Content production, especially for internet marketing purposes, involves much more than just writing content.
This is because unlike traditional writing, the end product in writing for internet marketing is not just the written piece of content. Marketing is not just about producing content it is also about ensuring that an audience reads the material as well.
This means that there are actually four key stages involved in content development;
- Writing / Editing
This article provides a brief overview of what each of these stages means for a content writer.
Content Writing For A Purpose
Content writing has a clear purpose, which is to encourage an audience to develop an interest in and purchase goods associated with the business.
Good quality content by itself will not achieve this, instead content has to work together with various marketing channels in order to deliver a consistent message and steer people in the direction of the goods or products being sold.
It is also important to measure whether a particular piece of content is contributing effectively towards this marketing process, so it needs to be analysed.
Stage 1 -Research and Collating Information
The first stage in writing is the research phase. Whilst this may sound very heavy going and a bit academic, in reality any reading or observations made about topics in our niche is research.
Research therefore can be any of the following;
- reading other blog posts in our niche
- searching through social media and digital marketing platforms for new ideas and trends
- looking at questions that people in our niche are asking
- exploring existing topics in more detail
- watching videos developed for our niche
- looking through info graphics or collecting data to be included in new info graphics
- looking at industry forums for problems that people need help with
Once you have collated all the relevant information and decided on a topic to write about the next stage is to find a relevant and quality keyword to provide a focus for your content.
Keyword tools such as Jaaxy enable you to find a suitable heading or title for your content, something that will help to rank well in the major search engines.
Keyword research will also help to guide the content and build a framework that includes possible headings and alternative or LSI keywords in the text.
I often think of keywords as a hierarchy of ideas, so the main keyword theme is selected.
Then possible high ranking phrases or low hanging keywords are selected.
Finally alternative and LSI (Latent Semantic indexing) keywords are chosen to complete the framework.
Stage 2 – Writing And Editing Content
Of all the stages in this process writing is probably the easiest part, although it may not always feel like it.
If the research has been completed successfully then there is automatically a topic to write about. This is actually one of the biggest challenges for bloggers, knowing what to write about.
Once the theme has been chosen and the keyword framework established then the next rage is to fill in the details.
The more natural and conversational you can make the writing, then the easier it should flow, both to write and also to read.
Write Once and Edit Twice
A bit like the old advice in woodwork measure twice and cut once, the opposite is true in writing.
Whilst writing should flow and be uninterrupted, the editing process is more ‘stop – start’, and can be slow and tedious. But attention to detail is important.
Many people have stated in discussion forums that they don’t like to see the following in content;
- misspelled words and poor grammar
- content that hasn’t been checked for duplicate words or phrases (that spellcheckers don’t pick up)
- incorrect labelling of diagrams or images
- links missing or not working
- content that promises to discuss something later, and then doesn’t.
There are obviously other things that annoy people such as formatting and layout problems. Not everything can be dealt with completely, WordPress has its limitations after all, but where errors are spotted and can be amended this all helps with the readability of the content.
Stage 3 – Promote
Even if your writing is targeting people via search engines, the likelihood is that you will have to promote your own content as well.
There are several reasons for this –
- If the idea is fairly new people may not know to look for it in Google
- Social media allows you to add comments as to why people should visit the content or what to expect.
- Digital marketing reaches a wider audience almost instantly, which gives your content an advantage over competitors.
- Social media and digital marketing channels allow you to raise awareness of your content and ideas, and claim the originality that can become lost later.
The easiest way to monitor your content promotion is to develop a social media strategy, which can be used to record and identify the most appropriate social media channels for each piece of content.
Stage 4 – Analyse Your Content & Promotion Strategies
Even the fairly experienced content marketing experts can forget this stage of the process.
Creating content that is good quality in your opinion is great, but there are other things that you need to know and prove in order for this content to be accepted as great by others.
The first thing to determine from the social media marketing and search engine results, is whether the content is being discovered.
- Do people click on links in tweets or posts about your article?
- Does your article rank in the search engine and is it being shown in search results?
- Do people click on the link in search engine results?
If this is the case and your marketing and promotion strategies are working, then the next stage is to analyse how effective the content is.
- If you are promoting a product on this page do people click through?
- If you have a call for action – sign up for newsletter does it achieve that?
- If you suggest further reading do people leave the page and follow these internal links?
The final stage is to make any amendments that are necessary, from the analysis findings. There is little point knowing that people aren’t finding your content and then not doing anything to change that.
Similarly if pages are not converting is that due to low traffic numbers, or the design of the page? And how will you know?
Content Writing Process Summary
This article aimed to provide an overview of the four key stages involved in writing and developing content, for internet marketing strategies.
From the model shown here it can be seen that each stage is equally important and needs to work alongside the others, in order to achieve the best overall result. Leaving any of the stages out will affect the final result and possibly make the content less effective.
If you have any other suggestions I would love to hear them in the comments section below or if you have any questions or queries please leave me a message below.
Other articles that may be of interest in this site are;
- Writing Content To Fit With The Customer Purchase Cycle
- How To Get More Keyword Suggestions For Your Content
- How Content Freshness Affects Search Engine Results
I hope you found the article interesting, if so please feel free to share it on your own social media channels, thanks Marie.