We understand effective content online drives brand engagement for companies—and they’d be dead in the water if they ignored the importance of a strong digital strategy.
But the process of content creation online involves more than simply sending pieces of content into the void. Content creation involves planning, implementing, and maintaining relevant websites, articles, digital media, and other mediums to connect with your target audience.
When it all works together, it works very well. Here’s everything you need to know about content creation and how to capture your best customers’ attention through smart, engaging content marketing campaigns.
Content Strategy Framework
The process of content creation begins long before the first frame of a video, the first sentence of a blog, the on-air of a podcast… It begins with a content strategy framework, or mapping out your agenda. What goals you’re setting, what resources you have available, defining your audience—you want to understand the big picture before piecemealing this into tangible content elements.
Define your objective. Think about what you want your CTA (call-to-action) to be for the entire content marketing campaign; you want your content creation to be actionable and objective. Best case scenario—if your audience reads all the blogs, watches the video, pays for the whitepaper, visits the webpages—what do you want your audience to walk away with? Greater brand recognition, or a receipt for a purchase? Define your objective in specific terms.
Define your audience. Rather, brainstorm incentives consumers might have for viewing your content. Who is your audience, and what do they value? Without a good understanding of the type of audience your content resonates with, you’re shooting in the dark, leading to vague content objectives and weak messaging.
Define your voice. Don’t think in terms of style here, but think about specific language you think will help establish a culture among the many team members involved in content creation so every person is on the same page with the message you’re distributing. Develop keywords. Clarify terminology. Your voice must be consistent, and it should be part of the framework behind executing content.
Content creation workflow
Once you’ve created your content strategy framework, it’s time to form your team, to assign roles, determine deadlines, and come to an agreement of what your content creation plan will look like. This involves a host of valuable team members, and all members must understand their role in content creation workflow.
Consider the responsibilities in front of you: messaging, content writing, web page creation and maintenance, videographers, media personalities, project management. Your team may consist of three people, it may be two hundred—but determine the jobs that will be necessary to finalize the entire process and how you’ll break down those responsibilities.
If your content creation plan requires five blogs linked to an infographic, you’ll need to connect a content writer with a graphic designer to streamline their messaging. Will your social team be working in connection to publication dates of podcasts? Who’s responsible for engaging all of this to maximize SEO optimization? Identifying these jobs and filling them the right people will help connect with your audience.
Map these pieces early on so your team can function as one, all while staying consistent to your content framework.
What is the meaning of content development?
Content creation is just as much about creating as it is evolving. Midway through your content creation plan, stop everything and realign your trajectory—meaning, ensure your content creation plan is still in line with your initial framework objectives. Do the same at the end of the project (to gauge how successful you were, any improvements in process). Then watch.
What impact did the process of content creation have on your audience? Did it create leads, new followers, a bigger email list? Define measurables, record them, and begin the recursive process of content development.
You learn more about your audience based on whether or not their response matched the actionable objectives you created at the beginning of the project. For future framework strategies, itemize possible gaps in your understanding of your audience.
Content creation involves deep self-awareness and critical analysis of results. Evaluate the data and that should act as a weathervane.
DemandJump offers a unique set of tools to help you in the process of Content Creation—centralizing the various aspects that we’ve described above. End-to-end, from framework to content organization to efficacy analytics, DemandJump helps you develop content and then learn what’s connecting with your audience. Try it for yourself - for free!