Content creation can be one of the most important strategies to grow your business. Here’s how other companies approach their content creation process and what you can learn from them.
What makes content powerful is the fact that it can contribute to the growth, retention, engagement, but also the conversion of your business goals. There are multiple formats and ideas to focus on and that’s what makes it an effective part of a digital strategy.
Over the past years, there has been a growing interest in content marketing and how marketers can benefit from it. There seems to be a gap though in the best practices around the actual creation of the content and how companies use it. To learn more about the challenges that companies face in creating content, Acrolinx conducted research with over 250 content professionals around the world. The findings provide useful insights on how small and major brands approach content writing.
The top priorities in content creation
According to the report, content professional’s top priorities are to:
- Demonstrate expertise and authority
- Generate leads
- Educate the market
- Build trusted relationships with your audience
The top four goals indicate that content creators tend to focus on various goals, from awareness and thought leadership to engagement and lead generation.
Thus, every piece of content has different objectives and this is highlighted by their priorities.
How to meet your goals with content creation
Once the content creators understand the main goals, it’s time to explore how they can apply them to their content calendar.
This is the stage that the content planning aligns with the set objectives in an attempt to combine value and results.
According to the Acrolinx report findings, the most important factor for creating successful content is high-quality, error-free writing (31%) The second most popular reply had to do with the focus on adding value through ‘how-to’ and instructional content, while 12% of them tend to focus more on thought leadership.
The strategy depends on the set goals and this also leads to the decisions around the best content types to use for each goal.
For example, the ultimate goal may affect the frequency of content creation, the length of the content, but also the experimentation with different content types.
This doesn’t mean that these best practices can’t change for each content creator, but they still need to prove how they are going to meet their objectives.
The main challenges in the content creation
Content creators seem to have several challenges when trying to produce a successful content strategy.
According to Acrolinx’s report, 30% of the respondents struggle with the lack of resources. This may be a combination of the budget and the staff that need to be improved if a company wants to increase the focus on content creation.
The second most popular challenge seems to be the lack of time, which can also be linked to the challenge of the resources.
The increasing need for content from businesses leads to growing expectations from content creators. This tends to have the opposite effects for a company is the focus is shifting from quality to quantity.
Thus, content creators need to ‘educate’ the companies on the importance of spending the right amount of time for each piece of content. There’s no need to publish another blog post if it doesn’t meet your company’s standards.
How to measure the success of content creation
Right after the analysis of the top opportunities and challenges, it’s time to focus on the metrics around content.
What’s the best way to measure the success of your content?
According to Acrolinx’s report, 63% of the respondents are focusing on consumption and engagement metrics, such as the page views, the time spent on site, or the downloads and the sign-ups.
The next responses had to do with the production metrics, focusing on the types of content, the content creation process and the time it takes to produce them, while the content’s ROI being the third most popular option.
The different metrics reflect the various approaches in the content creation process and they have to do with each company’s expectations from their content strategy.
This doesn’t mean that the content can’t be measured by different metrics, but it’s still crucial to get the team to agree on the main KPIs to focus on.
by Tereza Litsa