8.2 Content Creation and Curation
5 min read•july 31, 2024
Content creation and curation are vital components of effective content marketing. They involve strategically planning, producing, and sharing valuable content that resonates with target audiences. This process requires a deep understanding of marketing goals, audience preferences, and performance metrics.
From developing a consistent to leveraging various content formats, marketers must master multiple skills. Curating third-party content complements original creation, filling gaps and providing diverse perspectives. Together, these strategies form the backbone of successful content marketing campaigns.
Content creation process for marketing goals
Strategic planning and execution
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- Content creation processes involve strategic planning, execution, and evaluation phases align with overall marketing objectives
- Audience personas and market segmentation tailor content to specific and psychographics
- Content calendars and editorial plans organize and schedule content creation efforts across multiple platforms and campaigns
- Establish key performance indicators (KPIs) for content to measure effectiveness and ROI in relation to marketing goals
- includes stages ideation, research, production, distribution, and analysis
- Cross-functional collaboration between marketing, sales, and product teams enhances content relevance and effectiveness
- Apply agile methodologies to content creation processes for increased flexibility and responsiveness to market changes
Performance measurement and optimization
- Implement A/B testing of content elements (headlines, visuals, call-to-actions) to optimize engagement and sharing rates
- Analyze audience preferences and to refine content selection and improve relevance over time
- Conduct regular brand voice audits and content reviews to ensure adherence to guidelines and identify areas for improvement
- Utilize and platforms to streamline the process of finding, organizing, and sharing relevant content
- Apply the 80/20 rule in content marketing balancing 80% curated content to 20% original content for optimal engagement and resource management
- Integrate search engine optimization (SEO) best practices into content creation to improve discoverability and organic reach
- Employ principles to ensure content is easily consumable on smartphones and tablets (dominant digital media consumption devices)
Engaging and shareable content formats
Storytelling and visual elements
- Incorporate techniques (narrative arcs, emotional appeals) to increase content engagement and shareability across formats
- Enhance content performance on platforms with visual elements (high-quality images, , videos)
- Create (short-form videos, bite-sized posts) to cater to decreasing attention spans and perform well on platforms (TikTok, Instagram)
- Develop infographics to present complex information in an easily digestible and visually appealing format
- Utilize (quizzes, polls, calculators) to increase audience engagement and time spent with the content
- Incorporate (UGC) to foster audience participation and increase content virality
- Experiment with emerging content formats (augmented reality filters, 360-degree videos) to stand out in crowded content landscapes
Content types and distribution strategies
- Create (comprehensive guides, FAQs) to provide long-term value and attract consistent traffic
- Develop (whitepapers, industry reports) to establish authority and generate leads
- Produce (podcast series, video tutorials) to build audience loyalty and anticipation
- Utilize email marketing to distribute content directly to subscribers and nurture leads through personalized content journeys
- Leverage to expand content reach and credibility within specific target audiences
- Repurpose content across multiple formats (blog post to video, webinar to ebook) to maximize resource efficiency and reach diverse audience preferences
- Implement strategies to increase visibility on third-party platforms and reach new audiences
Content curation for original content
Curation strategies and best practices
- Select, organize, and share high-quality, relevant third-party content to complement original content production
- Establish thought leadership and industry expertise by showcasing a broad understanding of relevant topics through curation
- Follow ethical curation practices (proper attribution, adding value through commentary, respecting copyright and fair use guidelines)
- Fill gaps in content calendars and maintain consistent posting schedules with curated content
- Provide diverse perspectives to the audience through strategic content curation
- Curate content from a variety of sources (industry publications, academic journals, social media trends) to offer a well-rounded view of topics
- Implement a to ensure only the highest quality curated content is shared with your audience
Curation tools and techniques
- Utilize and to efficiently monitor and collect relevant content from multiple sources
- Employ to identify trending topics and popular content within your industry or niche
- Create themed content roundups (weekly news digests, monthly trend reports) to showcase curated content in a structured format
- Use content curation platforms (Feedly, Scoop.it) to discover, organize, and share relevant content more efficiently
- Implement to streamline the process of finding, vetting, and scheduling curated content
- Develop a tagging system for curated content to easily categorize and retrieve relevant pieces for future use
- Utilize AI-powered content recommendation tools to surface relevant content based on your audience's interests and behaviors
Brand voice and style in content creation
Developing and maintaining brand voice
- Create brand voice guidelines defining personality, tone, and language used across all content to ensure consistency and reinforce brand identity
- Develop style guides with specific rules for grammar, punctuation, formatting, and visual elements to maintain uniformity across content creators and platforms
- Strengthen brand recall and foster trust with the target audience through consistent brand messaging across all touchpoints
- Adapt brand voice for different platforms and audiences while maintaining core brand values requires strategic flexibility
- Utilize (Hero, Sage, Rebel) to develop a distinct and relatable brand personality in content creation
- Train content creators and team members on brand voice guidelines to ensure consistent implementation across all content
- Conduct regular brand voice workshops to refine and evolve the brand's tone and personality as the company grows
Visual consistency and brand recognition
- Maintain visual consistency in content (color schemes, typography, imagery) to reinforce brand recognition and professionalism
- Create a brand asset library (logos, templates, stock images) to ensure easy access to approved visual elements for content creators
- Develop platform-specific visual guidelines to maintain brand consistency while optimizing for each social media channel's unique requirements
- Implement a consistent visual hierarchy in content layouts to improve readability and reinforce brand identity
- Use custom illustrations or icons to create a unique visual language that sets your brand apart from competitors
- Establish guidelines for user-generated content to ensure it aligns with your brand's visual identity when shared or repurposed
- Regularly update visual branding elements to keep the brand fresh while maintaining recognizable core elements
Key Terms to Review (33)
Blogging platforms: Blogging platforms are online tools that enable users to create, publish, and manage their own blogs. These platforms offer a variety of features such as customizable templates, content management systems, and social sharing options, making it easier for individuals and organizations to engage with their audience and share their ideas or expertise. They play a crucial role in content creation and curation by providing a user-friendly interface for both novice and experienced bloggers.
Brand archetypes: Brand archetypes are universal symbols or characters that represent specific personality traits and values, helping brands communicate their identity and resonate with consumers on a deeper emotional level. By utilizing archetypes, brands can create consistent messaging and storytelling that aligns with the expectations and desires of their target audience, ultimately building stronger connections and loyalty.
Brand voice: Brand voice is the consistent expression of a brand’s personality through the use of language, tone, and style in its communications. This concept is crucial in creating a recognizable identity and fosters a deeper connection with the audience by ensuring that all content feels cohesive and aligned with the brand's values.
Buyer Persona: A buyer persona is a semi-fictional representation of a business's ideal customer, based on market research and real data about existing customers. It helps businesses understand their customers' needs, behaviors, and motivations, which is essential for effective marketing strategies and communication. By utilizing buyer personas, organizations can segment their audience more effectively and create targeted content that resonates with specific groups.
Content aggregation: Content aggregation is the process of collecting, curating, and organizing content from various sources into a single platform or location for easier access and consumption. This method helps users find relevant information more efficiently while also providing content creators with a wider audience for their work. Aggregation can involve different formats, including articles, videos, podcasts, and social media posts, enabling a diverse range of content to be available in one place.
Content aggregators: Content aggregators are online platforms that collect, curate, and distribute content from various sources across the internet, providing users with a centralized location to access diverse information. These platforms not only gather articles, videos, and images but also organize and categorize them based on user preferences, making it easier for individuals to discover relevant content in one place. By serving as a bridge between creators and consumers, content aggregators play a vital role in the digital landscape.
Content creation funnel: The content creation funnel is a strategic model that outlines the stages of producing and distributing content, guiding the audience from initial awareness to eventual conversion. It emphasizes the importance of understanding the audience's journey and crafting content that meets their needs at each stage, ultimately fostering engagement and driving desired actions.
Content curation tools: Content curation tools are digital resources that help individuals or organizations collect, organize, and share content from various sources online. These tools streamline the process of gathering relevant information, making it easier to manage and present curated content in a cohesive manner. By utilizing these tools, users can enhance their content creation efforts and engage their audience more effectively.
Content curation workflows: Content curation workflows are structured processes that help individuals or teams gather, organize, and share relevant content from various sources efficiently. These workflows involve specific steps such as sourcing content, evaluating its quality, categorizing it, and distributing it to the intended audience. By streamlining these tasks, content curation workflows enhance the effectiveness of content marketing strategies and improve audience engagement.
Content rating system: A content rating system is a standardized method used to classify and evaluate media content, such as video games, movies, and television shows, based on age appropriateness and thematic elements. This system helps consumers make informed choices by providing clear guidelines on what content may be suitable for various audiences, often using a specific set of criteria like violence, language, and sexual content.
Content syndication: Content syndication is the process of republishing content from one website or platform to another, enabling wider reach and increased visibility for the original content. This practice enhances content distribution, allowing businesses to share their messages with a broader audience while also driving traffic back to their original source. By leveraging content syndication, organizations can improve their content marketing efforts, expand their brand presence, and build authority in their respective fields.
Engagement metrics: Engagement metrics are data points that measure the level of interaction and involvement users have with content, community, or brand across various platforms. These metrics help in understanding how effectively content resonates with the audience and how engaged a community is. Analyzing engagement metrics can provide valuable insights into user preferences, guiding strategies for both community management and content creation.
Episodic content: Episodic content refers to a format of media that is released in distinct, sequential segments or episodes, each contributing to a larger narrative or theme. This format allows for storytelling that unfolds over time, engaging audiences through character development and plot progression across multiple installments. Such content often fosters viewer loyalty and creates anticipation for future episodes, making it a key strategy in both traditional television and digital platforms.
Evergreen content: Evergreen content refers to digital content that remains relevant, accurate, and valuable to readers over time, regardless of current events or trends. This type of content continues to attract interest and engagement long after its initial publication, making it a vital part of content creation and curation strategies.
Influencer partnerships: Influencer partnerships refer to collaborative relationships between brands and individuals who have a significant following and influence on social media platforms. These partnerships leverage the influencer's reach and credibility to promote products or services, often resulting in increased brand awareness and engagement among target audiences. By aligning with influencers, brands can tap into their established communities, fostering trust and authenticity in their marketing efforts.
Infographics: Infographics are visual representations of information or data designed to communicate complex information quickly and clearly. They combine text, images, charts, and diagrams to present information in an engaging format that enhances understanding and retention. Infographics are particularly valuable in content marketing, as they help convey messages effectively and can be easily shared across various platforms.
Interactive content: Interactive content refers to digital material that actively engages users, allowing them to participate rather than passively consume information. This type of content includes quizzes, polls, surveys, and interactive videos that create a two-way communication channel, enhancing user experience and encouraging greater involvement. It is designed to capture attention and foster a deeper connection between the audience and the content, making it especially valuable in effective media strategies.
Keyword optimization: Keyword optimization is the process of researching, analyzing, and selecting the best keywords to target in content creation and online marketing efforts. This practice ensures that content is more discoverable in search engines, leading to increased traffic and engagement. By strategically incorporating relevant keywords into digital content, marketers can effectively reach their audience and improve their overall online visibility.
Microcontent: Microcontent refers to small, easily digestible pieces of information or content that are designed to be quickly understood and shared. This type of content is often used in digital communication, particularly on social media and websites, where attention spans are short and users seek concise information. Microcontent can take various forms, including snippets, quotes, images, or short videos, making it ideal for engaging audiences and driving interaction.
Mobile-first design: Mobile-first design is an approach to web development that prioritizes designing and optimizing websites for mobile devices before adapting them for larger screens like tablets and desktops. This methodology acknowledges the growing trend of mobile internet usage, ensuring that websites are user-friendly, accessible, and visually appealing on smaller screens. By focusing on mobile first, designers can create more streamlined experiences that cater to users on the go.
Narrative branding: Narrative branding is a marketing strategy that focuses on creating a compelling story around a brand, using storytelling techniques to engage consumers on an emotional level. This approach allows brands to connect with their audience through relatable narratives that resonate with their values and experiences, making the brand more memorable and meaningful.
Reach analysis: Reach analysis is the process of measuring the total number of unique individuals exposed to a specific piece of content over a defined period. This analysis helps understand the effectiveness of content distribution strategies and audience engagement by identifying how many people are interacting with or consuming the content. By focusing on reach, marketers can assess the potential impact of their content and make informed decisions about future content creation and curation efforts.
RSS Feeds: RSS feeds, or Really Simple Syndication feeds, are web formats used to distribute and aggregate content from various sources in a standardized way. They allow users to easily receive updates from websites, blogs, or news outlets without needing to visit each site individually. This technology supports content creation and curation by streamlining how information is shared and consumed across the internet.
Seo best practices: SEO best practices are a set of strategies and techniques aimed at improving a website's visibility on search engines, ultimately driving organic traffic. These practices encompass various aspects like keyword research, on-page optimization, and link building, all designed to align with search engine algorithms and user intent. By following these guidelines, content creators can enhance the quality of their content and ensure that it reaches the intended audience effectively.
Seth Godin: Seth Godin is a renowned author, entrepreneur, and marketing expert known for his innovative ideas on marketing, leadership, and change. His work emphasizes the importance of storytelling, authenticity, and creating remarkable products that resonate with consumers, which ties directly into effective message development and positioning strategies in media.
Social listening tools: Social listening tools are software applications that enable brands and organizations to monitor, analyze, and respond to conversations happening on social media and other online platforms. These tools help in understanding audience sentiments, identifying trends, and gathering insights about how a brand is perceived, which can inform content creation and the development of innovative media campaigns.
Social media: Social media refers to digital platforms and applications that enable users to create, share, and interact with content and each other. It plays a significant role in how communication has evolved, allowing for instantaneous interaction and engagement, which are essential components of effective media strategies. Social media is not just about connection; it also serves as a vital tool in integrated marketing communication, content creation, and the exploration of new media opportunities.
Storytelling: Storytelling is the art of using narratives to engage, inform, and connect with an audience by creating emotional resonance and memorable experiences. This technique plays a vital role in media strategy by shaping the way brands communicate their messages, enabling them to build relationships with consumers through compelling and relatable content.
Target demographics: Target demographics refer to specific groups of consumers identified as the intended audience for a particular marketing campaign or content. This classification is often based on various factors such as age, gender, income level, education, and lifestyle preferences, which help marketers tailor their messages and strategies to reach these audiences effectively. Understanding target demographics is crucial in optimizing engagement and increasing conversion rates in media strategies.
The content marketing funnel: The content marketing funnel is a model that illustrates the stages through which potential customers progress from awareness to decision-making, guiding them with targeted content at each step. This framework is crucial for understanding how to effectively create and curate content that resonates with audiences, ultimately driving conversions and brand loyalty. Each stage of the funnel focuses on different goals, such as generating leads, nurturing relationships, and closing sales.
Thought leadership pieces: Thought leadership pieces are authoritative and influential content that demonstrates expertise, insight, and innovative ideas within a specific field or industry. These pieces aim to position the creator as a leader and trusted source of knowledge, often addressing current trends, challenges, or emerging practices relevant to their audience. They not only educate and inform but also inspire dialogue and drive engagement among readers, helping to shape industry perspectives.
User-generated content: User-generated content (UGC) refers to any form of content, such as text, videos, images, or reviews, created by users of a platform or service rather than by the platform itself. This type of content plays a crucial role in shaping media consumption, influencing global trends, and enhancing community engagement across various platforms.
Video marketing: Video marketing is the use of video content to promote and market products, services, or brands, aiming to engage viewers and drive conversions. This strategy leverages platforms like social media, websites, and email to reach target audiences effectively. By combining storytelling with visuals, video marketing can enhance audience engagement, improve brand awareness, and ultimately lead to higher sales and customer loyalty.