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What is Content Creation?

Content creation is about finding a new topic to write about, deciding what form the content should take, formulating your strategy (with or without keywords), and then actually producing it.

Most content creation processes also involve thorough rounds of revisions with other stakeholders before the web content is ready for the magazine.

Due to the fact, web content can take many forms of article post, video clip, digital book, tweet, infographic, promotion, to name a few of the content creation process is nuanced and not constantly as simple as it may seem. However, if you do it well, it can impact your business. Recent research shows that creating high-quality educational content increases the likelihood of customers buying from your company by 131%.

Creating good content starts with a well-established process. So, where do we start? We’ll stroll you through the content creation process from start to finish, showing you how to help your audience and customers find solutions and answers to their problems.? 


Ideas for content can come from various sources, whether from your content teamyour customers, various other stakeholders in your business, new data, or something that inspires you. And depending on the goal of the content, it can be a challenge to find the right angle on a particular topic.

For instance, if you’re tasked with creating content that highlights a new product feature, you may currently have an idea of what you need to produce. However, if your task is broader, such as writing early-stage content that will drive organic traffic to your site, you may need to explore other methods for brainstorming content. Below are some methods we know will spark your creativity and help you develop innovative and practical approaches to potential content.

How to generate ideas for content

Find opportunities through keyword study.

Keyword study is a fantastic way to find out how your target. The target market is talking about a topic. In addition, keyword study can help you discover new opportunities for content that you might not have considered on your own.

Ask for client feedback

Asking your customers may sound like a fundamental way to get an idea, but often there are unanswered questions about your product or area that you can answer. Creating content around these questions will directly and meaningful impact on your existing customers.

Put yourself in your audience’s shoes

As an online marketer, your first job is to recognize your clients. So when you’re searching for new ideas, think about what your customers might find appealing, interesting, or helpful. Then think about how those ideas might fit into your content strategy. You can use sites like Quora to find out what people are asking about in your field. 

Brainstorm with larger groups in your organization

Your company-wide knowledge is a powerful tool to use when developing new content ideas. For example, your customer service team has a lot of insight into your customers’ day-to-day problems. Your sales group has a wealth of knowledge about what solutions potential customers need from you or want to hear from you the most. Engaging other groups in your organization will help you develop ideas for content that addresses your customers’ (and potential customers’) needs. Inquire about what your competitors are writing about. As a content creator, you should always know what your named and unnamed competitors in your field are writing about.

Knowing exactly how your rivals approach a subject will assist you to separate your brand’s name, approach, and web content from theirs, identify gaps in their content strategy and make your content stand out in the sales process.

Once you have completed the ideation phase and know what subject you want to write about, the following action is to plan and outline what you will create.


The first step in planning your content is deciding what form it should take. Some ideas are more robust when presented visually and might warrant an infographic or video. Other content may be best suited for plain text. An article post, article, or eBook might be the best form in these cases.

You can obtain a lot of insight by examining what types of content have already been created on your subject. For instance, type your topic idea (or keyword) into Google and see what type of content appears on page one. Are there videos? Do the URLs link to infographics? Are there images showing up in the SERP? Once you know what types of content exist on your topic, you can decide what content you want to create.

In addition, during the planning phase, make sure you do proper keyword research on your topic. When creating web content, you need to choose a specific keyword to incorporate the key phrase appropriately into your web content as you write, not after the fact.

All of our advice on SEO in content creation can be found in our eBook

The following step is to determine the scope of your web content task. If your web content idea is specific and limited, you may only need one blog post, video, or article to cover the topic adequately.

However, suppose it’s a broad topic, especially something central to your company’s value proposition or your area of expertise. In that case, you may need to create multiple pieces of content around that one idea. Successful content creators decide what they want their finished project to look like before they start writing or creating.

Below are some extra questions to ask yourself during the planning phase:

  • Which persona do I want to target with this content?
  • Which phase of the “Buyer’s Journey” should this content be used?
  • How much money and time can I invest in creating this content?
  • What additional support or resources do I need to implement my developer (a designer to create an infographic, a video producer to movie a script, etc.)?
  • Is the content I am creating timely? Or is it evergreen content?
  • What audiences or customer groups will this content help?
  • Who in my organization will this content help?
  • When you have your strategy in place, you can begin creating your content.


Finally, it’s time to create your content. You’re already a pro in this area. Use the plans you’ve made and the ideas you’ve developed to create a phenomenal final product.

If you’ve prepared steps 1 and 2 effectively, you should have everything you need to create great web content.

However, as you write, film, design, or produce, always remember that content creation is a living process. If you observe something wrong with your chosen angle or content format, do not be afraid to take a step back. This procedure should be fluid and may need to be adjusted as you gain new. 

Information about your customers and audience

Where do you go from here?

When the day of publication finally arrives, and you’ve sent your content out into the wide world, take a deep breath. A good content strategy includes a solid creation process and a promotional plan for before and after publication. Remember, though, that content creation is an ongoing process from idea to publication. Your task as a content marketer is to guide each piece of content throughout its trip. So do not let the creation process distract from your equally important post-publication distribution and promotion strategy.

And also, as always, learn from your successes and mistakes. Every time of content you create is an experiment. By properly monitoring and measuring performance, you can determine what works for you and your business. Use this knowledge to inform your efforts as you start the creation process all over again for your next piece of content. 

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