Types Of Content

Social Media
Recommended Post Length

Facebook - 40 characters or less

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Twitter - 70 to 100 characters

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LinkedIn - 40 to 49 characters

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Pinterest - 150 to 300 words

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Instagram - short and medium length posts

Make sure you’ve reviewed Persuasion Switch before creating social media content.

If you’re going to use a blog article/news article/landing page, please read the entire
article. Avoid copying sentences from the articles word for word, then pasting them
as the caption, except if you’re quoting a person.

Maximum of 3 hashtags can be used per post.

For Twitter posts/ Tweets, if applicable, include the Twitter handle of a brand
mentioned in the caption/article.

If there are images that should be posted together with the written content, please
send the JIRA ticket link or the actual images to Jarvis. Please note that request for
images (done via JIRA) may take up to 2 business days.

Video Repurposing
As much as possible, avoid mentioning any specific brand including Comodo.
You don’t have to replicate the exact length of the original video. Just get the core
message then repurpose it.

Use any of the 2 formats: document version or sheets version. Just make a copy of
the file then save it. Here is a sample of a script.

Title and Meta for YouTube Videos

Recommended Title Length - 60 characters including spaces (max is 100, but 60-65
is optimal)
Recommended Description Length - 250 characters including spaces or less

SEO Content
For SEO Content, the team needs to follow basic on-page optimization techniques
which can be found here: https://backlinko.com/on-page-seo.

Here are the basic guidelines to follow:

1.

Keyword must be used in the Title of the article.

2.
3.

Title must be a maximum of 55 characters in length.

4.
5.

The keyword must appear in the first 100 words of the article (basically the
first paragraph)

6.
7.

Use the keyword in subheadings (title for the subsections of the article).

8.
9.

Link to a reputable website/source.

10.
11.

Link to 2 or 3 other articles in the same site.

12.
 13.

Use 2 - 3 LSI keywords in the article. An LSI keyword is basically topically

related to the designated keyword for the article but it can be longer. It is also
known as “long-tail keyword” which is a longer search and more specific
search string since it primarily comes from people using voice search. Use
this tool for looking up LSI keywords to use: https://lsigraph.com/

14.
15.

Articles must meet the 750 minimum word requirement because length,
apparently, is also a rank factor.

16.
17.

Keyword density should be 1.5 and above.

18.
19.

Provide the links of your references for the article.

20.

For the updated Quality Structure for SEO, please refer to this link:
https://docs.google.com/spreadsheets/d/1lgU0mYzMzCSOmv-
TkVv_BpvAAJOLLXdBU8KxSHPenvY/edit#gid=0 

Repurposed Content
For content repurposing, as much as possible, the writer must re-angle and turn the
content into something that is not 100% similar to the original content. Never directly
copy content from another published article, except if you’re directly quoting a person
or a brand. There’s no room for plagiarism in this team. Don’t simply paraphrase the
sentences of the original content, because there is such as a thing as intellectual
plagiarism. 

The writer must absorb the core message of the content, be aware of the information
in the article, and then when thinking about how to spin it into something new, he or
she must ask the question:

“How can I add more value to what this article has already told me?”

The answer to that question is how the original content should be repurposed. If the
writer is merely paraphrasing second-hand information, we might as well open a fake
news site.

For the QA Structure for Content Repurposing, please refer to this link:
https://docs.google.com/spreadsheets/d/1VfYJEfO4KVHOEkta59jt9GwpmvdV45Uyr
ELjL3vC-Jw/edit#gid=0 
Content Creation Checklist
Title Case - the title and all subheadings must be in Title Case. please see Article
Creation 101 under Writing Titles and Copy

Alt text - every image must have a relative alt text in line with the keyword/ keyword
phrase. All images must be relevant to the topic of the paragraph below it or the
subheader it is under.

Paragraphs - Paragraphs must only have 3-4 sentences. It is also important to note
that each paragraph should have a space in between - same thing for bulleted
paragraphs. 

Sentences -  sentences must contain a maximum of 23 words for optimum and best
readability. 

Anchor Text - use an anchor text with a url similar to the created content. Anchor
texts should be linked to another comodo article or an outside source (news, reliable
blog, etc). At least one anchor text must be present in the entire article.

Bolded Text - bolded texts are important and should appear every paragraph. The
bolded text must highlight the gist of the paragraph. When a reader skims through
the article, the bolded texts are the ones he/she sees - therefore, the bolded texts
must be positioned well enough to give some kind of summary already.

Images - All images must have an alt text following the keyword. All blog articles
must have at least one relevant image. The writer can suggest an image for the
article.
Keyword - the keyword density target is 1.5. The keyword(s) must be present in the
suggested URL, alt text, and CTA.

CTA - every article must have a relevant call to action image that will lead to a
landing page, this in turn must be readily available for monitoring.

Article Creation 101

Post Strategy
Serve the Audience
Focus on your audience and strive to be of use to your prospects and customers.
What does your audience want to know? The best corporate blogs find the questions
their target audience is asking, and then answer those questions.

Theme Selection
Select a theme that you can use to illustrate thought leadership for our brand by
sharing a unique perspective.

Create a Series
Every content we create for a campaign should be well aligned and linkable to each
other. Let’s consider writing a series of posts if the content theme is meaty. A strong
series can result in content longevity and add SEO benefit. For example, start with a
launch announcement, then dive into a related theme each week for the duration of
the digital campaign.
Topic Check
Check your topic against keyword research to see if it will resonate with your
audience. Find out if trade or industry press is covering the topic, whether other
corporate blogs are discussing it and if your audience is already sharing it on social.

Repurposing Content
Every new content material will be given a maturity period of at least one week for it
to rank. It will then be repurposed into various content:

Graphics

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Infographics

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Blog

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Whitepaper

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e-book

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videos

Writing Titles and Copy

Create an Attractive Title
The ideal length is between 8-12 words, keeping it below 55 characters.

Lead or introduction
Hook the audience with the introduction. Good introductions are compelling and
promise the
reader something of value. Show that the blog post will yield new information, provide
something of use, or be entertaining - ideally all three.

Create interest in your phrasing with action verbs, citing an important stat, a listicle,
and making a bold statement.

Create an introduction in such a way that it acts as the bridge between the headline
and the body of the post.

Consider sharing something shocking, debunking a myth, or asking a question.

Quotes
Follow basic journalism best practice by quoting other people. Consider industry
thought leaders, customers, employee experts and your own C-suite.

Citing
Credibility is critical. Always cite sources of any statistics that you reference. Only
use reputable and up-to-date sources.

Content/Copy
Body copy length varies by topic. Longer posts tend to provide strong SEO value.

Visuals
Strategic Placement of Visuals
Decide where you want to use visuals. Consider a blog banner, images in the body
and a footer. Footers are especially helpful if you’re writing a series of posts and want
to drive traffic to your content’s landing page in each one.

Relevant Images
Visuals are great at attracting and holding reader interest. Make sure the visuals are
relevant. Popular assets include: infographics, videos, Slideshare decks, photos or
screenshots, charts to share data.

Social Shareability
Make sure you have a powerful thumbnail image that social platforms can scrape to
drive clicks and increase the blog’s traffic.

Deployment and Distribution

Employees
Ask colleagues and employees to share with their networks. We will make it a
practice for all team members to share every content published.

Social Media
Published articles will be distributed across all of Comodo’s social media platforms

Frequency
Article/Blog Creation
Writers are required to produce two to three high quality content blog articles on a
daily basis. The work will be proofread by the Senior Content Writer as soon as his
load allows it.

Quality Checkpoints
Branding

1.

Style and voice based on Comodo's/Product's brand/audience

2.
3.

Article fits into our tagline “Delivering an innovative cybersecurity platform to

render attacks useless”

4.

Grammar

1.

No spelling errors

2.
3.

No punctuation errors

4.
5.

Correct subject-verb agreement

6.
7.
 Tense consistency

8.
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No dangling modifiers

10.
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Appropriate word choices and usage

12.

Readability and Organization

1.

Topical Headings for each section of the article

2.
3.

Title should be no more than 55 characters long

4.
5.

Each section should contain no more than 300 words

6.
7.

Paragraphs should contain 2 - 4 sentences

8.
9.

Lead paragraphs should give a preview of the content while generating

interest for readers to continue reading

10.
11.

Each paragraph should develop one idea

12.
13.

Minimal passive sentence construction

 14.
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Use of bullets/numbers for lists or step-by-step Instructions

16.
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Use of Anchor Texts (hyperlinks)

18.

Search Engine Optimization Techniques

1.

Keyword Density

2.
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Title and Headings contain keywords

4.
5.

Article should be at least 750 words long

6.
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Article should contain 2 - 3 LSI Keywords

8.
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Keyword should appear in the first sentence

10.

Research and Technical Knowledge

1.

Information is timely and factual

2.
3.
 Information has been collected from credible sources. Writer must include all
the sources he/she used so that the Editor can review them as well.

4.
5.

No text in the article should be plagiarized (zero-tolerance). Anyone caught

with plagiarism will be automatically terminated.

6.
7.

Technical terms should be explained in layman's terms if the article is for a

general audience. This will all depend on the product and the corresponding
Buyer’s Journey.

8.

For reference on the new QA Structure, please refer to this file:

https://docs.google.com/spreadsheets/d/1lgU0mYzMzCSOmv-
TkVv_BpvAAJOLLXdBU8KxSHPenvY/edit#gid=0

Daily Reminders
Communication
Always check Skype, Facebook Messenger and Company Email once you get to the
office.
If you need to reply or acknowledge a message, do so ASAP.

Tasks
Always check the Content Team Productivity Dashboard for any assigned tasks for
the day. Review your past tasks if they’ve been approved or if further rework is
required.

SEO
For approved SEO tasks, submit them via Zoho ASAP.

Please note that old SEO tasks (aka reworks) should be prioritized over new SEO
tasks.

If you don’t have any assigned task as per the Content Team Productivity
Dashboard, by default, you need to work on 2 SEO tasks. If you don’t have enough
(only 1 task or none at all) SEO tasks assigned to you on Zoho, please contact the
Content Manager.

Repurposing
For approved Repurposing tasks, please update the status on the corresponding
dashboard to “Done”. If your Repurposing output requires further rework, finish them
ASAP.
File Management
Always make sure your Google Doc or Google Sheet files can be viewed by anyone
and edited by the Senior Content Writers (ken.ishikawa@gmail.com) and
(mark.comodo@gmail.com), and the Content Manager
(ayzee.casimiro@gmail.com). 

Do not meddle with the Content Team Productivity Dashboard. Do not change the
cell colors or add/remove rows and columns without the Content Manager’s
permission. But feel free to use colorful font colors.

Your tab/sheet should be updated daily, complete with appropriate links and
notes/comments.

For SEO tasks - if your article is not yet approved, please put the Google Doc link in
the task link. Type a “done, pending review” comment for new tasks and “reworked”
comment for reworked tasks.

If you article has been approved, submit it via Zoho then put the Zoho task link below
the Google Doc link. Put “submitted” as remark/note.

For Repurposing tasks - put the Google Doc or Google Sheet link in the task link.
Type a “done, pending review” comment for new tasks and “reworked” comment for
reworked tasks.

If you article has been approved, please update the status on the corresponding
dashboard to “Done”.

Style Guide for submitting articles via Zoho

1.

Filename should be the keyword in title case.

2.
3.

Titles should be in title case only.

4.
5.

Files should be in .odt, .doc or .docx format. No PDF files.

6.
7.

Keyword and Buyers Journey should be indicated on the upper left corner.
See below.
8.