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So, what is content creation? It is the process of creating different creative assets and formats that serve the needs of your content strategy objectives. It engages your campaign personas in such a way to help build authority, credibility, and utility between your target audience and your brand. By creating content that interests your audience and helps them solve a need, you are building your brand in terms of trust, relevance, and credibility.
How important is creativity in your content development? Content development should, of course, be guided by audience, competitor, and keyword research. However, it's important to remember that creativity is also required to add a splash of color to those research findings and bring your content to life.
The creative process involves these steps:
When validating or critiquing your content, it is helpful to have a checklist that addresses your main goals and objectives for the content created. Verify that you have accomplished what you initially set out to achieve by asking questions such as:
It’s also valuable to understand what motivates users to share your content. You can then take these motivations into consideration when creating content, and make it more shareable:
Will Francis is a digital marketing consultant, trainer, and speaker. Will ran a successful ad agency in London for eight years, and was Editor of social network MySpace in the 00s. He educates and consults for senior marketers at the world’s leading brands. His previous clients include Samsung, Spotify, Marriott Hotels, Warner Music, Penguin Books, and Net a Porter. Will regularly appears on radio and TV to share his expertise, and presents the DMI’s ‘Ahead of the Game’ podcast.
By the end of this topic, you should be able to:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
ABOUT THIS DIGITAL MARKETING MODULE
This short course covers the principles of content marketing and demonstrates techniques and useful tools that you can use to develop and refine your content marketing strategy.
You will learn how to:
Approximate learning time: 3 hours