Scale Up In-House

We help startup founders and marketers build and scale in-house content teams to turn SEO into their #1 acquisition channel.

📈 Scaling content velocity is the biggest challenge in SEO

Publishing a lot of content requires people. And people are inherently more complex than 301 redirects

Every word is a liability to mess something up. Messaging, positioning, internal linking, offers, CTAs, pricing. And there are a lot of mistakes.

Edge cases and fires compound as you scale. Burning everyone out

Your content isn’t ranking as well as it could. And you don’t know why

🥹 The options aren’t great

DIY. There is a ton of info on SEO, but there is almost zero info on content operations.

Buying a course. SEOs traditionally don’t value content. Most courses only cover surface-level content operations, are video-based, and don’t have SOPs you can hand off to your team today.

Content mills and marketplaces. Cheap content providers are selling a deliverable, not an outcome. Chances are this content won’t rank or generate ROI. And you just lost 3-6 months of forward momentum and tens of thousands of dollars.

Hiring in-house. Employees don’t walk in the door with content ops SOPs, templates, and documentation. That stuff belongs to their former employer. Expect hundreds of hours building the basics.

Hiring agencies. The best agencies you want to work with have more demand than capacity and charge fees that reflect that. The agencies you can afford haven’t done what you want to achieve.

Instead, you need a complete set of documentation and systems covering every aspect of the content production lifecycle. And help to implement it. We call this the Content Ops Framework.

The Content Ops Framework combines 100+ SOPs and templates, automations, and systems to scale content velocity to hundreds of pages per month.

With the Content Ops Framework, you get:

Consistent growth. Week over week growth, most weeks.

Streamlined systems. Scale up without burning everyone out.

Lower cost. We’ll help you build an off-shore, in-house team that outperforms their US counterparts at 70% lower salaries.

Better ROI: Content published using the Content Ops Framework generates more traffic than other content.

Peace of mind. Knowing that you’re following a predictable framework that has created the outcome you want to achieve again and again.

👀 What growth looks like

With the Content Ops Framework.

Zavvy grew from 0 to 100,000+ organics/month in less than a year with ~250 pages of content.

Make And Do Crew grew from 50,000 organics/month to 300,000 organics/month in less than a year from a few hundred pages.

Net Influencer has grown from 0 to 100,000+ organics/month with about 300 pages of content in 18 months.

Red Switches has grown from 5,000 to 50,000+ organics/month with a few hundred pages of content in 6 months.

⚒️ Content Ops Framework vs. DIY

💪 What sets the COF apart?

Agency R&D

1. We proved it works again, and again
2. By taking 5 projects from 0 to 100,000+ organics/month
3. And a ton of smaller wins

See what I mean:

• 0 to 103,000 organics/month (first big W)
• 0 to 116,000 organics/month (founded/acquired)
• 0 to 119,000 organics/month (subscription DTC)
• 0 to 166,000 organics/month (B2C SaaS)
• 0 to 1,500,000 organics/month (A16Z backed startup)
• 0 to 30,000ish (not big enough for their own write-ups)

Community Validation

1. We opened up the Content Ops Framework in early 2022
2. Beta tested with our community, helping a handful of brands hit the 100,000 organics/month club
3. Proving anyone can crush search with our system

Now it’s your turn.

Outcome & results > everything

Most SEO courses focus on technical BS, hacks, and tricks for you to do yourself.

The Content Ops Framework is a series of playbooks, systems, and step-by-step SOPs across the entire content production lifecycle, for you to delegate to your team and then hold them accountable.

Most courses

1. Hours of video
2. Overly focused on hacks, shortcuts, and technical info
3. Many tactics that don’t move the needle
4. Minimal information on scaling content ops

Content Ops Framework

1. Proven tactics and strategies
2. SOPs from our agency
3. How to do the work for each role on the team

Here’s how we’ll build content ops into your cultural DNA

Part 1: Systems and Setup

Deploy our content management system and automations, get familiar with the Content Ops Framework SOPs, join our Slack channel, RSVP for office hours, and schedule a kickoff call.

Part 2: GTM

Most people think scaling content velocity is just publishing words. Scaling content velocity only works if the foundational work at the beginning is done correctly. We spend 6-weeks creating enablement documentation before writing the first word of publishable content.

Knowledge Transfer. Extracting the most important information from stakeholders.

Building the Project Bible. This document covers your brand’s tone, voice, messaging, positioning, industry overview, competitors, and more.

Creating Your Topical Map. Reveal every single opportunity to get in front of a qualified audience across the entire funnel.

Designing Your Content Series Template. The CST is like a content brief but for hundreds of pages of content.

Part 3: Recruiting

We’ll help you source, test, and hire highly talented offshore applicants your competition is overlooking at 70% lower rates than their US counterparts.

Writers, editors, VAs, and SEOs, we have a predictable recruiting playbook to hire the top 1% for every role you need.

Part 4: Start Publishing

The foundation is laid, and it’s time to start writing. Your feedback on the initial content cohort is integrated into the project documentation.

Part 5: KPIs

Once you publish the 30th – 50th page of content, you should see impressions, clicks, and traffic hit new ATHs most weeks.

If either of these KPIs are flat for more than 8 weeks, the campaign is off-track.

Part 6: Scaling

You’re ROI positive, and it’s time to scale up.

You’ll need 8–11 people to hit 100+ pages per month. We’ll help you build systems for all the friction points of managing people. Onboarding, promotions, invoicing, payments, project management, offboarding, policies and everything else.

5–6 Writers. Each publishing about 30,000 words per month.

2–3 Editors. Each editor can manage 2-3 full-time writers.

1 VA. Uploading and updating internal links, etc.

1 SEO/PM. That’s you or someone we help you hire.

Part 7: Technical SEO

Make a change once, and it propagates every page on your website. Technical SEO has high leverage when you have a big footprint in the SERPs and low leverage when you have a few pages.

Everything you need, nothing you don’t.

🤔 FAQ

Who is the Content Ops Framework for?

1. You have the ambition but not the budget to engage an agency like us
2. You want to build content ops into your org DNA
3. You have a business model that is working, and customers love
4. Other acquisition channels are already working, but maybe not as fast as you’d like
5. You’re responsible for leading the growth
6. You don’t want to spend hundreds of hours creating your documentation
7. Maybe you don’t have SEO experience, and you want guardrails. Maybe you do and just want to hit the ground running.

Who is not for?

1. You can’t spend at least $5,000/month on writers and editors
2. Your goal is to start an affiliate website
3. SEOs looking to self-learn to get a better job
4. You’re looking for shortcuts, hacks, and tricks to avoid hard work
5. You’d rather outsource growth (to an agency like us)

How does the engagement work?

We set you up for success with…

• 100+ SOPs for writers, editors, VAs, PMs and SEOs
• 1:1s meetings to get setup
• Office hours for anything you need
• Slack channel for comms between office hours
• Review your key deliverables for alignment with our SOPs
• Sourcing your writers, editors, and SEOs
• Systems to automate and reduce friction
• KPIs and benchmarks to hold your team accountable to

How much work do I need to do?

The engagement needs a project manager. This can be you or someone we help you hire. Expect to be hands-on with content for the first 8-12 weeks while developing internal documentation, quality standards, and onboarding/training. Once your editors are plugged in, your content obligation should reduce to spot-checking work.

Does this program work for B2B, B2C, or DTC?

Yes, this program has been used successfully by B2B SaaS, B2C SaaS, and DTC e-commerce.

I’m pre-revenue. Am I a good fit?

This program is not a good fit for early-stage companies without a proven business model and a predictable ability to convert a qualified audience into revenue.

How does hiring work?

We’ve spent thousands of hours iterating on a hiring funnel that has helped us hire hundreds of great people the competition can’t find. We’ll help you write your job description, build a pre-hire skills test and hiring workflow, with sourcing great candidates, interviewing, offers, and onboarding.

Who is a good fit?

The Content Ops Framework is a great fit for founders and marketers with at least $50k MRR and can invest at least $5,000/month into writers and editors to produce content.

How much do I need to spend on content to make the program worth it?

The more content you publish, the better outcome you’ll see.

We will help you build a team of two writers and one editor, producing approximately 30 pages per month for $6,000/month.

You should expect to spend several hundred dollars per month on 3^rd party software such as Airtable, Zapier, Slack, Zoom, 1Password, etc.

👉 Book Demo