When the decision for a new content marketing campaign has been made, you have to determine your goals, what content you need and through what channels you want to communicate it. This is a very important decision as not all content or channels fit in well with every message that you want to bring across to the public you want to reach. Another important factor is of course the budget, because there are huge differences in costs between the several forms of content and the use of different channels.
Once the type of content has been chosen, you can start with the content production process, or the route you must follow in order to reach your intended goal: the publication of your content. Naturally, the process of creating good content differs per company, product and target group. Therefore, it is difficult to determine one specific process for this. Still, there are some stages in a content production process that are relatively similar for all areas and circumstances. As a matter of fact, these are areas that content even has to pass through in order to be good enough to be published. Naturally, it is also very important to clearly appoint the people who are responsible for the different stages as well as to realistically determine how much time each stage is supposed to take. Once you have set the right frameworks, you can start with the content creation process.
Content creation process
Before creating new content, including texts, videos or images, you will have to do thorough research into several aspects. For example, what is the message that you want to bring across with your content, who is your target group and what is the channel that you will be using. In addition, you will have to make sure that your content is in line with the look and feel of your brand and/or organization. Simon Sinek’s golden circle may be a very useful tool in this regard, with which you can determine the why, how and what of your company or brand. This may come in handy when creating your content. For more information on this, please reger to our topic on Digital Branding.