Google is the first place most people go to find answers to their questions; For this reason, Google alone searches more than four billion questions every day. When you search for a question on Google, the links that appear in your search results are content, so we deal with content every day. Content is such a big part of our daily lives that it’s hard to avoid. Creating content will inform your audience and answer their questions; Content also helps you to attract more audience and make them eager to use your products or services. By producing quality content, you can attract new audiences to your site to generate income for you.
Table of Contents
What is content production?
Content generation is the process of generating topic ideas that are attractive to your buyer; Also, written or visual content around ideas will help you to provide information to your audience in the form of blogs, video content production, infographics, and other formats.
Why is content important?
Content production is the act of inbound marketing; This means that when you produce content, you provide free and useful information to users, which can attract potential customers to your site or retain current customers through quality interactions. One of the other benefits of content production is creating ROI for the organization and you can find leads for yourself with content marketing.
According to research, 61% of online purchases are a direct result of a customer reading a blog. Therefore, content is equal to business growth, and to get better results, it is suggested to develop a content strategy before creating content.
Examples of content production
There are different types of content production that you can use according to your business needs. It should be noted that some businesses may need several types of content production to increase the attractiveness of the content; For example, digital marketing companies, in addition to producing textual content, will need to produce visual content, video, or even podcasts. In the following, we will get acquainted with examples of content production.
One of the types of content creation is blog posts, which are usually used to educate, entertain, or inspire the audience. When someone searches for a query on Google, usually the results that appear are blog posts.
Read more: If you want to produce textual content, don’t miss the article on the principles of textual content production.
One of the most popular types of content production is podcasts, which usually have one or more dedicated hosts talking about different topics. One of the reasons for the popularity of podcasts is that the audience can listen to them at any time and there are no time or place restrictions.
Video content production, which continues to have popularity over time, is one of the types of content production. Producing long or short videos both have their place in your strategy, so what makes video content interesting is the idea you need to start creating content.
In your blog posts, you may want to post graphic images that can be made available to users in different formats. This type of content creation requires at least a graphic designer or a graphic tool to help you get things done. Creating visual content can be more effective than other content because users usually remember photos or videos better.
Content planning and strategy
You can’t start building a house without a plan and start a company without considering its goals. Therefore, content production cannot exist without planning, otherwise, it may deviate from the road of your goals. A content strategy includes all the parameters that contribute to your success. Choosing the right tone, content promotion ways, etc. are all in the content strategy. In this section, we will learn step-by-step how to create a content creation program.
Determine your content goals
Like a marketing campaign, your content should be focused on your marketing goals. These goals are different according to the type of activity of your organization, from attracting more visitors to your site to generating more leads. After determining your goals, every piece of content you produce must be consistent with your goals to bring you closer to your desired outcome. All in all, it’s better to start with your goals, and then move on to content creation.
Editing of audience personas
Creating a content strategy goes beyond considering the type of content you want to create. To formulate a basic content strategy, you must first know who you are producing content for and how you want to talk to them. The key to creating successful content is to make the reader feel like you are speaking directly to them. The only way to do this is to understand the problems, fears, and challenges of your customers and provide the best possible solution to their problems.
In general, you can talk directly to a person visiting your site, but you can’t create a buyer persona. To develop an audience persona, you should consider a semi-fictional character for yourself, which will act as a representative of your audience, that is, people who will benefit from your content and will most likely become your customers. Creating a buyer persona requires some research and guesswork. But ultimately you need a clear picture of the person who wants to communicate with you.
Trust in the customer journey
Each of your potential customers follows a path to reach their desired solution, which includes awareness, consideration, and decision-making. Each of your potential customers is in a different part of the journey, so it is important to use yourself to attract them at each stage. By creating content for each stage of the buyer’s journey, you’ll ensure that no visitor is left stranded and that everyone who comes to your site feels like they’ve received relevant and useful information. For example, someone in the awareness stage is only looking to have a checklist of your blog, but an audience in the decision stage wants to explore all possible solutions, so It’s always best to meet your audience where they are.
Content analysis and audit
Every part of content marketing should be reviewed, and that includes all the content you have. Therefore, if you were creating content in the past without having a content strategy, you can update the previous content by creating a new plan. A content audit may involve rewriting content or filling in gaps in your content.
In the following, you will learn how to audit your content:
- First, gather all your content into a spreadsheet.
- Consider columns for target keywords, personas, buyers, stages of the customer journey, and the format you need for content creation.
- Add columns for your key metrics like page views, shares, engagement, etc.
- Finally, rewrite any post that needs optimization or merge it with other posts.
- While content auditing may seem tedious, it will be worth it to increase traffic to your website, plus you can have a plan moving forward.
Choose the right format
After designing the audience persona, you should write the content in a format that is easily available to your audience and they can easily use it. The format you choose to produce content may be a blog post, video, image e-book, or anything your creative mind can imagine. Note that it is not necessary to have a specific format for every content you create, but the only important thing is to produce content with a consistent rhythm.
When choosing a content format, you can use these questions as a guide:
- What stage of the buyer journey is the content intended for?
- How easy is it for your audience to consume this content?
- Where do your personas spend their time online?
- Can the desired content be placed at the level of competition with other competitors?
Selection of content writers
At this stage, when you are ready to start producing content, you should build a team of content producers. To get started, you need to categorize the type of content you want to create as well as the people you need on your team. We have given you a list of what people you will need to start content production and team building:
- Blogs – Author
- Social Media Posts – Social Media Coordinator or Instagram Admin
- Podcasts – Speaker
- Pictures, videos – graphic designer/editor/videographer
- Webinars – Expert for audience engagement
As you can see, there are many different types of content creators that you should hire or outsource. In many organizations, one person is responsible for doing many of these tasks, called a content marketing strategist. The best thing is to hire one or more content strategists and people who produce content remotely or in person.
Now your content is produced, but what good is it if no one sees it? In the digital world, every time you publish a post or a blog, you must take steps to attract audience and content visibility, so that your content can be seen in the digital world; That’s why content promotion and promotion is as important to your strategy as any content you create. To promote and promote content, you must pay attention to the persona of the audience. Where they spend most of their time what kind of content they like or what time of day they are most active is very important in planning to promote your content.
Content marketing and advertising methods
According to the media in which you are active, the advertisements you do for your content can be variable; Also, each platform has its own rules. In this section, we would like to get acquainted with various methods of advertising or content marketing and introduce the media that are suitable for this.
While social media is a tool for building relationships, it can also be used to promote content. Facebook, Twitter, YouTube, and Instagram are all great mediums for creating and sharing content. The only thing you need to observe is to change the content you want in a way that fits that platform.
Digital Marketing Serve is ready to serve you by providing services in the fields of site design and SEO, Instagram management, and content production. For more information, just contact our experts.
One of the best ways to communicate with the audience and promote content is email marketing. The reason is that you can send the content you want to your target audience and improve your visit rate. Sending an email because it is sent directly from your company to the audience, can be useful in creating interest in reading the content.
Change of use of content
Repurposing content means creating content in different formats; This means that the blog post you wrote about marketing statistics can be produced in the form of an infographic or even a video.
Content creation process
Content marketers design special systems to produce different types of content and by testing them, they can get the desired result. Follow the steps you will need to produce content so that you can produce quality content. These steps include the following:
SEO research, which is known by the original name of keyword research, shows you the search volume of a specific keyword; Also, whether or not the desired keyword is suitable for creating content is among the tasks that are done at this stage. A good way to do keyword research is to write down some questions your audience might have, and then research the keywords to see if enough people are searching for them. One of the things you should do at this stage is to check the difficulty of keywords and their monthly search volume, then start creating content.
For keyword research, there are a few ways you can use them. These tools include:
- Keyword research tools like Semrush or MOz Keyword Explorer
- Check the Related Searches section of search engine results pages.
- Type your keyword into a search engine and automatically note completed queries.
- Idea generation for content production
Now that you’ve determined which keywords to target, it’s time to brainstorm content ideas. A great technique for creating content is to use the pillar and cluster model; In this way, consider comprehensive content and divide it into several sub-headings, then proceed to produce content regarding the branches of the produced content.
The content you produce can come in many forms, however, whether you’re producing a podcast or want to publish a blog on your site, you need to take steps to help produce quality content. Among the things to do to create content are:
- Try to stick to one idea and use your content to reinforce it.
- Create unique content. You can have your unique style to emphasize the points in your text.
- It is better to use a consistent tone for creating content. Using a tone can make your brand stay better in the minds of the audience.
- Write concisely and clearly so that the audience can relate to you. Using complicated terms can only make your users tired.
- Be creative in writing titles and meta descriptions so that the audience is eager to read your content; Also, put the important points of your content in the titles so that the audience knows why they should read them.
Different people use different ways to edit content. Some of them have people called content editors who edit their content and others edit their content after some time. However, what is important is editing the content and filling the gaps in the content produced. To edit the content, things like the length of the sentences, the clarity of the sentences, and the empty spaces between the text, are some of the parameters that should be considered when editing the content. For this, there are many tools that you can use to edit your content in the shortest possible time.
Now that your content is ready, you need to put it somewhere people can access it. A content management system (CMS) is the software that allows you to display it on your website. The advantage of using CMS is that it connects all your content stores it in one place and analyzes it.
You might be wondering why publishing content is part of the content creation process, can’t we provide content to users with just one click? To answer this question, you should be careful that publishing content is a very simple task that will be done with just one click, but it is very important to have a plan for publishing your content. For example, if you create content on different days of the week without a plan, users will get confused, so it is better to have a specific day of the week in mind for content creation. A CMS allows you to have a specific schedule for publishing your posts.
Content creation tools
While a CMS helps you manage your content, content creation tools help you create content. These tools will help you look professional no matter what type of content you’re creating.
Canva’s content creation tool helps you create beautiful designs for any platform. This software has ready-made templates that you can customize with colors, images, texts, etc. for free.
Vidyard content creation tool
Vidyard is a video hosting platform built for marketers. This software allows you to update your video by adding overlays, text, or CTA buttons to make it attractive to users.
The MakeMyPersona tool is a very good tool that can guide you through the process of creating a buyer persona.
Another content creation tool that is used to create a podcast is the Anchor tool. With the help of this tool, which will be available to you for free, you can record and save different parts and easily upload them to any platform.
Create a content creation program
As we said, content is everywhere but its success depends on your ability to adapt it to different mediums. The content that you publish on social media is different from the content of blogs, so you must be fully aware of how to publish content. There are different social networks for content creation, and content creation in each of them has some rules. From:
- TIC Tac
The last and most important step in content creation is content analysis. Of course, without data, you won’t know how to optimize your content. Here are some ideas for content analysis that we will explore.
- Page views: The number of users who visit your content is one of the content measurement criteria. The number of views will show you how valuable your content has been to your audience.
- Organic traffic: The amount of traffic that will be attracted to your site from search engines is another measure that will help your site rank. Creating this traffic can be done with the lowest cost and only by producing organic content.
- Bounce rate: If users leave your page immediately after visiting it, your bounce rate will increase, which will decrease your site’s rank. Bounce rate is one of the most important criteria in content analysis.
- Conversion rate: CTA or conversion rate is one of the criteria that should be considered for content analysis. The conversion rate tells you how many of your visitors used your services and became your customers with the help of your content.
- Engagement Rate: The number of people who will interact with your content through various methods such as liking, sharing, or other methods.
- Time On Page: The time that users are on your page is called Time on Page. In content analysis, it is important how long users stay on your page.