Creating content isn’t as easy as many believe, and at the same time it’s not so difficult as many others claim. A marketing audit of your site will reveal the importance of good content. That's why I've outlined a great infographic guide for your content creation process!
If you understand what defines good content and how to go about creating it, following the content creation process shouldn’t be too tricky. But if you’re constantly running around, trying new things and struggling creating new content with no strict processes in place… well, you’ll probably find yourself struggling along the way.
That’s why we’ve sourced this great infographic for you, to help you understand just what it means to create an outstanding piece of content. Of course, everyone’s process eventually becomes unique, but it should be based on the sound principles supported in the infographic below.
Getting the Content Creation Process Right
Great content doesn’t have to be a world-changing idea. Sure, it can be. But that doesn’t define it. What defines it are these six steps:
Research makes the quality of your content sizzle like a deep-fryer. You should always begin your research with an overview campaign brief that this piece of content supports, and what you expect the outcome to be from its publication and promotion. In most cases, this brief will direct your research, but if you find yourself without one, then first take a look at what else is out there on the same topic. Only once you know what's already been written about something can you begin to understand how you can differentiate yourself from the crowd while still ranking for keywords and converting visitors.
This step is what feeds your ideation phase, and allows you to best understand where to place your content. That's because your research shouldn't only give you insight into the topic that you're writing about, but it should also give you insight into the audience that you're writing about this topic for. That means that this step should also inform which blog post formats or extended content formats will be most effective (blog, eBook, white paper, quiz, et cetera).
You've dived into your research, and you've come out of it with a host of interesting topics that are worth writing about. But, now is where you get these ideas rolling into fully-fledged content pieces.
From your research, you'll already know which of these topics are particularly interesting inside your audience's industry, and which ones will gain the most traction or engagement. That's right, it's time to beat away the fluff. Only the best ideas should remain, and of those that do, you can begin to create detailed briefs of how, when, and where they should be written.
Once you've got a list of ideas that you're confident your readers will love, and that you're certain you can deliver on, make a list of possible placement sites. If this piece of content isn't a part of your earned media strategy, and rather a piece of owned media, then you'll want to spend this time dedicated to planning the best distribution strategy across your own website and online audience. If you are looking to place it somewhere else, however, you'll want to keep the following points in mind:
- Aim high. Always try to place your content on a site with a higher domain authority than yourself, in order to boost your own SEO.
- Make sure that your audiences cross-over. There's no point in publishing your blog on The Benefits of Cloud Storage with a fantastic cooking blog... you just won't get the right leads, if any at all.
- Make sure their QA process is up to scratch. There's nothing worse than publishing a blog with someone else, and then having their poor marketing team butcher your beautiful writing by uploading it incorrectly.
Once that process is done, it becomes a simple matter of content creation, which shouldn’t be a hurried process either.
Take time to stay true to your concepts, and then make sure that your writing receives a good peer review before editing it again. Make sure you follow the inbound rules for correctly optimised content with high quality internal and outbound links, researched keywords and strong imagery.
Only then, once it’s been refined at least once, do you look to publish what you’ve created. This will either mean sending it through to the publication that you've placed it with, or setting it up on your platform to be seen by your audience.
It doesn’t stop there, because now you’ve got to get promoting. Some might call this phase distribution, but the point of the matter is to get your content out into the world, into as many hands as possible (and the right hands).
Forgetting about content after it’s published is one of the greatest faults in many content creation processes. Start a conversation around your content on social media, build links back to it and invite influencers to discuss it. Do what you can, and keep revisiting it in analytics to see how you can improve it over its lifecycle.
Perhaps the best way to understand this process is to explore the amazing infographic that we have below. So let’s stop there and allow you to start exploring.