How to Create Website Content with The Rule of 52

Content is the foundation of your website and a key tool in helping reach your company’s marketing objectives. If you’re struggling to create content for your website in the engineering industry, you’re not alone. Marketing teams are only so big and technical content can sometimes be difficult to produce. Engineers or product managers have the most knowledge about the product but, they might not have the time to sit down and write a blog post. And so I give you, “The Rule of 52.”

The Rule of 52 can consistently bring you 52 pieces of content in a year, spread the workload across your company, and hold everyone accountable. Sounds great, right? Let’s take a look at what you need to do to get started.

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Step 1: Create a document

Create a living document that can be easily shared amongst your coworkers such as a Google Doc. This will be your content roadmap that holds everyone accountable and outlines all of the content that will be created and published over the next 52 weeks.

Step 2: Compile a list of frequently asked questions

Reach out to your sales team, call centers, engineers, and other coworkers and ask them what questions they are frequently answering. Compile all of these questions and list them in the document you created. If you already have an FAQ page on your website, consider updating them and adding them to the list.

If you don’t have 52 questions right away, don’t panic. You can always add to the list at a later time but you will need 52 questions to complete The Rule of 52.

Step 3: Assemble a content squad

The next step is to assemble a content squad of people from different teams that are willing to help write these pieces of content. Assign each FAQ to someone who can write knowledgeably about the topic. By defining who is responsible for the content, there will be accountability and this will ensure consistency with your publishing. Make sure all members of the content squad have editing access to the living document.

Step 4: Establish date and publishing schedule

Assign one FAQ to each week of the year so that every week, a new piece of content can be added to the website. Once the article is published to the website, add the link to the living document which will let everyone know that it has been published.

Step 5: Start creating content!

If you can identify 52 questions and assemble a content squad to help you accomplish it, you’ll have 52 new pieces of content for your website. That’s 52 new pieces of content for your blog that can be shared on your social channels as well.

Check out the image below to see our template for The Rule of 52.

Have a question? Did this work for you? Comment below or keep the conversation going on Twitter @WTWH_Aly