The ultimate guide to content creation

The ultimate guide to content creation

Where is the first place you go for expert advice or an answer to a burning question? I think it's Google (or your favorite search engine). You are not alone – Google alone responds to more than four billion search queries each day.

When you enter a question in the search bar, the links that appear in your search results are contained. Whether you know it or not, you consume content daily.

Those Articles That Diagnose the Content of Your Symptoms

The video tutorial on creating volume content at Victoria's Secret level.

News stories, Instagram feeds, blog posts, cat videos, GIFs, memes … all the content.

Content is an important part of your daily life. It's hard to avoid, but why would you? The content keeps us informed, answers our questions, amuses us, makes us smile, guides our decisions and more.

From your point of view as marketing or sales manager, the content helps you to attract, engage

In other words, if you do not create content, then you are behind the curve.

Why is content important?

Content creation is the ultimate inbound marketing practice. When you create content, you provide useful, free information to your audience by attracting potential customers to your website and building customer loyalty through quality engagement.

Marketing statistics show:

  • Content marketing brings 3 times more leads than traditional marketing and costs 62% less.
  • SMEs that use content marketing get 126% more than others.
  • Online shopping is the direct result of reading a blog by customers.
  • Companies that publish more than 16 articles per month get 3.5 times more traffic than companies that publish four or fewer messages per month.

The content corresponds to the growth of the company. So let's start with your content strategy.

Content Planning and Strategy

You would not start building a house without a plan, without a sculpture, or without a mission statement. So, there should be no content creation without a plan. Otherwise, you risk getting derailed by your goal.

A content strategy includes everything from brand to tone to how you promote your content and possibly reuse it. Let's see how to create your content plan, step by step.

Define the Objectives of Your Content

Similar to a traditional marketing campaign, your content strategy should be focused on your marketing goals (which in turn should

. Your goals may be to attract more visitors to your site until you generate more leads, provided they are SMART goals.An example of this type of goal would be to increase organic traffic to the blog by 25% at During the next quarter.

Once you have determined this, each piece of content you create must be aligned with your goal and contribute to the desired result.

In summary, start with your Goals, then create your own content.a Buyer's Persona

Building a content strategy, that's more than just considering the type of content you want to create.You must first know who you speak, how you want to talk to them and where to find them.

The key to creating successful incoming content is to give each reader the impression of talking to him directly.

The only way to do this is to become familiar with your visitors, prospects and customers – you must know them as you know an old friend. You must be aware of their obstacles, their difficulties, their difficulties and their fears. Likewise, you should understand their best possible outcome, their dream solution and their greatest fantasies.

Always remember that you are selling humans who want to feel connected.

Ideally, you know and you can talk directly to every person who visits your website, but you can not. The solution? Create a buyer character.

Your buyer character is the person you want to contact with your content. This semi-fictional character serves as a representation of your target audience, namely the people most likely to benefit from your message and become customers.

Creating a buyer character requires a bit of research, guesswork and tweaking. But the end result is a clear picture of who you want to advertise to and who will be happy to consume your content.

You do not know where to begin? Use MakeMyPersona to develop your buyer personality.

Trust the journey of the buyer

If you have ever had a headache, you probably tried cause. Maybe you were dehydrated or depleted in caffeine or maybe you were sick. After diagnosing the problem, you have opted for solutions: drink water, take an espresso or take medication. Finally, you decide between solutions: Evian or tap water? Starbucks or Peet's Coffee? Aleve or Tylenol? I hope your headache has calmed down and you have been able to make your day.

This is a representation of the course of the buyer. Each of your prospects follows a path to a solution – this path involves steps of awareness, consideration and decision. But each of your prospects is in a different part of this journey, so it's important to use your content to appeal to each step.

Source: HubSpot

By creating content for each step of the buyer's journey, you make sure that no visitor falls away and that every user information is useful.

You also want to select a format for your content so that it is suitable for each step of the buyer's journey. A new visitor in the outreach phase will not want a live demonstration of your product, but would read a quick checklist or blog post that would help them better understand their problem. A prospect in the decision phase does not need to know every possible solution, he needs a consultation or a demonstration showing him that your product is the solution . Always meet your audience where they are.

Here is a guide to the best content formats for each step of the buyer's journey:

Awareness: White paper, blog post, checklist , Information Sheet, Computer Graphics, Ebook, Game, Quiz

Reflection: Podcast, Webinar, Worksheet, Comparison Matrix, Model

] Decision: Free trial, Product guide, Consultation, Coupon

Performing a content audit

Whether you have created content for a while without any clear direction or have followed a strategy, each Marketing department can benefit from a content audit. The simple fact that you have not started with a clearly defined strategy does not mean that the content you already have will not match a strategy.

A content audit is simply an inventory of the work already done. by arranging to adapt to your new content plan.

The process may involve rewriting, or may reveal gaps to fill with content that appeals to your character and stage of travel.

Here's how to perform your content audit:

  1. Gather all your content into a spreadsheet.
  2. Create columns for the target keywords, the character of the buyer, the course and the format.
  3. Add columns for your key metrics, such as page views, shares, engagements, and more.
  4. Finally, categorize each article (using highlights or another column) by

While a content audit may seem tedious, all manual work will be worth the increased traffic and leads.

If this process seems a little overwhelming, check this post for additional tips.

Choose the right format

Remember the person you created? You create content for them. This means that you should create content in a format that is used in the easiest and most enjoyable way by your prospects.

The chosen format can be a blog, a video, a slide share, a graphic, a white paper, a podcast the mind can design. As long as it serves your character, you will be in good shape.

Also, you do not need to respect a single format for each piece of content you create. But you should be able to create content – whatever the format – at a constant pace. What I mean, a series of podcasts can be a great marketing tactic, but if you do not have the resources (and patience) needed, a blog might be a better solution.

Your Content Format:

  • What stage of the buyer's journey is it?
  • Is it easy for your audience to consume this content?
  • Where does your character spend his time online?
  • What format can you
  • Are you able to produce this content at the level of aquality that is competitive?

Content Promotion

What good is it to create all this content if nobody sees it? In a perfect world, flocks of people flock to your site each time you post a new message. In fact – especially when you're starting out – you need to get people to consume your content and even direct it to your online space.

Therefore, promoting content is just as important for your strategy to create.

Your promotion plan must be guided by your character. Where do they spend their time online? At what time of the day do they use a particular platform? How often do they want to see content from you? How do they like to consume content?

Content promotion varies by medium and there are specific rules to follow.

Social Networks

While social media is a relationship building tool, it can be used to promote content. It's about finding the right balance between self-promotion, sharing useful information and entertainment. Facebook, Twitter, Instagram, YouTube and Snapchat are all great supports for creating and sharing relevant content. The key is to edit this content to fit the platform.

Email Marketing

E-mail is one of the best ways to reach your audience for any reason, especially to promote content. The reason is that anyone on your mailing list has chosen to contact you and you can guarantee that she will receive your messages. Best of all, you can improve your opening rates by sending relevant content to segmented listings, which means that they'll be eager to read everything you send.

Paid Promotion

Pay Per Click (PPC) helps you get content to new audiences with targeted, paid advertising. These ads can be broadcast on social media, search engines or other websites. Once you define your buyer personality, you will want to follow the paid path so as not to waste money by targeting uninterested parties. Once your audience is down, the paid promotion can generate an excellent return on investment.


Promoting your content through authoritative third-party channels is a great way to grow your audience. Syndication puts your brand in front of new eyes (and new portfolios) that you could never have achieved with your own efforts.

Redefining Content

When you reuse content, you reuse something for which you have spent a lot of time creating and transforming it into various formats for it to be more widely consumed.

Think of it as recycling. You want to spend less time creating and spending more time on your content in front of your audience. For example, this blog post that you wrote about marketing statistics can also be used as infographics or even video.

If you have created something in a format, try to think of all the other ways could be just as effective.

The Content Creation Process

We marketers are busy. We have no time to waste on inefficient systems. That's why we create processes for everything we do. We design a system, deploy it, tweak it until it works, and then repeat that system again and again to generate the desired results. Think about every marketing campaign you've ever done – webinars, autoresponders, polls. Each of them had a process. Content creation is no different.

Follow these steps to create content, remove assumptions, and allow more creative mind space.

1. SEO Search

The creation of your buyer profile has probably given you ideas on what to write and what questions your audience might have, which is a good start. Now, you need to confirm if these ideas can be applied on a larger scale to a wider audience. Of course, it would be great to write a blog post aimed at only one person, but, boy would it be a loss of energy.

SEO Search – Keyword Research – Will show you the search volume of a specific keyword and whether it is worth investing in creating content around it .

A good way to do keyword research is to write questions that your character might have based on their obstacles and goals. Then, search by keyword around these queries to see if enough people are looking for them. A rule of thumb is to target keywords that are achievable, that is, they have a monthly search volume (MSV) and a keyword difficulty corresponding to your domain authority. Attempting to target large keywords (read: highly competitive) when you just started blogging is not going to work for you.

Before we go any further, let's make a detour SEO Explanation:

The authority of the domain is an important factor to help you rank the search engines. You gain domain authority based on the number of external sites linked to your content. For this to happen, you must have a fairly large library of content valuable enough to be quoted. This means that the more you write high quality content, the higher your domain authority and the easier it is to rank highly competitive keywords that will put you on the first page of Google.

The best thing to do is to target low-volume, low-volume keywords with minimal difficulty (<50) – we are talking about 200-1000 MSV. This will give you the best chance of ranking for the keywords and getting your content in front of more people.

SEO lesson concluded. Back to our programmed programming.

There are several ways to perform your keyword search:

  • Use keyword research tools, such as SEMRush or Moz Keyword Explorer. keyword in a search engine and note the queries completed automatically.
  • See the related search section on search engine results pages (SERP).

2. Idea

Now that you've determined which keywords to target, it's time to think about some content ideas. HubSpot research shows that the best way to organize content is through groups of topics, which means that you create a complete pillar page on a keyword that refers to the content you have created on secondary topics. To illustrate this point, it looks like this.

The subject cluster model makes brainstorming so much easier because now you have the structure to follow (… told us that we like processes). You can use your main keyword to create an element that covers this topic in depth, such as a content creation guide. Then you can create shorter content elements – infographics, blog posts, templates – that help your audience delve deeper into the subject and target long-tail keywords.

If you're looking for ideas, you might want to consider using books you've read, industry studies, competitor sites, or related research on SERPs.

your ideas, you can develop your editorial calendar and start creating.

3. Write

I will talk about the writing process because … well, that's what I do. Your strength of content creation can be videos, graphics or podcasts. Whatever the case may be, the creative process follows rather similar guidelines:

  • Write to your character. Use their voice, their euphemisms, even their humor to build a song that resonates.
  • Use titles, meta descriptions, and other teasers to force your audience to read your content. Put the benefit of your content right in the title to let them know why they should read it.
  • Create something unique. Do not simply regurgitate the information that already exists. Insuffle a unique style or cite new research to emphasize your points
  • Respect an idea and use your content to reinforce it. Do not confuse your reader by going on tangents or trying to explain several related topics in one piece.
  • Stay true to your voice. Do not try to impress your audience with eloquent prose or extended vocabulary if they do not speak that way.
  • Be concise and clear. You want your audience to communicate with you and get value from your content … and do not have to sift through confusing jargon or metaphors.

4. Modification

The way you edit your work (or that of other people) is a very subjective process. You may want to change as you go, or you may wait a few days and see work again with new eyes. You could worry a lot about grammar, or you could aim for a more familiar article.

Be that as it may, some things should certainly be sought when you refine your content, such as active voice, clear language, short sentences and many spaces. Consider asking a colleague or manager to review your work .

Some tools will help you reduce your editing time: Grammarly and Hemingway Editor.

5. Uploading

Now that your content is ready, you will need to place it somewhere for users to access. A content management system (CMS) is software that hosts digital content and allows you to display it on your website (or anywhere on the Web).

The advantage of a CMS is that it connects all your content and stores it in one place. This way, you can easily create a link to a landing page in your blog post or insert an offer of content into an email. Not only that, but you can analyze the results of all the content you have created for a specific campaign (which can help with content audits). A CMS saves you from having a disjointed content marketing system.

For example, the HubSpot CMS hosts our blog, where you have access to all of our great content and useful free offers.

6. Publication

Publishing content is as easy as clicking a button. So, why include a section on this? Well, because it's not always easy. Yes, you can publish your content immediately after downloading, or you can maximize its impact while waiting for an optimal time.

If you are a beginner, then clicking Publish immediately will probably not have too much impact on your audience. But if you have committed to a regular publication schedule, such as posting a new message every Wednesday, your audience expects to see publications published on Wednesday.

. For example, if you are creating content on holidays or current events, you will want to publish them at specific times.

A content management system allows you to schedule publications for a later date and time so you can click, schedule, and forget.

Content Creation Tools

This will not help you create it. This is where content creation tools are useful. These are particularly useful if you have artistic disabilities, like me, or if you do not have the ability to hire help. From GIFs to infographics, these content creation tools will help you look like a professional, regardless of the type of content you create.

Canva will help you create beautiful designs for all platforms, from social ads to Facebook cover photos and infographics. The software offers aesthetic templates that you can customize with colors, images and text … for free. . Giphy allows you to search millions of pre-created GIF files in their database or even create them. 19459004 19459005 Vidyard is a video hosting platform designed for marketers. The software allows you to customize your video by adding text, text or CTA buttons, splitting the test, transcribing and having SEO features.

Why could you need such a thing? Because a good salesman knows that customer feedback is essential to an effective marketing campaign.

MakeMyPersona is the awesome tool from HubSpot that will guide you in creating your buyer character. You can generate a document to reference throughout your content creation process.

Anchor is the podcasting tool for beginners. It is free, allows you to save and store an unlimited number of episodes, and you can easily download it on any third party platform.

This is by no means an exhaustive list of all available content creation tools.

Creating a Content Plan

Content exists everywhere, but its success rests on your ability to adapt to the medium on which it lives. One size is not suitable for publication on different media or platforms of these media

Social media content differs from the content of the blog, which differs from the content of the website. So, you must know how to adapt your creation to reach your audience where they are.

Let's take a look at some guidelines on content sharing on various platforms.

Social Media Content

There is an art in content creation for social media. But it's well worth it since there are 2.6 billion users on social media platforms around the world. Plus, a person who follows you on social networks is like a hot run – she already likes you and is interested in what you have to say. So, you have an enthusiastic audience that is ready to interact with your content.

Here are some tips for creating content on some popular social channels.

Facebook can be used to create micro-communities via Facebook groups or to share with a mass audience on Facebook pages. When it comes to sharing content, questions and videos, the most commitment is required.

Instagram is ideal for sharing high quality images and short videos with short legends. Hashtags work well on this platform as long as they are relevant to your account and your business. Instagram Stories has introduced a new way of communicating with your subscribers, from quick polls to questions to real-time videos.

YouTube has 1.3 billion users. Users frequent this platform to watch content ranging from DIY videos to parodies. Some of the most successful content on this platform are handbooks, vlogs, product reviews and educational videos.

Twitter Best practices include short messages, supporting images, relevant hashtags, and retweets. And, of course, the answers help convince your audience.

Website Content

The content of the website should focus on three elements: your character, your target keywords and your solution. Unlike the content of your blog, the copy on your website should guide visitors to your solution in a consistent and natural way. Think of web content as a map of your product.

Be careful not to distract visitors with social media and other distracting things. Once you have attracted a potential customer, you must do everything in your power to stay there, and that is the key function of your website content.

Blog Content

Attract foreigners and attract qualified prospects. Blog content is a free resource that is not often directly related to sales, but does not underestimate the power of a well-designed blog to generate revenue for your business. Research shows that companies that blog more get more traffic and more leads than those that do not. Without data, you can not know what works or how to improve it.

There are several data points you can follow when analyzing your content. So use your goals as a guide to setting some parameters. Anything you want to accomplish with your content will help you choose your indicators. (Remember this initial purpose we talked about?)

What you analyze depends entirely on you, but here are some ideas for action:

  • Page views: The number of users who visit your content.
  • Organic traffic: the amount of traffic from search engines.
  • Bounce rate: The percentage of visitors leaving your site. site after visiting a single page.
  • Taux de conversion: Pourcentage de visiteurs qui font affaire avec un CTA.
  • Taux de participation: nombre de personnes qui interagissent avec votre contenu au moyen de «likes», «share», «comment» ou autres.
  • Croissance de l&#39;audience: les nouveaux abonnés ou prospects générés à partir d&#39;un contenu.

Si vous avez besoin de plus de conseils sur l&#39;analyse de votre contenu, consultez ce cours gratuit sur HubSpot Academy.


La création de contenu est un processus itératif qui rapporte énormément à votre public. Une fois que le processus de création de contenu est terminé, vous serez en mesure de générer un travail créatif qui non seulement ravira votre public mais augmentera également votre activité.

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