Content creation isn’t just for influencers! If you’re a brandname professional wondering how to become the content creator, you’re not alone.
More than ever, brands are creating original articles across multiple platforms to engage with their audiences. It’s among the best ways to showcase your brand personality , build customer relationships, and drive more traffic and conversions.
Yet content creation shouldn’t happen haphazardly. There are decisions brands should make about types of content, processes, resources and more.
In this article, we’ll include how content creation has evolved over time, why content creation is really important for brands, types of articles brands create and how to start creating consistent, high-quality content .
- Content creation provides evolved over the past ten years into a necessary part of every electronic marketing strategy.
- Influencer content offers largely taken the place of celebrity endorsements.
- B2B customers rely on brand content to do more than half of their research before ever contacting a brand straight.
- Video is set to soon become the most published and consumed type of content of all.
- Companies should consider outsourcing article marketing if their internal resources are certainly not enough to meet content goals.
- Work plans and content material calendars are important planning tools to keep content creation on track.
The evolving role of content creation
When I originally published about content creation on this weblog in 2012, I titled that will article: Join the 1% and Become a Content Inventor. Little did I know that over the next decade, content creation would explode beyond what I imagined. Today, content creation has turned into a full-fledged career path with regard to individual influencers and a aggressive imperative for brands to have digital marketing success.
The impact associated with influencer marketing
The launch of Instagram brought on the rise associated with influencer culture, and with this the nature of content creation changed forever. All of a sudden, consumers cared for more about what influencers had to say about products and manufacturers than A-list celebrities with advertising deals.
Brands had to shift their focus to influencer relationships and more authentic messaging in order to resonate with the modern customer.
We now contact this the creator economy , by which influencers monetize their social networking content through strategic brand partnerships. In just the past 6 years, the influencer marketing global market size is growing by 10X and 93% of marketers say they have used influencer marketing in some way.
B2B buyers go online
At the same time, customers in the B2B sector increasingly looked to the internet to try and do their brand research, and today, most complete more than 57% of their research before ever calling a brand directly. This has drastically changed the way B2B brands approach the sales period and has required them to develop content in order to reach potential customers in need of their solutions.
In 2022, content marketing is used by greater than 90% of organizations and yields 6X the RETURN ON INVESTMENT of other forms of marketing and advertising. Even brands who followed content marketing early on plus were once seen as innovators must continually get more creative, keep up with trends, and generate better content in a more and more competitive environment.
The COVID-19 pandemic also forced even those most traditional brick-and-mortar companies to get online and reach their audiences in new ways.
In short: brands need to be using content marketing. And order to do that, they need to end up being content creators.
What content creation means for brands in 2022
Content creation is a multiform, multichannel endeavor for brands nowadays. Content creation encompasses blogs, social media, video, infographics, email and more. And while not every type of articles or channel is for every brand, companies need a good intentional, customer-focused process plus plan for content creation in order to be prosperous. This means understanding who your own target audience is, the kind of articles that’s valuable to them, and what your brand is effective at creating.
In the graphic below you can see the many types of and channels with regard to content marketing as well as the objectives each accomplishes for brand names.
You can study more about the overarching strategy required to manage content in our how-to for developing a content marketing strategy . Here, we’ll stay focused on the actual content creation itself. Let us start by going through some of the most typical and effective types of content material brands create:
Blogging is what most people think of very first when they hear the term “content marketing. ” A typical weblog lands around 1000-2000 words and phrases (although this can vary according to the topic) and blogs which are longer form tend to obtain the best results. Blogging requires frequent post publishing ( 11-16 times per month for the most ROI, according to Hubspot) plus an SEO strategy behind it (to get your posts ranked on SERPs).
Image Source: HubSpot
The takeaway: blog writing is time consuming. Frankly, that’s why many brands don’t do it well. For running a blog to really pay off, you need a dedicated team with the right knowledge and experience, or you need to outsource for an agency that can do it to suit your needs (more on that later).
Video is taking over as the most preferred and many consumed type of content of all. Cisco reported that by the end of 2022, video might account for 82% of all on the internet traffic. Current trends certainly align with this prediction — short form video is certainly everywhere (thanks, TikTok! ) and COVID-19 has made lengthier videos like lectures, training courses, and webinars the norm.
The main roadblock numerous brands run into is the price and skill required for production, and it can be expensive. However it doesn’t have to be for many types of video content, like webinars or social media stories. With the right training and exercise, your content team can produce much of the engaging video articles you need from an iPhone.
Nearly two-thirds ( 72% ) of shoppers prefer email over all other forms of direct communication from brands. Most people check their own email multiple times every day. It is a surefire way for getting in touch with your audience and a great channel for amplifying additional content you’ve created.
Image Source: Marketing Sherpa
Email is extremely much about timing and targeting. Send an email at an off time and your open rate can really suffer. Send out many emails too all together and you risk being spammy. Blast out a blanket message to too many people and you come off generic — the best emails are tailored in order to specific customer segments based on demographics or preferences.
All of this said, there are tons of email marketing tools you can use to help automate much of your own sending, organize segmented lists, and track email performance metrics.
Infographics are a super engaging way to take complex (even dry or even technical) information and make it engaging. They can be made for any kind of topic under the sun, but they’re especially helpful for interacting a large amount of information in one location and making it digestible for that reader.
For example , Marketing Insider Group used infographics as a way to put the anatomy of the perfect blog post and blog post checklist (both with lots of information) in one location for our customers and readers.
Social media articles
People love to engage with their favorite brands on social media. In fact , 90% associated with social media users say they’ve made a purchase from a brand they follow, and they connect to brands all the time in many various ways.
Many brands think about social media as a means for simply sharing some other content (like blogs or even YouTube videos) but you can furthermore create content specifically for the particular social media platforms you use, like surveys or polls, tales, or short-form videos regarding TikTok and Instagram. Social content is the most interactive type of content on our list, plus it’s a great way to build human relationships with your audience.
How to become a content creator: the brand version
Now that we’ve protected why content is so essential for brands and the different types of content material they usually create, you’re possibly wondering: how can your brand name actually be a content inventor? Where do you get started? Let us walk through your next tips:
Evaluate your current team and resources
First thing’s very first: what current resources is it necessary to dedicate to content creation? This is an important thing to assess first because it helps you make a decision regarding whether or not you’ll handle content creation internally or outsource for an agency with the right knowledge and skills. While this is not a comprehensive list, right from the start you will need writers, people with SEO experience, and designers. You’ll also need access to important tools for strategic jobs like keyword research, email and social media automation, and data tracking.
You’ll also need your current staff to be able to dedicate a significant amount of time to content creation. The only thing worse compared to no content is poor content, so you don’t want to take it on without the correct resources in place.
Decide which types of content you will create
In this case, I recommend starting small plus building on your success. For example , maybe you want to create a fantastic blog and be more active on two social media platforms where you share your blogs and post some interactive articles. Once that’s going well, you may add another platform and create some short-form video content material (and so on and so on). This is just an example. The point is to do a few things very well, get experience, and keep being successful rather than failing fast by trying everything all at once.
Build your work strategy and content calendar
This step is absolutely essential, and here’s why: without a detailed, documented work program and content calendar, you risk your content creation falling through the cracks. Your work program should track every job that needs to be completed, who is responsible for it, and its deadline. Your content calendar tracks when your articles will be published and where.
Identify the functionality metrics you’ll measure
To keep your team accountable and your plan on track, you need to set goals for your content. What do you want to achieve for your brand through content material? More traffic to your website is definitely an obvious one. Maybe you want to grow your social media following. Perhaps you want to establish your brand name as an expert on a specific topic.
Whichever your goals are, it is important is to set them plus define them well. I recommend using the SMART goal platform to help you do it.
Once you’ve done the prep work, it’s time for you to take the leap! Start following your plan and seeing results.
Continuously evaluate, refine, and improve
It’s final but it’s definitely not least. That content plan we talked about before? It should have got specified processes and dedicated times for you to evaluate your content’s performance and create adjustments when needed. You can do this within an ongoing way using tools like Google Analytics, your own CMS platform’s analytics system, and social media performance analytics dashboards
Delegate for reliable, high-quality article marketing
Content creation takes time! If you’re running a business, you probably don’t have hours to spend writing blogs or making movies. That’s why 70% associated with companies outsource content creation to agencies with the experience, understanding, and resources to execute for them. The team from MIG includes writers plus SEO experts who can provide you optimized, ready-to-publish content material every week for one year or more.
The article How to Become the Content Creator: The Ultimate Guidebook for Brands appeared first on Marketing Insider Group .