Content Development Process: How To Improve It?
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In this age of digital marketing, people have become vary of whom to trust and when to trust. Businesses make exaggerated promises about their products or services and are unable to deliver on the process. Due to that, consumers prefer to search on their own to make choices that are informed.So, the big question is, how do you convince the prospective clients to trust you? More importantly, how can you live up to that trust and your promises as an agency or business?Well, the answer is that you serve informative content about their searches, right when they are searching for it. The process is known as content development.
What Is Content Development?
The simplest way to describe content development is the “process of creating, editing, manipulating, and maintaining the contents” to supply users with information. Web content development is developing content to publish on the web.The objective of developing content is to encourage a relationship with the audience or to simulate marketing to achieve higher sales. Thus it forms an integral part of content marketing strategy. Stats show that 72% of marketers say that content marketing increases engagement and leads.
The people developing content are known as content developers. They know that content development does not only refer to writing, but it is the process of generating the content from the beginning to the end, including editing and online marketing.It often includes creative and technical work. You can be asked to develop infographics and videos or do copywriting. If you are interested in becoming a content developer, this will give you an overview of the qualifications that you need.The question is, how do you go about developing content that lets you reap all the benefits of content marketing.First off, you should know that content marketing development is not just developing content for the sake of it. You should have a specific goal in mind; a result that you should be striving for, whether it is an increased engagement or increased sales.So now, take a minute to yourself and think, why do you want to create content. What is your end goal?Now that you know your goals move onto the next steps of content development.
About Your Audience
Before starting any new project, or any new plan, you need to know who your audience is going to be and what their characteristics are. You can do that by:
- Making use of twitter. Follow the critical influencer of your industry. Understand what they need by finding out the keywords that they used. You can use hashtagify.me for that purpose. Then strategize accordingly.
- How often do their needs change? It is a fast-paced world. What your audience needs today, they might not need that tomorrow. Study their patterns so that you are not left behind.
- Figure out the problems that your content will be providing a solution for. For example, if you are creating content for your clothing line, maybe you want to answer the customers’ question of how to put an outfit together from individual pieces.
About Your Competitors
Once you have information about your users, you need to understand your key competitors. Follow their webpages to see what they are delivering. Your competitors have similar or the same products as yours.By identifying their practices, you can create a strategy that distinguishes you from them to gain more customers.Study what webpages on the competitor’s site are generating the most traffic. Find out whether you can outrank your competitors and the way you would do it. You need to stay relevant and cannot afford to be left behind.Find out how many times they post in a week. Find out the length of their blogs and how it compares to yours.
Your Web Pages and Website
Now, look at the performance of your webpages in the past. When did you have the highest traffic, and what prompted that traffic? Which web page generated the highest traffic? Try to replicate that. If you did not get traffic on some webpage, see what you did wrong. Don’t just ignore it.To collect this information, you can get the help of various tools like Google Analytics, andMoz.
Now that you have your information, it is almost time to start creating content. But before you do that, you need to have a schedule. Posting haphazardly, at random times, will not make your webpage noticeable on search engines.For this purpose, editorial calendars come in handy. An editorial calendar is a visual workflow that will help your content writers to schedule and plan their work regularly.These calendars can also help you in keeping an eye on the type of content you are publishing, the authors of that content, and when they were published.Make sure you don’t plan out your publishing dates for a way into the future. This is because trends might change, or your strategy might be wrong. A short editorial calendar, say quarterly schedule, will give you a better chance to track your progress and bring changes when necessary.Another essential thing to focus on is the type of content that you want on your webpages. Will you concentrate on videos or infographics? Or will you make blog posts? Or will you use a combination?In this step also plan a channel that you will use to publish your content. Will it be social media-specific only, or will you be making content that is posted on your webpages as well as social media.
According to a study that studied 912 million blog posts,longer content outperforms shorter content on search engines. They beat more concise content because they generate more backlinks. Backlinks are inbound links to your webpage. More backlinks are created, because the longer the article, the more informative it will be.However, the same study also mentions that posts that are more than 2000 words will have diminishing returns. Readers, especially on social media, have shorter attention spans. You don’t want to bore them out by rambling. So trim your content to remove excess fat.While writing, make sure you are using the right keywords that would lead to search engine optimization. Do not think your research is complete on step one. You need to keep reviewing your keywords. Make the content pop out for search engines.
As we mentioned before, content development is not only writing; it includes everything from thinking of the content to publishing and advertising it.The most glaring promotion tactic is using social media. Who isn’t on social media nowadays. And if you are creating web content, your audience is obviously on social media, or your research on your users was wrong, and you are back to step one.Promote your blogs or videos on your social media pages. Make sure the videos are following the latest trends. Another effective strategy is to drive people to your blog by using memes. Memes have become a useful marketing tool and are a funny and short way to grab the attention of users.Social media gives you a chance to interact with your audience. Understand your social media platform before you start to advertise there. For example, if you decide to use Instagram, but your feed does not have attractive visuals, i.e., useful infographics, videos, and photos, do not expect to gain followers.If you followed our steps, and your users are on twitter, most of your work is done. Your key influencer will surely go by your content if the right keywords were used. His tweet would start a trend. And your content would be ready to impress readers.
Do not expect to develop the entire content immediately with perfection. It will take time for your content creators to recognize patterns of the industry and the audience. Even if they have recognized everything, know that sometimes there can be erratic changes.If you feel your strategy isn’t working, it is time to start at step one again. You are sure going to find a combination that will make you feel as if you struck gold.
If you are new to content marketing, we hope that this article gave you some essential insight. Know that content creation will take time. But it will also require consistency and organization.If you are already developing content, hopefully, this blog gave you some tips on how to revisit your content plan for engaging your customer more appropriately.
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