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Create Content – 9 Steps to Succeed
April 14, 2022
STOCKHOLM

We, at Advedro, believe that anyone can successfully create content. It’s just a matter of having a good plan and believing in yourself. It is a long-term job that needs a little extra effort, but we can assure you that it will yield excellent results. And who wouldn’t want that? Here are nine steps you can take to start the preparation process.

1. Find the company’s ‘why’

What is the purpose of your company? If you’ve never asked yourself that question, now is the time to get some colorful post-its and pencils. That is not a euphemism for something else. That is what distinguishes your company. Finding the company’s “why” means identifying the core driving force and purpose of your business – what you feel deep down in your guts and stomach. This is what motivates employees to get out of bed each morning. This is also what will result in a long-term customer relationship. Based on your “why,” you can then successfully create content that reinforces, explains, and effectively communicates your message.

2. Ideas for creating content

Sitting in front of a blank document, staring at it, waiting for inspiration for the next great blog post happens to even the most seasoned copywriter (trust us, we know!). It’s difficult to come up with ideas. When you first start working with content marketing, it is critical to produce content regularly, and you will also require new spreads and angles for your material. The key to effective content creation is to have a process to fall back on, which includes generating ideas. There are several techniques to use in idea work, both alone and in groups. It could be SEO research, interviewing customer service or selling frequently asked questions, looking at internal searches on the company’s website, or finding a workshop model that works for your team.

Read our article on Search Intent to have a better idea of how you can successfully create content that creates value for the user.

3. Develop a content strategy

As stated in the introduction, the most important tool to succeed in creating content for inbound marketing is having a plan to follow. This is where you define your long-term objectives for your content work. Many people would regard content as flimsy and difficult to grasp and measure. Spoiler alert: it isn’t! Content strategy is your tool for organizing your work and ensuring that you produce content that contributes to the achievement of your objectives. In your strategy, you identify and organize all activities and campaigns that will require content over a year. The strategy should include attainable goals for the type of customer you have (buyer personas) and also the content type they require during the customer journey.

4. Create a content calendar

What factors should you consider when you are deciding on when, where, and how to create content? You scheduled it on your content calendar! Working with a calendar is beneficial in a variety of ways. You can enter the company’s planned activities and mark seasonal events such as “beginning of summer vacation” or easter holiday and get an overview of weekdays and entire months. The content calendar is then filled with themes and content suggestions, where the recipient is in the customer journey, which buyer persona the content is aimed at, and which channel you should publish in. But keep in mind that your calendar is a living document, so don’t overbook yourself. Take each quarter one at a time, and leave room for unexpected ideas and activities.

5. Set a process for creating content

Let’s be real; a content creator is not a writer who sits alone in his room and writes pages up and down, pressing “publish” between rounds. Normally, several people are involved, and fortunately, this is the case. It could be a designer who adds that extra touch to your content, an expert who needs to fact-check the content, or you are simply a group of people creating content. Whatever your reality looks like, you must create a flow in order for things to work. To successfully create content, set up a system for determining who does what, when it should be done, and how long it should take.

6. Be an effective writer

In most cases, your content and texts are the first point of contact a potential customer has with your company. Isn’t it powerful? This means that each line of the text is one of your opportunities to shine

but it can also reduce confidence by a hundredth of a second. It goes without saying that your text should be free of spelling and grammatical errors. The most common error, however, is failing to communicate with the intended audience. Too many people write too advanced and complex letters because they overestimate the recipients’ background knowledge. How do you know there are free apples if you walk past a sign that says “free apples” in a language you don’t understand? Right.

7. Reuse your content

Recycling existing content is a useful life hack for content creators. There are numerous ways to add new value to your content. A blog post can become a video or an infographic, a webinar can be changed to a blog post, a video can turn into a GIF, and so on. Consider what different formats you can reuse your content in as soon as it is created. Examine your statistics for the best-performing content and think about how it can be recycled?

8. Reach out with your content

Hurray! You’ve finally gotten to the point where you can press the “publish” button. But that doesn’t mean you’re finished. Sure, you’ve created SEO-friendly content and are receiving a steady stream of organic traffic, but there’s so much more! Spreading your content across multiple channels, such as email and social media, enables you to effectively present your great content to the people only with whom you want to communicate. Good content is important, but don’t forget to focus on distribution optimization. According to recent research, you should spend 40% of your time creating content and 60% of your time distributing it.

9. Measure your content

This brings us to the second crucial aspect of success in content creation: having trust in yourself. Working strategically to create content is not (unfortunately) a quick fix. And it will take some time before you see any results. But keep going! It will be well worth the effort. Measure your content against the objectives you set in your strategy. It could be brand awareness, lead generation, or anything else that generates value. Don’t use overly complicated concepts, but try to convey your success in the recipients’ language so the result doesn’t pass you by. Just like when you’re making content!