Whenever the idea of content creation comes to mind, many people are made to believe this is a process where you pick a topic and write then publish. That used to work in the past but looking at the market dynamics today, you have to invest more time and energy in learning about your audience to know the kind of content they would appreciate. In 2018, the old content creation model that was largely targeted at cheating robots is no longer feasible, especially for businesses that are looking to compete at an international scale.
Content creation takes a few steps that you must consider if you would like to create meaningful content for your brand. While strategizing, you must answer the following questions:
- How does our content creation plan complement our strategic goals?
- Who will take part in creating the content?
- How can we write highly-effectual content targeted at a specific audience?
To help you learn how you can come up with a successful content creation strategy, let’s explore the first question.
Coordinating brand’s goals with content creation
While coming up with a content marketing project, many people assume that sharing compelling and interesting stories that will draw their audience nearer is the end goal. This should be taken as part of a larger process that is focused on harnessing the power of content to convert the audience into customers.
One way to ensure your content also effectively markets your business is to review the format used. As a rule of thumb, you should keep the content engaging and only include about 5% promotional material, which must also be presented in a way that does not deviate from the key message shared in the article. Look for opportunities for unmet needs that the audience would like to read about and create a comprehensive response that will spark a conversation and also trigger the reader to take action. For a long-term relationship, you should focus on driving engagement and sharing content that is positive in the eyes of the audience.
The content creation process – outsourcing and publishing
As an entrepreneur, one of the challenges you might be facing when it comes to creating content is getting the time to write the content by yourself. It’s possible that you spend most of your time taking care of other things that affect your business but cannot come up with a complete content creation strategy. In such a case, the best solution is to outsource content creation.
As an alternative, you can maintain an in-house team. This is only feasible if your business has a higher requirement for publishing original content frequently, otherwise hiring a freelance writer would be the best solution. If you require content for several channels, an in-house team that understands your brand will take part in the strategy formulation process as well as in content creation. The advantage of doing it in-house is that it’s easier to control the process and it also helps to accustom the team to the language and style of communication that appeals to your audience.
Enhance writing quality
With many options to choose from, your audience will switch to a different site if the content shared on your channel does not appeal to their expectations. Quality is not negotiable if you would like to grow your audience and also keep them loyal. Besides writing, you must consider having a team to also review the content, in which case professional editors will be a good fit for your business.
Define and maintain a brand voice
Most importantly, while coming up with a content creation plan, you must take into consideration the fact that your brand has to be unique. You have to define a voice that will separate you from others. It is one of the reasons you would want to keep an in-house team of writers and editors is who will coordinate the effort to give your brand a consistent voice by choosing and sticking to a clear writing style.