Citrus America Blog & Content Strategy

Overview

Citrus America's blog content program is a collaborative effort between the AAG team (content writers, PPC specialists) and the client-side editorial reviewer (Brian Framson). The workflow integrates SEO tooling via Surfer, PPC keyword research, and a structured review loop to ensure content is both optimized and accurate before publication.

Content Development Workflow

Drafting & Tooling

Blog posts are drafted by the AAG team and delivered to Brian for review via Surfer, an SEO content optimization platform. Surfer was chosen specifically because it gives Brian real-time visibility into how his edits affect the content's SEO score — allowing him to see the impact of changes as he makes them.

"That's the one where I can see the points go up as I do stuff, right?" — Brian Framson

Note: Surfer drafts are delivered without images; images are added separately during the publishing stage.

Editorial Review

Brian Framson serves as the primary editorial reviewer on the client side. His role is to:
- Apply factual and brand-voice corrections
- Adjust copy within the Surfer interface
- Approve content before it moves to publication

The AAG team may include inline comments in Surfer for Brian to address, or apply them directly if Brian is unavailable.

Keyword Integration

Blog topics are informed by ongoing PPC analysis. Mark Hope and Gilbert (AAG's PPC specialist) surface new keyword opportunities as a byproduct of their paid search work. These keywords are then filtered into the editorial calendar and distributed across upcoming blog posts.

"In the process of what Mark and Gilbert were doing, they came up with a handful of additional keywords that we want to focus on for some blogs. We're going to filter those into the topics and just get those sprinkled out over the next few blogs." — Melissa Cusumano

This creates a feedback loop between paid and organic: PPC research informs SEO content, and high-performing organic content can reduce reliance on paid spend over time.

Competitor Content Strategy

Brian has articulated a longer-term content concept — sometimes referred to internally as the "swimming pool blog" concept — in which a blog post openly names and fairly characterizes competitors, then makes the case for Citrus America's products on price, hygiene, certifications, and other differentiators.

The rationale: prospects are already researching competitors, so proactively addressing those comparisons in a blog (rather than only on PPC landing pages) can capture organic search traffic and build credibility.

"You should put out a blog that talks about your competitors in a good way, but then talks about you in a better way... because they're asking anyway." — Brian Framson

This is distinct from the competitor-specific PPC landing pages (ZoomX, Zumo) and the generic "Commercial Juicer" PPC page — see ^[1] for those.

Related Projects

• ^[1] — ZoomX, Zumo, and generic commercial juicer PPC pages
• ^[2] — Gilbert's PPC keyword research and campaign planning
• ^[3] — Source meeting where blog workflow and keyword integration were discussed

Current Status (as of December 2024)

Key Contacts