How to Make Your Content Great Again with This Simple Checklist
16
NOVEMBER 2016

According to the 2017 B2B Content Marketing report released by the Content Marketing Institute, 85 percent of the organizations attribute their success to the higher quality and more efficient content creation. This basically proves how important the content creation agencies have become today. If your content creation agency is stuck in a rut and is looking for ways to create stronger content, here is a simple five-step checklist to help you out.

Simple Five Step Checklist for Producing Better Content

If you are a content creation agency that is looking to make your content great again, pay attention to these five factors. When these factors are used correctly, success is almost guaranteed in your content marketing endeavor.

  1. Do a Content Audit

Before you start formulating a whole new content marketing strategy, the first thing that you need to do is to have an in-depth look at what you already have in stock. Organize the existing content and measure the ROI against the goals set in the previous strategy. This is a highly important step in the content audit because it lets you know which tactics succeeded and which still need more work. Although technology has evolved over the past few years, the basic needs of the marketers remain the same. Therefore, as a content creation agency, you should not be scared of repurposing the existing content.

Consult your staff when you are looking to create stronger content, they are a resource of untapped potential. Some of your employees may have innovative inputs to help you out that may just surprise you. No matter how small and big your content creation agency is, conduct weekly meetings to discuss issues with your staff and listen to their perspective. You may just find the next content marketing strategy that you are on the lookout for.

  1. Set Realistic Content Marketing Goals

So you have done a content audit and figured out the tactics that work and those that don’t. The next thing to do is write down what your goals are for your content marketing strategy. Remember that these goals or targets need to be realistic and concrete. For example, a goal that states ‘the new content marketing strategy must increase leads in two weeks’ is an unrealistic goal. Although it is important for your goal to be time-bound, give it enough time – like say a few months depending on what it is you hope to achieve.

One of the ways in which you can set realistic goals is to think big, act small, and move quickly. In other words, look at what your ultimate goal is, identify the steps you need to achieve it, and create a timeline for reaching these steps. When you are formulating your content marketing goals, ensure that you cover all the four bases; brand awareness, sales, marketing, and retention. Keep evaluating your content for effectiveness regularly to make certain that you are moving closer towards your goals.

  1. Document Your Content Marketing Strategy

A goals research study done by Dominican University found that 76 percent of participants who wrote down their goals and created an action plan succeeded in completing their goals, as opposed to the 43 percent who simply ‘thought’ about their goals. This research shows how important it is for any organization to document their content marketing strategy, however, the 2017 report of Content Marketing Institute shows that only 37 percent of North American organizations have a documented content marketing strategy.

Documenting your content marketing strategy also helps your team capitalize on the value of what you are creating because it helps keep a tab on it. Some of the essential elements that must be documented about the content marketing strategy include the relevance of the content, the purpose the content serves, as well as what your metrics for success are.

  1. Hire the Right People for the Right Job

Irrespective of the kind of business you own, the right team is vital to ensure its success. And so is true about the content marketing agency. Sometimes it is not so much about changing the content, but it is about giving the right person the right job to make your content great again. Hiring the right person for the right job ensures that you have assembled a perfect content marketing team.

Ideally, your content marketing team should be comprised of the PR manager, demand expert, content marketing strategist, content strategist, community manager, content writers and editors, as well as content analysts. Each of these job roles carries with it a specific set of responsibilities – content writers cannot do the job of content analysts just like community managers cannot serve as PR managers.

  1. Take Advantage of the Digital Body Language

Digital body language can be defined as everything that a prospective buyer does online – an aggregate of their digital activity, including Google searches, web visits, emails opened, and social media referrals. When you use content marketing, every interaction with your prospects gives you more information about them. With the help of this information, you can fine-tune your content strategy and improve it further.

If you want to share marketing content with everyone who needs access to it, centralize your content library. The main benefit of centralizing your content library is better content lifecycle management. With the help of this library, you can understand what content tactic works the best, which buyer persona is the most responsive one, and even which content writers are creating the most productive content.

Follow this five-step checklist and your content creation agency will be well on its way in creating better content.

And if you are looking for quality, reach out to us and start on your journey to great content today.

Annie Ianko

Content Happiness Advisor

Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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