07.04.2020

Digital Marketing – The 4 steps to creating great content

Anna Wildman

What is Content Marketing?

Since the push toward digital transformation, a variety of digital solutions have entered the field of marketing. One of them is content marketing. 

Content marketing is the practice of putting out content that is useful to users, directing them to your website and ultimately turning them into loyal customers. This started in the US in the 2000s and has since taken root as an effective marketing technique around the world.

The process for creating useful digital content

As Bill Gates once said, "Content is King," so you can't ignore content in this day and age. How to deliver it to your target consumers and make them feel valued is the essence of content marketing.

So, in light of the above, let’s discuss how to create content effectively. The four steps are: gather, plan, create, and disseminate.

(1) Gather data

The first step is to gather information that will help you build your plan. There are many ways that you can do this, but how you choose to do it depends on your objectives. 

When it comes to creating SEO-focused content, keyword and query data are essential. This data can be gathered with Google Analytics and Search Console. On the other hand, what about content for social media platforms? Social listening could be the solution. Through researching topics on social platforms, it is easier to find trends and popular hashtags. If you are aiming at getting direct traffic, you will need to communicate with your customers, so user interviews would be the best way to get to know them. 

(2) Plan the content

Once you have the data, you should categorise and organise it. Hold workshops and editorial meetings to explore insights gleaned from the data, such as demographic and interest information or seasonal keywords.

Based on the data and your editorial sense, you can plan your content by leveraging the above methods. 

(3) Create content

Once you finalise the plan, you finally get to work on the content. It's no exaggeration to say that the success or failure of this third step will determine the fate of your content. Think hard about which format will resonate with your users the most. For example, blog content could be in an interview, infographic, or vlog format. Content production will also change depending on the channel, whether it is for an advertisement, website, social media, etc.

(4) Deliver the content

As mentioned above, the content will change depending on which channel you are delivering it on. Success metrics could include engagement rate, reach, or queries. Results obtained from this process can be used to plan new content. In other words, we loop back to step 1. Content creation never ends--it’s a permanent cycle. 

Now that you know the four steps, it’s time to get started on step one. 

We at TAMLO are content creation experts and are happy to help with your projects, whether you wish to reach the English-speaking or Japanese-speaking markets. Please feel free to reach out to us to learn more. 

Writer

Anna Wildman

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