The International Sports Science Association (ISSA) is the world leader in fitness education and
believes that healthy living changes lives.
The primary challenges were that their blog was not driving revenue, and there
was no content process. Plus, it took several hours to update a single piece of
content.
Topic ideas were submitted by personal trainers or fitness experts who brought a wealth of expertise, but the content was often wordy and didn't have a clear direction.
The topics covered were often very niche, based on the writer's experience. While personal experience is of high value, the content wasn't supported with comprehensive information on the topic or backed by user intent research.
ISSA created a formal content process that centered around the Content Briefs provided
by MarketMuse. The Senior Content Editor distributes the briefs across a team of three
internal writers and six external contractors. Writers are required to cover a certain number
of topics and answer a certain number of questions from each Content Brief to ensure the
blog post is comprehensive and meets the target Content Score