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 publish.
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?
Once you’ve finished the ideation phase and know which topic you want to write about, the next step is to plan and outline what you’re going to create.
Once publish day finally arrives and you’ve released your content out into the wide, wide world, take a long deep breath. But don’t forget that the content creation journey, from ideation to publish, is ongoing. A good content strategy has a solid creation process in place, as well as a promotion plan for both pre- and post-release.
Your job as a content marketer is to see every piece of content along its full journey. So don’t let the creation process distract from your post-publish distribution and promotion strategy, which are equally important.
And, as always, learn from your successes and your mistakes. Each piece of content you create is an experiment. Through proper monitoring and measurement of its performance, you will be able to tell what works for you and your organization. Use that knowledge to inform your efforts when you start the creation process anew for your next piece of content.