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Content creation?

For today’s content marketers, content development is the single most time-consuming task. When it comes to our day-to-day operations, the most important task we have is to create outstanding content, which is also the best way for us to engage with our audience and drive revenue. Not to mention, it’s how we make a living.

What is content creation?

The process of choosing a new topic to write about, deciding the shape the material should take, formalising your strategy (keyword or otherwise), and then actually generating it is known as content creation.

Furthermore, most content development processes include multiple rounds of editing with various stakeholders before the content is ready for publishing.

Because content can take many different forms — blog posts, videos, eBooks, Tweets, infographics, and advertisements, to mention a few – the process of creating it is multifaceted and not always as straightforward as it may appear. However, performing it correctly can have a significant impact on your business. In fact, according to a recent study, providing high-quality educational content increases the likelihood of people purchasing from your company by 131 percent.

Great Content Will Help You In

  • Generating traffic
  • Generating leads
  • Generating sales
  • Generating income
  • Building a strong trust factor

A well-established procedure is the foundation for exceptional content creation. From start to finish, we’ll walk you through the content development process and show you how great content can help your audiences and consumers find solutions and answers to their problems. So, where shall we begin?


Content ideas can originate from a variety of sources, including your content team, consumers, other stakeholders in your organization, fresh data, or something that inspires you. And, depending on the aim of the piece of content, determining the best approach to a certain issue might be difficult.

If you’re tasked with developing content to showcase a new product feature, for example, you may have a general notion of what you’ll need to create. However, if your objective is more broad, such as writing an early-stage piece of content to drive organic traffic to your website, you may need to look into different methods of coming up with content ideas.

How to Come Up With Content Ideas

Keyword research.

Keyword research is an excellent approach to learn how your target audience is discussing a topic. Furthermore, keyword research might assist you in identifying new content options that you may not have explored otherwise.

Solicit customer feedback.
Asking your clients for feedback may appear to be an easy approach to acquire an idea, but there are often unaddressed questions about your product or area that you can address. The material you create in response to those queries will have a direct and meaningful impact on your current consumers.

Understanding your clientele.
Understanding your customer is your first job as a marketer. So, when brainstorming new concepts, consider what your customers could find entertaining, fascinating, or useful. Then think about how those ideas might fit into your content strategy. You can use sites like Quora to find out what questions others in your field are inquiring about.

Brainstorm within your organization.
When it comes to coming up with new content ideas, your organization’s knowledge is a valuable resource. Your customer service team, for example, has a lot of knowledge about the challenges your clients face on a daily basis. Your sales force is well-versed in the solutions that potential clients require or are most interested in hearing about. Other groups in your organization can help you come up with content ideas that speak to the demands of your customers (and future customers).

Examine the topics on which your competitors are writing.
You should always be aware of the themes your named and unnamed competitors are writing about in your sector as a content provider. Understanding how your competitors tackle a topic will help you distinguish your brand’s voice, approach, and content from theirs, discover content strategy gaps, and make your material stand out during the sales process.

After you’ve completed the ideation phase and decided on a topic to write about, the following step is to plan and outline what you’ll write.


The first stage in planning your piece of content is to determine the format in which you want it to appear. Some concepts will be more powerful if they are graphically portrayed, which may necessitate the creation of an infographic or movie. Plaintext may be the best option for some items. A blog post, article, or eBook may be the best format for them.

Investigate various forms of content that have already been published around your topic to acquire a lot of insight. For instance, type your topic idea (or keyword) into Google and check what kind of stuff appears on the first page. Are there any videos available? Are there any links to infographics in the URLs? Do photos appear on the search engine results page (SERP)? Knowing what forms of content are already available on your topic should help you decide what type of content to create.

Additionally, you should conduct proper keyword research surrounding your issue during the planning stages. When writing web content, you should choose a keyword to target so that you can incorporate it into your material as you write, rather than afterward.

During the planning stage, we recommend asking yourself the following questions:

  • With this piece of content, what persona am I aiming for?
  • At what point in the buyer’s journey would this piece of material be relevant?
  • What is the maximum amount of time and money I can devote to generating this piece of content?
  • What additional help or resources will I require to carry out my vision (a designer to create an infographic, a video producer to film a script, etc.)?
  • Is the stuff I’m producing up to date? Is this a timeless piece of content?
  • What role does this piece of content play in my overall content strategy?
  • Which consumers or audiences would this content benefit?
  • Who would this piece of content benefit in my organization?

After you’ve established your strategy, you can begin developing your content.


It’s finally time to start working on your material. You’re already a pro at this section. Make use of the plans you’ve made and the brainstorming you’ve done to create a fantastic final result.

However, keep in mind that content production is a dynamic, breathing process as you write, film, create, or produce. Don’t be scared to take a step back if you discover something is wrong with the angle you chose or the information type you choose. This process should be fluid, and it may need to be tweaked as you learn more about your consumers and target demographic.

A successful content strategy includes a robust creative process as well as a pre- and post-release promotion strategy. As a content marketer, it’s your job to follow each piece of content from start to finish. So don’t allow the production process to detract from the equally crucial post-publication distribution and advertising strategy.

And, as usual, take notes on both your accomplishments and your failures. Every piece of content you produce is a test. You’ll be able to tell what works for you and your company by properly monitoring and measuring its performance. Use what you’ve learned to guide your efforts when you’re ready to create your next piece of content. For more information contact Sanaa Marketing at +254115553317 or email info@sanaamarketing.co.ke.

evans mboya



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