Creating high-quality content is an essential part of any successful digital marketing plan. But with so many different digital marketing channels and social media platforms to consider, it can be overwhelming to know where to start. That’s why it is important to invest the time to create a content development process.
A content development process is a systematic approach to creating and publishing content that is designed to achieve specific marketing goals and objectives. By following a structured process, marketers are more likely to stay focused on creating great content that is relevant, engaging, and effective at achieving the desired outcomes.
In this blog post, I’ll explore the eight key steps in a content development process, and how you can use tools and techniques to develop your own process for creating successful digital marketing content.
What are the different types of content development?
There are many different types of content development in digital marketing, and the specific types used can vary depending on the goals and strategies of the campaign. The main type of content used in digital marketing include:
Blog posts: Blog posts are long-form articles that provide information or insights on a particular topic. They are often used to educate the target audience, generate leads, or drive traffic to a website.
Videos: Videos are short films or recordings that can be used to demonstrate products or services, explain complex concepts, or tell a compelling story. They are often used to engage the target audience, increase brand awareness, or drive conversions.
Infographics: Infographics are visual representations of data or information that are designed to be easily understood and shared. They are often used to communicate complex ideas in a simple, engaging way to increase brand awareness or drive traffic to a website.
Ebooks: Ebooks are long-form, in-depth guides or reports that provide detailed information on a particular topic. They are often used to generate leads, establish thought leadership, or build relationships with the target audience.
Social media posts: Social media posts are short messages, images, or videos that are published on popular social media platforms, such as Facebook, Twitter, or Instagram. They are often used to engage the target audience, increase brand awareness, or drive traffic to a website.
Case studies: Case studies provide potential customers with valuable information about how a company’s product or service can benefit them and can be a powerful way to showcase the value and effectiveness of the company’s offering. Case studies are typically written in a narrative format and include specific examples and data to support the story. They can be shared on a company’s website or social media channels, as well as through email marketing or other forms of outreach.
Emails: Emails are electronic messages that are sent to a specific group of individuals, such as subscribers to a newsletter or customers of a business. They are often used to nurture leads, promote products or services, or build relationships with the target audience.
Podcasts: Podcasts are audio recordings that are published online and can be downloaded or streamed on various devices. They are often used to provide information, entertainment, or insights on a particular topic and to engage the target audience, and build relationships.
Below is a graphic showcasing a wider range of content marketing matrix; the content is positioned based on whether the goal is to entertain, inspire, educate and convince.
Content Marketing Matrix. Photo Credit: © Smart Insights.
What are the eight steps in the content development process?
The steps in a content development process in digital marketing can vary depending on the specific goals and strategies of the campaign, but in general, the process can include the following steps:
- Defining the target audience
- Setting objectives with clear goals
- Conducting keyword research
- Developing a content plan
- Create the content per the content calendar
- Review and refine the content
- Publish and promote the content
- Measure and analyze the results
1. Defining the target audience
The most important step in the content development process is to define the target audience. This involves identifying the demographics, interests, and pain points of the people who will be reading and engaging with the content.
To define the target audience, consider the goals and objectives of the marketing campaign. For example, if the goal is to generate leads, the target audience might be potential customers who are interested in the products or services being offered. If the goal is to increase brand awareness, the target audience might be a wider audience of people who are interested in the industry or topic being covered. Creating personas for each target audience will be helpful in developing your content strategy.
Once the target audience has been defined, it’s important to create content that is relevant and resonates with them. This can be achieved by incorporating the interests and pain points of the target audience into the content and by using language and tone that are appropriate for their age, gender, and other characteristics.
For example, if the target audience is young professionals, the content might be more casual and conversational in tone, and might include references to popular culture or current events. If the target audience is older adults, the content might be more formal and respectful in tone, and might include references to tradition or experience.
By defining the target audience, marketers can ensure that the content will be relevant and effective at achieving the desired outcomes.
2. Setting objectives with clear goals
After defining the target audience, the next step in a content development process is to set clear objectives. This involves having clear goals on what the content is intended to achieve and aligning the content development process with the overall marketing strategy.
Some common objectives for digital marketing content include increasing brand awareness, driving traffic to a website, generating leads, or boosting sales. To set clear objectives, consider the target audience and the goals of the marketing campaign, and think about the specific actions that you want the content to inspire, such as signing up for a newsletter, sharing a post on social media, or making a purchase.
Once the objectives have been defined, it’s important to ensure that the content development process is aligned with them. This can be achieved by incorporating the objectives into the content plan and by using metrics and benchmarks to track the performance of the content and determine its effectiveness.
For example, if the objective is to generate leads, the content plan might include a call-to-action that encourages readers to sign up for a newsletter or download a whitepaper. The metrics and benchmarks might include the number of leads generated, the conversion rate, and the quality of the leads.
By setting clear objectives, marketers can ensure that the content will be focused and effective at achieving the desired outcomes.
3. Conducting competitor/keyword research
The third step in the process of developing content development process might look something like this:
Once the target audience and objectives have been defined, the next step in the content development process is to review digital assets (website and social media channels) for your key competitors. Also, conduct keyword research using tools to identify the keywords and phrases that are most commonly used by the target audience when searching for information online.
To conduct keyword research, content marketers should review competitors’ websites and social media channels. They can use tools such as Google Keyword Planner or SEMrush, which provide data on the search volume, competition, and relevance of different keywords. These tools can help marketers identify the keywords and phrases that are most likely to be used by the target audience and that have the potential to drive traffic and engagement.
Once the keywords have been identified, map to search intent and conduct a content audit of your existing content. You can then map out content ideas, modify your existing content, and set the stage for incorporating new relevant keywords into your content development strategy. This can be achieved by using the keywords in the title, subheadings, and body of the content and by including them in the meta tags and other technical elements.
For example, if the target audience is interested in social media marketing, and the keyword research identifies the term “influencer marketing” as a popular keyword, the content might include the term in the title, such as “How to Use Influencer Marketing to Boost Your Brand Awareness.”
By conducting keyword research, marketers can ensure that the content is optimized for search engines and easy for the target audience to find.
4. Developing a content plan
After conducting competitor and keyword research, the next step in the content development process is to develop a content plan with an editorial calendar. This involves creating an outline or roadmap that outlines the topics, themes, and formats that will be covered in the content. Also, putting target dates on when content needs to be created and published.
To develop a content plan, marketers can start by brainstorming ideas and themes that are relevant to the target audience and the objectives of the marketing campaign. This can be done individually or as a team, using tools such as mind maps, sticky notes, or whiteboards.
Once the ideas and themes have been identified, it’s important to organize them into a logical and coherent structure. This can be achieved by creating an outline or roadmap that includes the main topics and subtopics that will be covered in the content, as well as the specific formats and techniques that will be used.
For example, if the content is a blog post, the content plan might include a title, an introduction, several sections with subheadings, and a conclusion. If the content is a video, the content plan might include a script, a storyboard, and a shot list.
By developing a content plan, marketers can ensure that the content is well-structured and covers all of the key points in a logical and coherent way. This can help make the content easier to understand and navigate and can improve the overall effectiveness of the content.
Marketing teamwork business rising arrow concept tree. Photo Credit: © YAYImages via DepositPhotos.
5. Creating the content
Once the content plan has been developed, the next step in the content development process is to create the content itself. This involves using a variety of tools and techniques to produce the content and may involve working with a team of content creators and content developers, such as designers, writers, videographers and editors.
To create the content, marketers can start by using the content plan as a guide, and begin writing, designing, or producing the content according to the specific formats and techniques outlined in the plan. This can involve using tools such as word processing software, graphic design software, or video editing software to create the content.
Once the content has been created, it’s important to review it to ensure that it is accurate, clear, and engaging. This can be achieved by conducting a thorough editing and proofreading process and by getting feedback from other members of the marketing team, sales team, or existing and potential clients.
For example, if the content is a blog post, the editing and proofreading process might involve checking the spelling and grammar, ensuring that the content flows logically and is easy to understand, and making sure that the content is aligned with the objectives of the marketing campaign. If the content is a video, the editing and proofreading process might involve reviewing the audio and visuals, checking the pacing and flow of the video, and ensuring that the content is engaging and informative.
Whatever the type of content, the focus needs to be on creating high-quality content that is relevant and resonates with the target audience, as this will increase the chances of achieving the desired outcomes.
6. Review and refine the content
The sixth step in developing a content development process involves reviewing and refining the content with keys stakeholders.
Once the content has been created, the next step in a content development process is to review and refine it. This involves conducting a thorough review of the content to ensure that it is accurate, clear, and engaging and making any necessary revisions or improvements.
To review and refine the content, marketers can start by conducting a thorough editing and proofreading process and get feedback from other members of the content development team or from the target audience. This can help identify any errors, inconsistencies, or weaknesses in the content and can provide valuable insights into how to improve it.
Once the content has been edited and proofread, it’s important to consider adding visuals or other multimedia elements to enhance the content and make it more engaging. This can include images, videos, infographics, or audio and can help make the content more interesting, informative, and interactive.
For example, if the content is a blog post, the visuals might include images, charts, or diagrams that illustrate key points or provide examples. If the content is a video, the visuals might include animation, graphics, or special effects that add interest and excitement to the video.
By reviewing and refining the content, marketers can ensure that the content is of high quality and is effective at achieving the desired outcomes. This can help improve the overall success of the marketing campaign.
7. Publishing and promoting the content
The seventh step in developing a content development process involves publishing and promoting the content.
Once the content has been reviewed and refined, the next step in a content development process is to publish and promote it. This involves making the content available on the appropriate channels and platforms, and using a variety of tactics to promote the content and increase its reach and engagement.
To publish and promote the content, marketers can start by identifying the channels and platforms that are most relevant to the target audience and the objectives of the marketing campaign. This might include a website, a blog, social media, email, or other platforms that are popular with the target audience.
Once the channels and platforms have been identified, marketers can publish the content on those platforms, and can use tools and techniques to promote the content and increase its visibility. This might involve paid advertising, social media marketing, influencer outreach, or other tactics that are designed to reach the target audience and encourage them to engage with the content.
For example, if the content is a blog post, the promotion might involve sharing the post on social media, using paid advertising to target the post to the target audience, or reaching out to influencers who can share the post with their followers. If the content is a video, the promotion might involve sharing the video on social media, using paid advertising to target the video to the target audience, or embedding the video on relevant websites or blogs.
By publishing and promoting high-quality content, marketers can increase the reach and engagement of the content and can improve the chances of achieving the desired end goal.
8. Measuring and analyzing the results
The ninth step in developing a content development process involves measuring and analyzing the results.
After publishing and promoting the content, the final step in the content development process is to measure and analyze the results. This involves using tools and techniques to track and analyze the performance of the content and to determine its effectiveness at achieving the desired outcomes.
To measure and analyze the results, marketers can use tools and techniques such as web analytics, social media analytics, or surveys to track the performance of the content. These tools can provide data on key performance indicators such as website traffic, social media engagement, conversion rates, and other indicators of the content’s success.
Once the data has been collected, it’s important to analyze the results to determine the effectiveness of the content. This can be done by comparing the results to the objectives that were set at the beginning of the content development process, and by using the data to identify areas for improvement.
For example, if the objective was to generate leads, the analysis might involve comparing the number of leads generated to the target number, and examining the quality of the leads to determine their potential value. If the objective was to increase brand awareness, the analysis might involve a review of organic traffic and comparing the level of engagement on social media to the target level, and examining the sentiment of the comments and feedback to determine the overall perception of the brand.
By measuring and analyzing the results, marketers can determine the effectiveness of the content and can identify areas for improvement.
Example of a Google Analytics Audience Overview
What are some tools to help you develop a content development process in digital marketing
Many tools can be used to develop a content development process in digital marketing. Some of the most commonly used tools include:
Keyword research tools: These tools help identify the keywords and phrases that are most commonly used by the target audience when searching for information online. Examples include Google Keyword Planner, Ahrefs, and SEMrush.
Project management tools: These tools help organize and manage the content development process, including creating a content plan, assigning tasks, and tracking progress. Examples include Asana and Trello.
Content creation tools: These tools help create the actual content, including writing, design, video, and audio. Examples include Canva, Adobe Creative Suite, and Audacity.
Content management systems: These tools help publish, manage, and organize content, including creating a website or blog, publishing posts, and managing comments and feedback. Examples include WordPress and Squarespace.
Social media management tools: These tools help manage and track the performance of the content on social media platforms, including scheduling posts, analyzing engagement, and managing customer interactions. Examples include Buffer and Sendible.
Analytics and reporting tools: These tools help track and analyze the performance of the content, including website traffic, social media engagement, and conversion rates. Examples include Google Analytics, Google Search Console, and Kissmetrics.
how to measure the success of a content development process
There are many ways to measure the success of a content development process, and the specific metrics used will depend on the objectives and goals of your content. Some potential metrics for measuring success might include the following:
Website traffic metrics: This might include tracking the increase in website domain authority and inbound links. Other key website metrics to consider include the number of unique visitors, web pages viewed, or the number of downloads or views of a digital document or video.
Engagement metrics: This might include metrics like the number of comments, shares, or likes on social media posts or the amount of time that users spend interacting with the content.
Lead generation metrics: If your content is designed to generate leads or inquiries, you might measure the number of leads or inquiries generated.
Conversion metrics: If your content is designed to drive conversions, such as sales or sign-ups, you might measure the number of conversions the content generates.
Brand metrics: If your content is designed to improve brand awareness or perception, you might measure metrics like brand recognition or sentiment.
Overall, the key to measuring the success of a content development process is to identify the specific goals of your content and then select metrics that align with those goals and provide a clear picture of how well the content is achieving its intended objectives.
Key Takeaways
A content development process is an essential part of any successful digital marketing plan. By following best practices in a structured process, marketers can create relevant, engaging, and effective content to achieve the desired outcomes.
The eight steps in a content development process include defining the target audience, setting clear objectives, conducting competitor/keyword research, developing a content plan, creating the content, reviewing and refining the content, publishing and promoting the content, and measuring and analyzing the results.
By implementing a content development process, marketers can improve the quality and effectiveness of their content and can increase the chances of achieving the desired outcomes of their marketing campaigns. We encourage readers to consider implementing a similar process in their own digital marketing efforts.
Ursula Petula Barzey is the Founder of Moxee Marketing and has 20+ years of business development and marketing (traditional and digital) experience working in the United States and the United kingdom for a wide range of international and SME companies.
