When it comes to digital marketing, content is one of the most important aspects of a website. High-quality and well-written content can either make or break any website. So, its role is quite important.
Content helps to engage existing customers and attract new ones. Visitors are likely to turn into customers when they read good content. Eventually, it results in good recognition and more significant business sales. As a result, 81% of marketers view content as a core business strategy.
Content marketing strategy is an integral part of digital marketing. It helps attract and engage an audience through relevant articles, podcasts, videos, and related media.
Not only does it establish expertise, but it also promotes brand awareness and works to keep businesses at the top of the mind. Let’s check out a step-by-step guide to content production in 2023:
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Table of Contents
About content production
What is content?
Content can be part of inbound or outbound marketing – Text, images, or even videos. Content is curated information designed to catch people’s attention and direct them toward a business’ products or services.
Marketers, brands, and businesses often use it to attract a large audience/customer base. Content also serves as an essential medium to build and maintain relationships between brands and customers.
Why is content important?
The list of reasons content is vital for any business could be endless. But here are a few examples:
- Good quality content makes your customers trust you more
- It makes you look like an expert
- Helps SEO and attract new customers/viewers
- Establishes your brand
- Increases market share
- Drives web views
- Helps with inbound lead sourcing
How does content affect business, brand, and website?
Whether it’s businesses, brands, or websites, content can impact them by increasing brand awareness and reputation and growing website traffic. It can further raise conversion rates, improve your digital adoption strategy and generate new leads.
As mentioned earlier, high-quality content can positively impact viewers/customers. It can impress and attract them to check out the brand’s services and boost its market value.
Content production process
The content production process involves some necessary steps to generate and create. It significantly depends on how ideas are visualized and applied using the following steps:
Types of content
Before you get into the content production process, you must know about different types of content first. As mentioned earlier, you can produce content in three forms:
Text: articles, blog posts, social media posts, etc.
Images: visual posts along with texts, infographics, memes, etc.
Videos: vlogs, tutorials, live streaming, social media shorts, webinars, reviews, presentations, etc.
Note that each of these contents is important in its own way. For example, while the text is suitable for people who like to read and learn, images and videos are more appropriate for the entertainment industry. However, they aren’t limited to these areas alone.
The production process
To develop the best quality content, you must look for ideas and inspiration from where you can generate content. Here are the steps you need to follow:
Content is all about research. It would be best if you started thorough research on the internet to come up with relevant content for your topic. You could source the information from any area possible. It could be in textual or visual forms (photography and videography). Regardless of the format you choose, it would be best if you were thorough with it.
Sometimes, along with the research, you must use your creativity to develop content ideas. This process is called brainstorming. Brainstorming is more like a spontaneous contribution of creative ideas and solutions. The technique involves intensive, freewheeling discussion, where you can think aloud and develop multiple ideas per diverse knowledge.
After brainstorming, the next step involves writing. Make sure you write the content as per the audience you are targeting. For example, some people would prefer informative content rather than fancy ones. So, for them, you must keep the content as informative as possible.
Just like that, some audiences would instead prefer interactive content. So, for them, you might have to use a conversational tone. But, regardless of what you do, the content should be easily readable and understandable by the audience.
You must also thoroughly proofread and edit the content to prevent any mistakes. Then, if it asks for it, you can add graphics like images, videos, or infographics to make it more high-quality.
Next, you must prepare a content calendar that works as a written schedule of when and where you want to publish the upcoming content. The content calendar features status updates, forthcoming prices, partnerships, updates, and planned promotional activity. It also involves steps like scheduling content and building content libraries.
Lastly, a crucial step in content production is analyzing results. You must check how the content is performing and how the audience feels about the content they consume. You can manually check the response or use tools to interpret the same. You are on the right path if your content gets a good response.
Content creation tools
To create good quality content, you must use specific content marketing tools. It includes the following:
These are the tools that you use while writing the content:
MS Word: Developed by Microsoft, MS Word is a word processing software for creating high-quality documents, reports, and letters. It has exclusive features for writing, formatting, and editing files in the best possible manner.
Google Docs: Google Docs is an online word processor that lets you create and edit text documents in the web browser. It doesn’t require special software and allows multiple people to work simultaneously. On this platform, you can see any changes the users have made. Plus, the autosave feature makes sure you never lose progress.
Directly on the blog: You can write your blog post on platforms like WordPress. Open WordPress, create a new post, and start typing. But, again, improve SEO and save before publishing the content.
Many content creators use Google Docs for most of their writing. Therefore, it’s necessary to upload the content of these docs in order to maintain formatting and style. Hence, you can use Wordable’s online tool to upload Google Docs to WordPress, Hubspot, or Medium. Once you are done with the writing and uploading, you might have to use the below tools:
Grammarly: a US-based writing assistant that helps writers correct their grammar and identify plagiarized content. After writing, you can run the content to the plagiarism feature of the tool to identify any copied content and fix it immediately.
QuillBot: QuillBot is another popular tool used for checking grammar but it comes with additional features. It has a paraphrasing feature that scans your writing and offers alternative sentences generated by an AI. Apart from that, it alerts you for grammatical errors, spelling mistakes, punctuation errors, or word misuse. Quillbot helps writers and marketing professionals to write faster, smarter, and better, and is a suitable replacement for a host of other different tools.
Plagiarism tools: Lastly, plagiarism tools help to make sure that your content is unique and original. It uses an advanced database to scan your content and compare it with existing content online. Content creators commonly use these tools to make sure that their work is free of accidental plagiarism. There are various plagiarism tools available online. However, most of these tools require a subscription.
Content marketing strategy
In the online world, high-quality content is crucial. You must also consistently provide content, including blog entries, articles, infographics, and other types of digital media. Keep in mind, if you’re looking to create a news website, it’s important to have a solid content production strategy in place. According to a study by Demand Metric, content marketing generates 3x leads compared to outbound marketing and costs 62% less. Once you have quality content, the next thing to do is spread it across various content distribution channels. You can get as much reach as possible in the following ways:
In today’s world, emails are a fantastic way to find new clients and engage with existing ones. In today’s world, emails are a fantastic way to find new clients and engage with existing ones through effective email marketing. For example, you can set up a newsletter or ask visitors to subscribe to your website. You can also send automated emails to customers if they have interacted with the website beforehand.
However, you must write email copies to summarize your content and not include the full content. The email copy should be short and be able to catch interest. You can conclude the copy with a link to the content.
Social media marketing
After producing high-quality material and using SEO, you may further distribute it on your official social media accounts. It includes well-known websites like Facebook, Instagram, Twitter, and LinkedIn, to name a few. By doing this, you can reach more people because consumers can spread your content further if they enjoy it. For instance, you can use a LinkedIn scheduler to automate your LinkedIn posting and make the most out of it.
Online public relations
Online PR refers to interacting with customers on social media platforms, practiced with social media marketing. Additionally, obtaining online coverage via news outlets, influencers, or viral media. You can either pay or let it catch attention on its own, depending on the quality of the content and the number of engagements. Check out our article to learn more about content distribution strategies.
Search engine optimization makes it easier for search engines to recognize how relevant your website is to users’ queries. As a result, it’ll contribute to greater visibility and conversion rates. You can implement SEO tactics by following the checklist below to optimize your content.
Keyword research checklist
The most crucial element of SEO is keyword research. Your content may not receive enough views or engagement if you don’t conduct adequate keyword research. A recent study shows 83% of marketers use strategic keywords in their content.
There are three different types of keywords:
- Primary keywords: This is the first term a user will use while looking for the desired good or service.
- Secondary keywords: These are keywords that are associated with the primary keywords.
- LSI (Latent Semantic Indexing) Keywords: These long keywords may contain inquiries or information about the product.
The most popular tools to research keywords are:
Google Keyword Planner
The official keyword research tool from Google is called the Google Keyword Planner. Initially, its designers planned to use it in conjunction with Google Adwords. However, you may efficiently use it to find keywords for the content of your website. For example, you can find your product or service’s search volume, related keywords, and LSI keywords.
Ahrefs keywords explorer
Another excellent tool for keyword research is Ahrefs Keywords Explorer. Compared to Google Keyword Planner, you can obtain some extra data. It can perform keyword strength analysis and offer pertinent analytics. As a result, you can determine how much traffic it’ll bring to your website. Most marketers regard Ahrefs as the top SEO tool for keyword research and analysis.
ATP (Answer The Public)
Although it is free, Answer The Public (ATP) is unique. This program helps users find query keywords and create blog material. Identifying questions about the content you are producing and responding to them is possible. Your website could quickly appear in the top results as snippets when a user types in the necessary query.
SEO tools checklist
There’s a range of free SEO tools available online. Different tools can help to achieve the best results for your quality content. However, if you want to learn about the most widely used tools quickly, you can refer to the list below.
Yoast SEO for WordPress
Yoast SEO is, without a doubt, regarded as the most outstanding plugin for search engine optimization. It is, however, restricted to WordPress users exclusively. You can optimize your text using suggestions for readability, relevant keywords, and other factors. In addition, you can use it to keep an eye on your website’s technical SEO features. As a result, it may offer clear instructions on how to rank higher in search results. Therefore, if you use WordPress, you must install this plugin.
Google Search Console
The Google Search Console is yet another crucial SEO tool. You can get a report on the visibility of your website using this. As a result, you’ll be able to see how your website is doing concerning its rivals. You can also manually submit your website to Google so that its crawler can index it. Typically, this happens automatically, but the procedure takes some time.
You can use this tool to enable the crawler to index your site. Additionally, it offers crucial information on how to optimize your site for SEO correctly.
The third tool, Google Analytics, is distinct from the previous two. It’s helpful to supply pertinent data to understand your target client better. It’ll display the most recent topics and trends relevant to your content.
You can link to Google Analytics and Google Search Console to improve your website further. As a result, you can obtain information on your website’s average bounce rate, view count, and average user time spent there.
On-page SEO checklist
Optimize your website using on-page SEO techniques. You can learn where and how to use the terms you’ve looked up here. Remember, the goal is optimization, not stuffing.
Using the primary keyword in the URL
First, be concise and descriptive while creating URLs for your website content. Avoid using arbitrary numbers or characters. Additionally, incorporate the primary term into the URL.
A good URL might be something like “example.com/content-production-2023/.” Again, try to be as detailed as possible, and use hyphens to separate words. Following this formula will make it simple for web crawlers to find and index your website.
Using the primary keyword in the page title and meta description
The title of your work should contain the main keywords. Additionally, be sure to use it within 150 words of the beginning of your material. It’ll make it easier for crawlers to determine whether your website is relevant to the main keywords.
You can also put it in the meta description as an extra precaution. Although it isn’t visible in the text, search engines use this to describe the web page. To summarize the content of your web page, write a single paragraph or sentence. Avoid using meta keywords.
Using keywords in headings
Use primary, secondary, and LSI keywords in the content subheadings as a best practice. These are the web page’s H1, H2, H3, and other tags. Additionally, this will make it such that your website shows up higher in search results. Of course, you should always try to do this, but it may only sometimes be possible.
Avoid keyword stuffing
Finally, avoid stuffing your texts with keywords. It’s called “stuffing.”
People formerly used this strategy to rank higher in search engines. However, their material was considered inferior because it was difficult to read.
Search engines will automatically ignore and flag spam websites with too many keywords. You won’t even show up in search results as a result. As a result, try to limit using keywords to 1–3%.
SEO content checklist
After learning about appropriate SEO tools, keyword research, and their application, let’s look at how your content should be. You must first keep in mind that you are writing for people, not machines. Hence, the following section will help you to do the same.
Creating amazing content
When researching keywords, read and examine the material of your rivals. It’s necessary to read the text and conduct an extensive investigation. Make sure you perform adequate research to cover all the crucial information.
Typically, search engines will give more weight to lengthier or more in-depth content on the subject. As a result, be sure to employ the keywords judiciously and naturally. Use keywords sparingly in your article. To cover significant themes, use headings and subheadings that are appropriate.
Additionally, write your information in the proper format. It’ll raise the ranking of your website and produce backlinks as well. You can read our Content Marketing Analytics Cheat Sheet to learn more.
Increase the readability of your content
The readability of the text is a crucial factor that you must consider. Avoid keyword stuffing, and make sure your audience is correctly targeted.
Shorten the sentences and divide them into manageable chunks.
Provide only some of the details in one lengthy paragraph. If you do, people won’t read your content, and your website’s bounce rate will rise.
WordPress users can immediately assess readability as they create material. On Hemingway App, you can determine the readability of your material for others. This free online tool may also teach you how to make your material more appealing and user-friendly.
Use media throughout your content
By including pertinent images and videos, you may enhance the appeal of your content. As a result, it’ll improve the conversion rate and keep users interested in your website. Use a data visualization tool, and include infographics, charts, gifs, and other pertinent material to keep your target audience interested.
If you are using information from different sources, link to them appropriately. Then, afterward, you can get in touch with them and ask them to link to your content.
Use external and internal links
As a best practice, you should incorporate internal and external links into your text. For example, internal links within the same web page are used to connect paragraphs and headings. In light of this, use external links to connect to information sources or other web pages on your website.
To obtain backlinks, you may also give influencers external links. As a result, your page will receive more traffic and appear higher in search results.
Additional SEO checklist for more exposure
Here are a few other SEO techniques you may use to improve your position in search results. Although not required, these can help your site rank higher than your rivals.
Creating content for another website or blog is known as guest posting. However, make sure that you only do this for reputable websites relevant to your content. You’ll be able to do this to build backlinks to your website or web page. Increasing your website’s backlinks and click-through ratio is a good idea. But be careful not to publish on irrelevant blogs or spam-filled websites.
Create quality backlinks
Search engines typically favor websites with more backlinks over those without. Crawlers regard these materials as more dependable and pertinent to the user’s inquiry. You can quickly build high-quality backlinks by encouraging people to share your material on social media.
Additionally, you can ask the creators of the external links on your material to do the same for you. Referencing important figures associated with your content and asking that they share it can also create backlinks. Even if it takes some time, the work will be worthwhile.
To make sure that your material receives high-quality backlinks, you must promote it. You can achieve this by sharing the material from your website on social media sites like Facebook, LinkedIn, and Twitter.
Additionally, confirm the ‘Share’ buttons work to share the content of your website or web page. Having easy-to-use buttons will make it easier for users to share your content.
Finding broken links on relevant websites or blogs is another technique to market your material. To do this, you must download and set up the chrome extension “Check My Link.” After that, visit any website related to your content and look for broken links. If discovered, it’s simple to ask the site’s owner to correct it by mentioning your material. In most instances, you’ll be able to obtain backlinks for your website.
To summarize, you can produce quality, engaging, and relevant content after following the abovementioned steps. It’s important to note that content production is an ongoing process and requires consistency for the best results.
You have to create plans for content marketing and follow the best SEO practices to help your content rank higher in search results. Quality content production will help your content gain visibility and increase website traffic. As a result, it will lead to higher conversion rates and promote future growth.