Content production

Content is the magnet of your site; A tool that helps you achieve your marketing goals. Whether you want to start a new website, or you want to improve the quality of your current site, creating high-quality and creative content is the key to your success.

Site content is everything the audience can see on your site. Although content can be uploaded to your website in any form (text, image, video or audio), most often when talking about site content, it means text content. Web content is the driving force behind your site’s traffic. Creating attractive content and organizing it well is one of the secrets of successful businesses. Good and optimized content with text SEO principles is the key to getting your site to Google’s top pages and increasing organic traffic.

But the work of content does not end there; The audience distinguishes good content from useless content. A good content not only opens the foot of the audience to your site, but also makes him see you as an expert, trust you and choose you as a reference to answer his questions and problems.

How to create content for the site

1. Prepare your value proposition

A value proposition is a clear message about the value of your brand. When a user lands on your site, they are not looking to know what you have to say. He wants to find answers to his questions.
When a user enters a website, such questions occupy his mind:

• What does this website offer?
• How can this website solve my problem?
• What are the benefits of this website for me?

These questions are often asked at the subconscious level of the audience, but you, as the owner of a site, must have consciously prepared an answer for them. You must show the reader what obligations you will have towards him.
Before you start creating content for your site, you need an outline that clearly covers the following:

• A paragraph that summarizes your suggestions for the reader.
• A list of the benefits your offer has for the audience.
• An explanation of how these offers benefit the reader.

2. Check the previous contents of your site

Before you start creating new content, check the previous content. Find the problems of these contents and fix them. Some of these contents need to be rewritten. An overview allows you to improve what you have before creating new content. This also gives you a clear picture of what is lacking in your site and needs to be developed.

3. Target each and every one of your audiences

Instead of thinking about what the audience is looking for, most content writers think about what they want to say. Don’t forget that creating content is not about showing off what you have. Instead, we create content to meet the needs of our users. Therefore, it is necessary to produce content based on the needs of each audience.

4. Produce specific content for each stage of the marketing funnel

Your content is supposed to convert the audience along the marketing funnel from passing audience to loyal customers. Therefore, you need to create separate content for each level of your marketing funnel. Your site should provide a wide range of content to the audience. For example, your website is a very good tool for informing the audience, training and answering customers’ questions. But on the other hand, for investors or companies who want to evaluate you in order to sign a contract with you, you need to produce separate content. Content such as case studies or testimonials from old customers will help you for this purpose.

5. Don’t forget to create essential content

In addition to the daily content that you produce, your website should contain a series of critical content that is necessary for any site. For example, in addition to the educational content that you produce for your audience, you need to dedicate a section to people who are looking for work in companies like yours. Here are some harmful contents that should be on your page:

• Specialized posts that position you as a thought leader
• Paid content (such as some specialized educational pamphlets or e-books)
• Information about products and services
• Case studies and testimonials from regular customers
• Portfolios
• “About Us” section
• Introduction of company members
• Recruitment department
• Frequently Asked Questions
• Archive of images and videos

6. Use appropriate language

Paying attention to the audience’s language is one of the principles of content production. Avoid using highly specialized words in all content. Instead, try to write simple and understandable. Of course, the language of your content will change depending on the content you produce. For example, the language of specialized content or scientific articles should be official. While the language of general content that you produce for the general audience should be more friendly and conversational. Again, we emphasize that the content is not about you, but about the audience who came to you to solve their problems.

7. Develop a content calendar

Once you’ve found your content type, you need to think about when you want to upload the content to your site. Time organization is one of the principles of making a successful and professional website. The content calendar helps you to control the progress of the content at each stage separately and avoid disorganization. The content calendar provides the content production team with your daily, weekly, monthly and yearly content release schedule so that everything is done according to the schedule and on time and reaches the audience.

8. Form the content production team

Employ expert and committed people. In today’s marketing world, content production is the key to the success or failure of businesses. To do something so specialized, it is necessary to cooperate with experts and with a high work conscience. Depending on the facilities and activity of the company, the content production team consists of different members. But it is necessary to have a writer, graphic designer and SEO expert to start this process. In ideal conditions, a person as a content strategist and a person as a content production manager undertake the task of formulating the general strategies of this process and monitoring the team process.

9. Start producing content

Once the work is divided among the team members, the content creation process begins. This process for a website is often writing textual content that the team writer is responsible for. This content is reviewed and edited after it is written, and the edited version is re-checked for optimization with SEO principles of the text. Content that is written accurately and without errors and reviewed by an SEO expert is ready to be published on the site after adding images or video (if necessary).

10. Upload the content to the site and wait for the feedback of your audience

Remember that content can never be perfect. Self-evaluation is one of the principles of professional work and necessary for progress. After you publish the content on the site, you should wait to see how the audience responds to it. Compare the reaction of the audience with the result you expected and see how far apart they are. Measuring this distance will help you notice the shortcomings of your work and take action to fix them.

In the end, it is important to mention that the content of the site is the main feed for your business to communicate and interact with the business world. So, if you plan to stay in the competition scene, don’t hesitate for a moment to create a fruitful and attractive site or improve the quality of your site and start working now.