什么是内容创建？完整的指南

内容创建的主要目的是吸引新的和返回的客户。入站营销策略免费提供高价值数字媒体。该内容确立了您品牌的思想领导力，同时为读者提供了做出购买决定所需的信息。

在营销渠道的每个阶段，品牌使用不同类型的内容。在漏斗的顶部，搜索引擎优化（SEO）博客有机地吸引了新的访问者。中型登陆页面可让读者参与其中，并且详细的内容（如白皮书和电子书）可以推动转换。

Why is Great Content So Important?

数以百万计的内容在网上公布every single day. To stand out and make an impact on your customers (and potential customers), your content needs to be of a high quality. That means it’s not only written and designed well, but also that it’s developed with the needs of your audience in mind. The difference between high-quality and poor-quality content is stark — great content rises to the surface while poor content disappears into the void of the internet.

The amount of effort you put into your brand’s content is directly proportional to the value you get from it. High-quality content will help you:

• Stand out as an authoritative thought leader.
• 增加您的订户和电子邮件列表。
• 提高你的网站流量。
• Keep your customers engaged.
• Generate revenue.

内容comes in all shapes and sizes. It can be a piece of writing, audio, video or an image. Some of the types of content you’ll find in marketing include:

• Written content:博客s, SEO articles, white papers, eBooks, emails, social media posts.
• Imagery:Infographics, GIFs.
• Audio:Podcasts, audiobooks.
• Video:Animations, webinars, talking heads.

We’ll take a deeper look at some of the most common forms of content marketing, but first let’s understand how SEO plays a role in content creation.

内容Creation for SEO

When you create a piece of content, you’re always making it for two main audiences: your customers and search algorithms. The latter is a complex technology that retrieves information and matches patterns. Modern search engines like Google are incredibly intricate. In the early days ofGoogle’s history, content creators could fill their websites with keywords to get their pages to shoot to the top of search engine results pages (SERPs).

These days, it’s not so simple to rank highly — especially for lucrative keywords that signal an intent to make a purchase. For example, a keyword phrase like “pizza delivery near me” signals that the searcher is trying to find a source of delicious pizza nearby. Google’s search algorithm will take into account the user’s location as well as a variety of other factors to determine which web pages to display first.

This process gets more complicated when you consider B2B sales, where the searcher is likely making a decision based on more than just the vicinity of the nearest vendor. In that case, you would need content tailored for each stage of the buyer’s journey, beginning with their preliminary online search. Top-of-funnel content such as blog posts and videos should be search engine optimized so that users can easily find the information they are looking for.

When creating content, ask yourself these questions to help you focus on a specific search intent:

• What information would be most valuable to my target audience?
• What sets my brand apart from the competition?
• What would convince my audience to make a purchase today?
• 我怎样才能帮助我的听众达到下一阶段的the decision-making process?

While modern search engines are sophisticated enough to recognize the intention of your content, you can leverage other on-page tactics to increase your rankings. When writing for the web, such as creating blogs and product descriptions, consider how you structure your content with HTML. For example, using title tags (H1, H2, H3, etc.) will help search algorithms to identify topics and subtopics.

内容Creation for Social Media

While social media posts have a much shorter lifespan than other types of content, they are extremely valuable. In fact, more than half of surveyed marketers believe social mediacan drive customer engagementand lead to increased sales.

Plus, social media can augment your other content marketing efforts. For example, you can create content that promotes your blog or teases larger assets like eBooks. For B2C brands, social media platforms are often the first place new customers learn about products, making it ideal for lending social proof to marketing campaigns.

One of the most important points to remember when creating social media content is that you have a very short amount of time to grab your reader’s attention. Think about how long it takes to swipe up on your newsfeed — that’s all the time you have to make an impression. Use relevant hashtags and eye-catching visuals to engage viewers before they move on.

Website Content Creation

When developing content for your website, there’s a lot to think about. You need to do your research to understand how your customers make decisions and what kind of content appeals to them the most.

Together, all of your website content should work together strategically to form a lead generation engine. That means creating a website that is properly indexed to provide maximum exposure to search engines. In addition, you’ll need high-quality content that provides upfront value to buyers and decision-makers.

A website on its own will only get your brand so far, however. You also need to promote your content through social media channels, influencers and emails. Those activities, in addition to great SEO, will drive new and returning customers to your site where your blogs and landing pages will keep them moving down the sales funnel.

内容Formats

如上所述，内容是可以采取多种形式的广义术语。另外，与新技术一起出现了新的内容形式。例如，the first blogappeared in 1994, while thefirst social media sitelaunched in 1997. Apps like TikTok have shown marketers that there is still room for innovation when creating content.

For promoting brands, some of the most effective content formats include:

• Infographics:Best for visualizing processes or displaying statistics, infographics are valuable top-of-funnel content that provide readers with quick, actionable insights.
• 博客ging:博客s and articles often form the heart of content marketing campaigns because they are bite-sized enough for readers to consume in a single sitting while also providing the time and space to dive deeply into a particular topic.
• Podcasts:Audio formats like podcasts enable brands to add a personal touch to their web presence. Plus, they’re great for repurposing written content.
• Videos:Animations, interviews and other video content is highly engaging for both B2C and B2B customers.
• Case studies:Providing third-party evidence of your brand’s value, case studies offer decision-makers useful information.
• Webinars:这种视觉内容为您的受众提供了有关单个主题的详细信息，同时为观众提供了直接提出问题并与您互动的机会。
• White papers:Another form of written content, white papers typically involve more research than the average blog article.

Performing keyword research is one of the best ways to truly understand what type of content best appeals to your target audience. In fact, keyword research is usually one of the first steps in creating content that drives leads. Why? Because when you know which keywords your audience is searching for, you can fine-tune your content to meet the most common search intents.

At worst, keyword research will confirm what you already know about your audience. At best, it can lead to insights that boost customer engagement and increase conversions. Popular tools like the Google Ads Keyword Planner can help you uncover useful phrases, topics and questions that your customers are searching for online. These ideas will help you generate high-quality content that appeals to your audience.

Using Keyword Research to Optimize Your Content

The internet may not exactly be alive, but it’s always evolving. Search engine algorithms are updated constantly, altering which pages get preferential treatment on SERPs. Monitoring and optimizing your content are a little like working out at the gym. You can’t do 10 pull-ups today and stop. If you want to get stronger, you have to keep up the work.

In short, website content optimization involves tweaking and updating your pages to make it more appealing to your customers and search algorithms. For example, say you have a blog post that is well-written, but not performing as well as you’d like. Keyword gap research can show you which topics are missing so you can add them in.

While there’s no one standard way to create content, there are some tried and tested methods that have proven to be successful. An optimized creation process provides creators with room for creativity while still adhering to the best practices mentioned above. Ultimately, an ideal content creation process gets content moving in a timely manner, producing an end product that gets results.

何w to Optimize Your Content Creation Process

Before we get into the step-by-step process of creating excellent content, let’s take a high-level overview of the process. The first step in developing and implementing a process that suits your brand’s needs is to consider your goals. Formulate a list of business goals that your content marketing strategy will support. Examples of common goals include:

• Lead generation.
• Increased conversions.
• Improved brand reputation.
• Increased brand awareness.

Keep this list close at hand, and make sure all of your content creators understand it. At every stage of the creation process, you can look at your list to confirm that you’re on the right track. If a piece of content or particular process doesn’t serve your goals, it’s a sign that you may need to revisit the drawing board. Check out our 10-step guide to optimizing the content-creation process to learn more.

A Step-by-Step Workflow for Creating Effective Content

Ultimately, your content creation workflow should align with your unique business. Start with these steps and make them your own:

1. 查看您的目标。Always use your business goals to frame your content ideation process. Return to them frequently throughout the process.
2. Determine where your content will fit in the buyer’s journey.Look at your buyer journey and think about where your content should fit. Top-of-funnel content should seek to answer questions and demonstrate your thought leadership. Bottom-of-funnel content will be more detailed and more focused on facilitating a purchase decision.
3. 产生主题想法。Sometimes your first idea will be the one — but that’s not always the case. Brainstorm a number of ideas and consider the benefits and challenges of each. If possible, bounce your ideas off your colleagues to get a fresh perspective.
4. 执行research.With a basic idea of the content you want to create, perform some initial research. This may include using SEO tools to identify keyword gaps and commonly asked questions. Depending on your topic, you may also need to conduct subject matter expert (SME) interviews.
5. Choose a format and create the content.Will you write a blog, create an infographic or record a podcast? Think about how your customers prefer to consume content as well as how best to present your information. You’ll likely need to conduct further research throughout the creation process.
6. Publish and promote your content.Once you publish your content, you can’t assume that your customers will find it. Use social media channels and email to spread the word and attract new and returning customers to your content.
7. Review your content’s performance.使用分析工具来衡量内容的成功。对于博客文章和登陆页面，最多可能需要3个月才能开始看到真正的结果，因此请保持耐心。
8. Revise and optimize your content.If your content isn’t performing up to your expectations, perform an analysis to determine what you need to do to improve it. You might need to answer more questions, cover more topics or use more relevant keywords.

何w to Set Up and Plan Your Editorial Calendar

Consistency is key to any content marketing strategy. The rate at which you publish content will depend on your brand and your audience’s expectations. If you’re just getting started, it’s probably best to begin at a low cadence that you can reasonably stick to — you can always ramp up. If you start with a brisk cadence, such as publishing five blogs away, you could burn out quickly.

Once you’ve established a pace, you’ll want to create an editorial calendar. Your calendar will help you visualize your schedule so that you can accurately plan each phase of your creation process. At a glance, your calendar should provide you with essential information such as:

• 内容titles.
• 内容类型。
• Publish dates.
• 状态。

最好将常绿和及时的内容混合在一起是一个好主意，这样您并不总是在努力跟上新闻周期。例如，您可以预先创建常绿内容，并以后发布。在发布日期之前，请待一个月，如果您落后，您会为您提供垫子。

When setting up your calendar, consider using your marketing goals as a guide. For example, if you have three main goals, you might alternate your publishing schedule to support each goal equally.

Check out our favorite content planner tools to make your process more efficient.

何w to Come Up with New Content Ideas

Brainstorming creative content ideas is not always an easy feat. Sure, when you’re fired up about your project, you might find that ideas flow faster than you can use them. But your business should run at the same speed even when you’re feeling creatively drained.

For those times when you need to generate content ideas but you’re just not feeling it, you need a methodology for topic ideation. But beware — fatigue can lead to content creator apathy, a dangerous condition where you produce low-effort content simply to fill your editorial calendar. You want to avoid this at all costs, or your target audience could think that your brand is slipping.

As always, keep your list of business goals close at hand. Fresh content signals to search engines that your website is active and useful, and new ideas will keep your readers interested. Use every tool and channel available to discover new ways of generating ideas that push your brand to the next level.

而且，当您真的很努力地开始时，请聆听其他成功的内容创建者的建议。有时，您只需要离开计算机就可以散步。进行无关的活动可以帮助您的无意识的心灵重置并从新角度完成任务。

内容创建工具和模板

内容creators are only as good as their ideas — and their tools. With the right resources, you can perform better research and develop high-quality content. In addition, content templates can speed up your creation process, enabling you to spend more of your time innovating.

There are several categories of tools to consider:

• 内容research tools（Google趋势，Buzzsumo等）
• SEO tools(MarketMuse, SEMrush, etc.)
• Planning and management tools(AirTable, HubSpot, etc.)
• Analytics tools(Google Analytics, Kissmetrics, etc.)
• Social media tools(BuzzSumo, HootSuite, etc.)
• Writing tools(Google Docs, Unicheck, etc.)
• Image tools(Adobe Photoshop, Shutterstock, etc.)
• Design tools（Adobe Illustrator，Venngage等）
• Video tools(Adobe Premiere, Magisto, etc.)
• Email tools(Mailchimp, Pardot, etc.)

您需要在上面列出的每种类型的工具吗？不一定……是的。原因如下：内容创建是发展业务的最重要，最有价值的方法之一；同时，内容创作者面临着一个令人难以置信的竞争领域。

You can certainly manage a content strategy without a planning tool, but you’ll need to spend more time manually scheduling and posting your content. In the same way, you don’t necessarily need top-tier design software, but you’ll need top-notch design skills to make your visuals pop.

即使您有获胜的策略，使用更好工具的竞争对手仍然可以击败bob综合app官网下载您。他们将能够更快地移动，并以更少的精力获得更好的结果。当然，数字工具可能会很昂贵 - 尽管有免费选项。分析您的内容创建过程并确定最大的障碍。

Some brands have been built on the shoulders of one-person powerhouses who can crank out content, strategize, analyze and influence. Most brands, however, are built by teams. Running an effective content marketing campaign requires lots of hard work and energy. And while content marketers often wear many hats, it’s ideal to have a team that can evenly share the burden of producing effective content again and again.

So who do you need on your content team? Start with the major roles:

• Strategists:Develop content strategies based on business goals and market trends.
• 作家/编辑:Produce copy, conduct topic research and generate ideas.
• Graphic designers/illustrators:Design layouts, create images and develop brand styles.
• Social media managers:Create social content, schedule posts and monitor results.
• Videographers:Produce videos from custom and stock footage and develop animations.
• Project managers:Keep projects moving forward by managing deadlines and identifying barriers to success.
• Sales professionals:Ensure marketing efforts are aligned with sales goals, perform lead scoring and develop buyer personas.
• Influencers:Lend credibility to brands, connect with customers and provide thought leadership.

Should You Outsource Your Content Creation?

Creating your brand’s content on your own is a tall order. Small businesses often lack the resources to hire in-house content creators. Even enterprises can rely on outside help to fine-tune their approach to marketing.

但是，您是雇用自由职业者，还是与内容营销机构一起去？bob体育注册首先，了解每种选项的好处和局限性很重要。查看我们以下内容外包的综合指南，以自己决定。

All of this talk about content creation is for nothing if you don’t measure your success. You need to use analytics tools to measure the effectiveness of each piece of content you put out into the world. This will not only show you what you’re doing right but also uncover opportunities for improvement. You can always revise and re-optimize until your content performs as expected.

Keep in mind that not all metrics and KPIs are equally important, however. We’ve created a detailed guide (below) that explains how to measure your content marketing effectiveness. It’ll help you understand the difference between vanity and value, plus give you all the KPIs you need to properly analyze your content.