Search engines are used by 68 percent of potential customers before making a purchase. Furthermore, 42.7% of adult internet users (aged 16 to 64) plan to actively use ad-blockers in 2021 to avoid seeing digital advertisements.
For example, you could miss out on 4 out of 10 prospective clients via the internet by not efficiently utilizing organic channels.
The creation of high-quality content is a prerequisite for being found on the internet, in search results, and on social media.
Your website may as well not exist in the eyes of the majority of your potential clients if it lacks relevant blog entries or product pages.
Here, we’ll explain what content production is, how to develop a content strategy for your business, and how to implement it at a large scale.
Creating content is a broad term.
To regularly produce written, video, or audio material that appeals to your target audience, you must engage in the practice of content production.
It’s the cornerstone of any successful content marketing strategy. So how do you distribute something that doesn’t exist?
Once you know your ideal clients and how to best contact them online, you can create effective content.
The first step is to determine which outlets are most likely to resonate with your target market. If you’re trying to reach truck drivers who consume greater audio content, a podcast may be a better option than a blog.
A combination of how-to videos and blog entries will likely be more beneficial if you’re trying to attract a DIY gardening audience.
After that, you’ll need to create a content calendar to distribute content regularly. One long-form post each week with a podcast episode every two weeks would be appropriate for a technical blog.
Setting up a content development process tailored to your target audience and available resources is critical.
The reasons why you should spend time and money creating content
More and more consumers are choosing to reject adverts outright, as discussed in the opening. As a result, organic methods outperform paid ones in the long run. According to a recent poll, organic SEO was named the digital marketing channel that provided the best ROI (return on investment).
It would be a lot of work to start a blog, podcast, and YouTube channel for your business! (and if you want to deliver high-quality content, it is).
But it’s a great method to connect with your customers and create a relationship with them online.
Organic search engine rankings can be gradually improved through search engine optimization (SEO).
If you want to attract more visitors to your website, you need to do this. When conducting a Google search, 28.5 percent of all users click on the first result. Sitelinks push this number even higher, to a staggering 46.9 percent on average.
For example, imagine if you could get your answer to a relevant search query in a featured snippet
Social media allows you to connect with potential customers on a personal level. On platforms like YouTube or Pinterest or in a strong Facebook Group community.
When potential customers look you up on Facebook or Instagram, having a complete profile with up-to-date material never hurts.
Connect with hitherto unreachable audiences on the web (people who use ad-blockers)
How will you promote to the 4 out of 10 people who use ad-blockers effectively? These percentages rise much further when targeting a younger demographic.
A TV commercial campaign isn’t feasible if you don’t have an enormous marketing budget. On the other hand, ad-blockers may cause some viewers to simply change the channel.
Content that provides value can help you reach a growing segment of your target audience that is fed up with advertisements.
Sell to people who are willing to buy.
70% of people in Nashville use Google to help them make significant financial decisions, like whether or not to buy something.
Content development is a must if you want to manage the information and ensure that potential buyers have a positive impression of your brand and items.
To have your website show up on the first page of Nashville organic search results is a nice perk. People view a high SERP rank as Google’s endorsement of the quality of your content.
laying the groundwork by developing a company-specific content strategy
Be sure you know who you’re writing for and how you’ll get in front of them online before you start creating content.
Let’s look at how to create the most effective content marketing plan for your business.
What exactly is a content strategy?
As a part of your overall marketing plan, your Nashville content strategy outlines who you’re creating content for, what you need to produce, and which channels you’ll focus on. It should include a description of your target market and a strategy for developing and disseminating content on the internet.
It clarifies:
- The audience for the material you’re creating
- How you plan to reach that target audience
- For example, your website’s strengths and shortcomings in content marketing.
- Inquiry-based approaches and long-term content production prospects
- When and how often you’ll post new content.
To begin with, you must identify and understand your target audience.
Knowing who you’re trying to reach online and how to do it
Before you begin developing your content strategy, you must first address these three critical issues:
- How do you know who is interested in your products and services?
- What are their favorite internet hangouts?
- They seem to be more interested in what kind of content.
Depending on the available data, you can conduct audience research in one of two ways.
First, you can examine the client data in your database for actual customers. Go on social media and see if you can find any recurring themes or trends. Would you say that Facebook or Instagram is a better place to find them?
Alternatively, you can conduct a fast poll of current clients to learn more about their social media usage patterns.
If you don’t have any data or sales yet, we’re also going to share a method you can utilize in the meanwhile.
You may “spy” on your competitors’ customer profiles using technologies like Facebook’s Audience Insights.
For example, you may find out their age and where they live, and what other pages and media they like.
Join Facebook Groups and other online groups to see what’s going on and ask questions. Be aware of what people are sharing and what they find interesting.
Create a persona or profile of your ideal consumer using one of the strategies listed above.
It’s important to include their:
- Age
- Hobbies
- The most popular methods of communication.
- The most popular social media accounts
- Voice and type of content preferred (serious, light-hearted, etc.)
Determine which of your available options is the most efficient for you.
With this information in hand, it’s time to figure out what works best for your business.
Investing in video creation, or focusing on blogs and social media, is a question you must answer.
Establish an approximate publishing timetable and a tolerable channel mix.
The same is true for everyday items. Putting your goods up for sale in a marketplace isn’t enough. It doesn’t matter how many things you have available for sale on Amazon; you’re still missing out on potential customers.
Perform a content audit.
There’s a good chance you won’t be beginning from zero. If your organization already has a blog, you may be able to uncover hidden gems.
An assessment of your existing content can reveal opportunities that have gone unnoticed.
You should first identify any obvious Nashville SEO problems and opportunities using an SEO tool such as Ahrefs or another free SEO tool.
Once you’ve identified pages with promise, you’ll want to see if you can optimize them for a certain search phrase.
There are other considerations outside SEO, such as evaluating the current content’s quality objectively. Low-quality digital content can hurt a company.
- “Is this blog article relevant to my target audience’s challenges and needs?”
- If we could gain the confidence of, or make a sale to, a prospective consumer, would this help us?
Identifying content opportunities requires conducting keyword and competitor research.
Do some basic keyword research first. Identifying popular keywords, frequently asked questions, and your main competitors are part of this process.
Start by using our free keyword planner or a paid SEO tool like Ahrefs.
Blog posts and articles that don’t adequately cover popular themes should be on your radar. They may be outdated, lack images in a how-to guide or the copy is just plain sloppy. Then, figure out how you might improve your material.
The following questions should be asked
- What large problem (connected to a competitive term) can we solve for our audience?
- How does this topic relate to other topics (with less competition for relevant keywords)?
A podcast or YouTube channel is only a continuation of the same process. Find out who your top competitors are by doing a few searches or looking at the rankings for specific categories.
Afterward, look at what your competitors are doing and what kinds of episodes are most popular.
Make episodes based on people’s questions in their communities and infiltrate their social media accounts.
Focus on a specific demographic with a specific mix of content
A company blog may seem like the beginning of your road to success, but it’s not the end of the road. It’s not simply writing blog entries that are part of content generation.
Your industry, target audience, and other considerations all play a role in determining the optimal content balance.
Why is content production important?
Blog posts, white papers, podcasts, movies, and landing pages are just a few examples of the many forms you can produce.
Let’s take a closer look at the most common sorts of content in a strategy for content creation:
- An informal piece of writing of various lengths published on a blog website of a firm
- Research is a white paper that proves the worth or usefulness of your product or plan.
- White papers: B2B marketers are the most likely to use this tool.
- Ebook: A digital book that generally incorporates strategies from numerous blog entries into one piece of content
- An original experiment or research that shows your company’s proficiency or the efficacy of your techniques.
- A sequence of audio files that can be listened to on the go or downloaded at the user’s leisure is An excellent choice for those who frequently travel by car.
A video is a form of visual media. It’s ideal for demonstrating how to carry out complex or difficult jobs.
One of the most common content marketing blunders is not utilizing these different sorts of material.
Combine several media formats to reach different stages of the sales funnel at the same time
- Several distinct segments of your ideal customer can be referred to as the “sales funnel.”
- At the top of the funnel, users have a problem but aren’t interested in purchasing a product or service. Is my flowerbed infested with termites?
- Users may actively search for “best termite spray” amid the funnel.
Customers are ready to buy at the bottom of the funnel. Search terms like “Termite spray crazy review” are common.
Some material works better at different points in the sales funnel than others.
For example, blog entries or videos addressing frequent issues are a great approach to reaching people at the top of the funnel.
Introduce your offerings and overcome objections once they begin to seek a solution. Case studies and video reviews are excellent resources in this situation.
Then there are podcasts. Apple Podcasts alone now hosts 2,395,555 distinct podcasts. When it comes to starting a podcast, it may seem too late. As a result, what’s the point of producing one?
Here’s the deal: podcasts are more personal than textual content and can disproportionately create trust with a listener base. Do you know why so many corporations want to sponsor your favorite podcasters?
Using a podcast, your top-of-the-funnel audience can be converted into consumers over time. Scalable trust and meaningful interactions are possible thanks to this tool.
The best way to keep track of your material is to create a content calendar.
The term “content calendar” refers to a calendar in which various forms of material are scheduled to be posted at specific times. No need for more explanation, is there?
With that in mind, you could post once a week on the top of the funnel or once every two weeks on the middle or bottom. Case studies and white papers can also be scheduled over a quarter.
Of course, juggling regular blog entries with larger content projects isn’t easy.
Don’t believe that you can regularly produce high-quality blog entries every week? Help is at hand from our team of expert bloggers. Our interactive editorial process guarantees that your material is consistent with your brand and provides value to your readers.”
Create blog posts and films out of long-form, high-investment content like case studies or original research
After putting in the time and effort to create a groundbreaking case study, you don’t just upload and forget it.
You create a full-scale marketing campaign based on it.
This implies that you will:
- Create short-form blog entries and infographics that demonstrate the most important points.
- Every day, tweet a new statistic.
- Break down the findings in an educational film.
Consider repurposing high-investment content whenever possible.
We’ve already noted that YouTube is a popular platform for tutorials. In addition, there are several other social networking platforms out there.
Pinterest is a great place to find inspiration for your home’s interior design and DIY projects.
- Quora or even Stackoverflow are excellent places to ask questions when it comes to difficult technical or academic subjects.
- TikTok is a hotbed for financial advice.
- Be open to new sources of information, and don’t be afraid to test them out for yourself.
Create a team of experts in the right channels for content creation.
Your staff needs to be knowledgeable about the subject matter to provide valuable content for your audience. In addition, the team must master the channels that are of greatest importance to the target audience.
It’s important to have a team that can manage video material, so here are some tips: • Hire people who have platform expertise — such as an experienced podcaster or YouTuber
- Delegate to people based on channels they’re passionate about
Ways of ensuring your content creation are always in line with your business strategy and objectives.
On that note, let’s talk about the actual process of developing high-quality, long-term content.
1. The first step is to do some research:
Don’t create content without first doing some research.
A concept for a piece of content should not originate from anywhere. Research is the first step in any successful content marketing campaign. That’s where they receive their blog post and video ideas, and inspiration.
If your material tackles a vital issue or concern, you’ll always have an eager audience eager to read it.
2. Give each item of content your full attention.
Make sure you don’t put out as many blog entries as you can each week. When you begin with research, you know that each issue has an audience.
If you want to keep your readers coming back for more, you need to provide them with something of value with each post.
According to a poll of bloggers conducted in the year 2021, those that put in the greatest effort per post had better outcomes.
Content creation is not a mystery. When it’s time to push the publish button, you only need to put in adequate time and work.
3. Don’t be swayed by vanity numbers — invest in content beyond the top of the funnel.
It’s tempting to get carried away with the monthly search volume and traffic possibilities after Google starts picking up a couple of your blog pieces.
Keep in mind that search intent is important. When someone types in a keyword into Google, they express their search intent.
There are 428,000 searches every month for “how to tuck in a tie.” There are only about 5,200 searches for “silk hair ties” per month.
If you were in the business of selling ties, which would you prefer to be the top search result? With less than 1/70th of the search volume, the latter will likely yield more sales.
Savvy content marketers take vanity metrics like website traffic, Facebook likes, and YouTube views with a grain of salt. To them, aim and actual sales are inextricably linked.
When it comes to bottom-of-the-funnel content, even if it doesn’t bring in many new visitors, it’s worth it to invest.
4. Make use of content-creation tools.
Creating content for a living is a full-time job that requires effort. However, the correct tools can make your task a lot easier.
You can find various free and paid tools for every step of the content creation process.
Here are a few illustrations:
- Rank FIRE SEO, Ahrefs, SEMRush, Moz, and Google Trends are excellent resources for keyword research.
- In terms of blog graphics and visuals: Canva, Crello, Stencil, and Adobe Spark.
- Search Engine Optimization (SEO) Tools: MarketMuse, Clearscope, Frase
Why in-house content production is so difficult for businesses: the most common obstacles
In 2020, content development will be the most difficult task for B2B content marketers. Even pandemic-related issues were outdone in terms of strategy and content delivery.
It’s not easy to produce a huge volume of high-quality content regularly. In-house content production is a struggle for most small businesses because of the time and effort required.
In-house management has several drawbacks, some of which are listed below:
- To construct an in-house content team comprised of SEO experts, authors, and editors is expensive and take a lot of time and work.
- The average annual salary for a content writer is $48,715. Good writers and videographers who are also knowledgeable about the subject matter are hard to come by.
No shortcuts exist in the development of content.
The most difficult part of efficient content marketing and SEO is, without a doubt coming up with new material.
A few hours of research pales compared to delivering high-quality material week after week.
Employing the proper people, sticking with your approach, and retaining the interest of your target audience all take time and money.
Schedule a conversation with our content marketing experts today if you’re failing to get results from organic media.
