How Calendars and Briefs Automate Content Production for Businesses

Written by Adrian Ignacio, Journalist

As of 2022, SEO has become one the most popular and affordable ways for companies to get traffic and business online. However, it is also more difficult than ever. To rank well in search engines, your content must be absolutely the best to answer the readers' search intent behind your target query, using texts, images, or videos. Some businesses invest a ton of money in content but barely see any results. Thankfully, a few SEO and digital marketing experts have developed amazing processes to help you create content that actually performs.

And Marco, the founder of, an online resource for travel, food, and crafts, is one of them. During his venture at a New York-based agency, Marco developed a brand-new content strategy that includes content calendars and briefs for a leading financial institution, Marcus by Goldman Sachs, and Comeet, an award-winning recruitment platform. This process streamlines each site's content creation process, helping the brand to focus on topics aligned with their voices, resources, and great traffic potential.

The content calendars (see the screenshot below) are based on extensive keyword and search engine result page (SERP) analysis, which is the foundation for more detailed content briefs that contain valuable SEO insights, such as target keywords, metadata, page structures, internal linking opportunities, and subtopics, to guide content production. These original methodologies have since been utilized by leading companies in the financial and health space, including Petal Card and Wheel, to grow their organic visibility on Google.

Marco is a known SEO expert whose strategies have helped many. He also implemented an international SEO fix for a retail company that de-indexed the many country-specific versions of its website that served identical content by canonicalizing them to the U.S. site. This allows the brand to be perceived as slimmer in the eyes of Google and yet accessible to users visiting from different countries. He also launched a leading collaborative recruiting website and led the development and growth of their Resource Center.

Before joining the agency, Marco was doing SEO at one of the nation's largest home goods companies, leading SEO for one of its affiliates. He grew its organic visibility by almost 20% by developing a unique, "no-index and canonical" approach that also reduced the site's indexation size, which several other well-known organizations later adopted. Marco now is the growth lead at Dotdash Meredith, America's largest digital and print publisher, spearheading SEO for brands in the travel, technology, and sustainability verticals, including Travel and Leisure, Lifewire, Tripsavvy, Treehugger, and more.

In addition to his corporate pursuits, Marco created and established, a reliable source of information for travel, food, and crafts. In just a few years, it became one of the world's top travel sites, with over 3 million annual readers. He created unique and novel formats for his site, including grouping long-form content by geographies, types, and genres for higher readability. The website also uses ratings and reviews from local directories to create editorially genuine best-ofs articles. Though Marco no longer manages the site, his articles continue to draw attention en masse.

In 2021, the site also launched faceted navigation that lets readers search destinations and guides using filters like "best time to visit," "located in," "great for," "cost," and "visa and vaccination requirement," acting as a one-stop-shop for trip planning. While such a feature is common in eCommerce, this is the first time it has been used in publishing, offering readers a brand-new way to find and consume content.

Hailun (Marco) Feng

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