Editorial Guidelines

Website: https://www.dynamicroofingconcepts.com/
Industry: Roofing Contractor
Primary Content Topics: Residential Roofing, Commercial Roofing, Roof Repair, Roof Maintenance, Roof Replacement
Primary Service Areas: Brandon, Tampa, Riverview, Plant City, Valrico (ZIPs: 33594, 33595, 33596, 33619, 33511, 33578, 33563, 33567); Secondary: Hillsborough, Polk, Pasco, Pinellas (St. Petersburg, Clearwater), parts of Orlando metro

1. Purpose & Principles

• Trust & Authority (E-E-A-T)
  • Publish accurate, Florida-specific roofing content backed by verified sources and on-the-job expertise.
  • Attribute technical guidance to Colin Clark, Licensed Roofing Contractor and CEO. License: CCC1327224.
  • Cite manufacturer documentation where relevant (e.g., GAF, Owens Corning, CertainTeed).
• Authority Casting Integration
  • Follow this sequence for every piece: topical map → journey alignment → pyramid outline → targeted SME interview → AI-assisted draft → SME review (SLA) → compliance check → publish and distribute.
  • Maintain a monthly 30-minute SME interview to capture proprietary insights and proof points.
• Audience Journey Alignment
  • Segments: homeowners, property managers, HOA boards, commercial facility managers, realtors, insurance adjusters.
  • Stage focus:
    • Awareness (Education): foundational questions, local weather/storm context, maintenance basics.
    • Consideration (Comparison): material trade-offs, contractor selection criteria, warranties, timelines.
    • Decision (Conversion): proof (licenses, insurance, reviews, case studies), financing options, response times.
• Brand Consistency
  • Voice: Professional & Knowledgeable; Trustworthy & Reliable; Approachable & Helpful; Community-Oriented.
  • Tone by stage: Awareness—educational, clear, neighborly; Consideration—balanced, helpful, comparative; Decision—confident, reassuring, authoritative.
  • Reading level: 7th–9th grade plain language.

1. Roles & Accountability

• Content Strategist: Dynamic Roofing Concepts Content Strategist
  • Own topical map, journey targeting, briefs, pyramid outlines, distribution plan, and KPI reporting.
• Writer/AI Operator: Dynamic Roofing Concepts Writer
  • Produce AI-assisted drafts from briefs/research/interviews; implement editor and SME feedback.
• Subject Matter Expert (SME): Colin Clark (Licensed Roofing Contractor and CEO)
  • Provides interviews and validates all technical content. Final authority for technical accuracy.
  • Review SLAs: 3 business days (general); 5 business days (technical/compliance-heavy); 1 business day (urgent).
• Editor: Dynamic Roofing Concepts Editor
  • Ensures clarity, voice/tone alignment, SEO, accessibility, and compliance (license, insurance, warranty, OSHA, code notes, testimonials).
• Approver/Publisher: Colin Clark
  • Final sign-off and publishes approved content in WordPress staging/live per workflow.

1. Content Development Workflow (8 steps)

1. Topical Map & Keyword Research

• Pillars: Residential Roofing; Commercial Roofing; Roof Repair; Roof Maintenance; Roof Replacement.
• Clusters/sub-services: asphalt shingle, metal, slate, tile, flat, modified bitumen, storm damage repair, insurance claim assistance, roof coatings, TPO & flat roofing, skylights, gutter systems.
• Local intent: Brandon, Tampa, Riverview, Plant City, Valrico; secondary counties/metros as listed.
• Salience: Florida Building Code, hurricane wind-uplift standards, permitting/inspections, warranties, materials and maintenance cycles.

1. Audience Journey Alignment

• Map each topic to a segment and a stage objective (education, comparison, conversion). See Appendix A for segment-stage needs.

1. Pyramid Outline

• Structure: broad-to-deep; address false beliefs/objections (cost, timelines, material myths); include hooks tied to West Central Florida; embed trust signals (license CCC1327224, insurance statement, warranties, references/case studies).

1. Interview Question Development

• Create 5–8 targeted questions per piece to capture SME know-how on Florida-specific codes, storm impacts, material trade-offs, warranty scope, maintenance plans.

1. Research & Expert Interviews

• Blend internal data, approved manufacturer references, and SME interviews. Log all citations for editorial/compliance review.

1. Drafting Articles (AI + Human)

• Use clear headings (H1/H2/H3), short paragraphs, bullets; integrate internal links to pillars/locations and selective authoritative outbound links; identify FAQ schema opportunities.

1. Review & Verification

• SME verifies technical accuracy within SLA; Editor checks voice, readability, ADA compliance, SEO, legal/compliance elements; resolve all comments pre-approval.

1. Finalization & Publishing

• Add metadata, schema, alt text, captions/transcripts; stage in WordPress; pre-publish QA (links, forms, mobile); prepare splinter assets for social/GBP/email; publish and schedule distribution.

1. Editorial Standards

• Accuracy
  • Data must be current, cited, and aligned with SME guidance and Florida Building Code considerations. No unverifiable or absolute claims (e.g., “lifetime roof with no maintenance”).
• Attribution
  • Credit Colin Clark for expert viewpoints; name manufacturers when referencing their specs/guidelines.
• Clarity & Readability
  • 7th–9th grade plain language; define jargon; use local examples; scannable formatting.
• Consistency
  • Apply approved voice and tone by stage/channel; consistent headings, CTAs, and formatting.
• Inclusivity
  • Respectful, bias-free language; avoid stereotypes; reflect community-oriented values.

1. SEO & Technical Guidelines

• Targeting
  • Services: asphalt shingle, metal, slate, tile, flat, modified bitumen, storm damage repair, insurance claim assistance, roof coatings, TPO & flat roofing, skylights, gutter systems.
  • Geographies: Brandon (33510), Tampa, Riverview, Plant City, Valrico (33594, 33595, 33596, 33619, 33511, 33578, 33563, 33567); secondary counties/metros listed above.
• On-page SEO
  • Natural primary/secondary keywords; intent-matched headers; descriptive URLs; unique titles/meta descriptions with location where relevant; structured FAQs.
• Semantic coverage and PAA
  • Cover related entities: materials, warranties, permits/inspections, hurricane standards, maintenance intervals. Address People Also Ask questions.
• Internal linking
  • Interlink pillars, clusters, and location pages; include breadcrumbs where applicable; add CTAs to inspections/quotes.
• Schema markup
  • LocalBusiness (site-level), Service (service pages), Article (blogs), FAQ (Q&A), Review (testimonials/case studies per guidelines).
• Accessibility (WCAG 2.1 AA)
  • Alt text: descriptive and concise, include service/material/location. Use proper heading hierarchy; ensure color contrast; keyboard navigability; captions/transcripts for videos.
• Performance
  • Core Web Vitals (LCP, FID, CLS): “Good.”
  • Load time: <3 seconds mobile/desktop.
  • Images: WebP preferred; max width 1920px; ideally <200kb; descriptive file names per naming convention.
  • Minify CSS/JS; caching/CDN; avoid heavy plugins.

1. Content Repurposing & Distribution

• Content Splintering
  • Demand: social snippets, before/after carousels, short-form videos, GBP posts.
  • Consideration: downloadable checklists, comparison guides, maintenance schedules, email explainers.
  • Loyalty: case studies, testimonial spotlights, maintenance contract explainers.
• Content Stacking (funnel sequencing)
  • Awareness blog → comparison guide → local case study → CTA to schedule inspection/quote.
• Core Distribution Channels and Cadence
  • Website (primary hub): publish first.
  • Google Business Profile: weekly posts (project spotlights, promos, FAQs, seasonal updates).
  • Facebook: 3–4 posts/week (before/after, community, promos).
  • Instagram: 2–3 posts/week (drone shots, reels, customer stories).
  • YouTube: 1–2 videos/month (project highlights, educational tips, testimonials).
  • LinkedIn: 1–2 posts/week (commercial, partnerships, team, thought leadership).
  • Paid Ads (as applicable): Google Ads and Facebook/Instagram Ads aligned to storm season and promos.
• Email Cadence
  • Homeowners/General Newsletter: monthly; include seasonal tips, storm prep, recent projects, promos.
  • Commercial/Property Manager Newsletter: quarterly; case studies, maintenance contracts, material options, compliance updates.
  • Lead Nurture Drips: 3–5 emails over 14–21 days (thank you/confirmation → educational content → service showcase → testimonials → CTA to inspection/quote).

1. Compliance & Legal

• Licensing
  • Certified Roofing Contractor. License Number: CCC1327224. Display on service pages and footer.
• Insurance Statement (approved)
  • “Dynamic Roofing Concepts Inc. is a licensed and fully insured Florida roofing contractor, carrying both general liability and workers’ compensation coverage.”
• Warranty Language (approved)
  • “We provide a 10-year workmanship warranty on our installations, in addition to manufacturer warranties from leading brands including GAF, Owens Corning, and CertainTeed.”
• Safety/OSHA Notes (approved)
  • “Our crews follow OSHA-compliant safety practices, including mandatory use of personal protective equipment (PPE), fall protection, and site safety protocols.”
• Building Code (approved)
  • “All work performed complies with the latest Florida Building Code requirements, including hurricane wind-uplift standards, permitting, and inspection protocols.”
• Testimonials/FTC Disclosures (approved)
  • “Testimonials reflect real experiences of actual customers. Results may vary depending on project scope and roof condition.”
• Plagiarism & Copyright
  • Original content only; cite sources; only licensed/original visuals.
• Photo/Video Consent
  • Crew: written consent for identifiable faces; PPE visible.
  • Customers/Homeowners: signed media release for testimonials/interviews/property showcases.
  • Property identifiers: remove/blur license plates, house numbers, people, personal items unless written consent is provided.

1. Maintenance & Continuous Improvement

• Update Cycles
  • Service pages: every 12 months or on service/license/warranty change.
  • Blogs: every 6 months (SEO/topical accuracy; add visuals).
  • FAQs: quarterly audit.
  • Testimonials/Case Studies: add monthly; retire outdated/unverifiable.
  • Compliance-sensitive content: update immediately upon change.
• KPIs by Funnel Stage
  • Awareness: organic sessions, impressions/rankings (local + service), topical coverage vs. competitors.
  • Consideration: time on page, scroll depth, engagement rate, form starts, asset downloads.
  • Decision: calls and tracked conversions, quote requests, booked inspections (lead-to-appointment rate).
• Archiving Policy
  • Merge overlapping topics; redirect outdated pages with traffic/backlinks; retire pages with <50 visits in 12 months, no backlinks, and no strategic value.
• Feedback Loops
  • Field Teams: monthly submissions on customer concerns/issues/material performance via shared form.
  • Customer Service: log recurring questions weekly; content team reviews.
  • Editorial Reviews: monthly (Marketing + SME) for calendar alignment; quarterly cross-functional (Marketing, Operations, Sales) to align KPIs with outcomes.

1. AI Use Policy

• Permitted Uses
  • Research summaries (industry trends, local roofing topics, weather impacts); outlines and structural drafts; first drafts for blogs/FAQs/social posts; metadata (titles, descriptions, alt text suggestions); social repurposing; transcript clean-up; content briefs (topic clustering, keyword mapping, competitor analysis).
• Human-Only Tasks
  • Final SME fact-check; compliance-sensitive claims; pricing/financing statements; legal disclaimers; customer-facing approvals (testimonials, reviews, case studies).
• Transparency
  • Internal: track AI usage in workflow notes.
  • Public: disclose only when legally or ethically required (regulatory/sensitive statements).
• Data & Privacy
  • No PII in prompts; do not input contracts, permits, or confidential project data; tools must meet internal data security policies.
• Approved AI Tools
  • OpenAI (ChatGPT with human editorial oversight); Grammarly; Otter.ai/Descript. New tools require Marketing Director approval and SME signoff.

1. Visual & Multimedia Policy

• Permitted/Preferred Assets
  • Jobsite photos with visible safety gear; before/after transformations; drone footage (FAA compliant); diagrams/material swatches/roof system illustrations; short- and long-form videos; authentic project media.
• Brand Visuals
  • Colors: Navy Blue (#0A2E52), Roof Shingle Gray (#4B4B4B), Safety Orange (#FF6600).
  • Typography: Headings—Montserrat Bold; Body—Open Sans Regular.
  • Logo usage: per internal brand files.
• Consent Requirements
  • Crew and customer consent per Compliance & Legal; blur/remove property identifiers without consent.
• File Naming & Storage
  • Format: [ProjectType][City][Date:YYYYMMDD] (e.g., RoofReplacement_Tampa_20250920.jpg).
  • Storage: Google Drive centralized library; tag metadata with project type, material, location.
• Alt Text & Watermarking
  • Alt text: descriptive but concise; include service, material, location.
  • Watermarking: subtle branded watermark (bottom-right) on project photos; do not watermark stock images.

1. Content Operations & CMS

• Platform/CMS: WordPress (staging for drafts and QA).
• CMS Workflow
  • Draft in WordPress staging → SME fact-check & compliance review → Approver/Publisher (Colin Clark) final sign-off → publish → schedule distribution assets (GBP, social, email).
• Collaboration Tools
  • Docs: Google Docs; Project Management: ClickUp; Asset Storage: Google Drive.
• Publishing Cadence
  • Blogs: 2 per month; Videos: 2 per month; Case Studies: 1 per quarter.

1. SEO Targeting & Competitor Benchmarks

• Aim to outrank in primary service areas:
  • Westfall Roofing
  • Arry’s Roofing Services
  • Elite Roofing Services
  • ABC Roofing

Appendix A: Audience Segment Needs by Stage

• Homeowners
  • Awareness: signs of repair/replacement; cost ranges; storm effects.
  • Consideration: shingle vs. metal; choosing a trustworthy roofer; warranty options.
  • Decision: neighborhood trust; financing information; reviews.
• Property Managers
  • Awareness: extend roof lifespan; preventive maintenance.
  • Consideration: capacity for multi-unit; response times.
  • Decision: maintenance contracts; proof of insurance/license.
• HOA Boards
  • Awareness: options that meet community standards; process for large projects.
  • Consideration: HOA approvals; compare bids (cost, warranty, timeline).
  • Decision: references for similar HOA projects; homeowner communications plan.
• Commercial Facility Managers
  • Awareness: best systems for flat/low-slope; ROI of preventive maintenance.
  • Consideration: energy-reducing materials; safety compliance on commercial sites.
  • Decision: detailed proposals; maintenance plans; emergency service agreements.
• Realtors
  • Awareness: impact of roof on home value; repairs that increase marketability.
  • Consideration: quick inspections for closings; report turnaround.
  • Decision: prioritization for real estate timelines; certification letters.
• Insurance Adjusters
  • Awareness: storm damage indicators; documentation support from roofers.
  • Consideration: accurate estimates aligned to insurance standards.
  • Decision: experience with insurance paperwork; code-compliant replacements.