Content development is a huge endeavor that encompasses the activities associated with creating new communication. The type of content dictates the steps, but they usually involve brainstorming sessions, strategy, research, writing, editing, design, publish, A/B testing, and promote.
Content satisfies different goals depending upon its purpose. Some common aims of content are sharing information, connecting with an audience, creating a sales funnel, and building search rankings.
Journalists produce long-form content to distribute the news while copywriters develop content to promote a cause, company, or product. Content is shared continuously by bloggers to build a loyal following they can monetize.
Every person who publishes content uses the process of content development. Once again, think of content development as an umbrella. The process can be very loose and creative for some people and groups, while others have well-defined systems. This second approach involved a hierarchy of theory, execution, and iteration.
A sound content development strategy delivers all kinds of benefits. Consistently publishing high-quality content grows readership, attracts sponsorships, keeps customers, educates the public, boosts SEO, and secures backlinks.
The key to getting these benefits is following a killer content development strategy. It begins with a powerful motive and hinges on excellent deliverables.
Before establishing your content creation plan, we’ve assembled a list of questions you need to ask.
The most important thing to define is who will view and read your content. Your audience is the foundation of everything you write and share. When you intimately understand your audience, you can tailor messages to an exact segment of people. The reactions will be incredible.
If you are wondering how to determine your target audience, we suggest six steps.
To get more details, please follow this link to learn how to find your target audience.
Usually, a company or service exists to provide utility and to benefit others. Defining your value proposition gives you an upper hand as you match your product and services to problems people face.
Always remember to show solutions to their issues as you communicate with your target audience. It’s smart to outline your products and pair them with the particular ways they answer your audience’s pain points.
One concrete way to determine your audience’s needs is to record and analyze phone conversations. Artificial intelligence is an integral part of Convirza’s Conversation Analytics® services. Users of this AI software precisely know what happens on phone calls, especially when it comes to how people feel about your product and services. Conversation Analytics® services is an unbiased, natural way to document and keep track of pain points. The insights directly apply to content development.
A healthy content development strategy addresses potential customers and current customers. Your approach will differ a bit when communicating with these two audiences. Regardless of whether you are talking with leads or clients, content should meet needs. Be a problem-solving hero and always think win-win.
Being in business is risky. Competition is often intense and can even be cutthroat at times. From the outside, some products and offerings appear similar, but are they?
Your USP or unique selling proposition makes you stand apart from the competition. Periodically we review our status using 6 questions to figure out your unique selling point.
Every member of your company needs to understand the USP. We suggest dedicating entire content campaigns to educating your customers about how and why you are remarkable.
Next, you need to understand the most suitable content format to publish your messages. Don’t panic. This step is much easier when you remember who your target audience is and your USP.
For instance, if you specialize in pediatric dentistry, your target audience is not the patient but their parent. An informative website with new patient discounts should generate new business. Instagram and Pinterest posts may also produce results.
The number one suggestion we have for pinpointing the best way to share content is TEST!
Try a Facebook ad and track the results.
Send a direct mail marketing piece and see how many phone calls you get.
Create and share an infographic.
With so many options for publishing your content, A/B testing is the only proper way to find the media formats that work best.
Each content format has a distinct content development approach and a unique writing style. Thus, before you even put one word in your document, be quite sure about the channel where you’ll be publishing the content.
You can publish content on the outlets you own, such as blogs and social media accounts. However, when you plan to publish the content on third-party platforms or paid properties, you need to follow their writing and publishing guidelines.
When Google first started valuing content, posting a 400-word article with a 2% keyword density was enough to get the web page ranking. Now Google and its complex algorithms have evolved. Today posting low-quality content is a sin. Not only does it negatively impact your SEO, but it also submerses lower-quality content in a pile of junk content that has no value.
Producing good quality content should be the overriding goal. This means not making false claims or inflated promises. And remember that people read and consume content for information and entertainment. Meet their expectations when they search.
Follow these five steps for high-quality content development.
The first step to creating valuable content is to research. Begin by brainstorming and gathering as much relevant information as possible.
Arm yourself with all the framework developed from the pre-content development section above. Review demographics from your audiences and competitors.
Use search console and Google Analytics to understand everything about your website. What content worked in the past? Brainstorm some ways to improve new content.
Analyze what mistakes you committed in the past and decide how you will avoid them this time.
It’s super helpful to use paid tools like SEMRush, Ahrefs, or Moz for better keyword research. You can analyze backlinks and study links your competitors have with tools like SpyFu.
Understand the brand guidelines, message tone, goals, expectations, and deliverables. All this information becomes helpful in making informed decisions about topics to cover and how to construct your content.
The first step to creating valuable content is to research. Begin by brainstorming and gathering as much relevant information as possible. Arm yourself with the framework generated from the pre-content development section above. Review demographics from your audiences and competitors.
After detailed research, it’s time to analyze the potential topic. The best way to begin is by doing a web search on the topic and primary keyword. Analyze all the first ten results that appear on the first page. If you want, you can go beyond first page results. Examine the web page titles and the variations used by the ranking web-pages.
The next step is to go deeper. Open each result or web page and review the content. Study the flow, tone, H-Tags, bullet points, keyword use, and images used by ranking content. Look at how each content is using graphics and linking strategies. Visit the cross-links and back-links and note how they add value to the original content.
There isn’t a better way to explore the topic than by examining the keywords you plan to use. Detailed keyword research allows you to find the best and most appropriate keywords.
It is better not to target multiple keywords in a single piece of content. Select one primary keyword with the high search volume and then pick two secondary keywords with lower search volume. The secondary keywords need to connect with your strategy.
Choose long-tail keywords as tertiary keywords. They usually have lower search volume, but top SERP is easier.
Decide topic themes and outline the content. You’re ready to write.
Ensure your content is long enough to cover the topic. Don’t limit the word count, especially since most content is digital and not constrained.
The trend right now is to publish lengthy communication because long content ranks higher and attracts more backlinks. Lengthy content often has a higher chance of ranking because it simply has more information and is more comprehensive.
Do not focus on keywords or write for the sake of keyword stuffing. This technique will penalize the content. Remember, you’re writing because people want to read, relate, and enjoy your content. Ranking or search engine algorithm should take a backstep during content development.
The best method is to think from the searcher’s perspective. Think of why someone should read your content.
Write for the sake of satisfying searchers’ intent, and you will have a great high-quality piece of content.
Once the fantastic piece of content is complete, it’s time to optimize and publish.
Take another look at your content plan. Did you thoroughly present the topic and ideas? Is it readable? Have co-workers and friends proofread.
Optimize all the H-tags with appropriate primary, secondary, and tertiary keywords. Work on the linking structure. Find relevant and higher ranking content from your website that you can hyperlink to. Be sure to anchor the main keyword. In other words, don’t distribute more than two pieces of content with the same primary keyword.
Lastly, pay attention to ‘Dofollow’ and ‘Nofollow‘ links.
If your piece of content is a blog, design a feature image that coordinates with the topic. And ensure that you follow brand guidelines for graphics.
A customized image is always better than stock images. Also, including an infographic image for lengthy content is a better option. It gives your content an upper hand in snippet ranking and image ranking.
Update the meta description and publish the content.
Finally, the moment we have been working toward –> PUBLISH that baby!!