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Many companies today rely on the utilization of the right content as a crucial part of the pillars needed for any business’s success. Starting from marketing and merchandising consultations, to information management services, broadcasting services, PR, business solutions companies and many many more. So what is Content Creation? and how to properly use it for great marketing?
What is Content Creation? (Definition)
Content creation is the process in which someone creates, through writing, relevant and valuable information to an audience in need for a solution to a particular problem, and direct them towards the real benefits they are to find in a given product or service.
Just like any other aspect in business and/or marketing, content creation, and in theory, is ruled by ethics, otherwise it won’t stand long and soon might collapse and prove meaningless. Therefore, content should provide its prospects with a solution to an issue, and while doing so, it should ensure maximum of transparency and reliability.
That is, it should conform with universally accepted values, hence, rejecting fraud and deceit.
“If capitalism is to be respected, and so sustain itself for global prosperity, it must be both responsible and moral”
Caux Round Table
As content creation is a broad concept for a deliberate writing process, the concern here is content marketing in particular since it deals with every aspect of every product we consume and every service we use. So, what is content creation from a marketing perspective? It is of course the approach used by companies throughout their marketing efforts to create and allocate appropriate content to attract and preserve customers of their target market and sustain profitable customer action.
What is Content Creation? (Characteristics)
From a marketing perspective, content creation and as you can see by now has three main characteristics that shape its form, orientation, and success. The first is the extent of its transparency and I’ll refer to this characteristic by the word “Reliability”. The second is the orientation for content marketing as it is a deliberate writing that aims to achieve sustainable and long-term objectives. I will name this aspect “Strategic”. The third is the extent to which content creation keenly follows some technical shared outlines that should guarantee its success in increasing revenues. I will refer to this aspect with the word “Expediency”.
So, What are the characteristics of Content Creation from a marketing perspective?
I will put it as follows:
Reliable: That is, content published to the audience should be valuable, relevant, and consistent. Of course companies continually send information to the audience and sometimes information proves irrelevant and spam. That’s what makes content marketing so intriguing in today’s world where thousands of marketing messages are sent for millions of people every day.
Strategic: Content creation cannot risk failure, therefore it is deliberately written with an aim to achieve long-term objectives even when conditions are uncertain. In other words, it is an essential part of a big picture where all efforts are to be steered in the direction of a long-standing success.
Expedient: According to documented guides from most prominent companies’ successfully using content marketing in growing their traffic and boosting conversions, it was certain that there are some defined techniques to be followed in the process of content creation. This briefly includes:
- Establishing key performance indicators (KPIs).
- Collecting demographic data to determine who the audience are and how to reach them using the right content.
- Right and smart usage of keywords to attract audience and avoid competition while standing out in the crowd.
- Mapping content and allocate blog posts to potential social shares in order to boost engagement and increase reach.
- Check content performance through google analytic and measure social sharing through available analytic tools.
How to Properly Use Content Marketing
To properly use content marketing is to get the most out of content creation and to take your performance up to the next level. Here’s a brief of 7 basic tips to consider:
- Edit all content to make sure they are flawless and as long as minimum of 1000 words. (Longer content gets more attention from Google.)
- Understand the fact that people buy products and/or services because they want a solution to an issue, therefore be specific, relevant, and definitely helpful.
- Make sure that your content are able to drive leads.
- Ensure that social sharing on your blogs is easy. (It’s important to create a call-to-action button and ask readers to share your content on social media.)
- Transform your content into other forms of promotional means such as videos, info-graphics, etc…
- Make sure your intention and enthusiasm is to educate, not only to sell.
- Engage with your prospects and build a relationship based on trust and loyalty.
Final word for Content Creation
It has become an online world where the cost of content creation for companies’ marketers is much cheaper when compared with the cost of outbound marketing. It’s not only cheaper, but also more cost effective and with higher conversion rates than this of traditional marketing.
Content creation in business is not an option anymore but rather knowledge that must be embraced and used properly in a world that’s open and more exposed than ever before.
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