Why Writing Is Only Part Of The Content Production Process

Content production, especially for internet marketing purposes, involves much more than just writing content.

diagram content writing process

Current Content Writing Process

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;

  1. Research
  2. Writing / Editing
  3. Promoting
  4. Analysing

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


Keyword Research

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.

Keyword planner diagram

A keyword planner

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.

social media analysis

(Image – “Social Media Marketing” by jscreationzs, freedigitalphotos.net)

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.

Further Reading

Other articles that may be of interest in this site are;

I hope you found the article interesting, if so please feel free to share it on your own social media channels, thanks Marie.

8 thoughts on “Why Writing Is Only Part Of The Content Production Process

  1. Sharon Whyte

    Hi Marie,
    What good information and you are right, there are elements that have to be met. I like the idea of your 3 stages in keywords as your one post can be found in Google for many terms so that is a good one to really think about and implement. I tend to publish my post and do look at the finished article and also have my editor open so as I revise I can edit at the same time. Some posts I have gone back to over time, I can still pick up the occasional error.
    Really good article Marie and you cover it all.
    Cheers, Sharon

    1. Marie

      Hi Sharon thanks for commenting, and just to add I frequently visit older posts and re-read them especially if I receive a comment. Then I might find my own thinking has changed or there are other posts now written on the site that could be linked to this post etc. So the editing and amending process is ongoing and never really stops at all.

  2. Nigel R.

    This is a great explanation of the content creation and also the traffic generation process. I am relatively new to creating content. I also didn’t do a lot of promoting, thus traffic was not really generated. Besides social media, are there any other ways to promote your content? Maybe through social news sites like Reddit or StumbleUpon? Do you have a strategy for those?

    1. Marie

      Hi Nigel thanks for commenting and I like your questions. I have looked at Reddit and StumbleUpon but I haven’t really found a way to make them work yet for my sites. At the moment I have found Flipboard for very visual and product focused sites to be useful, whereas the content sites seem to fair better with Facebook, Twitter and LinkedIn. I have also found Quora to be very useful and I would use this along with Wealthy Affiliate to post answers to questions linked to one of my niches.

      This article is also interesting and explains How to Develop a Social Media Strategy which is useful for beginners and I need to develop a follow up one soon. Thanks again, Marie

  3. Barbara DiLucchio

    Hi Marie,
    I am relatively new to creating content even though I should have been creating content all along I was very reluctant to do it because writing is really difficult for me. When you add in key words sounding natural in your writing and where you are able to post the articles or posts. i to be able to have my post (or article) mention key words that are products in my ecommerce sites but then are they too salesy to put in a blog or an article? I’m not really sure where it’s ok to post articles (or posts) with links to products in my ecommerce sites.

    Also I just wanted to mention that I really love SEO too and really want to become a frelance SEO. It sounds like you have an SEO business, how did you get started with your first clients.
    Thanks very much,

    1. Marie Post author

      Hi Barbara thanks for commenting, in terms of e-commerece you might be interested in this article How to write a product review, which actually gives a couple of different models for writing reviews that are more content focused.

      I came into SEO by accident really, I have a strong interest in all content production including digital media promotion, but as a writer I really enjoy content marketing and that primarily uses SEO. So I became an SEO expert as a byproduct really!! To get clients you need a platform or portfolio of your work such as a blog site and I developed mine through the Wealthy Affiliate platform, which you can read more about here if you are interested Digital Marketing at Wealthy Affiliate University

  4. Nate

    Hi Marie,

    I must admit that I myself am rather guilty of not doing the analysis after creating my posts, I’ve been doing affiliate/ Internet marketing for some time now and analysis is still one of the steps I regularly forget to cover off.

    Any advice or products you can recommend which make the analysis procedure quick and simple?

    1. Marie

      Hi Nate – we all love quick and simple! I think it is more about habit than anything else, I manage most of my online social media through platforms and these will also offer analytics on posts. As do most of the main social media sites themselves. It is about constantly checking and seeing what went well and which wasn’t so successful.

      Google analytics is another (perhaps dreaded) tool but check out this post for a beginners insights into using it Understanding Google Analytics A Basic Overview

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