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 that creates this type of marketing content, referred to as a marketing content creator, accurately describes the essence of what AlturaSolutions is all about.
Marketing terms evolve as opportunities for engagement with audiences increase.
A decade ago, content marketing referred primarily to words written on the screen. Today, it means videos, newsletters, blogs, infographics, journal articles published in major trade publications, social media strategies, as well as push and pull marketing. (link here).
In other words, there are now many ways to effectively get your message across, promoting a product, service, or organization. However, content marketing creation still aims toward the same goal: by consistently delivering high-quality, useful information to prospects, an organization is rewarded with their loyalty, trust, and business.
At AlturaSolutions, we have found that creating effective marketing content creation employs a process that follows three consistent steps whether that content takes the form of a blog, video, infographic, or even a newsletter.
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.
We start brainstorming sessions with clients, which is how ideation begins, and the process can generate not only ideas for content, but also ideas for new business possibilities. (Consider how Google encourages its employees to spend up to 20 percent of their work time looking into things that (1) intrigue them, and (2) have potential 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 this idea. Many times, we will not only write content for a client in the form of a blog or eBook but also create a complimenting info-video highlighting key points discussed in the blog post.
Some ideas, we have found, lend themselves perfectly to different types of formats; others may not
Finally, building on the idea and format selected, the final 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.
At AlturaSolutions, our marketing content creation process remains fluid. We frequently step back and evaluate all steps in the creation process.
With more than 17 years of experience in the industry, we’ve also found ways to monitor how your content is received and 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 our clients.