Digital Content Creation What Is It

What does the term “digital content” mean to you? This is a broad term that encompasses so many things that it’s hard to keep track of. If you look at the most popular digital content currently – videos, games, music, and apps – all of these things have different styles of content creation that make them unique.

We all know what content is. Content is the written and visual media that a company uses to reach its audience. It’s usually pretty easy to spot content, just look around and you’ll see it everywhere. You see it on your phone in social media, on the television in advertisements, and on the internet in blog posts and e-books of various types. This type of content creation has been done since man was able to communicate with each other through methods other than gestures and grunts.

Content creation

Content creation is the single most time-consuming responsibility for today’s content marketers. When you break down our day-to-day workflow, creating great content is our chief responsibility and the best way for us to engage with our audience and influence revenue. Not to mention that’s how we earn our keep.

What is content creation?

Content creation is the process of identifying a new topic you want to write about, deciding which form you want the content to take, formalizing your strategy (keyword or otherwise), and then actually producing it.

In addition, most content creation processes involve thorough rounds of edits with other stakeholders before content is ready for publishing.

Because content can take many forms – blog post, video, eBook, Tweet, infographic, advertisement, to name a few – the content creation process is nuanced and not always as simple as it might seem. But doing it well can truly impact your business. In fact, recent research proves that creating quality educational content makes customers 131% more likely to buy from your business.

Creating great content starts with a well-established process. We’ll walk you through the content creation process from start to finish, and demonstrate how creating great content can help your audiences and customers find solutions and answers to their problems. So where do we start?

Ideating

Content ideas can come from a variety of places, both from within your content team, from your customers, from other stakeholders in your company, from new data, or from something that inspires you. And, depending on the goal of the piece of content, deciding the correct angle you should take on a specific topic can prove challenging.

For example, if you’re tasked with creating content that highlights a new product feature, you may have a baseline idea of what you need to produce. But if your task is broader, for example, write a piece of early-stage content that will drive organic traffic to your website, then you may need to investigate other methods of coming up with content ideas. Here are a few methods we know will help get your creative juices flowing, and help you find innovative and effective approaches to potential pieces of content.

How To Go About The Content Creation Process

Us marketers are very busy. Our bandwidth is limited, and that’s why we create processes for everything we do. Content creation is no different. It’s an organized collection of processes that Follow these steps to create content, remove the guesswork, and allow for more creative mental space.

SEO Research

SEO research — a.k.a. keyword research — will show you the search volume of a specific keyword or phrase. The results of that search can help you determine whether it’s worth the investment of creating a piece of content around a specific topic or keyword. Perform some research around the keywords and phrases that pertain to your industry, to see if enough people are searching for them to justify building content around. A common practice is to target keywords that have a monthly search volume (MSV) and keyword difficulty that corresponds to your domain authority. For example, trying to target high volume (read: highly competitive) keywords during the beginning stages of your blogging efforts likely won’t produce tangible results. There are some great keyword research tools like SEMRush or Moz Keyword Explorer that can provide a great start in determining the best words or phrases for your brand to target, and begin building traffic and visibility for your content.

Writing

Regardless of if your content creation strength is videos, graphics, podcasts, etc, writing quality copy in your content is essential to the creation process. But no matter what your content creation strengths are, the process follows pretty similar guidelines for each medium.

  • Write content that caters to your audiences wants and needs. Use their voice, euphemisms, and even their line of humor in order to construct a piece that resonates with this demographic.
  • Be unique. You don’t need to reinvent the wheel, but simply regurgitating information that’s already out there is not going to help you attain viewership or create value for your audience. Create a unique approach or incorporate new research into your content to make it stand out.
  • Stay true to your voice. Steer clear of trying to impress your audience with an expansive vocabulary if they don’t speak that way. Your additional efforts to impress will likely go unnoticed because this communication simply won’t resonate with your audience. Instead, maintain consistency in your brand voice and build trust with your viewers
  • Use titles, meta descriptions, and other teasers to compel your audience to read your content. Put the benefit of your content right in the title to let them know why they should read it.

Editing

Editing as a whole is a very subjective process. Some people like to edit their content as they are creating it, others prefer to wait a few days and review their work with fresh eyes. Either way, you should refine your content during the edit, monitoring elements like voice, language, and aesthetics.

Publishing

The luxury of living during this technological revolution is that publishing marketing content is as simple as clicking a button. But as easy as this sounds, the process isn’t that simple if you want to achieve results. So you can publish your content immediately after uploading, sure. But you could instead maximize its impact by waiting for an optimal time to post it.

When you’re just starting, publishing your content right away likely won’t impact your audience too much, because you are still in the initial stages of building your audience. But if you eventually construct a publishing schedule, like delivering a new post every Tuesday per se, your audience will expect to see posts published on Tuesdays. A publishing schedule builds trust with your audience in knowing that they can expect content from you consistently.

How does digital content help you as a marketing manager?

According to RankseyB2B buyers consume at least 13 pieces of content before making a purchasing decision. So what does that mean? It means that content is essential to any digital marketing strategy. Content can be used to engage with your audience and prospects at every step of the buying process. Below is a graphic that details this process, known as “The Buyers Journey”.

There are also additional benefits that content can provide to you as a marketer beyond the buyer’s journey.

Digital Content Builds Brand Reputation 

Creating quality content provides a medium with which you can effectively communicate with your audience online. This content will help the members of your audience transition to paying customers that will go back and interact with your content or website regularly.

This will prove beneficial for your brand reputation. Satisfied customers will likely tell other people about their experience with your brand, product, or service. And when that sentiment is positive, it typically yields results in growing your customer base.

Digital Content Increases the visibility of your brand

This benefit falls under the brand awareness umbrella. Brand awareness is essential in attaining visibility in today’s ultra-competitive marketplace, and digital content is crucial in developing that visibility. To garner attention online, you need to find your audience and publish content that interests them enough to engage with it. This grows the visibility of your brand for one simple reason—the more people who are discussing your brand, and engaging with it, the more likely it is that other people are going to see and hear about your brand.

Digital Content Facilitates Business Survival

It’s an everyday occurrence for brick-and-mortar establishments to see visitors entering their store, browsing their products, then leaving without buying a single thing. Window shoppers come and go, but a select few actually make a purchase. And when a customer is satisfied, they will likely come back for more sometime in the future. However, if you happen to be getting more window shoppers and fewer customers, your storefront will likely cease to exist for very long.

Businesses that revolve around the internet can also be likened to this description. Regardless of if you have tons of website visitors, your business will fail if none of those visitors ever convert into paying customers. Digital content provides you assets that help you make use of strategies and techniques that attract not only more traffic – but more highly targeted traffic that delivers results and produces ROI that will keep the lights on in your establishment. And as a marketing manager, also keep you gainfully employed.

Conclusion

So, what is digital content creation?

As you have seen it is the creation of valuable digital media for consumption online.

You must choose a topic that you know your audience wants to know about and then produce digital content that is valuable and answers the question in full!

After releasing the content to the channels of your choice you must evaluate and monitor what is working and what is not working for your audience.

By doing that consistently you will be able to grow an audience and draw them to your business or personal brand

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