5 tips to elevate your content creation process

Estimated reading time
5 minutes
9th November 2022
Author: Sabrina Stubbs
Posted in: Content Operations, Content Production, Customer Insights, Strategy & Planning

Content is used across the business for a variety of purposes, from closing sales deals to onboarding employees or customers. But a business’s content creation process usually starts development within its marketing team. 

When the concept of content marketing began picking up steam in the early 2000s, it was engulfed in hype. Some passionate advocates immediately saw its long-term value. Yet, many commentators wrote it off as a short-term marketing trend that we’d all quickly tire of. 

But, two decades later, content marketing isn’t just sticking around – it’s growing in value and importance. According to the Content Marketing Institute’s B2B Content Marketing Insights for 2023 report, 71% of B2B marketers say content marketing has become more important to their organization in the last year.

pie chart showing the importance of b2b content marketing

Trend no more, content marketing has quickly become a core pillar of marketing strategies for more than 80% of organizations, and a core competency for marketers around the world.

Corporate content is what you make of it

Content is one of the most powerful tools today’s businesses have at their disposal. But, like any other tool, to have the right impact and drive the right results, it must be wielded in the right way.

If you’re looking to level up your content strategy and creation processes, here are five tips to help you create content that does more for you, your organization, and your audience.

#1) Document your content strategy

In the world of content marketing, many hands make light work. The more people you can get to bring their own unique ideas, perspectives, and insight to your content and content strategy, the better results you’ll see.

But to be effective, everyone within your team needs to work towards the same clearly defined goals. By documenting your content strategy, you can make your aims and ambitions clear, so that everyone understands how the content they create and share should ultimately impact your business.

#2) Put your audience first

audience with raised handsIf you’re creating content, it’s very likely that your primary objective is to drive interest in (and ultimately sales of) a product or service your brand offers. But if you want people to read and engage with that content, it must meet their needs first.

90% of successful content marketers prioritise the audience’s informational needs over their sales/promotional message.
CMI, 2019

When someone arrives at your content, they’re usually facing some sort of challenge. Perhaps it’s a business challenge, like needing to convert more high-value leads. Or it could be a more personal challenge, like developing new skills that are becoming essential in their role.

As a marketer, your instinct may be to use your content to explain how your products and services can solve challenges for readers. But in practice, it’s much more valuable to create content that immediately supports the reader for where they are at. Offer some useful knowledge that they can immediately put into action.

Putting your audience first and ensuring your content has immediate practical value for them enables you to show your audience you understand them and their challenges, instead of simply telling them you do.

#3) Tell stories

mother showing son a story - cover page of our 'unraveling the power of storytelling' guide

No matter what you’re creating or what subject matter you want to cover, every piece of content you publish has one thing in common – it will be read by humans. And humans are hard-wired to respond to stories

When listening to a story, our brains respond as if we, personally, are experiencing the events described. So, if you tell a hopeful and inspiring story of someone overcoming their biggest challenges by using your products or services, you instantly put your audience in that person’s shoes – inspiring them to begin the same journey.

“Character-driven stories with emotional content result in a better understanding of the key points and better recall.”
Paul Zak, Professor of Economics, Psychology and Management

#4) Add some interactivity

In our connected digital world, interactivity has quickly become a basic expectation for consumers. Content across every aspect of a buying journey is no exception.

From embedding polls and questions within your content to creating dynamic formats that enable your audience to explore your content non-linearly, there are numerous ways to add some interactivity to your content today.

But it’s important that any interaction you offer is meaningful for your audience. Interactivity should give users something in return for their engagement. That could be a faster route to their endpoint or some hyper-personalized insights. Whatever it is, it should be valuable and incentivize them to keep engaging with your content.

#5) Measure your performance

Turtl's Analytics Dashboard gives you insights into your digital brochure's performance

The world’s best content creators haven’t reached that position by chance. They learn from every piece they publish and put those lessons into action to improve future content pieces.

To do that, you need to measure and track the performance of your content. Measuring performance gives you a clear view of what’s working, what’s not, and what might be missing from your current content.

If you can build up a clear view of what your audience seems to like about your content, you can create more of that, and keep giving them what they really want. Plus, keeping track of content performance can help you understand how customer preferences are shifting over time.

If you get really good at it, you won’t just be able to see what your customers want from you – you can even start predicting what they’ll want more of in the future, helping you get ahead of your competition. 

Ask the right questions about your content:

  • How many people have read the content piece?
  • How long did they read the piece for?
  • How many sections did they read?
  • Which sections did they read?
  • How long did they spend reading each section?
  • Did they share the piece with anyone?

The Turtl Takeaway: There are more tips for an effective content creation process where that came from

Hopefully, those tips will have given you some food for thought to help elevate your content creation process. If you’d like to explore these tips in more detail (plus five more to take your content to new heights), then jump into the Turtl doc below ⤵

Turtl Doc: Ten rules to elevate your content