How Marketing Content Creation Can Pull Your Business Forward
Times change and terms also change. In the past decade, what was traditionally called content marketing has evolved to become what is now termed “marketing content creation.” An organization or agency that creates this type of marketing content is referred to as a marketing content creator, which accurately describes the essence of what AlturaSolutions is all about.
It is also a form of B2B Inbound Marketing.
Marketing terms evolve as opportunities for engagement with audiences evolve.
And today, they are changing faster than ever. A decade ago, content marketing referred primarily to words written on websites.
Now, however, marketing content creation includes videos, newsletters, blogs, infographics, feature articles published in major trade publications, and social media strategies, as well as additional pull and digital marketing strategies.
In other words, there are now many ways to effectively get your message across promoting a product or service for a small, medium, or very large business or organization. Further, typically, it requires a combination of all efforts to ensure the program is a success.
However, marketing content creation still has the same goal no matter what form it takes:
By consistently delivering high-quality, useful information to prospects, an organization is rewarded with their loyalty, trust, and business.
Ideating (Coming up with content ideas)
Marketing content creation starts with developing ideas. Regardless of how those ideas will be conveyed—words, infographics, video, etc.—ideation involves the literal action of forming ideas and can be the hardest, most time-consuming part of the process.
We start with a brainstorming session, which is how ideation begins, and the process can generate not only ideas for content but also ideas for new messaging possibilities for the client. Ideation is so important that Google encourages its employees to spend up to 20 percent of their work time looking into things such as the following …
- Ideas that intrigue with the potential of intriguing others
- Add value to the company while helping Google users
With the idea in hand, the second step of the marketing content creation process is to determine what content formats best convey the idea. Many times, we will not only write content for a client in the form of a blog or eBook but also create a complementing info video highlighting key points.
Some ideas, we have found, lend themselves perfectly to certain types of formats; others may not.
Actual Creation and Formalization
Finally, building on the idea and format selected, the last step in the process is marketing content creation. Engaging content is more than just a statement of facts; it also involves the angle or approach the content will take. What’s so interesting is that the creation part can take on a life of its own. Many times, new ideas come to mind that can help us make the content we create more effective.
As marketing content creators, AlturaSolutions’ creation process remains fluid for any small- to medium-sized business. We frequently step back and evaluate all steps in the marketing content creation process. With more than 18 years of experience in the industry, we’ve also found ways to monitor how your content is received along with the results it produces across all formats. We check to see if the angle works and if the format selected is the best. The goal, of course, is to help turn words into sales for you.
Watch our video to learn more about marketing content creation.