This refers to the art of planning and creating content that is useful, accessible and effective for your audience. Successful content generation requires strategic planning to help you reach your business goals.
Below we unpack nine key steps to help guide you through the content creation process.
First things first, get to know your audience. Find out who they are and what they like. Research your target audience’s demographics and online behaviours. Consider the following things to help lay the strategic foundation for your content creation.
If you want your audience to feel connected with your brand, you need to target your content towards them. Content creation should be intentional and align with the core interests of your audience.
You should plan goals that align with your overall business objectives. Some common high-level content goals can include things like, ‘rank higher in search engine results pages’. But consider using SMART goals to add a deeper layer. Below, we explain how to turn ‘rank higher in search engine results pages’ into a SMART goal.
I want to boost my SEO performance and rank in the top three positions for [insert target keyword].
I want to climb nine places higher for [insert target keyword] than our current position on the Google search engine results page.
My competitors who have similar employee numbers to me, are already ranking for [insert target keyword]. With some effort, so can I.
Ranking in the top three spots for [insert target keyword] will help more people in my target area see my business. This will help me increase leads and hopefully sales.
I want to reach my goal by the end of next quarter.
It’s time to start drafting new content. Think about what you want to say and share. Start developing your ideas and content formats. Don’t worry too much about getting it perfect at this stage. Just get your ideas out of your head and onto the paper or screen.
Edit carefully. Review and refine your content. Check that you’re being clear, engaging, speaking in the right tone, and being consistent.
Don't forget about search engine optimisation (SEO). This makes your content easy to find on search engine results pages. For example, Google or Bing. Sprinkle in relevant keywords to make your content easily discoverable. Make sure your keywords align with what your audience might be searching for.
Learn more about the benefits of SEO for small business
It's time to publish your creation. Share your content on platforms where your audience is actively engaged. Be consistent in your sharing schedule for maximum impact.
It’s important to entice and attract people to consume the content you create. Your target audience should guide your content promotion plan. Consider what times they use certain platforms. For example, if you’ve just posted a new blog and you know your target audience spends most evenings looking on Facebook, consider promoting your post via social media ads then.
Keep it consistent. If you can commit to posting once a month, fantastic. Once a week? Wonderful. Being consistent helps your audience know when to expect new stuff.
Keep an eye on how well your content is performing. You can do this by checking metrics like the number of visitors, or the number of links clicked. If something works, do more of it. If not, try something new.
Content creation can be a great tool for building lasting relationships with your customers.
Below we explore some ways to help foster customer relationships and loyalty through content.
Learn more about how to improve customer experience and boost customer loyalty
A content production framework is a step-by-step plan for creating content in your business. It helps you and your team stay organised and create relevant content that not only appeals to your audience but also search engines.
When putting together a content framework, it’s important to include guidelines that can help increase content visibility, including:
An effective content framework can include signposts like:
By using a content framework, you not only make the content creation process smoother and more efficient, but you’ll also maintain a consistent quality.
Learn more about how to plan an effective digital content strategy
Repurposing content can also be an essential step in the content creation process for small businesses. This means taking what you already have and making it work in different ways. Some great ways to repurpose content include the below.
By repurposing your content, you not only save time but also extend the lifespan and reach. Think of it as upgrading and expanding the usefulness of what you already have.
Content creation is key to marketing for small businesses. It helps you build an audience that engages with your business. It also helps to increase leads and reach new customers. The key to success is all in the strategic planning. So, spend time jotting down your goals and getting clear on who your audience is. Take your time to develop a content creation process that suits your unique business.
Whether you need a website or a complete digital marketing strategy, we can help your business to thrive online.
Discover how you can use tech to help evolve your digital marketing strategies and meet your customers’ changing expectations.
