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

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.

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.

Content Development Workflow (8 steps)

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.

Audience Journey Alignment

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

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).

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.

Research & Expert Interviews

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

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.

Review & Verification

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

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.

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.

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.

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).

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.

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.

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.

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.

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.

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.