A member of millionaire launches and also of long-term inbound marketing strategies: in one way or another, content production is part of the daily lives of digital entrepreneurs.
Everything that is published may or may not be content. If there is intentionality and strategy, even a meme can be considered content. In other words, in general terms, what matters is not the type of content, but its quality.
In this article, you will understand why and how to create quality content for the internet. Good reading!
Why invest in content production
If you’ve been following our blog for a while, you’ve probably already noticed how anyone can start an internet business. It’s democratic, accessible and profitable. However, this facility generates a massive volume of enterprises with the same solution, that is, competition. But the advantage is that not everyone produces content.
As long as a business does not see the content team as relevant as the design team, for example, it will be one step behind similar companies.
What’s so good about producing content anyway?
- Increases the reach of your solution
Content is, after all, an advertisement for your business. That tip or joke carries your brand and it is it that arouses the interest of people who have never had contact with your product or service.
- Generates value
Especially in the long term, as the content aligns with the interests and pains of the public, a bond is built that makes this practice of consistent publications valuable.
- Brings results at low cost
Content marketing can cost less and at the same time deliver even more results than many other marketing strategies. Sometimes producing content really costs absolutely nothing.
How expensive would it be for you to tell your story or share learning about your business with the audience? It doesn’t cost anything, does it? You don’t even need to delegate that. We call this technique storytelling, which is one of the types of content that most benefit digital presence.
7 steps to produce your content
Next, you will see how simple it is to have good content production for your digital company.
Know your audience
Who do you want to communicate to? What is the age group of the audience? What are her main references: television icons or influencers?
Study the target audience and, to make it even easier, personify them into an ideal customer — the buyer persona.
Plan what will be produced
It is important to plan the contents before producing them and imagine how they will be positioned after they are published. Like this? Draw an editorial line. For example, you have an online course in crafts.
Thus, its editorial line could contain content with tips on how to start producing craft items, the advantages of the practice, ways to earn money, etc.
Understand how to produce content
This is the stage of content production itself. Start with sketches and drawings, if the format is image or infographic, and also respect Portuguese and SEO (Search Engine Optimization) rules.
SEO brings several points that must be achieved, such as the best choice of keywords, the adequacy of the size and type of content title, the scanability of the content as a whole, etc. This task can be the most laborious, so don’t give up on having a freelancer for this.
Select useful tools
There are several technologies that support efficient content production. To illustrate:
- The AnswerThePublic reveals all that people search on a particular topic on Google.
- The online thesaurus prevents your content from being amateurish and repetitive.
- The TinyPNG optimizes images for blogs in order to make them smaller without loss of quality.
Choose the content format and platform on which it will be published
Think about which format is best suited for each planned content. Would they be blog posts, social posts, e-books, infographics, videos or images and carousels? Of course, the format says a lot about the chosen platform.
And the chosen platform has to do with your digital marketing strategy. The key is not to ‘shoot everywhere’ and be there for everything — not least because even your target audience isn’t everywhere. But knowing when it’s worth recycling content to other digital media.
What’s more, search intent has everything to do with this stage of content production. So if you want to cover whey protein, for example, you’ll find that blog posts are more relevant than whey recipes. In contrast, when searching for ‘cocoa powder’, Google prioritizes revenue over blog posts.
With good planning, you will eventually notice a large amount of published content. In addition to generating endless traffic to your media, they can be revisited to be updated as well as to be recycled.
For example, let’s say you have a 5 minute video posted on YouTube and it has had excellent results. Instead of restricting these results to the video platform, produce an infographic from it or dig deeper and turn it into an e-book.
Analyze the metrics
Finally, producing content also implies following them. What is the feedback from your target audience? What numbers did the content generate?
If you have blog posts, check page views, traffic sources, bounce rate, and more. If you’ve been creating video nuggets, look at shares and watched time. As for webinars, the main metric is the number of landing page conversions and so on.
Content production is an indispensable condition for anyone who wants to stand out in the digital environment. Follow the production flow, have infinite content and, thus, there will always be traffic for your business.