What Is Content Creation? (Importance And Examples)

By Indeed Editorial Team

Published 20 May 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Content creation is the process of creating and planning content that is accessible, useful and effective in attracting and engaging your audience. Great content can educate the audience and provide value to your readers. Understanding the content creation process can help you reach the target audience, build trust and establish a long-term relationship with customers. In this article, we answer “What is content creation?”, explore the steps required to create a content strategy and understand some content creation examples.

What is content creation?

Content creation is the process of creating and publishing informational content pieces in various forms such as white papers, blog posts, e-books, infographics and white papers. The process involves conducting research, crafting ideas, generating strategic ideas and promoting content to a target audience. Often, the aim of creating content is to attract and retain customers. The content provides readers with the information they require for making a purchase. Creating captivating and relevant blogs, white papers or infographics can attract visitors to a website.

Once visitors learn about a company's services and products, they might show an interest in purchasing them. Creating content involves establishing your target audience, sharing information that resonates with them and posting various content types on platforms they frequently visit.

Why is content creation important?

The content you create can be an asset for your business because it allows your customers, readers and prospects to get the information they require to make educated buying decisions. Some reasons content creation is essential are:

  • Provides value to the audience: The information you share through the content can provide value to your audience and help the audience find a solution to their problems. Your content can educate, inspire and entertain readers.

  • Builds a brand: The content you share helps customers form an opinion of a brand. Consistently sharing valuable and informative information can help build trust and ensure that your customers recommend the brand to their family, colleagues and friends.

  • Attracts and engages prospects: Informative blog posts or white papers are essential for establishing a reputation with potential users and customers. By educating customers, you build trust and solve the customers' problems.

  • Grows your business: Growing your business through content is a long-term strategy and helps you reach your target audience. Also, quality content can drive more traffic, conversions and leads.

  • Positions a brand as an industry leader: With so much content available on the internet, it may become difficult for customers to find the information they require. When you create content that adds value, you can establish yourself as a subject matter expert that customers can trust and follow.

Related: Top 20 Careers In Marketing: Average Salary And Requirements

Content creation examples

Some widely used content creation examples are:

  • Blogs: Blogs are a widely used form of content that educates, inspires and entertains the audience through written words. Unlike other content creation examples, blogs are easy to write and publish, discoverable by search engines and highly shareable.

  • E-books: E-books are electronic books that are a type of long-form content. These digital books allow you to share knowledge and expertise on a topic that ensures higher lead generation, establishes authority and grows the email list.

  • Infographics: Infographics presents complex information, such as data, statistics and research, in a visually appealing, digestible and shareable way. They help in backlink building that can increase your customer base.

  • Videos: Video is another successful form of content creation that engages the audience, increases shares, enhances conversions and drives traffic to the website. Both short-form and long-form video content help grow a business and reach the desired audience.

  • How-to guides: How-to guides and instructional content help achieve a task or teach the audience how to perform a specific activity. This type of content is ideal for building trust, sharing expertise and growing email lists.

  • Case studies: A case study is a content form that breaks down the process your business undergoes to help solve a client's problem. Case studies are a good content choice because they help customers understand how your product or service can help solve their problems.

  • Content offers: These are templates, worksheets and white papers your audience can download. To access and read the content, your audience fills out a form and provides their email address.

How to develop a content creation strategy

Here are a few steps to develop your content creation strategy:

1. Identify your content goals

Like a traditional marketing campaign, ensure your content strategy focuses on the company's marketing goals. To develop a strategy, focus on setting content goals. These goals can attract more visitors, increase brand awareness or generate more leads. Using the SMART goal technique, you can create specific, measurable, achievable, realistic and time-bound goals. Once you identify your goals, focus on creating content that aligns with these goals.

Related: SMART Goals: Definition And Examples

2. Create your buyer's persona

To ensure your content caters to a specific audience, it is essential to understand who your customers are, what information they find useful and which outlets they use to read the content. Focus on building a buyer's persona, as this is a fictional character with buying habits and traits that represent your prospective customer.

You can create many buyer's personas for different groups of people in the target audience. The buyer's persona helps you understand your target audience's challenges, goals and preferences. It helps you write content that relates to the target audience. Creating a buyer's persona requires some research and it can help you reach the target audience.

3. Conduct a content audit

Before creating new content, evaluate the ones you have already created. Using content audit, you can fit your existing content into the new plan and understand the gaps that you might fill. When you organise your current work, you realise the value of existing information. It helps identify the additional written information you require to strengthen your marketing strategy.

One way to perform an audit is to sort your content in an excel spreadsheet with categories, main topics and keywords. Place your existing content under each of these tabs. If there is no content piece under a tab, you may update or rewrite the existing pieces to fill the gap.

4. Choose a content format

The buyer's persona helps you understand the content type your audience prefers for consuming information and the media outlet they use. The format you choose might be a video, blog post, infographic, e-book or white paper. As long as the content type serves your buyer's persona, you can create a strong strategy. Also, it is not essential to use one format for every piece of content that you generate. Focus on consistently creating content in whatever format you want. For increasing customer engagement, focus on creating informative content in formats your audience is likely to consume.

Related: What Does A Technical Writer Do? (With Job Skills)

5. Choose content creators

After selecting the format, focus on building a content creation team to create high-quality content pieces. To get started, categorise the type of content you plan to create and the type of professional you might need. It can be beneficial to hire a writer to create a blog, social media coordinator to write social media posts and a videographer to shoot videos. To build an effective strategy, it is essential to collaborate with different content creators to increase your audience's reach. You can also hire a content strategist to help you organise your content creation process.

Related: What Is A Content Writing Job? (Definition And Examples)

6. Focus on content promotion

Properly promoting your content pieces is essential to reach a wider audience base. It can help in building greater brand awareness. The best way to promote your content is to understand the platforms or outlets your customers use to consume content and why they use a particular platform. Some way to promote your content include:

  • Social media platforms: Social media is a great way to create short pieces of content to engage your audience and convey your brand's story. You can use this platform to share pieces your audience can read and share.

  • Email marketing campaign: You can use emails to build relationships by sharing information that resonates with the target audience and caters to their requirements. Using email campaigns, you can segment contacts according to the customer's purchasing process.

  • Paid promotion campaigns (PPC): To ensure your information reaches the target audience, you can create digital advertisements that display on search engines, social media outlets and websites. After knowing the outlets a customer regularly visits, you can use your marketing budget wisely.

Explore more articles