What is creating content?
The creation of content is the method of generating topic ideas that appeal to your buyer persona, creating written or visual content around those ideas and making that information accessible to your audience as a blog, video, infographic, or other format.
Why Does Content Matter?
The ultimate practise of inbound marketing is content production. When you create content, you provide your audience with free and valuable information, attract potential clients to your website, and maintain existing clients through quality interaction.
Planning and Strategy of Content
Without a blueprint, you wouldn't begin to build a house, a sculpture without a sketch, or a business without a mission statement. So without a plan, there should not be any content creation. Otherwise, you risk derailing your goal.
A content strategy covers everything from brand and tone to how you can promote and eventually repurpose your content.
Set goals for content
Similar to a conventional marketing plan, your content strategy should be based on your marketing objectives (which should, in turn, be extracted from your business goals).
Your goals could range from attracting more visitors to your site to generating more leads, as long as they are SMART goals, to anything in between. An example of this kind of objective would be to boost organic blog traffic by 25 percent in the next quarter.
Develop a Buyer Persona
Building a strategy for content is more than considering what kind of content you want to create. First of all, you need to know who you're talking to, how you want to talk to them, and where to locate them.
The key to producing effective inbound content is making every reader feel like you're talking to them directly.
Select the Correct Format
Remember that person you built for the buyer? For them, you are making material. That means you can craft content in a format that your prospects consume most conveniently and enjoyably.
A blog post, video, SlideShare, illustration, ebook, whitepaper, podcast, or whatever your creative mind may conceive, may be the format you choose. As long as it suits your persona, you'll be in fine shape.