Content creation is the life-blood of any business and digital marketing strategy—it’s a top priority for 80% of marketing professionals.

Whether you’re spearheading an SEO strategy to get in front of more prospective customers or building a reputation management strategy to illuminate your good side, you’ve got to have content. It’s the key communication tool that cultivates connection and trust.

If you’re deciding whether or not to pursue content or just need some validation that your existing content strategy is worth it, this is for you.

Here’s a quick breakdown of the what, why, and how of content creation.

What Is Content Creation?

Content creation entails three parts:

  • Generating topic ideas that align with your buyer persona.
  • Creating written and/or visual content (blog posts, videos, infographics, landing pages, etc.) on those ideas.
  • Sharing the content with your target audience via site page, email, social media, etc.

Why Does Content Creation Matter?

When your team commits to the content creation process, you can enjoy three key benefits:

1. Nurtures Meaningful Connections

Creating content allows your team to empathize with your target market. By understanding their pain points, you can offer valuable resources that align with those obstacles.

This can help you earn trust and nurture meaningful connections with those who matter most to your business.

2. Establishes Your Credibility

That’s right—you need good content that engages and educates. The competition is fierce out there. How do you stand out from the crowd?

Consistently producing quality content illustrates your business’ commitment to your products/services and customers. When you provide value, it only enhances your reputation and credibility in your industry.

3. Encourages Traffic and Conversions

Content creation plays a pivotal role in your bottom line in that it can give you a boost in:

  • Traffic: When software company CORE optimized their landing pages, it helped them earn a 20% increase in traffic quarter over quarter and a 1,431% boost in site impressions.
  • Conversions: 47% of consumers view three to five content pieces before connecting with a sales rep. Creating the right content equips your audience with the information they need to make educated decisions.

How Do I Execute Content Creation Right and Well?

Now, not all content is created equal. It takes research, time, and multiple iterations to create content that:

  • Prospective customers respond well to
  • Achieves your unique business goals

Here are a couple of tips to aid your content creation strategy.

Choose Quality Over Quantity

Sure, publishing 20 blog posts a month might be nice, but if they’re poorly written or don’t offer much insight, then your content campaign won’t go very far.

Here are a few pointers to help you and your team stay focused on quality:

  • Check spelling and grammar: “oh sorRy does tihs not reed well?” Ensuring your spelling and grammar are on par is a must—no excuses. Otherwise, you risk losing trust and credibility early on in the customer journey.
  • Dive deep: Quality content doesn’t provide surface-level information. It dives deep, covering not just the what, but also the why and how of a specific topic. Quality content may even offer examples that provide further insight.
  • Back up claims with data: Weaving in statistics and claims are only good if authoritative sources back them. Take the time to look at the data you are sharing and what resources you are using.
  • Focus on value, not promotion: Teach your audience something. The more value you offer, the better results you can enjoy. Don’t just sell—it’s a turn-off.

Not sure how to add value? Survey your audience. It’s a good starting point to identify pain points and how you can help.

Establish and Track Metrics

Make sure the content and topics you cover reel in the right results. In other words, measure the success of your content campaigns. How else will you know if your content efforts are working and what kind of adjustments to employ?

Here are a few example metrics that can help your team assess how valuable and engaging your content is:

  • Pageviews: How many views has your content received?
  • Average time on page: How long are users hanging out on your content page? Are they actually reading/viewing your content?
  • Returning visitors: Are people coming back for more content?
  • Conversion rates: Are users taking the action you want them to take upon viewing your content?

There are reliable content creation tools out there that can help you track your campaigns. This digital marketing toolkit has all the details.

Leverage the Expertise of a Qualified Content Marketing Team

Need a hand with your content strategy? Our qualified team of content marketing specialists is here to help. Contact our team today and find out if we’re a good fit for you!

In the meantime, get acquainted with the various content marketing tactics that can help you bolster your competitive edge.

Janet Lee