✍ The ultimate guide for content creation in 2020
In this journey, I’ll share with you all my secrets about the content creation process that I learned through the years of building communities around it.
1. Define the content goals
2. Define your content marketing strategy/plan
3. Content Creation process
4. Measure content success
1) DEFINE THE CONTENT GOALS
This is a rule of thumb, never create content without an end goal to it, it has to have a purpose and it has to be planned out ahead.
# Why content creation is important? (facts)
Content marketing generates more leads (traffic) at less cost.
Content === business growth
Increase in the ROI (return on investment)
# Analysis & discovery (Questions to ask before making content)
A) What is it for you & your tribe:
- Why are you creating content?
- Who is your target audience?
- What’s your added value (benefit)?
- What will be your main KPIs?
- What problem does it solve?
- What impact does it give?
- What will be your outcome?
- How does it affect others?
- How can you differentiate? And what makes you stand out from your competitors?
- How can it build awareness?
- How can you effectively communicate your brand values?
B) What is it for the content itself:
- Who will produce your content?
- What will you use to distribute your content?
- How far out do you want to plan ahead?
- How often do you want to publish?
- How will you decide what to write about?
- How often will you revisit and tweak your strategy accordingly?
C) What is it for your audience/customers/potential clients:
- Why do your customers use your products/services?
- What does your audience like/want/love/get inspired by?
- What annoys/angers them?
- What are your customer’s needs?
- How can you nurture your readers’ needs and show them that you care?
- How can you effectively create a connection with potential customers?
- How can you maintain and strengthen relationships with your existing customers?
2) DEFINE YOUR CONTENT MARKETING STRATEGY/PLAN
Now that you know why creating content is so important, the second thing to do is to plan it out with a good marketing strategy! and here are the steps to follow along
# Content marketing strategy
Define your SMART goals:
Specific, Measurable, Achievable, Realistic, time-bounded
Market research (competitors analysis)
Buyer/Reader persona (target audience)
Strength, weakness, opportunity & timing
Content inspiration (stealing like an artist)
# Content planning
Posting & scheduling time
Define your standards (language, style, visual, guide)
Poster, story, image, video, article, mini-blog, email, Carousel, pdf/doc/sheet/slide/resource/file, link, simple written caption, podcast etc…
3) CREATION PROCESS
It’s time for the fun part! the creation phase.
A) Content principles:
## Type of information
Who you are / what you do [[Business]]
Added value [[Value]]
Behind the scenes (Be Human/You) [[Bts]]
## Distribution of information
Chunks & pieces from the “pillar content” (repurposed) [Micro]
Chunks & pieces from the “pillar content” (repurposed) [Micro]
B) types of content:
Evergreen content [[Business]] [[Value]] [Macro] [Micro]
Promotional content [[Business]] [Macro]
Educational content [[Value]] [Macro] [Micro]
Inspirational content [[Value]] [Micro]
Communitive content [[Community]]
Custom / unique content [[BTS]]
C) Storytelling secrets & caption formula (Bonus):
“Stories are all about conflict”
— “The grandmaster”
“Subjective expectations meets objective reality”
— Robert McKee “Story”
“Normal — Explosion — New Normal”
— Kindra Hall
— Francis Glebas“Directing the story”
“Exaggerate & be melodramatic”
— Chris Do
Catching title (bold)
Give your readers a reason to keep reading, start the conflict
Tell your story, make it entertaining and not expectable, give a problem to your readers they didn’t know they had
Solve the problem (end of conflict) for your reader and give them high expectations about what’s next
Call to action/added-value:
a question or a teaser to follow up (what’s coming)
Promise for consistency & continuity
“Under Promise, Over Deliver”
# Ideating (ideation)
Brainstorming content ideas from keywords generation and SEO research
Finding unique content ideas
Putting ideas, concepts & marketing plans into execution (deliverables)
Exposing your brand message and values to your tribe through your content
Finding a consistent writing flow
# Testing / Editing
A/B testing new content
Adapting new concepts & ideas
Changing what doesn’t work
Make it suitable for your audience
# Auditing (revising)
In case there is already a backlog of content, An audit is necessary to take inventory of the work that’s already been made, then organizing it to fit under a new content plan.
SEO & blogging
Paid & organic promotions & campaigns
Sponsorships, partnerships & affiliates
3rd party channels
4) MEASURE CONTENT SUCCESS
Measuring the success or failure of your content is a key factor if you want to improve your strategy & planning and also if you want to get paid for it you’ll have to master this step! here are the common measurement ways:
Data analytics & reporting (monthly or weekly)
Customer relationship management (Hubspot CRM for example)
Content management system (WordPress for example)
Increase in audience/sales/revenue/ROI/%
Increase in the engagement & conversion rates
5) (BONUS) TOOLS I USE TO CREATE CONTENT
I’m going to share with you all the tools I use to create content:
> Scheduling & Automation
- Creator Studio
> Social media tools
- Tag.wag or flocked
- Chatfuel or ManyChats
> Collaboration and syncing
- Google Drive
- Google keeps
- Slack / Discord
- Adobe creative cloud
- Adobe XD / Figma
> Copywriting & research
- Grammarly or Microsoft editor
That’s it, guys! I hope it was helpful!
If you have any more questions, you can find me at:
What are you waiting for! GO CREATE.
All the tools I use for visual making:
All the tools I use for copywriting:
Want even more? here are my Tresor links for the web:
If you need more resources check:
A full guide to content creation by @hubspot:
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