Content Creation for Dummies

Don’t panic: content marketing is easier than it looks! Growing your business shouldn’t be a struggle, and with this hands-on resource, you’ll learn how to create outstanding content that attracts and engages customers. Whether you’re a copywriter, marketer, blogger, or all of the above, Content Creation for Dummies is the ultimate go-to resource for marketing success. 

If you’ve ever wondered what SEO is or why it’s important, Content Creation for Dummies will make these and many other questions clear. It answers tons of common questions about SEO, social media marketing, and content management with straightforward language and lots of visual aids.

Content Marketing For Your Business

Creating relevant, valuable, and interactive content is one of the best ways to reach your business’s target audience. Studies indicate that 93% of marketers view interactive content as a highly effective promotional strategy.

Content marketing is one of the most effective marketing strategies available for modern businesses today. Content marketing has the power to increase organic website traffic, improve your business’s online presence and thus brand awareness, higher profitability and sales revenue volume, brand reputation, and much more.

Although content marketing may be complicated, there are a number of best practices that your business can use to make creating and distributing content easier than ever before.

These include establishing goals, objectives, and key performance indicators, conducting comprehensive and holistic keyword research, deciding which content to publish content on, taking advantage of multi-channel marketing, and measuring and analyzing campaign results.

What is a content creator?

A content creator is any person who creates original content for digital media with a particular end goal in mind (usually, but not necessarily, commercial). A content creator might create written content such as blog posts, news articles, press releases, content for social media and PDF documents, as well as visual media like videos, graphics, illustrations and software.

What’s the point of content creation?

You tell me.

That’s to say, every content creator might have a different end goal in mind. Generally, professional content creation ties back to a commercial gain. Even a news outlet like CNN.com relies on the performance of its content to help sell ads that fund their work.

In digital marketing specifically, content creation must tie back to commercial goals. The purpose of content marketing in business, after all, is to use content to generate and nurture leads or to build awareness of a mission or cause (if, for instance, you’re a non-profit).

Don’t get me wrong. The best content creators I know value craft, creativity and expression above all else — and all of them engage in creative endeavors in their personal lives. But they also know that, if presented with a choice between creating content they subjectively think is great, versus what they suspect will achieve the greatest commercial value, they have to go with the latter. It’s what’s right for their clients, or for their company.

That’s not always easy for a creative. But it’s essential to being a great content creator.

Which brings us to the reason you’re here:

 Revisit Your Mission

One of the most important lessons there is to know about Social Media is that every post matters, and on top of that, every single post should relate back to your mission, vision, and overall brand. Are you a company that sells a product for a greater good? Most likely, yes. Hone into what that greater good is, and dive deep into what your company stands for, and how you got there. You’ll be surprised how the words start spilling out once drive and passion is backing every post.

Spotlight Your Team

Simply put, your Social Media audience is nosy. Our quick tip? Give them what they want! You will notice a HUGE spike in engagement once you start telling the story of the people behind your brand. Spotlight day to day office events, team outings, and team members separately so that you can tell a story about culture. The more your audience feels connected to the people, places and things that make your brand what it is, the more willing they will be to buy in the longrun.

Establish Clearly Defined Goals, Objectives, And KPIs

Before creating content, your business must first decide what types of content would suit your business’s long-term goals and objectives. You must then clearly establish your organization’s expectations from your content marketing strategy. This usually includes increasing organic website user traffic, reducing marketing costs, and increasing sales revenue and profitability.

Once goals and objectives have been established, your business must decide which Key Performance Indicators (KPIs) will be used to measure the effectiveness of content marketing strategies.

Illustraton of a tablet device with the google search engine page displayed on it.

Conduct Comprehensive Keyword Research

Keyword research is an approach to Search Engine Optimization which involves analyzing words or phrases which are being searched for the most in search engines results.

Researching which keywords are being searched for the most can help your business determine which types of content to create, how to rank higher on organic search engine results, receive similar keyword suggestions, and obtain a domain overview. By including relevant keywords in your content, your content can reach its target audience much faster and help your business increase its visibility.

Decide Content Channels And Target Demographic

Once your business has decided which keywords they would like to use and has established who your target audience is, you must decide which content channels your demographic is most present on. Different communication channels have different demographics of viewers, which means that your business must only invest resources into channels that fit the target demographic of your business’s products and services.

Investing resources into content channels where your target audience is not present is time-consuming, expensive, and wasteful. Therefore, your business needs to segment its prospective consumers into age, gender, location, and other key segmentation factors and prioritize the platforms they are most present on.

Once your business has decided which content channels to target viewers on, you can create relevant and accurate online content on those particular platforms.

An illustration of the worl map with various labels related to digital marketing.

Utilize Multi-Channel Marketing

Creating content for one singular content channel is not an effective strategy for targeting consumers productively. In fact, 52% of marketers today use at least 8 communication channels to interact with prospective consumers. Therefore, your business should have an online presence on multiple different content channels and publish content on each one at regular time intervals. Your business can repurpose existing content from other content channels on social media platforms by creating a central core database of relevant content that can be recycled and published on multiple different channels.

Repurposing content on social media platforms can help your business improve the versatility and efficiency of your content marketing campaign. Research shows that 73% of consumers have been impacted by a business’s social media presence when purchasing their products or services.

Make it Worth Reading

Trolling the internet for articles that relate to your company is a good first start, but don’t let this tactic become a static habit, and make it into more. Another wonderful piece of advice is to imagine a single, human persona reading everything that you put out. This persona should be the personification of your entire target market. Would they want to share this article with their friends? Are they being educated? If the answer is yes, and you can prove it, then you’re #winning.

  Pop Culture is Everything

Relating your brand to trending topics is the key to catapult you to the top, and here’s a secret, it’s really easy. We understand, you are busy, we all are! But, if you can spend time each day to explore what people are talking about and how your brand’s story can relate, you’re on the fast track to Content Creating Success.

Measure And Analyse Campaign Results

Once your content has been created and published on your business’s chosen content channels, you must measure and analyze the results of your content marketing strategies. Your business can do so using the previously chosen Key Performance Indicators (KPI). The results of your analysis can then be used to further develop and refine your content marketing strategy.

 Utilize Tools

One of the biggest obstacles standing in the way of a successful story telling campaign is time. As Social Media Managers, we have to learn how to quickly and efficiently utilize the time that we have. Here are our favorites that we highly suggest:

–       Buffer for Content Creation

–       Canva for Graphics

–       Sprout Social for Facebook, Twitter, and LinkedIn Scheduling

–       Tailwind for Pinterest Strategic Posting and Scheduling

–       Schedu.gram for Instagram planning and posting

Get inspired by other brands.

Noticing an early trend here?

Whether we’re talking about writing, graphic design or social media, the better halves of your best ideas almost always come from outside your own head.

It’s the combination of external inspiration and critical thinking that will help you create something unique but also highly relevant to your target audience.

Once you’ve found your inspiration, do as Jess does:

“Be authentic, know your brand and don’t be afraid to try something different.”

Conclusion

Content Creation for Dummies will show you how to go about creating content for a website, business, promotion or blog. It provides the reader with clear, step-by-step instructions on how to implement a well defined brief or framework from start to finish.

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