Creation of content: everything you need to know

In today's digital panorama, the creation ofcontentIt has become the key to the success of any commercial activity. That it isadvertising, landing page, goods, newsletters or assistance articles, every interaction with potential customers and Lead takes place through the content. Therefore, generating leads and acquiring new customers depends largely on the ability to create effective and engaging content.

However, the process of creating content can prove arduous if the right strategies are not known. In this in -depth guide, we will explore how to create persuasive and captivating content that promote the company objectives.

1. Definition and scope of content creation

Content creation is exactly what the name suggests:The content production process. These can have different purposes, such as inspiring, educating, persuading, convincing, arguing, supporting or expressing ideas. Content can take on various forms, such as written texts, speeches, videos, audio and much more. Although the technical definition is rather wide, content creation is often associated with content marketing. In this context, it is a matter of creating content that resonate with the reference public and support the company objectives. It is therefore not created contained only to express themselves, but with people, phases of the funnel eKPIsspecific in mind. Content creation can apply to any marketing funnel stage.

2. Types of content to be created

In addition to producing content for the different phases of the funnel, it is important to create a variety of types of content. Here are some of the most common forms of creating content in marketing.

SEO content

The creation of SEO content consists in writing articles and web pages optimized by keywords. The keywords are the expressions that potential customers type on Google. There are several ON-PAGE optimizations that allow Google to show that page for those searches and attract the attention of the user.

Blog content

The creation of blog content implies the drafting of in -depth articles, optimized for keywords and relevant for the public. The goal is to position yourself for those keywords, generate qualified traffic on the website, demonstrate their competence and earn the trust of potential customers. However, not all blog content must be focused on SEO. Many companies use posts to share updates on products and services, as well as to offer a look at their culture and founding values.

Social Media content

The creation of content for social media is equally important than that for SEO, but it has less to do with keywords and more with the appearance and usability of information. The best social posts are visually captivating, easy to assimilate quickly and rich in personality. The social contents vary according to the platform, a good post for Facebook will be different from one for Instagram, LinkedIn, Tiktok or Reddit.

Video content

The creation of video content ranges from one hour to 5 -minute pills, 3 -minute explanatory videos, 30 -second TV commercials, 6 second ads on YouTube and even silent slideshow on Facebook. Although the videos are highly engaging, their creation can request many resources. Follow our tips to make low -cost advertising videos and maximize time and budget.

B2B content

The creation of B2B content is the process of realization of business-to-business marketing materials (instead of business-to-consumer, or B2C). B2B marketing is becoming less and less distinct from the B2C one, since after all we turn to individuals and contents must be equally friendly and personalized. However, there are some most popular types of content in B2B compared to B2C, such as Case Study, Best Practice, practical guides and sector trends. There are countless other forms of content creation, such as e-books, infographics, podcasts, presentations and much more.

3. The process of creating content

Each Content Marketer has different methods according to the personal preferences, the company, the public of reference, the size of the team of content and available resources. However, all these methods follow a rather similar general process. Let's see it together:

Content's creation

There are numerous ways to generate ideas of topics for their content. These include the search for keywords, the analysis of the data of the website and social media, the consultation of the sales and assistance teams to find out the frequent questions, the research on competitors and the surveys of feedback. It is good practice to have a dedicated space to collect ideas.

Planning and preparation

Content creation should not take place in a single session. A planning and preparation phase is always necessary. Define a scheme with the key parts of the content to make sure that it remains consistent with the set title and purpose. You may also want to establish deadlines to keep yourself and the other managers.

Drafting of the content

At this point, you can start populating the patterns and lists with the actual content. The advice is to let ideas flow freely at this stage, always being able to finish later. With blog posts, you could even write enough material to produce several items within a cluster of topics.

Revision and editing

This is the phase in which you re -read the piece of content to make sure it is:

• Consistent with the purpose and the public of reference
• Without grammatical errors and beating
• Optimized for SEO (if pertinent)
• Flowing and well structured

Depending on the size of the team and the methods used, there may be different sub -revision. Remember: it is better to publish than chasing perfection. With web content, you can always go back and make updates or improvements.

Content distribution

Now it's time to distribute your content. Use multiple channels to reach the largest possible audience and maximize your efforts. These include your website, emails and social platforms. Do not be afraid of periodically re -proposing the same content, since your audience is constantly growing. Share also internally, as your colleagues - especially for B2B companies - can amplify your scope.

4. Tips to create effective and efficient content

We conclude with some suggestions on how to create effective and efficient content.

Define the public and goals

Each content should be created for a specific audience and purpose. If you are preparing a webinar, for example, the topic, the presentation, the positioning of promotional emails, the announcements and social posts will depend on those who want to involve and on the goal of the webinar. Similarly, make sure you know the level of awareness of your reference audience. In the purchase path there are several phases: awareness of the problem, awareness of the solution, awareness of the brand. Use a language that rises better with the level of awareness of your audience.

Rely on the data

Content marketing is not only creativity, but also requires a lot of data analysis. You will have to:

• Monitor the involvement metrics
• Analyze the search data of keywords
• Evaluate the performance of existing content
• Constantly test and optimize

We often find that our audience's preferences are different from what we thought. Use data as a compass and let creativity flow from there.

Reuse and recycle

The beauty of the contents is that there are many different forms that you can get a huge advantage from a single piece. Recycling is the best friend of a content creator. Write an in -depth post of blog optimized for keywords with images and you will not only have a post, but you can transform it into:

• A series of posts on social networks
• A synthesis video
• An infographic
• A presentation
• An e-book
• A podcast

Concentrate on super relevant topics for your audience and you will discover that creating a great volume of engaging content is not as difficult as it seems.

Focuses on evergreen content

Most of your content should be evergreen, or without expiry date. Creating content, however simple, always requires time and energy. The best way to make the process efficient is to focus on timeless topics that will always arouse interest, rather than chasing passenger fashions destined to run out quickly. It is easier to update Evergreen content from time to time to constantly chase the hottest topics.

Create a content library

Keep a library of all your content so that everyone in the team have visibility on what exists. This will not only guarantee maximum use of your content, but will also avoid recreating useless and spreading inconsistent messages, with consequent waste of time. In addition, a content library will allow you to track updates on evergreen content. Our content audit templates will be useful to you.

Use an editorial calendar

The creation of content does not take place isolatedly. You will have more pieces in development at the same time. An editorial calendar will help you keep track of everything that is underway, to establish priorities when necessary, to empower others and to plan in advance. This planning is particularly useful for creating monthly themes and maintaining your super cohesive content.

Define style guidelines

Finally, it creates style guidelines so that anyone can contribute to the creation of content while maintaining a coherent brand message. A style guide can include, among other things:

• Tone of voice
• Favorite grammar and spelling
• Formatting style
• Use of emoji and hashtag
• Examples of successful texts

Following these suggestions and processes, you will be on the right way to create exceptional content that guide the achievement of your company goals efficiently and effectively.