It’s one thing to sit down at your computer in the morning and do your best to regurgitate some previously published content from the weeks or months prior. Creating and sharing relevant, quality, impactful content, is another story – pun intended. The content-creation process is one that requires time, research, planning, strategy, and thoughtfulness. You can think of the content creation process as holding a similar intention as a marketing strategy; they both serve to lay groundwork for success.
While setting up a content creation process may seem irrelevant to business owners (even though it’s more than necessary) – to any content curator, writer, or influencer whose job it is to pump out content to their audience, its’ a necessary evil. Today we will take a look at how you can set up your own content creation process for a strong work flow.
Content Marketing Stats (In Case You Weren’t Convinced)
- Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs. 0.5%).
- 73% of B2B content marketers are producing more content than they did one year ago.
- 95% of B2B enterprise marketers use content marketing.
- 86% of B2C marketers use content marketing.
- 60% of marketers create at least one piece of content each week.
Content Creation Process: The Steps
1. Essential Assessment: Why Content?
Know why you are creating content, where it can be valuable, and identify all areas that your business can benefit from the content.
Influencers and bloggers have different content needs, and their needs will differ from brands. Some areas that influencers might need to work on content include:
- Blog articles
- About page
- Social profile descriptions
- Social media posts
- PR pieces
- Website pages
Be sure to write down business goals you would like to achieve by working in each area. In other words, know why you are creating a particular social media post or page on your website, and how it will benefit your business in the long-run.
2. Brainstorm Content Types and Topics for Step 1
It’s time to put your creative juices to work. Now, jot down the types of content that could be produced to efficiently and successfully reach your goals in each area. For example, an e-Newsletter might include links to blog articles, videos, and images so that would mean all of that content must be produced.
3. Identify Content You Can Repurpose
The great thing about content is that it can be used multiple times over. It can be rewritten and repurposed and reused down the line. In step three, you are encouraged to identify all content that can be repurposed.
This step has the potential to change your content creation process forever.
This is “where the magic starts to happen,” according to Coschedule. “It only feels overwhelming because you’re looking at them as two separate areas of content—when they really are the same. Yes! You can create the content needed to run your business and the content you need to market your business at the same time!”
Example: Take the example from above, the e-Newsletter. No need to create a newsletter from scratch! Take content you have already created for your website, blog, and social, and repurpose it into your e-Newsletter. Often your audience will only see a small fraction of content you send out, and e-Newsletters help highlight anything that is worth checking out – for a second time. Don’t be afraid to redirect attention to a great piece of content. This is what content marketing is all about!
4. Now It’s Time to Map!
After you have done all of your goal-setting and brainstorming, it’s time to map out a content creation plan. Why is this step crucial, one that you should not skip? Content has a funny way of disappearing into thin air, even when you spend days working on it. If you design a plan, you can reignite your work in the form of linkbacks to boost SEO. A few points:
- Identify which content is most valuable to your brand
- Design time-frame for each piece of content
- Mark down all of the ways you can repurpose the content
- Look at the content you wish to create and the time it will take to create (and edit) all of the content
- Use a blank calendar or spreadsheet to devise a content creation calendar, with deadlines
This type of project can help us feel very productive initially, and then severely underproductive if we do not meet all of the goals. Ensure that you are setting realistic, achievable goals and that your content calendar allows time for extra work that might crop up at the last-minute. If the workload is too much, consider hiring help on Upwork, Freelancer or Fiverr.