As you’ve seen, there’s a lot of prep work in your content marketing strategy before you actually create a piece of content. But now it’s time to do just that. We’re going to use a blog post as our example, but these tips will work for almost any type of content creation.
With the research you’ve already done, you’ll have an idea what type of blog post to create. For example, we know that list posts and how-tos are popular with our readers.
Now it’s time to pick a title from the content calendar and start working on it.
Research Your Content
When you’re ready to write, you’ll need to find out :
- What’s already out there
- How your new content can add value for your audience
This’ll mean doing a Google search, checking out the top content for your topic, and seeing how you can improve on it. That’s called the skyscraper technique.
Original research also does well, so consider this as an option if you’re collecting the right kind of data.
Include keyword research to identify the key terms to use for better SEO and improved search ranking. We cover this process in detail in our keyword research 101 guide.
Create the Content
Finally, start writing or creating your content. At this point, you’ll have to think about how to reflect your brand’s personality in the content you write.
You may want to be super-professional, very casual, or something in between. And you’ll have to manage the balance between showing your expertise and not patronising your audience. Here’s Sprout Social’s advice on creating consistency with your brand voice, and keep in mind important SEO ranking factors to optimize your content.