Content creation can be defined as a crucial element in creating stellar content experiences that focus on brainstorming topic ideas, deciding on content formats, producing the content and making it available through your website and other marketing avenues. Welcome to MTA’s MarTech 101 (#MarTech101) series, where we take a deep dive into the basic ideas, concepts and tools of MarTech. No matter where you are in your MarTech journey, this exploration of the basics is sure to help you do your job even better. In this installment of MarTech 101, we look at the basics of Content Creation. Zig Ziglar famously said, “Stop selling. Start helping.” That’s probably how the concept of content marketing was born. Content marketing is no longer confined to the creation and distribution of content. It has evolved into creating content experiences that your visitors will be compelled to engage with and share among their networks. But why is content so important? In the web 2.0 era, content drives every marketing activity. It’s what enables you to address customers’ pain points, and it’s what helps you convert leads into customers. Content is everywhere. But as simple as that might sound, establishing a workflow that facilitates the production of amazing pieces of content regularly is a challenge. In this primer, we will understand the ins and outs of content creation. First, we’ll look at the concept of content creation and the seven most commonly used formats. Then, we will understand what it takes to establish a content creation workflow followed by the details of said workflow. We conclude by looking at two alternatives to creating content in-house and the pros and cons of each of them. Table of Contents “ These days, people want to learn before they buy, be educated instead of pitched.” ~ Brian Clark , Founder of Copyblogger Content creation is a crucial element of the content marketing and content experience processes that focuses on: brainstorming to come up with topic ideas that appeal to your target audience, deciding its content format, producing the content and then making it available through your website and other marketing avenues. “ Content is anything that adds value to the reader’s life.” ~ Avinash Kaushik , Entrepreneur, Author and Public Speaker Before we get into the nitty-gritty of content creation, its workflow, etc. you need to know the different types of content available at your disposal. Let’s look at the seven most commonly used content formats that you can use to create stellar content experiences. 1. Blog Posts Blog posts are arguably the most widely used content formats in modern content experiences. Blog posts are so widely used because they, first of all, help with SEO. They are also easy to consume because they typically tend to be between 500–2000 words long. Blog posts are foundational to the content strategy as they help organizations spread brand awareness, establish thought leadership and are a gateway to lead generation. 2. Infographics Infographics are visual representations of data and information […]
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