The Complete Guide to Content Development for Content-Oriented Marketing

The Complete Guide to Content Development for Content-Oriented Marketing

Fact: content material growth is the spine of any profitable content-oriented advertising technique. Another reality: it does look intimidating at first, particularly for a brand new enterprise beneath numerous content material strain from throughout the market.

A rigorously crafted content material growth workflow adjustments how groups method and create content material, making it extra deliberate and cohesive. In this text, we’ll cowl what a content material growth course of is, why companies implement it, what content material varieties profit from having a sound content material growth system, and at last — our eight-step information to kickstart your content material growth course of. Drumroll, please!

What is content material growth?

Content growth is a unifying identify for a full cycle of actions associated to content material inside a enterprise or a model. It consists of strategizing, planning, creating, publishing, and analyzing all forms of content material to attain explicit enterprise objectives. Content growth goals to obtain advertising targets by delivering high-quality, useful, and related data to the target market.

Content growth consists of all the things that occurs to a chunk of content material inside the firm:

  • Planning and ideation
  • Research
  • Creation
  • Publishing
  • Evaluating outcomes
  • Audit
  • Repurposing and updates.

Sounds like content material advertising? That’s as a result of these issues are very related. Hear content material advertising — suppose content material growth.

Why is the content material growth course of so vital?

Content is the king of the market: companies and types invest more than ever of their content material advertising methods, regardless of the looming recession. Here are 4 causes companies are going all in on content material growth:

Alignment with the technique

A sound content material growth course of is just like the rails retaining the content material advertising practice on observe. Establishing clear targets for the enterprise in relation to content material supplies a guiding mild for all content-related efforts to align with.

This systematized method helps groups plan, collaborate, repurpose, automate, and analyze content material with the strategic goal in thoughts. It additionally permits content material entrepreneurs to keep sane whereas tackling a number of totally different duties and brainstorming new angles on current content material.

Easy collaboration

The content material growth course of brings collectively group members from totally different departments, corresponding to advertising, design, and content material creation. With smoother collaboration, the enterprise ensures that everybody is working in direction of the identical objectives and staying constant throughout the model.

Team notifications supporting the content creation process

By collaborating effectively, group members present constructive suggestions to each other and brainstorm new concepts. For instance, in Planable, groups of all sizes can simply work on the identical content material piece and share real-time suggestions to adjust to all of the model tips.

On-demand scaling

An organization can improve the amount of produced content material fairly dramatically in a comparatively quick time. It could be by repurposing current content material, creating templates for recurring types, and even tapping into outsourcing and freelancing.

Take repurposing alone: long-form content material like an article can change into a video, a collection of social media posts like Instagram carousels, infographics, and extra, creating plenty of semi-instant content material out of 1 piece.

Improved effectivity

Content advertising is an economical resolution when it comes to reaching enterprise targets. With a transparent content material manufacturing system in place, the group has a really clear concept of what content material the viewers wants, when the content material must be delivered, and which distribution channels work the most effective.

An complete technique of intentional content material growth means totally allotted sources and extra related, high-quality content material. Good content material equals extra leads changing into clients and, subsequently, extra ROI.

What content material advantages from a content material growth course of, and the way?

Blog articles, webinars, case research, YouTube movies, podcasts, social media posts, infographics — all content material varieties you propose to publish usually will carry out at their greatest with an in-depth systematized content material growth:

  • The analysis stage helps establish your viewers’s wants and habits. This is the place you determine what you need to say, how, and to whom. Keywords, traits, and search intent evaluation are additionally part of viewers analysis.
  • Planning helps you keep on observe with the deadlines and perceive what you’re attempting to obtain. On a bigger scale, planning additionally gives a greater overview of your content material efforts.
  • A meticulous manufacturing pipeline eases the collaboration and navigation round explicit duties to deliver content material concepts to life well timed and exactly the way you need them to be.
  • An approval workflow ensures the content material follows the model tips. Reviewing and approving content material contain a number of stakeholders giving suggestions, options, and the ultimate inexperienced mild.

Approaching any content material as part of the model’s cohesive content material system is all the time a win. So it doesn’t matter what content material you produce, a content material growth technique will aid you ship sooner, higher, and extra performative content material.

Blog posts

An easy approval system is crucial for a weblog put up, particularly when a number of groups are concerned.

Andreea Stefan, web optimization Coordinator @ Planable

Imagine writing an article, submitting it for the editor’s approval, and mechanically pushing the approval from the authorized group. No forwards and backwards emailing, only a inexperienced checkmark and a few feedback proper contained in the copy in case one thing wants tweaking. We don’t have to think about it, you’ll be able to see it in Planable

Marketing team members exchanging feedback on a blog post in planable


To create an incredible infographic, designers and content material specialists have to make sure the design helps the content material and vice versa. A well-executed content material growth course of enhances collaboration and leads to visually charming infographics that drive your message residence. Approval software program additionally turns out to be useful right here, because the model group provides the ultimate okay on the visuals.

Multi-level approval level settings for content in planable app between a marketing team

How to construct a stable content material growth course of in 8 steps

A content material growth course of helps you stage up your content material sport. But how do you construct one that basically works? The eventual content material growth course of would possibly differ relying on the group, objectives, and price range. However, there are some floor guidelines. Here’s our step-by-step information to constructing a viable content material advertising method.

1. Establish your content material objectives

First issues first — a content material growth technique begins with figuring out your corporation objectives. Ask your self: what drawback would you like to resolve along with your content material? The reply to this query will outline your major content material types and distribution channels.

The commonest woes solved with content material advertising are:

  • Increasing model consciousness
  • Driving gross sales
  • Establishing an skilled place
  • Promoting your employer model

The trick is that the majority content material types do an incredible job serving a number of functions, relying on the accents you place. For instance, weblog posts are extremely optimizable to drive natural visitors and increase model consciousness. But add a lead magnet, and it turns into a wonderfully viable gross sales instrument. Thus, you’ll be able to goal a number of objectives by balancing your content material technique.

2. Understand your viewers

All content material is completed for the viewers. No quantity of creativity and strategic planning can compensate for not figuring out your target market. That’s why viewers analysis is significant for making certain your content material will carry out and ship.

So your purpose right here is to construct a dependable purchaser persona — an in depth description of a hypothetical supreme buyer. This consists of their demographics, conduct, motivations, objectives, ache factors, and shopping for habits. Here are three locations you’ll be able to supply that information from:

  • Reddit, Quora, and boards. An ideal place to dig for matters. Find out what your potential clients are asking, what they’re wanting for, and what they like and dislike.
  • Competitor evaluation. Scout your rivals’ content material sources and take a look at to perceive why their best-performing content material piece works.
  • Your personal viewers. Just ask them what they’re lacking. Seriously.

Armed with this data, you’ll understand how to present customers with related content material. And bear in mind: concentrate on one purchaser persona per content material piece!

3. Create your technique

Content growth technique is extra than simply planning: it’s a complete course of. Taking a strategic method ensures that your content material is aligned along with your targets and target market and drives the specified outcomes.

Establish your course of for every sort of content material

Content creation appears like a black field for these exterior content material advertising: an concept is available in, the magic occurs, and the thought comes out as a enterprise asset bringing tangible outcomes. But content material entrepreneurs know there’s no magic — solely a strategically constructed pipeline.

When constructing an in depth workflow for content material creation, attempt to consider all of the phases your content material passes. For occasion, some items of content material, like press releases, have to undergo a number of rounds of approvals inside the content material group, authorized, model, and PR. Each spherical most likely requests adjustments, bringing an extra situation of a number of “” variations.

Version control, enabler for an effective content development process

So to deal with the handover effectively, your course of ought to embody a) devoted groups and particular workflows for every sort of content material; b) multi-level approvals to preserve all related stakeholders within the loop, and c) model historical past to guarantee everybody’s on the identical web page, approving the freshest copy. Planable has exercise logs to aid you observe the ultimate model and in addition evaluate earlier wordings and passages in case you want to restore some from the declined draft.

Set roles and anticipated timelines

Roles differ drastically from group to group. However, it simplifies creating content material significantly when you realize precisely who’s accountable for what. So if you’re establishing your content material growth course of, consider who’s going to be accountable for every stage.

Timelines are additionally not set in stone, however content material planning goes smoother with at the very least approximate concepts of how lengthy the manufacturing takes. For occasion, earlier than you tweak it to your individual tempo and setup, your function sheet and timeline for a weblog article can appear like this:

  • Planning: content material strategist, 2 days
  • Research: web optimization specialist, 1 day
  • Creation: content material author, 3 days
  • Editing: editor, content material group lead, or product supervisor, 1 day
  • Publishing: content material supervisor or content material author, 1 day
  • Analytics: content material strategist, in 5 days after publishing the piece.

Create reusable templates

In instances of speedy and immense content material creation, templates are your pals, so use them the place you’ll be able to. For occasion, having templates for weblog briefs, press releases or touchdown pages ensures consistency throughout your model and saves time in making ready the duty.

Press release template including title, brief and sections example

However, it nonetheless supplies sufficient room for creativity: the template is all the time an overview quite than a strict type.

Do your key phrase analysis

If you suppose search engine marketing is a mandatory evil, it’s you and me each, reader. However, key phrase analysis is a should to make sure you attain your target market. Here’s a bit of step-by-step guidelines:

  1. Brainstorm related matters. Remember Quora and Reddit? Add Google Trends to the combination and develop a number of related matters for your viewers.
  2. Source the key phrases. Use a key phrase analysis device to discover well-liked key phrases and phrases associated to your matters. Look for key phrases with excessive search quantity and low key phrase issue.
  3. Analyze the key phrase intent. Determine the search intent behind every key phrase and choose essentially the most related to your matter and the funnel stage you’re aiming at. For instance, “best running shoes” and “buy running shoes” goal totally different funnel phases: the previous is informational, whereas the latter is transactional.
  4. Use key phrases strategically. Incorporate them naturally all through your weblog article within the title, headings, physique textual content, and meta description. Search engines don’t like content material written for the crawlers, so preserve it cool with the key phrases.

Build your content material calendar

A content material calendar is a nifty device that helps you set up your content material efforts in a single place. It tracks your progress, provides a complete overview of the content material technique, and permits your group to plan accordingly and keep constant of their posting.

Content marketing strategy in calendar view

An editorial calendar consists of every kind of information on each bit of content material: the subject, the publishing date, the platform, and many others. Planable, for occasion, additionally has color-coded tags to set up and filter all forms of content material. With a useful calendar view, you can provide your present content material growth course of a very good look and simply tweak it.

4. Brainstorming

Sourcing content material concepts could be each enjoyable and painful. Once the concepts run dry, the brainstorms change into more durable. But worry not — content material makers all the time discover yet one more supply of inspiration:

  • Tap into the group. It’s no coincidence that social media entrepreneurs spend a lot time on social media. They’re researching new potential matters: from their very own viewers or different social media managers.
  • Check your rivals. Take a peek at what your rivals are doing and see if you are able to do it higher or discover a totally different angle. Or establish concepts not value exploring — in spite of everything, crossing irrelevant concepts out of the pool can be useful.
  • Revise your individual content material. Repurposing content material is a pattern value following, particularly when concepts are low. Find a content material piece that labored properly, replace it, break it in two, and ship it in for one other lifecycle.

5. Produce your content material

When it comes to content material manufacturing, there are two core approaches you’ll be able to select from: both handle it along with your in-house group or delegate it to freelancers, or combine each, relying on the kind of content material and your capability.

In-house Team

Working with your individual group of content material builders provides you the advantage of all the time being within the loop. It’s simpler to assign duties, brainstorm new concepts, and take part within the decision-making course of when each coworker is conscious of the technique and final week’s all-hands outcomes. You can even leverage collaboration inside and throughout groups: Planable makes it particularly environment friendly with real-time content material creation, immediate suggestions, and inside feedback.

So let the creativity stream! And if some concept continues to be lagging, you’ll be able to all the time ship it again for one other spherical of suggestions in Planable. Then, as soon as it suits the model completely, greenlight it with one click on in a customized approval workflow created for your inside use.

Freelance writers

The smartest thing about working with freelance writers is flexibility. Whether you rely totally on freelancers for operational work or rent them as an extra pair of fingers to assist your group, your content material growth technique can leverage that versatile method.

However, freelancers are outsiders to your group: to get the specified end result, you would possibly want to spend extra time onboarding them and creating extremely detailed briefs. Some issues are up to their very own material experience; others, like phrase depend, inside hyperlinks, or associated key phrases, are non-negotiable.

Building a group of trusted freelancers is an effective way to guarantee reaching your content material objectives ultimately. So preserve those that present high-quality content material shut, and don’t hesitate to wave goodbye to those that underperform — the perks of stated flexibility at its greatest.

6. Optimize and publish

Optimization is difficult: there are various issues you’ll be able to unintentionally overlook that may have an effect on your stats dramatically. So right here’s a bit of guidelines for weblog put up search engine marketing:

  1. Title. Does the title precisely replicate the article’s content material and embody a related key phrase?
  2. Structure. Check if the hook is powerful, the stream is easy, and the phrase depend suits the necessities.
  3. Links. Insert inside hyperlinks to different weblog posts, your touchdown pages, or white papers the place acceptable.
  4. Images. Add titles and alt textual content for your photographs.
  5. Keywords. Check that every one related key phrases match the context properly with out over-stuffing the textual content.
  6. Metadata. Ensure meta descriptions and title tags are in place.
  7. Value. The hardest of all of them — take a vital take a look at your piece and suppose if it brings worth in contrast to the rivals.

Once you’re optimistic you didn’t miss something, it’s time to publish your content material.

7. Distribute and promote

Hitting publish is just not the ultimate step of the content material growth course of. There are two issues to think about subsequent: what are your distribution channels, and the way will you promote your content material?

Social channels selection in the content editing step

With channels, it’s simple sufficient: purpose for people who have your required viewers. Ensure you select your distribution channels in accordance to your objectives and the content material you produce. Some channels are extra B2B-oriented (like LinkedIn or business media like TechCrunch), whereas others gravitate in direction of B2C (like Instagram or TikTookay). That doesn’t imply B2B manufacturers can’t do TikTookay — simply be sure you play by the foundations and see ROI coming from this channel.

Regarding content material promo, you will get artistic:

  • Leverage advert campaigns on social media.
  • Boost separate posts.
  • Consider establishing contact with influencers and business specialists.

Don’t be shy to tag individuals and companions in your posts or attain out to an opinion chief you’d like to characteristic — there’s a a lot greater probability individuals will repost your content material if you contact them personally. Remember to keep affordable in nagging different individuals and preserve your viewers in thoughts, although.

8. Track efficiency

Did your article generate leads? Did your social media put up make the ultimate push to convert a follower right into a buyer? Tracking outcomes and evaluating content material’s influence on the viewers can be important to the content material growth course of.

Gather your intel and evaluate it in opposition to your deliberate content material objectives: that is how you realize whether or not your content material is working and what you could have to tweak. Google Analytics gathers information in your web site content material and weblog efficiency, whereas social media platforms have their very own built-in analytics.

Let’s do it!

A content material growth course of supplies a complete method to content material as a device to drive enterprise. By following the steps outlined on this information, you’ll be in your method to making a profitable content material technique that drives outcomes — and Planable’s proper right here to help you!

Kseniia Volodina

Kseniia Volodina

Content marketer with a background in journalism; digital nomad, and tech geek. In love with blogs, storytelling, methods, and old-school Instagram. If it may be written, I most likely wrote it.

Check Also

How Online Booking Helps Businesses Manage The Working Process

How Online Booking Helps Businesses Manage The Working Process

Online reserving is turning into more and more common for companies of all sizes, serving …