According to the Content Marketing Institute’s 2016 Benchmark Survey, the top 5 Content Creation tactics used by its respondents were social media content (92%); website articles (87%); illustrations / photos (85%); email newsletters (84%); and video (78%).
A typical suite of content can include a combination of writing (blog articles, website copy, whitepapers etc); graphic design (thumbnail images, infographics, banners etc); and video (animations, website demos, video blogs etc).
A common misconception with Content Creation is that not enough happens in your business to keep your blog or website regularly updated, never mind all your social media profiles and a regular email newsletter.
Whatever industry you operate in, no matter how niche, you can create, publish and promote content that drives your digital marketing campaigns. You just need to shake off the idea that your business has to be announcing new products or issuing daily media releases.
Content marketing is not about you. Instead it’s about the topics, themes and stories your target audience cares about. It’s a transactional relationship: you give them some interesting, useful content and they give you their attention.
As content marketing accounts for an increasingly large share of digital marketing spend, a lot of brands are building internal resources to meet their Content Creation needs. When content marketing was operating on the periphery it would never make sense to hire full-time writers, designers, web developers or video producers.
But some brands are now generating more of their own content than a good-sized magazine, which means investing in a full-scale editorial set-up is the only way to meet the demand.
If you’re not quite there yet, you can bring in a specialist content marketing agency (happy to recommend one) to give you access to the broad range of skills you’ll need to develop and execute a consistent and compelling content marketing strategy.
Whichever option you go for, your Content Creation will be most effective if people across the business play an active role. That might mean having your sales reps pass on questions from their prospects or putting up frontline staff for interviews. Like any digital marketing, it needs buy-in from around the organisation.