The basic building block of any digital marketing campaign is content. Without content, digital marketers
cannot attract, tease, and convince potential buyers into engaging with their business clients.
Beginners may find the prospect of creating content difficult because the Internet is saturated with advice by so many marketing moguls and gurus. Here at Panoptic, we like to keep things easy and simple by
following a seven-step content creation process and we’re sharing it with you.
How You Can Start Making Content for Your Marketing Campaigns Today:
- Begin with Content Ideation
Content ideation is the stage where you think of a topic for your piece of content. Your topic should spring from the niche your or your client’s business operates in.
For example, if you sell surfboards, then your niche is surfing. Most, if not all, of your topics, should talk
about the sport and how to be successful as a surfer.
- Study and Research on Your Topic
Your content should possess authority and relevance in order to rank in the Search Engine Rankings
Pages or SERPs. This is not possible without good, solid research fueling your content. Feed your content with knowledge from the best and the brightest in your field and you’re cooking up something worth your audience’s time. Make sure you cite your references to avoid getting dinged.
- Adjust Your Voice to Your Audience
When you’re making content, make sure the attitude or the image you are projecting in your work matches your audience’s culture, intelligence, and purpose. If you’re writing about the Healing Effects of
Vitamin C on Cancer, you cannot pepper your blog post with medical terms and polysyllabic words and expect your average reader to stay. This will work if you’re making content for medical professionals.
- Polish and Add Extras to Your Work
An imposing wall of text on your blog page will scare off your average, attention-sieged reader.
Knowledge is no longer enough. Content should also use design to rest the readers’ eyes, ease the cognitive
load, and keep their attention on your page. This is why you will need to add headings to separate large chunks of text, add photos to keep visitors looking, and add infographics and videos to keep things interesting.
- Edit the Content
After making the content, you will need additional sets of eyes to help you tweak it or correct it. There might be things you failed to catch – things that can spark the wrong impressions in your readers. Making time for edits helps you root out these potential killer mistakes before you publish.
- Publish and Regularly Check the Success of Your Content
Finally, after you’ve uploaded your video or worked your blog entry into the content management system,
your work is not over. You will have to check the traffic and engagement your video or post is generating.
This way you will gain insights into what works and adjust your future work accordingly.
7. Remake and Redistribute the Content
The knowledge and expertise you’ve gained making your content shouldn’t be locked into one single form or channel. Once you see if your content is successful or learn what’s wrong with it, you can rehash the content and convert it into something else. What was a blog post that can transform into an infographic or an explainer video? You’ll multiply your work, broaden its impact for your business, and save time on research later.
See, content creation can be easy to do. You’ll be well on your way to your own content marketing
campaign when you follow these steps.