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The Art of Creating Compelling Web Content For Traffic & Leads

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The Art of Creating Compelling Web Content For Traffic & Leads

Today’s content marketers are primarily responsible for creating content.

The most critical thing they do in their daily workflow is create engaging content, which is the most effective way to connect with the audience and generate revenue.

Content is also their livelihood.

In fact, all modern digital marketing efforts are based around content creation. Acquisition, Retention and Conversion need content to fuel them.

But content creation is a process.

It involves research, generating strategic ideas, developing those ideas into high-quality collateral, and then marketing those to a specific audience.

There are many types of digital content, including web pages, blogs, case studies, testimonials, reviews, whitepapers, eBooks, infographics, videos, social media posts, and retention emails.

Let’s explore
  1. What Is Content Creation?
  2. How to think about content creation
  3. The 5 Exceptional Methods To Generate Content Ideas
  4. Researching For Content Creation
  5. The Art Of Creating Content
  6. The Art of Promoting Content
  7. Conclusion

#1. What Is Content Creation

Content creation involves a set of activities:

  1. Who are we writing for
  2. What stage of the journey are we writing for
  3. What ideas do we have for content at each stage of the journey
  4. What is the content creation workflow
  5. How do we repurpose content that works for us

Doing it well can truly impact your business.

In fact, recent research proves that creating quality educational content makes customers 131% more likely to buy from your business.

Creating great content starts with a well-established process.

Let us guide you through the entire process.

You will also learn how great content can help your audience and customers find answers and solutions to their problems.

Let’s get started.

Read more: What Is Content Creation? The Complete Guide

#2. How To Think About Content Creation

Ideas for content can come from many places.

These include content from

  1. Your own content team
  2. Your customers, or something that interests them
  3. Other stakeholders within your company
  4. Your analytics
  5. Keywords you already rank for, or that you wish to rank for
  6. New information, trends

Determining the best approach to take on a particular subject can also be challenging, depending on the goal of the piece of content.

In the case of creating content to showcase a new product feature, you may already have a basic idea of what you need to produce.

However, if your task involves a broader scope, for example, creating early-stage content that will generate organic traffic to your website, then you may want to explore other ways of generating content ideas.

You can use some of these methods to help get your creative juices flowing, and to come up with creative and engaging content ideas.

Read:

#3. The 5 Exceptional Methods To Generate Content Ideas

  • Utilise keyword research to identify opportunities

    Keyword research is a great way to find out how your audience feels about a topic.

    Furthermore, keyword research can help you come up with new content ideas you may have missed otherwise.

  • Request customer feedback

    Customers often have questions about your product or your space that you can answer by asking them.

    It sounds simple, but often they are unanswered questions.

    Your existing customers will benefit instantly and meaningfully from content created around those questions.

  • Think like your audience

    Marketing starts by understanding your audience.

    As you come up with new ideas, consider what your customers will find interesting, intriguing, or useful.

    Look for ways to integrate those ideas into your content strategy.

    Find out what topics people are asking about in your area of expertise on Quora, Reddit, Blogs, Social Media and Discussion Forums.

  • Collaborate with your larger team.

    Using your organisation’s knowledge when designing new content is a powerful tool.

    In general, your customer support staff has an in-depth understanding of the day-to-day problems your customers encounter on a regular basis.

    It’s likely that your sales team has extensive knowledge concerning the solutions that customers want to hear about from you.

    If you reach out to other groups in your organisation, you can find content ideas intended to address your customers’ needs.

  • Find out what your competitors are writing about

    Whenever you create content, you should look at the topics your competitors are writing about.

    Your brand’s unique voice, approach, and content can be differentiated from your competitors’ by analysing how they approach a topic, find gaps in their content strategies, and make your content stand out in the sales process.

    The next step is to outline what you’re going to create after you’ve completed the ideation phase and know what topic you want to write about.

Also Read:

#4. Researching For Content Creation

You should decide what format your piece of content will take before beginning to write it.

Infographics or videos can illustrate some ideas better if they are represented visually.

Other content may be more effective in text and image format.

You might want to consider blogging, writing an article, or creating an eBook for those types of topics.

Finding out what types of content have already been created around your topic can provide a lot of insight.

You can, for instance, type your topic idea into Google and see what kind of content shows up on page one.

Even better, you can use BuzzSumo to find the most shared articles for a given category.

Peer into these articles. Do you find videos? Are there links to infographics? Does the SERP include images?

Understanding what type of content already exists around your topic will help you decide what kind of content to make.

You should also do appropriate keyword research around your topic during the planning stages.

You’ll need to select a keyword to target when writing web content so that the keyword can be incorporated into the content as you write it, not afterward.

Read:

#5. The Art Of Creating Content

Finally, you can start creating content.

It’s something you’re already good at. Use the ideas you’ve developed and plans you’ve made to produce a phenomenal end product.

While writing, filming, designing, or producing, keep in mind that content creation is a dynamic process.

You should not be afraid to go back and revise your angle or content if you notice that something is wrong.

All you need to do is adjust the process, as you learn more about your audience and your customers.

Read:

#6. The Art of Promoting Content

Take a deep breath once you publish your content and let it out into the world.

Nevertheless, remember that content creation is a continuous process, from ideation to publishing.

Content marketing requires a sound creation process, as well as a good post-release promotion plan. As a content marketer, you are responsible for seeing every piece of content through its full cycle.

Therefore, keep your post-publishing distribution and promotion strategy in mind while creating your content.

Many times, we get lost in creation and forget about promotion.

The trick is in identifying the right quantum of content creation and promotion required.

Remember to learn from your successes and failures. It’s always an experiment.

By monitoring and measuring its performance, you will be able to determine what works for you and your organisation. Then, leverage that information as a springboard when you create new content in the future.

Read:

#7. Conclusion

The creation of original content is the responsibility of digital content marketers.

Various types of digital content, such as web pages, blogs, infographics, videos, and social media posts, can be created using various types of software (among other things).

The research phase is followed by the generation of strategy-oriented concepts that are then translated into high-quality marketing material that is targeted at specific demographics.

Understanding your target audience is the first step in marketing. Find out what questions people are asking about in your area of expertise by conducting a survey.

Using a distinct voice, approach, and content to distinguish your brand from its competitors can help you stand out from the competition.

Having content will assist you in deciding what type of content to create for different audiences based on the content you already have.

It’s important to remember that content creation is a never-ending process that begins with inspiration and ends with the publication of finished work.

Accelerate your leads with Content Creation today!

Digitalzone puts your B2B leads and sales on steroids.

Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.

We help B2B companies, just like yours, with Account Based Marketing, Content Syndication, Intent Based Marketing, Demand Research and Content Creation

Get in touch with us today, to accelerate your sales.

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