2.4: Content Creation

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Content creation is the foundation of all modern digital marketing efforts. It’s defined as the process of conducting research, generating strategic ideas, crafting those ideas into high-value collateral and then promoting those pieces to a target audience. Digital content takes many forms, including web pages, blogs, infographics, videos and social media posts. 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.

The main objective of content creation is to attract new and returning customers. Inbound marketing strategies give away high-value digital media for free. This content establishes your brand’s thought leadership while providing readers with the information they need to make a purchasing decision.

Brands use different types of content at each stage of the marketing funnel. At the top of the funnel, search engine optimized (SEO) blogs organically attract new visitors. Mid-funnel landing pages keep readers engaged, and highly detailed content like white papers and eBooks drive conversions.

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 publish.

Because content can take many forms—blog posts, videos, eBooks, Tweets, infographics, and advertisements 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?

What is a content creator?

Before we dive into the content creation process, let’s start with the basics, like the content creator definition. A content creator refers to someone who is responsible for the ideation, creation, and distribution of content that connects a brand to its target audience. The goal of content creators is to create appealing and engaging content that captures the attention of users to drive website traffic, conversions, and interactions with your brand on external platforms like social. It can be informational content, but it doesn’t have to be. It can also serve to entertain in order to increase brand awareness, for example.

Digital content creators produce content across any platform or channel. Having dedicated content creators is a must for any enterprise organization. These are the content marketers that will help bring ideas to life through quality content that provides the highest possibility of ranking in SERP and increasing the number of visitors to your site.

Why is Great Content So Important?

Millions of pieces of content are published online every single day. To stand out and make an impact on your customers (and potential customers), your content needs to be of a high quality. That means it’s not only written and designed well, but also that it’s developed with the needs of your audience in mind. The difference between high-quality and poor-quality content is stark — great content rises to the surface while poor content disappears into the void of the internet.

The amount of effort you put into your brand’s content is directly proportional to the value you get from it. High-quality content will help you:

Stand out as an authoritative thought leader.
Grow your subscribers and email list.
Increase your website traffic.
Keep your customers engaged.
Generate revenue.