Content Creation Process is a template for developing articles for use for marketing your product or service. The article can be customized to relate to your own experiences. Although the template is not intended to be used verbatim, it will provide a structured outline of specific sections that can be incorporated into the completed article. Content Creation Process includes the following sections:

Have you ever wondered how to create great videos for your brand? We put together this Content Creation Process document to make it easier for you.

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. 

Content equals business growth. So, let’s get started with the types of content you can create and then review your content strategy.

Conctent creation process

Use a checklist

Because you’re attempting to develop a consistent content creation process, you can’t just jump right in and start producing. The goal is to get the whole team involved and informed on this new strategy, which means you need to keep track of every step along the way. This is where a checklist will do wonders. When we say “keep track of every step along the way,” we mean every step. No step is too big or too small to include, particularly if you’re hoping to create a consistent content creation process. A few steps you could include are:

  • Classify content
  • Research topic
  • Source imagery
  • Write article
  • Edit copy
  • Add Calls to Action
  • Check SEO
  • Promote content
  • Schedule in advance

Obviously, you’ll have to cater this checklist to your particular business, adding other steps that fit better and subtracting others that aren’t necessary for your particular needs. Still, this is a good place to start if you’re trying to get your content noticed in the business world.

Research keywords

It may sound a bit technical, but the reality is that researching keywords is what sets apart the good content from the great content. It allows you to better understand who your audience is and what they want, giving you more insight into what your content should be saying. The how can be a bit daunting when it comes to keyword research. The best strategy is to start basic and quickly refine your search to eventually end up with a tailored set of keywords that can drive your content to the next level.

Keyword research process

Start by coming up with a few keywords that you think might fit your content. If it’s an article about, for example, creating online content, start by delving into searches for “content,” and branch out from there. This will not only give you an idea of what you want to do, but will also help to inform you of who your competitors are and what keywords they’re using. Finally, there are a wide range of tools online that can help you make keyword research a priority without taking a hit to your budget. Tools like Ahrefs, SEMrush, and People Also Ask let you dig a bit deeper on the trends surrounding your keywords. All you’ll have to do is add URLs to the platforms and you’ll get an automated list of keywords, providing actionable data that can inform your content moving forward.

Create an outline

In the same way that using a checklist will help keep your team on task, creating an outline before writing an article is a great way to make sure you consistently  create quality content. Creating an outline for an article doesn’t have to be as stressful as it may sound. Whether it be building out every single bullet point in or simply creating a basic header-by-header account of what the article contains, any kind of pre-writing will lead to a more comprehensive, quality article in the long run. Just make sure you have the main points of your article laid out ahead of time, and you’ll be set when it comes to actually writing. As for what the outline should specifically include, answering these questions is the best place to start:

  • What keywords are you using?
  • What angle are you taking in the article?
  • What kind of research have you done?
  • Which headers will you be using?
  • How long will the article be?
  • What kind of tone will the article have?

Crafting your stories

Your content should serve as a platform for communicating your brand’s unique perspectives, capabilities, and value proposition. It also needs to tell a story that resonates strongly enough to convince readers to act. In addition to the usual creative considerations – like determining topics, generating story ideas, and maintaining a consistently high level of creativity and writing quality – content marketers need to be comfortable working within a storytelling framework that leverages the power of persuasion.

Identify worthwhile content topics

Kick off your creative ideation process by determining which subjects you should write about and eliminate the ones you don’t feel reflect your brand’s identity in the most meaningful and targeted way.

One way to approach this task is to identify some primary subject areas your target audience actively searches for information on. Conducting keyword research or using more sophisticated techniques like topic modeling at the start of your ideation process (if you don’t have this data on hand) can help you get a deeper understanding of the challenges your content should help readers solve. It also can help confirm you’ve found a niche where your initiatives can gain a competitive advantage. If your search uncovers relevant questions for which useful answers aren’t forthcoming, it’s probably a topic worth addressing for your audience.

Generate creative article ideas

It takes many creative ideas to fuel a content engine and keep it running smoothly on a long-term basis. Team brainstorming sessions are one great way to help your writers get their creative juices flowing and come up with a high volume of ideas. Another approach is to incorporate word games and creative improvisation techniques – like the ones Cisco Systems’ Tim Washer describes – into your creative ideation process.

Prioritize your ideas

Not every idea your team generates is a good fit for your business: Some may be fantastic on paper but require more time and attention to produce than your team can spare; others may be creatively brilliant but not useful for your target audience. Make sure you have a prioritization process – like the core content strategy matrix Meghan Casey uses – to gauge the comparative value and urgency of your content ideas and help you decide which ones to move forward with.


Content creation is a process that consists of the following steps: brainstorming, outlining, documenting, content creation, and editing.

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