What is Content Development?
Content development is the process of creating content for a website from start to finish. You may have also heard of content developers. The term “content developer” is also used to refer to web developers, but in this article, we’re concentrating solely on the development of content – not design or programming.
Content development includes:
- Optimization (SEO)
- Content development is interchangeable with content marketing.
Ultranet advises you to strategize a plan. If you’re reading this, you already know the marketing value of exceptional content. It’s true—Content is your moneymaker. Content is also your sales pitch. It’s your billboard, brochure, and portfolio – rolled into one. However, content without structure is like a ship without a captain. Your content’s effectiveness is steered by your developmental approach to reaching your audience.
Web content can be anything from blog posts to infographics to videos. Some agencies and online content producers only handle one or two steps of the content marketing process. For instance, they’ll manage the writing, but don’t strategize or publish or promote. However, an effective content development strategy is much more than just writing or just SEO.
Good content can only get you so far – without the right strategy, or with the wrong promotion methods, no one is going to see the webpage you spent weeks developing. At Junto, we provide a turn-key content development solution focused on long-form blog content designed to increase search traffic.
It’s hard work, but the benefits of content marketing are undeniable. If you’re looking for a DIY solution for content marketing, here’s a peek at our seven-step process for content development.
However, what does an optimized development plan look like?
- It reaches a broader audience through organic publicity.
- It tailors your content for different readers.
- It helps generate fresh, competitive content—On deadline!
- Helps to establish trust.
- Converts visitors into repeat (paying) customers.
In other words, you need well-written, actionable and shareable content that educates readers, spread word-of-mouth business, and solidifies your reputation as an authority.
Quality content proves to customers you’re an innovative thought leader. It establishes trust. A professional content development strategy will help you edge out the competition.
Still with me?
Stages of the Content Development Process
The first step in content development is always to collect as much information as possible.
When we’re working with companies, we compile information on:
- Target demographics
- Key competitors
- Past site performance
- Site goals
- Other information unique to the individual client
Based on Ultranet’s experience, Google Analytics and Search Console are great tools for looking at on-site data. We also ask questions about brand voice, marketing goals, expectations and more. The reason behind collecting so much information is so we can make data-driven decisions about what topics to cover.
Defining your content goals.
- What value does this content add?
- Who are you making the content for?
- Where are you posting it?
- When are you rolling out this content?
- How will your audience find and interact with this content?
- What makes your content different from your competition?
Creating a content calendar.
Ultranet believes that there are people tired of missing deadlines? Therefore, Ultranet reminds you to create a content development calendar. To optimize your results, you need to map out a schedule of what content to post, how often to post and specific dates of the postings. This is an excellent planning tool that will give your team a centralized source to track content progress over multiple platforms.
It’s also a great way to quickly visualize the amount and types of content you’re putting out this week/month/year. Without a calendar, you risk duplication or, even worse, creating gaps in essential content. Calendars also help you plan for milestones, so you make the most of important events and holidays. Planning quarterly works well, since it can be hard to plan out an entire year at once.
You need to control your workflow, so you’re pumping out content quickly – hitting deadlines while raising your game with exponentially better content that keeps visitors hungry for more.
Systematizing your writing process for efficiency and performance
- Design templates for blogs, white papers, infographics, video scripts, charts, and graphs.
- Design writer guidelines for you and your team. This ensures consistent branding and quality.
- Test out content variations. Modulate tone for different audiences.
- Collect data on performance. Which content generates the best results?
For example, you can develop free content for visitors:
Educate readers using tangible downloads filled with actionable tips and helpful tools they can use now. Teach them a skill, so they feel empowered and grateful.
Why should you provide free content?
- Downloads are portable. If visitors don’t stay on your page, they can revisit your PDF later.
- It establishes you as an expert. Who else could develop such an authoritative white paper?
- It expands your network. Downloads are easy to share, spreading word-of-mouth interest.
On the other hand, Ultranet reminds you to learn the ingredients of top-performing content. Content is the feather that tickles your customer’s curiosity. It’s a pleasant itch they can’t help but scratch, and stellar content leads to stellar profits. You need to capture the attention of visitors, so they convert into paying customers.
How? With a platform that’s rich in quality content. Content that speaks to customer needs and demonstrates brand value. The best content stimulates interest, solves a problem and leaves customers wanting more. It establishes your reputation as an industry expert. Generating consistently top-performing (and high-ranking) content can seem overwhelming.
Here are the guidelines from Ultranet:
- Be concise. Stay focused. Eliminate confusing or extraneous ideas.
- Be engaging. Win over readers with the fundamentals. Then introduce new insights about related challenges readers haven’t considered. Help them overcome those challenges.
- Answer your readers’ questions. To level-up your content game, you have to write a copy that delivers answers better than competitors. Visitors seek you out based on the implied promise you’ll address their needs. Keep that promise.
- Quote industry experts. Quotations, statistics, and studies add credibility to the content. Leverage the authority of other experts (as long as they aren’t your competitors).
- Be adaptable and agile. Tweak your content based on customer interactions and behaviour. As David Ogilvy said, “Never stop testing, and your advertising will never stop improving.”
- Write for your audience. Knowing your audience is key to winning them over. While there are universal truths that appeal to most people, you still need to tailor the language, tone, and information to your targeted demographic.
- Hook them with one-sentence paragraphs.
Maintaining a strong social media presence.
- Use a variety of social media channels.
- Post often—but not too
- Make it easy to share your content.
Mastering SEO Optimization.
It is impossible for Ultranet to deny that Search Engine Optimization (SEO) gets to the heart of effective digital marketing.
You need to bone up on the fundamentals of good SEO writing:
- Make sure all your web content is indexed.
- Be sure to use proper formatting tags (H1, H2, etc.)
- Keep individual page URLs short and use dashes to separate words.
- Learn to rank for Google. Produce authoritative content and Google will prioritize your content.
- Regularly perform keyword research. That means using tools like SEMrush to find the best and most relevant keywords for your content.
- Keep up with changing trends. SEO marketing changes all the time. It pays to stay abreast with industry experts.
Optimize & Publish
Once the writing phase is complete, you can move on to search engine optimization and publishing. It’s here that we consider things like readability, word count, related keywords, and more to make the content more attractive to search engines as well as people!
If you want to go down the rabbit hole, learn about TF-IDF, one of our favourite optimization methodologies. It sounds complicated. And it is. But it’s super effective in helping Google identify whether or not you’re covering all relevant topics in your content.
During the optimization and publishing phase, we’ll also craft title tags and meta descriptions designed to increase click-through rates. For more super actionable optimization tips, check out this list of SEO techniques to boost rankings.
There are hundreds of ways to promote quality content, but the most obvious is social media. You can also consider republishing platforms, and don’t forget about good email outreach. The reason behind the promotion isn’t just to get more eyes on the article; it can also lead to more backlinks, which are as good as gold in the SEO industry.
That said, never pay for backlinks. It’s not worth it, and you will get hit with a Google penalty.
Review & Repeat
Content development is never “done .” It’s a continuous process that starts as soon as it ends. That’s why we review our content marketing efforts for every website on a monthly basis. If our efforts are working, we’ll continue down the same path for future content. If we do not see results, it’s time to pivot to a new content development strategy.
If you’re not sure what to analyze, this guide to analyzing your marketing strategy should be helpful.
Now it’s time to use these guidelines to create a content development plan of your own. Ready to kickstart your content development efforts to drive traffic and leads for your business!
Ultranet – For further inquiries on any of our expertise or services, whether it is for website design & development, mobile application development, or digital media marketing, please feel free to contact or WhatsApp +6016 203 2000, email [email protected] or visit ultranet.com.my. Thank you