How to Prioritise Content Creation in Marketing

The world of marketing is made up of many different layers. From the technical aspects that run behind the scenes, right through to the visuals and the content you can see on a page, there are many factors involved with websites and online content that many people don’t realise. When it comes to content, it’s an extremely useful tool in many ways, and it’s also an extremely important element of any online presence that a company has.

Without content, you won’t have any websites to look through or articles to read. You won’t be able to gather the information you’re seeking or have a description of items you want to buy. If you don’t have the presence of the written word, then SEO becomes far more challenging to execute. Without content, the online world just won’t turn. So how can you make sure that you’re prioritising content, either in the sense of website pages, articles, infographics, e-commerce and more? Let’s take a closer look:

Maintain a content calendar

Content calendars are a great resource when it comes to making sure that you’re generating ideas and publishing content on a regular basis. It makes sure that you know when content is scheduled to be published, what the idea is, the progress of its work, when it’s been published and how it’s doing by way of performance (such as engagement, impressions, clicks, bounce rates and how it does in the search engine results pages). 

In addition, it will also prevent duplicate content, as well as avoid similar content being produced that might harm its performance in the search engine results pages (SERPs). Another benefit of having a content calendar is that it allows others in the team, regardless of the department they work in, to be kept in the loop when it comes to content published. 

They can keep track of where it sits online and what it’s about. This way, it makes it easier for marketers to optimise it further without the need to ask the content writer about specific information. It should all be detailed in your content calendar. When it comes to creating a content calendar, the categories that should be recorded are as follows:

• The idea itself
• Relevant notes, detailing some information about the topic and your thought-process behind the idea
• Research links, no more than about four or five
• A link to the original copy written
• The date the original copy was written
• The word count
• The date it was published
• A link to the published article 
• Analytics rates and data, such as views, clicks, impressions and ranking in the SERPs
• The topic it covers or the service or product that it plugs by way of advertisement 

Update & repurpose existing content

Something that is extremely useful for content writers to do, especially if you’re pushed for time, is to take content that has already been written and published and update it accordingly. Content could be updated in more ways than one. The first way in which it could be updated is to add the most current and up-to-date facts and statistics to an article that currently contains outdated data. 

Balance evergreen content with trending content

Evergreen content is extremely useful when it comes to maintaining a blog and prioritising content. It means that content can be planned, written and scheduled many weeks in advance, meaning you can be as organised as possible. It also makes it a content piece that keeps on giving. No matter how old it gets, it will always remain relevant, hence the term ‘evergreen’ content. 

While this is a great content type to keep following and creating, it’s important that you’re finding a balance between that and other relevant and current news, announcements and trends. For example, in the world of marketing, Google regularly undergoes updates with regards to its algorithms. You could discuss what those updates have offered the user and how it can benefit the marketing industry. 

You could even talk about a new social media platform that’s been launched, such as the release of TikTok or Threads. Whatever it is, if it’s industry-relevant and something that everyone is talking about, then make sure you’re writing about it, but also balance it with evergreen content to keep people coming back, even if the trending blog post has since lost steam. 

Measure analytics regularly

Results and analytics in the online world can change day-to-day, so the results you found yesterday will differ from the results you might find today. As such, analytics need to be looked at and monitored regularly. This will then dictate the direction you take your content in next. This is most relevant when it comes to either updating existing content or when you’re generating ideas for brand new content. 

If the analytics point towards a certain topic being popular, then you know to write an article about that, for example. In addition, if a new statistic has come up that overrides the one you detailed in your article last year, for instance, then you should go into the old article and update that fact or statistic to reflect the new data found. It’s a simple-yet-effective way of making sure your content remains a priority in your business, regardless of the industry you might be working in.

Embrace AI-writing technology

As writers, we’ve always been warned of AI technology taking over the writing of content, from articles to website pages. However, the technology simply isn’t advanced enough to write in the same manner as a human can. The advantage they do offer, however, that humans can’t achieve, is the time at which the writing of the content can be done. 

If you’re struggling for time, which is often the case in the world of marketing, then you can embrace AI technology in order to write the bulk of the content you need. The time that you can then take would involve proofreading it, editing it and fleshing out its bones. 

You’re, essentially, injecting some personality and a human element into the copy that’s been written, without the need to sit down, look at a blank page and write something completely from scratch. While it’s still a controversial tool, it needs to be embraced if you’re looking to prioritise content creation, for either your own company or for your clients.

Kumo is pleased to provide businesses across the UK with a wide range of digital marketing services that will propel your company into the spotlight, setting you apart from your competitors in the process. If you would like further information about our marketing services, including SEO, PPC, content writing, website design and more, then get in touch with a member of our highly-experienced, dedicated team today – we’re always pleased to hear from you.