Today, content is the king, queen, and everything in-between. Every brand makes use of content to escalate their growth and communicate directly to their customers. As illustrated below, more and more businesses are investing in content marketing and setting their strategy in place at this time. Companies are recognizing the role good content plays in reaching new audience sets and getting their loyalty.
But, curating a great piece of content every single time can be taxing. How can you go from creating mediocre content in an erratic manner to creating targeted, high-quality content, consistently? Keep reading to find out!
Challenges and advantages of content marketing
Before we dig deep into how you can deliver exquisite content, let’s first understand the challenges and the many advantages content marketing has to offer. Content marketing is a technique that helps you engage with your target group using various types of content like blogs, ebooks, videos, infographics and more. Content can help you attract prospects as well as build lasting relationships with them.
- It helps you reach an audience that does not trust ads
- It helps acquire customers by keeping the cost low
- It leads to organic conversions and revenue
- It can power your conversations across the various stages of the marketing funnel
Challenges of Content Marketing:
Content marketing is not magic. You cannot see the results immediately; you have to be patient.
- It is time-consuming, and you need proper resources to make it work
- Finding fresh content ideas can sometimes be difficult
- Creating quality content is time-consuming
- It gets difficult to be different as the Internet is filled with innovative content from across the globe
The Secret Sauce
Building a solid, self-sustaining content infrastructure
Make brainstorming a common practice
Brands need to create something really different to stand out in the noisy world of content today. The voice of your brand needs to be clear, concise, and distinct from others. For this you need innovative ideas and a great way to do this is by having regular brainstorming sessions. Recording these ideas will help you find that one really awesome idea or a few good ones. Not only does this practice keep your team’s brain buzzing, but it also helps in filling up gaps in your brand’s communications.
Set achievable goals
Once you start regular brainstorming sessions your team will be constantly motivated to innovate and you will always have an abundance of ideas. Now, how do you choose ideas that resonate with your brand? The answer is simple — Goals. Be it growth in the number of followers or more organic views on the website, by setting achievable goals, your team will work toward hitting those numbers.
Sure, you may have an idea that could go viral, but what if it does absolutely nothing for your brand? Or worse, negatively affect your brand. Keep those in check by setting achievable goals that you can show in numbers at the end of every quarter.
From idea generation to organization, today there are so many tools that can be used by content marketers, writers, editors, and strategists to make their lives easier. AI-powered tools like Peppertype.ai can help generate countless blog ideas within seconds, in case you are facing a writer’s blog. Checklists, templates, and briefs are always available online to help you structure your thoughts better. Writers can always use tools like Grammarly and the Hemmingway app to ensure they’re pushing out grammatically correct content. And finally, project management tools and trackers are a great way to ensure timelines are being met.
An editorial calendar is key
An editorial calendar keeps track of the content that’s supposed to go out and keeps track of all the steps and people involved. You can create an editorial calendar however you want. It can be on Google Sheets, Excel, Asana, or even Trello. Use whatever works for you but make sure you have one. In many of these platforms, you can record each piece of content and track its progress from one team to another. You can assign deadlines and manage it all together.
It’s not always necessary to produce new content. Make repurposing a part of your content workflow to ensure consistency. This means you can recreate a top-performing blog into a slideshow or carousel on Facebook, or perhaps a video on YouTube. By regularly monitoring your content’s performance, you can create an infrastructure that allows you to squeeze the juice out of each and every piece of content you create.
What should an efficient content workflow look like?
Content without a clear workflow means you are inviting inefficiencies. Once you have set a goal and have the resources in place, build a workflow with the help of any of the numerous online tools.
Examples of content workflows and how they must look like:
- Create a content outline: Prepare a brief so that every person in the workflow knows their role in creating the content specified by the editor. The outline should have necessary information like audience demographics, keyword research, content structure and CTAs.
- Get necessary inputs: In the beginning, it is important to get inputs from people in various fields. For example, the SEO team may require certain elements, and the design team may want to add something else. Here, the brief is enhanced to include the necessary H1, H2s, graphics needed and is mapped to the people in the team required for this content brief to come to life.
- Creation: The creation process is then much smoother since the brief is clear, and there wouldn’t be many changes once it is complete.
- Review: The team must put their heads together and review the completed content. This review process must ensure that the content is without errors and in line with the brand tone. The review process is generally the job of the editor.
- Schedule your posts: As a member of the content team, one must know when the audience is available online. Usually, mornings and evenings are an excellent time to distribute content, but this differs from business to business.
- Publish: While publishing your post, it is essential to add the necessary CTAs. These goals will be set in the outline and require it to be added in the publishing phase.
- Distribution: Now that your content piece is live, it is necessary to start distributing it among your audience. You can do so via an emailer, social media ads, search or display ads or making use of various tools on digital platforms like Youtube Premiere and so on.
- Monitoring: Once your content starts reaching your audience, the performance should be monitored. How are people reacting to your content? Are they clicking on the CTA? What needs to be done to improve the search ranking? These questions are answered as the numbers start trickling in.
You can have a workflow that works for your business and the type of content you produce. Having a workflow helps allocate the work to the right people and ensures you always put your best foot forward.
Some advantages of having a workflow include:
- You don’t waste your time on a single piece of content
- Accurately manage your team’s time
- Your team will know exactly what their role is
- Helps enhance the results
This is our secret to creating great content consistently. Being organized and well-structured helps ensure that all content is created smoothly and distributed to the right audience. This structure will definitely play a huge role in building lasting relationships with your audience.