Client Story: WP Mayor
How WP Mayor evolved its content strategy for a modern audience.
Tom helped us adjust our content strategy as our audience moved beyond basic WordPress tutorials. He has supported WP Mayor since 2016 across writing, editing, and strategy, adapting as our needs changed.
WP Mayor: an overview
With over 15 years as an authority within the WordPress industry, WP Mayor has evolved from a blog into a fully-fledged hub for tutorials, impartial reviews, and education. Here’s what the company needed from me:
Strategic content leadership and support to help evolve its day-to-day operation.
Help with workflow optimization for an expanding knowledge hub.
Hands-on execution across all content strategies, writing, and some marketing.
I’ve been a collaborator with WP Mayor since 2016, so my experience of the brand and WordPress as a whole meant I could slot into different roles and provide advice, opinions and guidance throughout the project.
The challenge: moving WP Mayor’s content marketing and presentation into the modern world.
Evolving to meet the interests of the modern reader
The WP Mayor readership has evolved from WordPress users looking for basic tutorials and roundups to established site owners who demand authoritative content. Expert insights on more complex topics now resonate over simple how-to guides.
Creating content to match the developing brand authority
Overall content quality needed to reflect WP Mayor’s growing domain authority and major brand partnerships. Some of the content decisions had the potential to undermine trust and prevent the site from becoming the definitive WordPress resource it could be.
Refining the internal editorial and content creation process
The writing, editing, and publishing workflow was fragmented and undocumented in places. Without clear processes and editorial standards, quality was inconsistent and WP Mayor couldn’t scale. The CEO needed systems that could run almost autonomously.
Providing higher-ups the time and space to concentrate on winning new business
The CEO was spending valuable time on day-to-day content operations instead of pursuing high-value partnerships and business development opportunities. WP Mayor needed a trusted content specialist who could take on the responsibility.
I needed someone to take ownership of our content operation for a while so I could focus on growing the business. Tom took on a Senior Content Strategist role and helped improve our editorial processes, giving us more consistent strategic input, which in turn freed up my time for partnerships and business development.
Mark Zahra – CEO at WP Mayor
The solution: a collaboration to improve the reader’s experience, build customer trust, and develop solid internal structures.
Streamlining content and editorial workflows to produce trustworthy and ranking content with authority.
The CEO needed WP Mayor to have better content quality to improve authority. My strategy introduced lots of subtle changes:
- It was important for reader trust that I removed the over-reliance on LLMs from some collaborating writers.
- I took on the frontline work of leading with stellar content in the form of reviews, tutorials, and opinion pieces.
- The content presentation and formatting needed updating to match what both readers and search crawlers want to see.
This required template and structure changes, site design updates, and new content types. For search crawlers and GEO/AI visibility, I introduced strategies including featured snippets optimization, structured data implementation, and positioning for AI-generated results.
Refining WP Mayor’s internal strategy and processes to reach readers, attract clients, and grow revenue.
WP Mayor’s rapid growth and change in readership needed us to look at its internal processes and strategies in a few ways:
- Guidance on content marketing workflows, including support to the Blog Manager as we transitioned from old publishing tools to a modern setup using Notion.
- Introducing social proof identifiers to rank better in SERPs and advising on strategies around multi-content marketing and content repurposing.
- Aligning content placement within the sales funnel to maximize conversions and business impact.
We held regular video meetings to develop future content strategies, discuss client experiences, and reassess our current approach.
Tom brought in more current SEO practices such as targeting featured snippets, using structured data, and visibility in AI-driven search results; incorporating them into our overall approach. His experience across different roles over the years means he understands the full content workflow.
Mark Zahra – CEO at WP Mayor
The results: higher-quality content, greater workflow scalability, formidable business partnerships.
At the start of the multi-year project, WP Mayor needed content that was fresh, modern, and performant. By the end, I was able to help the team transition into a space where high-quality content marketing could be produced for less money and greater efficiency.
Tom’s work has helped me stay focused on business-critical tasks while the content operation runs reliably. We’ve reduced costs, improved consistency, and put systems in place that don’t need constant oversight.
Established editorial standards and more human-written content that boosted reader trust and reduced production costs
Helped to build scalable content workflows and team structures that support continued growth without constant leadership oversight
Freed the CEO to focus on business development, contributing to growth that included high-value business partnerships
Achieve the same brand visibility and success in search as WP Mayor.
If you’re ready to transform your content operation and free up your time for high-value business development, let’s talk about building a scalable content strategy that delivers results.
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