Content Production Process
Producing content is usually uncomfortable to most when getting started. For me, I struggled to get in front of the camera to produce visual content, but also couldn't focus in front of a blank screen. From what I have learned, no matter the format of content you're producing, always remember that your insights are valuable and you can only make improvements on what you have to show.
In order to drive inbound traffic, you need to create content with a purpose to deliver the marketing message to the researched prospects.
The main objective of your content is to connect with the group or individual to provide the information needed to push the potential customer further along the purchasing process. The creator needs to provide a solution to the customer's problem without specifically addressing their needs. This draws the importance of understanding the target market in order to truly understand the problems of the future customer's.
In order to set your team up for success, first put together an in-depth plan of what the content is and why it's needed. Producing high-quality content is definitely not an easy task, but one suggestion would be to document the process instead of imagining the creation. Develop a strategy that works for the team and leverage others for assistance in areas of weakness.
The creation of the content can be done in any form of communication (voice, text, visual), but the distribution should consist of multiple forms across multiple channels. Now, this may seem like additional work to produce all that content, but the trick is to get full utilization of each piece created. See, organizations produce and distribute without realizing that the content created can be broken down and extended out to multiple clips/frames in order to maximize potential exposure with more opportunities for touches. Strategically dropping the pieces across social platforms such as Twitter, Facebook, and Instagram can all expand customer reach and content exposures.
The only way to improve is to analyze the history and make adjustments for the future. Reviewing the content strategy, click-through rate and the channels that are driving traffic are just a few things to be aware of. Make adjustments where needed and repeat the process.
Always remember that building a brand with a solid content production process takes time. There is no direct path to success, but more focused on finding what works for the organization. Being patient is the key as success is not built in a day.
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