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Content Creation Process
The document outlines the key stages in an effective content creation process: 1. Determine your business objectives and unique selling proposition. Identify what your business excels at compared to competitors. 2. Conduct persona studies to understand customer needs and expectations. 3. Build internal capacity for sustained content efforts by hiring writers, designers, and SEO experts, and establishing systems for content management. 4. Ideate, conceptualize, and plan content strategies based on target audiences, platforms, and metrics to measure success.
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Content Creation Process
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- 3. Creating Content ForYourWebsiteor Organization involves various stages.
- 4. Determine the typeof business you have • Every business has different content needs aligned to its objectives. Consider, your business is a start-up dealing in innovative technologies. • Now, there are many bigwigs in the market who can shell out millions for their content marketing, advertising and promotions and a lot more. • You can’t do the same. So, what’s the USP of your organization that will sell you compared to others. • You need to find that out. Maybe it is cost-effective innovations in the sector or quickest solution for any problem, or solutions which can be implemented on a case by case basis, across all sectors of the industry.
- 5. • Once, youhave identified what your business actually excels in comparison to others, your content creation process starts. _____________________________________________________________________________ • The first stage would be to establish expertise or your brand name in that arena. • There are many unique advantages of any business which can be realized through a thorough study of what customers have to say about the different aspects of your business. • Focus your content efforts in that direction.
- 6. Persona Study • Undertakeintense persona studies of your target customers. • Know their likes and dislikes in your product and service, their expectations from you and work on the same.
- 7. Capacity Building • Contentcreation just doesn’t mean writing content but involves creating capacities for sustaining and assessing content efforts consistently. • For that, you need to audit out the best domain-specific writers, the platforms and channels most frequented by your target audience and investment involved for content publishing in those channels and platforms.
- 8. You need tohave a good design team customized to your content publishing needs. • Moreover, you need to increase your content management workforce based on the rate of publishing or content velocity you want to achieve. • To top it, you need good in-house SEO experts to work on the process. • The capacity building would include training your content team and putting systems in place that the entire content creation to publishing activity is synergized.
- 9. Ideation, Conceptualisation andPlanning • Then comes the work of your content architects who have to ideate and conceptualize the aspects of business for which content is needed, • …..the way content should be presented, the benchmarks that are required to be set for content publishing, the frequency of different types of content that has to be published and so on.
- 10. • After havinga test run of the content strategies framed based on the above, the results need to be assessed and the final content plan needs to be conceptualized. • The ideation, conceptualization and planning needs to include assessment of
- 11. Platforms on whichthe content would be published • (b) frequency of publishing • ( c)advertisers most suitable for running ads • (d) tentative clicks, likes, comments, shares, views, conversions, subscription and others expected. • ( e) expected customer lifetime value • (f) expected cost per conversion and revenue per conversion and so on.
- 12. Resource Allocation andCost Estimation • Now, the business resources like existent research papers, journals, company database, business surveys, analysis and a good content management system need to be made available to the content researchers for further action. • Cost estimation of allocation and use of resources should be made at this stage itself.
- 13. Research • Intense researchfor generating content on the topic should be there accompanied by frequent brainstorming sessions, idea generation and curation, • …sorting out the surveys and researches to be cited in the content, devising out the best content format, devising out the best design for excellent UI/UX and good page experience of the users.
- 14. • Intense researchof the types of content required at every stage of the buying cycle must be devised out. • Optimal content velocity for the organization must be devised out.
- 15. Editing and QualityAudits • Once the content is produced, it must be edited multiple times to ensure flawlessness. • The content should be then checked by the SEO and the design team to ensure apt representation and good ranking potentials. • Then the content needs to be made available to the publisher or the advertiser.
- 16. Metric Based Assessmentof Efforts • Proper metrics must be devised for audits, editing and proofreading, approval for designs, approval for content channels and platforms selected, • …approval for investments to be made on each channel or platform, the number and quality of researches on the topics and others.
- 17. • Note: Themore you frame the entire path from content planning, strategizing to executing in metrics, the better is your assessment. • The metrics would be a combination of the universal metrics, that is applied across the industry and in-house metrics developed by the team. • Every stage of your content creation should be mapped out through metrics that can be expressed both qualitatively and quantitatively. • That way the assessment of your content marketing efforts becomes more and more accurate.
- 18. Certain metrics forassessing your content can be … • The content was readable. • The user flow was spot on. • They understood the points you were trying to make. • The content went off-kilter at any point of time. • This content added value. • They will share this content with their friends and followers. • There was something about the content they didn’t like. Source: Jeff Bullas
- 19. A good contentcreated through this method would help you in the following ways •Establish yourself as a thought leader in your niche. •Identify the most qualified leads, within the shortest time. •Reduce the time the prospect takes to move to the bottom of the sales funnel.
- 20. •Identify through ametric based approach which areas of your content marketing needs to be sized up. •Ensure consistent good quality content and greater user satisfaction. •Ensure content publishing is synchronised with the various stages of educating the user, creating brand awareness, gain trust or credibility, engage with the users and finally convert the users to your loyal customer
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