Creating your Marketing Content

So, you want to get started on creating your marketing content? We have you covered. In this article, we will discuss how to create your own marketing content in detail. 

As previously mentioned in our article “Is Content Marketing Important?” creating your own marketing content is not just something you do on a whim. Great marketing content is planned out by a whole team of publishers, writers, designers, and so on. 

How to Begin?

In able to create great marketing content, you first need to understand that you should first focus on. Building the interest for the readers and offering value to them. Building a relationship with your customers rather than focusing on the immediate sale. If you provide great value, supply information based on what your customers need, there is a higher chance of customer conversion. 

Take the popular makeup website, Makeup.com by L’Oreal for instance. This website was created to provide useful tips and content to the readers. It does not link to a product or sales directly. However, it does demonstrate how the brand can give their consumers the lifestyle they want. 

To create great marketing content, you need to use your resources and think like a publisher. As we’ve said, it is not just creating content for everyone to see, I touch on a number of the department in an organization. 

Business Marketing Strategy

There are marketing, sales, customer service, human resources, corporate communications, and website management teams – all of which should be aware of the content marketing strategy for your business. All of these teams need to coordinate with each other to create great content. 

However, there will be times when coordinating content between all of these big teams can be challenging, especially if the turnaround times are tight.  This is why it is extremely crucial to not only look at where content production should live within your company but also map out the workflow of content creation. As we’ve said, it takes time and a lot of planning to pull this off. 

Crafting your Own

Ask yourself these questions:

• Do you need designers to be involved in this content?
• Where does quality control take place?
• Where can a piece of content be adapted and reused on a different distribution channel?

The questions above are only some of the key questions that need answers when creating your marketing content. There are some companies who hire their own content manager. This manager will oversee the content marketing process. There are also some who build in-house departments. 

Whether you are hiring someone to oversee your content marketing or building an in-house team, the fact still remains: every decision must be made and planned so that the workflow can be mapped ahead of time. Having a well-planned and well-mapped marketing content helps facilitate your strategic needs.

Another thing you need to be aware of is that when it comes to creating your marketing content, there is a constant content planning. The planning phase doesn’t just happen at the beginning. It is happening constantly. 

Always planning your content is necessary so you can deliver to your audience on a consistent basis. Delivering content to your audience on a consistent basis helps build relationships and engagements. In return, these relationships and engagements convert into sales. 

Technology’s Vital Role

With today’s constantly-evolving technology, there are different content requirements and objectives that will help you determine the structure of your content teams. Does your company need an ongoing content creation or is it more beneficial for your organization to put high-input forms of content in a less frequent manner?

Now, onto the content channel distribution. First of all, distributing the content you have made is not just simply uploading it onto your choice of channel, there’s more to it than that. 

You first need to consider the algorithmic curation. Almost all of the platforms today (Facebook, Instagram, Google, etc.) have created their own algorithm which helps them with the information overload.

Algorithms are Important too!

These algorithms help filter out the amount of information that is delivered to their users. There are several factors in each algorithm that helps determine what is actually relevant to the user, or what is interesting to them. When it comes to creating your own content, be sure that it is engaging and shareable. The more user engagement your content gets, the more it will reach a broader audience. 

You also need to understand the channels through which you are planning to share your content. Pay attention to these channels. Understanding them is as important as crafting the content itself. Your brilliant content will only reach people effectively if the channel supports the message you are trying to put out there and vise Versa. 

Plan your Outline Ahead of Time

With all of those said, here’s an example of a great outline which can help you plan and create your marketing content:

• Brand style guides – this refers to the tone of voice and brand personality you want to present. It also refers to your brand’s representation visually, the fonts and colors used to represent your brand speak a lot. 
• Content calendar – as previously mentioned, you constantly need to plan a great content marketing strategy. A content calendar can assist the content marketer in planning the content they will be sharing, across which platforms, and when. 
• Workflow map – you will also need a workflow map which contains the path a piece of content takes when it is created. This will help your content creating process be more organized.
• Persona map – this map helps the content creators in focusing on those for whom they are creating the content, and what the motivations of consumers would be.

Now that you have all of that information, it is time to start creating your amazing marketing content and share it with your audience! 

Conclusion

Remember, your content marketing strategy can help you create great content that your audience will love. And the more your audience loves it, the bigger, better and more popular your brand will be. So, all you have to do now is start thinking of the guidelines above and start envisioning your brand’s future with the help of great marketing content. 

© Image credits to Tabitha Mort