branded prompts in Scrunch ... and which one is our responsibility to address on clients' sites as part of an SEO/AI scope?
A branded prompt includes the destination name (eg: top national parks in alaska vs. top national parks)
Typically, our sites are responsible for appearing in citations for branded prompts.
We'd defer to clients' PR/reputation management to address citations for non-branded prompts.