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Content Creation: How to Create Great Web Content

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Every person seeks information to make decisions in the different aspects of his life. Thus, content creation is even more relevant in today’s hyper-information era.

Additionally, communication and remote work through the Internet has had a great boom in the XXI century, to the point that social networks and other digital media have displaced traditional media and are now part of the lifestyle of all generations.

In this article, you will learn about the most popular types of content and how to develop them in the most popular digital formats to achieve your business goals.

Summary

  • Content creation for digital media has become an essential activity in modern marketing due to the change in consumers’ buying behaviour, as they now usually research the media before making a decision.
  • Content creation supports inbound marketing in building positive brand awareness, brand recognition, attracting new customers, and interacting with customers to dig deeper into what they are looking for and increase their satisfaction by serving them in a more personalized way (1).
  • The development of high-value content involves a process of planning, auditing resources and current content, knowledge of the target market and the techniques to generate interest and responses sought by the creator of the information.

What are the types of content for digital media?

Content can be communicated to the audience through a variety of formats, written, audio, visual or audiovisual. In this section, we will be explaining the most popular formats that stand out for generating a greater impact in digital media.

Blogs

This type of content is presented as written publications that can cover different topics in response to what readers are looking for. They are used to educate, as well as to inform and also provide entertainment to people who share an interest.

Blog can include basic information for someone looking to learn about a topic for the first time, interviews and opinions from experts in the field, contests and product or service comparisons.

Tips for a successful blog

  • Logical order, starting with an overview of the topic and what it covers, and then going deeper into the points to be transmitted.
  • The more technical it is, the more people who are not familiar with specialized terms will have trouble understanding the messages to be conveyed.
  • Structure the text in a way that facilitates reading and comprehension, while maintaining the reader’s interest.
  • Use photos and diagrams that visually explain the most important aspects of each section of the blog, as well as help to separate the sections and facilitate the location of subtopics.
  • Exemplifying or relating the content to real cases helps readers to associate the information to their lives or particular interests, and therefore continue reading the blog.

Having an online presence is crucial in the modern era, and blogging is a valuable tool to raise awareness and reinforce brand positioning. Below, you will find some advantages and limitations of blogging (2).

Advantages

  • Search engines prioritize blogs
  • They can disseminate a lot of information
  • Allow interactivity through the comments section
  • Generate visits to websites

Disadvantages

  • Unreliable if authoritative sources are not used
  • Require maintenance
  • Free ones display intrusive advertising
  • Free ones offer limited functions
In the age of influencers, a blog communicates your opinions in an original way (2).

Podcasts

A podcast is a content presented in an audio and audiovisual format characterized by the participation of two or more people interacting in a casual, educational or informative environment. The audience has at its disposal several platforms that organize the contents by topics such as health, music, art, etc.

The choice of the central topic is key because it must be of interest to a large group that justifies the existence of the podcast.

Common types of podcasts

  • Interviews with experts or opinion leaders.
  • Information on trends in specific fields.
  • Interactive contests.
  • Presentations and opinions on new products, or products with a certain degree of complexity (3).

Tips for a successful podcast

  • The name should be attractive to generate a good SEO positioning.
  • Develop a script that includes the most important aspects, in a logical order and that are presented in depth.
  • Start with an introduction that generates interest and conclude with a clear corollary that invites to continue the podcast.
  • The conduction is in charge of a host with empathy and fluency.
  • Have a specialist and high-quality recording and filming equipment.

Before developing your podcast content, we list some advantages and disadvantages of this online content (4):

Advantages

  • Creative freedom
  • Compatible with various playback devices
  • Can be published on various platforms (Spotify, YouTube, Apple Podcast, etc.)
  • Can have more than one participant to encompass different opinions

Disadvantages

  • One-way communication
  • Requires good recording equipment and soundproofed space for high sound quality
  • Requires at least basic production skills
  • Listeners must have a good internet connection to be able to listen to them

If only one episode is made in its entire life cycle, it will be lost in the vast number of podcasts that are constantly being published. In addition, it is advisable to publish them at a fixed time when the target audience is available.

Here you can find the best podcast software on the market.

Videos

Videos are highly effective formats because they communicate through two senses: sight and hearing. Additionally, you can make use of other resources that facilitate the understanding of the message, such as animation and text overlays. The video format is complemented by blogs and podcasts to expand or summarize information on a particular topic.

Most common modalities for videos

  • Product demonstrations: They show the features and functionalities offered by the products, ways of use and recommendations, as well as personal opinions of the person directing the video.
  • Tutorials: Videos that explain how to use a product in detail.
  • Short stories: Videos showing the stages of elaboration of products in order to capitalize on the care, high technology, origin and unique qualities as in the case of an organic product.
  • Trailers: Previews of programs, games, movies, concerts, etc. that excite the target audience and provide them with the data to buy a subscription or tickets.

Once the name, scope of the content and points to be covered have been established, the next step is to write and visualize the content, which involves revisions of text, style and images with the tone and manner of the brand.

Tips for a successful video (5):

  • Develop a storyboard and storyline that are based on an introduction, knot and conclusion.
  • Choose the people, costumes and elements to be filmed, as well as the location where it will take place.
  • Depending on the storyboard, have specialized equipment (drones).
  • Establish pre-production, production (filming) and post-production schedule.
  • The music, sound and audio effects to be incorporated into the video must be defined in advance.

Video offers the most advantages and has some requirements which are listed below (6).

Advantages

  • Greater effectiveness and engagement
  • You can communicate more clearly
  • Tools and props can be used to maintain attention
  • Communicates faster than text: Great potential for social media

Disadvantages

  • Involves a greater amount of time, effort and budget
  • Requires good filming and recording equipment
  • Requires specialized knowledge

Adobe Premier is a program that is considered to be one of the most popular video editors in the market. It is recommended to use it since it offers several tools that will allow you to edit videos with high-quality results.

Adobe Premier Pro

Steps to generate content

High-value content development involves following a process that considers all the important aspects to achieve interesting and relevant content for the target audience.

Content strategy

A content strategy is a plan to build an audience by publishing, maintaining and disseminating content on a frequent and consistent basis that educates, entertains or motivates, in order to create a community of fans, and subsequently customers (3).

The content strategy is part of the brand’s integrated communications strategy. Content, which is the execution of the strategy, must be worked in the context of all brand communications:

  • The role of the content: the role is the function that will be assigned to the content, and can be to educate potential customers on how products work, opinions on which are the best versions of a product for each need, help in the purchase decision, etc. Once the role is determined, it is easier to define the structure of the content.
  • The target audience: Each person has different needs and desires, so it is important to develop a profile that defines the type of audience (buyer persona) we want to reach with our content. Once this profile has been determined, the content can be adapted in such a way that it is educational and useful for the target audience (3).
  • Audit of the available content: The evaluation of content that has not been used can be useful in the production of new content; these can be texts, video clips, photographs, etc.

Definition of objectives and content plan

It is important to determine the objectives to be achieved with the contents, and the SMART objectives methodology can be used for this purpose

Digital marketing objectives include attracting potential customers, converting them into followers and then into very satisfied customers who, because of their satisfaction, will recommend products and services.

(Source: Juan Sandoval/ Gitnux.com)

Depending on the stage of the Buyer’s Journey in which the audience is, the ideal types of content are determined. Once defined, the production budget is estimated and the production and publication schedule is prepared.

Finally, the ideal platforms for each content are decided, and it is possible that the platforms produce synergy to maximize the results of the investment.

Production

The last step is to produce, taking care of the details, the publications to be broadcasted on the different platforms selected in the plan. The stages of production are:

  • Pre-production: Based on the objective, the script is written and the storyline or storyboard is developed. The latter is a diagram and plan of how the scenes, transitions, sequence, scenario, the casting of participants and props (items that complement and are part of the scenario) are going to be. In the case of a blog, the general structure is written, defining the different sections and titles.
  • Production: Once the pre-production is completed, all the elements for the production are gathered, taking into account the scheduled time slots. It is advisable to save all the recordings produced, even if they are not part of the final product, as they may be useful in future content.
  • Post-Production: In this last stage, the best quality scenes or pieces are integrated and editing begins (transitions, inclusion of graphics, sound effects, colour correction, animations, etc.) and then a final review is performed.

Originality it’s crucial to capture the interest of any audience in the current context of information overload in digital media. In other words, the recommendations already described for each format should be put into practice.

Conclusion

There is a wide range of content to choose from depending on the communication objectives and each of them brings different benefits in terms of motivating, explaining, educating and entertaining a specific audience. For this reason, content development requires planning oriented to the achievement of a brand’s goals.

Each type and format of content has its advantages and limitations. As well as specific production requirements to obtain a set of quality publications, requirements such as recording with specialized microphones, choice of stage, lighting, and others. Business success depends to a large extent on inbound marketing, which consists of offering current and potential customers high-value content from their point of view, which informs them and helps them in their purchase decision.

References

1. Content Marketing: A Modern Guide, Cited on 2022 Jul 11

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2. Carena Valentina. 14 advantages of having a branded blog, Nov 2021, Cited 2022 Jul 13

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3. Haden Jeff. How to create Great Content: A Step by Step Guide to Content Marketing that delivers real Results,2018, Cited 2022 Jul 12

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4. Jasinski Roberto. Advantages and disadvantages of doing a podcast, Feb 2021, Cited 2022 Jul 13

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5. What is the video production process? 2021, Cited on 22 Jul 13

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6. Lopez Jesus. Advantages and disadvantages of video marketing, Sep 2021, Cited on 2022 Jul 13

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7. Perricone Christina. The Ultimate Guide to Content Creation, Jul 2022, Cited 2022 Jul 13

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8. Pink Daniel. Inside the Buyer’s Journey: The 3 stages of the Buyer’s Journey, Feb 2022, Cited 2022 Jul 13

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