If you’re like most marketers today, you know that producing consistent, quality content is essential to the success of your business. But did you know that creating great content is not just about your marketing plan? Does it make a difference across your organization? In this context, we will review how to produce content?
The average company that writes a blog generates 55% more site visitors. B2B marketers who write blogs generate 67% more leads per month than those who do not. Also, organizations that align content marketing and sales have a 38% higher sales rate and a 36% higher customer retention rate.
Content marketing
Maybe that’s why, according to the Content Marketing Institute research, 56 percent of B2B marketers increased their spending on content production last year. Because consistently creating great content helps companies achieve their goals. But successful content production results from planning, collaborating, writing, editing, and more. This guide will guide you through what you need to know about content production.
Content strategy documentation
Content generation helps your company achieve several different marketing goals. The problem is that not all content works the same for all purposes. It should be created with your ultimate goal in mind. This way, you can be sure that the performance of every blog post, every article submitted by a guest, every video, and every piece of content your team produces is in line.
Your content marketing strategy
Before you start writing anything, limit your main purpose. With a clear idea of the company’s main purpose that uses the content to achieve it, it is time to gather the details of the program that will make content production easier. Documenting your strategy for content marketing is essential. 65% of the most successful marketers have a documented content marketing strategy.
Documentary content
Your strategy will be valuable to everyone in your company, from the C-suite to the sales team and the various people on your marketing team. It’s a centralized document that should answer almost any question about why you use content and how it works.
Three key elements in content production
When it comes to your content production efforts, there are three key elements to keep in mind as part of the content you produce:
Buyer people
Before producing content, you need to know who you are creating it for. It is where your buyer’s characters come in. The buyer’s character represents your company’s ideal customer. It includes demographic information, motivations, buyer behavior, values, hobbies, budget, etc.
Creating these personalities is to help you get to know each of your audiences better so that you are better equipped to produce, access, interact with and support appropriate content production.
Thematic research
Take the time to find out what you know about your target audience and research the big topics buyers are looking for. Put the specific topics of the article in the next steps for content production. For now, focus on the general topics that are important to your audience.
Examine your website analytics to understand better what your audience is interacting with. Also, do simple keyword research to find other related topics where you can expand your content.
Editorial workflow
With fewer audience ideas and general topics, it’s time to decide how you want to produce the right content for that audience.
Your editorial workflow is a process that your team agrees to use to develop a content project from start to finish and present it to your audience. It stabilizes the production process and eliminates inefficiencies. It also allows everyone on your team to focus their time and talent on the parts of the process where they excel.
Great content
Begin by describing the path your content will take from beginning to end. What steps does your team have to go through to produce content? Who is responsible for what? What is your quality standard? Your answers to these questions will help you create a process for consistently and efficiently creating great content.
Content production process
The ground for successful content production is ready by doing the things we mentioned earlier. Here are five steps you can take to begin the process of preparation for mediation.
1. Brainstorming and idea generation
The production of any content begins with an idea. To generate ideas that turn into effective content continuously, you need to know where to look. Some sources of inspiration are:
- Your sales team
- Website analysis
- Keyword research
- Competitors analysis
- Blog Audit
- Popular content tools
- Social media conversations
- Industry events and conferences
Fantastic content
While each article is important to your overall strategy, content marketing is not about creating great content. Consider mind mapping topics so you can create a complete set of ideas that work together and explain your topic better than others.
2. Knowledge sharing in content production
Your job as a content marketer is to align with your target audience’s expert voice and ideas. And knowledge sharing is the best way to do that.
Knowledge sharing is a process used to extract personal experiences, stories, and ideas. It starts with a strategic Q&A system and ends with enough expertise and information to fill a knowledge bank and simplify content production.
Regardless of the format, the idea is the same: Use a series of strategic questions to extract specific information, ideas, stories, and examples from your team of thought leaders to use in the content.
3. Create and produce content
With a topic and insight ready, it’s time to start producing content. At this time, remember to refer to your audience’s characters. What is he going to talk to them about? What compels them to take the next step you want?
Is a blog post the best way to influence your audience? CMI research shows that B2B marketers rate blog posts and case studies as the most effective content for the early, middle, and late stages of the buying process, respectively. So consider the buyer search step and set your message so that your audience can see it.
4. Content editing
There are things you can do to become a better content writer. There are also ways to improve your editing skills.
Influence & Co content is edited at least two times before moving on to the next step – one for strategy and one for style and grammar. Your system for editing content may look different. You have a good start as long as you take the time to carefully review your content in the time it takes to create and publish it.
5. Publish content production
The “final” step in content production is publishing your content. If you create content for your website or blog, this step is to upload, preview, and publish. However, you need to consider the compatibility with which you publish. Please do your best to stick to your schedule and post regularly to offer your audience something they look forward to.