✍? THE ULTIMATE GUIDE FOR CONTENT CREATION IN 2020

✍? THE ULTIMATE GUIDE FOR CONTENT CREATION IN 2020

In this journey, I’ll share with you all my secrets about the content creation process that I learned through the years of building communities around it.

Summary:

1. Define the content goals
2. Define your content marketing strategy/plan
3. Content Creation process
4. Measure content success
5. BONUS

1) DEFINE THE CONTENT GOALS

This is a rule of thumb, never create content without an end goal to it, it has to have a purpose and it has to be planned out ahead.

# Why content creation is important? (facts)

  • Content marketing generates more leads (traffic) at less cost.
  • Content === business growth
  • Increase in the ROI (return on investment)
  • Drive awareness
  • Build trust

# Analysis & discovery (Questions to ask before making content)

A) What is it for you & your tribe:

Why are you creating content?
– Who is your target audience?
– What’s your added-value (benefit)?
– What will be your main KPIs?
– What problem does it solve?
– What impact does it give?
– What will be your outcome?
– How does it affect others?
– How can you differentiate? And what makes you stand out from your competitors?
– How can it build awareness?
– How can you effectively communicate your brand values?

B) What is it for the content itself:

– Who will produce your content?
– What will you use to distribute your content?
– How far out do you want to plan ahead?
– How often do you want to publish?
– How will you decide what to write about?
– How often will you revisit and tweak your strategy accordingly?

C) What is it for your audience/customers/potential clients:

– Why do your customers use your products/services?
– What does your audience like/want/love/get inspired by?
– What annoys/angers them?
– What are your customer’s needs?
– How can you nurture your readers’ needs and show them that you care?
– How can you effectively create a connection with potential customers?
– How can you maintain and strengthen relationships with your existing customers?

2) DEFINE YOUR CONTENT MARKETING STRATEGY/PLAN

Now that you know why creating content is so important, the second thing to do is to plan it out with a good marketing strategy! and here are the steps to follow along

# Content marketing strategy

  • Define your SMART goals:
    Specific, Measurable, Achievable, Realistic, time-bounded
  • Market research (competitors analysis)
  • Buyer/Reader persona (target audience)
  • SWOT analysis:
    Strength, weakness, opportunity & timing
  • Content inspiration (stealing like an artist)
  • Action plan

# Content planning

  • Posting & scheduling time
  • Editorial Calendar
  • Hashtags analysis
  • Define your standards (language, style, visual, guide)
  • Posting format:
    Poster, story, image, video, article, mini-blog, email, Carousel, pdf/doc/sheet/slide/resource/file, link, simple written caption, podcast etc…

3) CREATION PROCESS

It’s time for the fun part! the creation phase.

# Terminology

A) Content principles:

## Type of information

  • Who you are / what you do [[Business]]
  • Added value [[Value]]
  • Engaging/community based [[Community]]
  • Behind the scenes (Be Human/You) [[Bts]]

## Distribution of information

  • Pillar/mainstream [Macro]
  • Chunks & pieces from the “pillar content” (repurposed) [Micro]
  • Chunks & pieces from the “pillar content” (repurposed) [Micro]

B) types of content:

  • Evergreen content [[Business]] [[Value]] [Macro] [Micro]
  • Promotional content [[Business]] [Macro]
  • Educational content [[Value]] [Macro] [Micro]
  • Inspirational content [[Value]] [Micro]
  • Communitive content [[Community]]
  • Custom / unique content [[BTS]]

C) Storytelling secrets & caption formula (Bonus):

“Stories are all about conflict”
 — “The grandmaster”

“Subjective expectations meets objective reality”
 — Robert McKee “Story”

“Normal — Explosion — New Normal”
 — Kindra Hall

“Story delaying”
 — Francis Glebas“Directing the story”

“Exaggerate & be melodramatic”
 — Chris Do

Caption formula:

  • Catching title (bold)
  • Intro:
    Give your readers a reason to keep reading, start the conflict
  • The hook:
    Tell your story, make it entertaining and not expectable, give a problem to your readers they didn’t know they had
  • The outro:
    Solve the problem (end of conflict) for your reader and give them high expectations about what’s next
  • Recap (optional)
  • Call to action/added-value:
    a question or a teaser to follow up (what’s coming)
  • Promise for consistency & continuity

“Under Promise, Over Deliver”

# Ideating (ideation)

  • Brainstorming content ideas from keywords generation and SEO research
  • Finding unique content ideas

# Writing

  • Putting ideas, concepts & marketing plans into execution (deliverables)
  • Exposing your brand message and values to your tribe through your content
  • Finding a consistent writing flow

# Testing / Editing

  • A/B testing new content
  • Adapting new concepts & ideas
  • Changing what doesn’t work
  • Make it suitable for your audience

# Auditing (revising)

In case there is already existing content, An audit is necessary to take inventory of the work that’s already made, then organizing it to fit under a new content plan.

# Promoting

  • SEO & blogging
  • Social media
  • Paid & organic promotions & campaigns
  • Email marketing
  • Sponsorships, partnerships & affiliates
  • 3rd party channels

4) MEASURE CONTENT SUCCESS

Measuring the success or failure of your content is a key factor if you want to improve your strategy & planning and also if you want to get paid for it you’ll have to master this step! here are the common measurement ways:

  • Data analytics & reporting (monthly or weekly)
  • Customer relationship management (Hubspot CRM for example)
  • Content management system (WordPress for example)
  • Increase in audience/sales/revenue/ROI/%
  • Increase in the engagement & conversion rates
  • Business growth
  • Leads/traffic generation
  • Goals reached!

5) (BONUS) TOOLS I USE TO CREATE CONTENT

I’m going to share with you all the tools I use to create content with:

> Scheduling & automation

– Creator Studio
– Buffer
– Later
– Hootsuite
– IFTTT
– TweetDeck

> Social media tools

– Ninjalitics
– flick
– Tag.wag or flocked
– Chatfuel or ManyChats

> Collaboration and syncing

– Google drive
– Google keeps
– Trello
– Slack / Discord
– Email
– Adobe creative cloud

> Design

– photoshop
– illustrator
– Adobe XD / Figma
– Canva
– Veed.io

> Copywriting & research

– Grammarly or Microsoft editor
– Ubersuggest
– Buzzsumo
– Feedly
– AnswerThePublic

That’s it, guys! I hope it was helpful!

If you have any more questions, you can find me at:
https://linktr.ee/amine__hammou

What are you waiting for! GO CREATE.

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 — — — — — — — — — — — — — — — — — — — — — — — — — — — —

All the tools I use for visual making:

https://www.one-tab.com/page/6hMBH4p6QJyxl3-of2t9jQ
https://trello.com/b/2aBAPzpt/photoshop-100-tips-and-tricks/amine__hammou/recommend

All the tools I use for copywriting:

https://www.one-tab.com/page/Pqrd33AOTwekWudJTDT9iw

Want even more? here are my Tresor links for the web:

https://drive.google.com/drive/u/2/folders/1PEKsQi4p30bTy34vsNKYLaJdJ7Pm4zll?usp=sharing

Decision-making process:

https://trello.com/b/5e9eeacd6209a412f16e90af/amine__hammou/recommend

If you need more resources check:

https://www.hubspot.com/resources

A full guide of content creation by @hubspot:

https://blog.hubspot.com/marketing/content-creation

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