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Content Creation for Marketing

Content is increasingly short and sweet. This book contains tips and tools on how to create content for marketing for different media including videos, articles, tweets, infographics, apps, presentations, ads and these examples show the diversity of what can be done.

Content is the foundation of all marketing. In this course, you’ll learn about effective content creation for your marketing strategy and discover how to effectively integrate these strategies into your business. The instructor’s enthusiasm drives the pace of this course, which covers everything from the basics of copywriting and editing to more advanced techniques such as: Social media optimization, Infographics and thought leadership.

What is content creation?

Content creation is the process of generating topic ideas that appeal to your buyer persona, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other format.

Why Is Content Important?

Content creation is the ultimate inbound marketing practice. When you create content, you’re providing free and useful information to your audience, attracting potential customers to your website, and retaining existing customers through quality engagement.

You’re also generating some major ROI for your company, as these content marketing stats demonstrate:

  • Content marketing brings in 3X as many leads as traditional marketing and costs 62% less.
  • SMBs that use content marketing get 126% more leads than those that don’t.
  • 61% of online purchases are the direct result of a customer reading a blog.
  • Companies that publish 16+ blog posts per month get 3.5X more traffic than those that post four or fewer posts per month. 

Set Your Mission and Your Goals

A good starting point for your content strategy plan is to set out a content marketing mission statement. This is a brief statement that makes it easier to focus on what’s important – and what’s not – in creating your content so your content marketing strategy stays on track.

A content marketing mission statement outlines:

  • Your target audience
  • The content you’ll use to reach them
  • The benefit they’ll get

Here’s an example from CIO.com’s about page.

content strategy examples - cio mission

It defines the audience (CIOs and business technology executives). It highlights the benefit (insights on career development). And it gives examples of what its content covers (certification, digital transformation, skills development, and hiring practices).

To create a mission for your own business, try this formula:

We provide [target audience] with [type of content] to help them [business goals].

While the mission statement covers what your audience will get from your content marketing strategy, you also need to think about what your business will get from it. That’s where your business goals come in.

Typical goals include:

  • Improving revenue as a result of your content marketing strategy
  • Making more sales and getting more high-quality leads, which will help you meet your revenue goals.
  • Getting more traffic to your site, as the more traffic there is, the greater the possibilities for meeting your other goals.
  • Improving the perception of your business, so you gain influence and authority and are seen as a thought leader.
  • SEO success, which leads to more traffic.
  • Reduced marketing costs, as your content becomes more effective.
  • Social media engagement, which can help with both traffic and authority.

Once you know your goals, it’s time to move to the next step.

Establish Your KPIs

The best way to achieve goals is to make them specific and measurable. That means setting key performance indicators (KPIs) for your content marketing strategy.

The KPIs will help you know when you have achieved your goals by providing milestones you can check off. They’ll include what you plan to achieve in terms of revenue, sales, traffic, SEO, traffic and different aspects of digital marketing like email marketing and social media metrics.

Related Content: 10 Steps to Creating the Perfect Digital Marketing Strategy

Typically, these will have specific numbers attached to them. For example, you might want to:

  • Hit a certain revenue target within the month, quarter, or year.
  • Get more signups for your lead magnet as a sign that you’re getting more high-quality leads
  • Get a certain number of new email subscribers
  • See an increase in site traffic and in engagement with your onsite content
  • Improve the search ranking of some of your key pages to help boost traffic
  • Get a certain number of mentions, shares, and comments for your pillar content
  • Be invited to participate in certain key industry events

You’ll also want to pay attention to marketing expenditure, tracking your spend on different campaigns, and keeping an eye on the cost of acquiring leads and making sales.

Learn more about KPIs for your content marketing strategy in our guide to content marketing ROI.

Know Your Audience

As mentioned earlier, for a successful content marketing strategy, you’ll need to be clear about who your audience is so you can create the right content to reach them. There are three actions you need to take.

Collect Demographic Data

The first step is to collect demographics on your visitors, email subscribers, and social media followers.

Web analytics, social media analytics, and email subscriber analytics will give you the data you need on your audience’s:

  • Age
  • Gender
  • Education
  • Income

You’ll also get insight into their key interests. To find this information in Google Analytics, go to Audience » Interests » Overview. You’ll see the market segments your web visitors fit into.

content strategy framework- ga audience interest overview

Learn more about using Google Analytics in our in-depth guide.

And if you use MonsterInsights, you can view all of this data in easy-to-understand reports right from your WordPress dashboard.

monsterinsights homepage

Here’s a tutorial on how to add Google Analytics to WordPress.

Social media sites offer similar data. For example, you can get demographic information on your Facebook fans via Facebook Page Insights:

content marketing strategy example - facebook page insights

And you can use Twitter analytics to get demographic data on your Twitter followers:

content marketing strategy example - twitter analytics

Get Customer Feedback

To learn even more about your target audience, try collecting feedback from your current customers. That’ll give you insights into:

  • How they feel about the content you’re currently producing
  • What their most urgent needs are
  • How you can address their problems with your content

Getting the right customer feedback can help you:

  • Understand your readers’ and subscribers’ priorities
  • Decide on the best places to reach your customers (see step 9)
  • Flesh out your buyer personas, which we’ll talk about next

To easily collect customer feedback, you can create a survey with WPForms.

wpforms homepage

WPForms offers a drag and drop builder that makes customizing your survey super simple.

Plus, you can take advantage of other powerful features like interactive survey reports, smart survey fields, NPS surveys, real-time polls, instant notifications, and more.

Here’s our guide to collecting feedback from your customers on your site.

Create Buyer Personas

When you have demographic data and customer feedback, you can create or flesh out buyer personas. Buyer personas, also known as customer avatars, describe your ideal readers and customers so that you can target content better.

The best customer avatars include information on your customers’ pain points, challenges, sources of information, and behavioral motivators.

When you know all this, you’ll have a better understanding of:

  • The kind of content your audience will respond to
  • How it will help them
  • What will make them care about it

The Different Types Of Content A Content Creator Can Create

Content can be in any form on the internet. It could be the videos that appear when you look up for something on your search engine or the blogs you were scrolling down while reading news.

News, Instagram posts, articles by different bloggers, memes, and pretty much everything that you see online could be categorized under ‘content’.

digital content creator creates blog post

Now how you choose to market your product and the type of content you want to create entirely depends on the content creator’s idea and the target audience that you, as a business, want to focus on.

And because the content is present pretty much on every forum, it is recommended that you work on a content type that would benefit you the most and can be something that you are most comfortable with.

For instance, some businesses might only be focusing on their content for blogs as most of the buyers that they have are readers. And what else could attract a reader more than a beautifully written article or blog?

And because the content is pretty much everywhere, you cannot specifically point out whether any type of content creation is wrong for you as a business. In fact, you should choose the one that helps you market your brand better.

Here is something that you should know about the different platforms you can use to share different types of content like blogs, videos, articles, memes, and nearly everything.

Content For Social Media

Social media is used for networking and is a platform where millions of users are online 24/7. This gives content creators a chance to create captivating content that would interest these online users.

While there are chances that your target audience is following you already on these forums, it is your responsibility now to make content that would convert these followers into buyers.

You can create engaging posts on your page, share graphically designed pictures and videos that would interest your potential buyers. You can also share your links to blogs or videos that would take your followers to your original webpage.

While Facebook could help you interact within the different community forums created, you can engage your audience by creating appealing content in the form of questionnaires that they can answer or social media posts that they can share and spread.

For classic picture-based content, Instagram could be your first pick.

If you have content in the form of pictures that are photographically appealing for an audience, you can promote such content on Instagram, adding a suitable caption under it, along with hashtags that will help you reach out to a larger audience.  

Digital content can be made more likable by your target audience, who are more interested in video formats of content.

Businesses can use great digitally intriguing content that they can upload on YouTube, where the audience can like and share the content on different social networking forums.

And then there are short content write-ups that can be promoted on Twitter for your audience to re-tweet.

Content For Website

Now a website can be your virtual space that potential buyers might visit.  To turn those prospects into your buyers, your website content must be on point, informative, and appealing for the customers to see.

To make their visits on your website more fruitful, the content creator must create digitally lovable content. Something that would explain what you as a brand stand for, and would highlight the keywords that you wish to target.

The content on your website will basically inform the customer about what your brand has to offer and how your product will benefit them as a user. Because your website will be completely different from your blogs, you need to make sure that the copies written for these webpages are direct and informative enough for the audience to understand your brand in the first look.

You need to make their experience easy for them. If you create content that is too confusing, or where looking for some information takes time for the customer, there are chances that you will lose them. And therefore, you must utilize the art of a good content creator and make content that would be sufficient for converting your visiting audience into buyers.

Content For Blog

A blog can be a source of qualified leads for your brand. It will help you get strangers onboard through the blog content.

The purpose of blogs is to provide information about topics related to your product and services, and anything that you can relate to it so that you can attract a larger customer base.

Blogs usually help people understand how things can be done, the pros and cons of things, and answers to various how to’s and listicles.

Making the content on your blogs lovable and helpful, both at the same time, is what will help you create some leads. And that is exactly what a good content creator focuses on.

Conclusion

Content creation separates the entertainment brands from the brands that listeners are willing to trust.

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