What is Content Production?

The generation of information in a readable or observable manner may be accomplished via the use of a methodology known as “content creation” or Content Production. For instance, you have the option of disseminating knowledge in the medium of films, books, blogs, or infographics. The process of producing content involves determining what information or message you want people to comprehend, as well as what you want them to do with the new knowledge they have gained. You are required to make a decision on the kind of material that you want to publish before continuing with the process of producing content. Stay with us in this article to learn more about content creation and its methods.

What is scalable content production?

Production of “scalable content” is content that can be swiftly scaled up to create vast amounts of marketing material at a moment’s notice. Scalable content may be defined as “content that can quickly be ramped up.” If you are unsure of how to get started, this might prove to be difficult. You will, to begin with, need a structure for your content strategy.

How to develop a content production process

If you already have a marketing team together, you really need to get them engaged in the process of creating the content as well. If you do not have enough resources available inside your company to commit to the process of content development, you may want to consider outsourcing the task to a content marketer or a content marketing firm. For the production of visual and digital material, you will need a chief strategist, writers, a social media professional, web developers, or designers, depending on the plan you choose. In addition to that, a quality assurance lead needs to inspect the whole of your product. You have the option of using user-generated material, but your business may or may not benefit from doing so.

Tools for making content production process easier

There is a wide variety of apparatus available for the creation of content. Some people want a more customized approach to their software, choosing individual programs to meet each of their unique organizational requirements. For my part, I think it’s important to look for only one instrument. It should be able to help me with a project all the way through, from the beginning to the end.

Content production – Tools to use

Let’s take a quick look at some of the tools you’ll need before we get into the content creation process and the actions you need to follow to produce something yourself.

1. Digital Asset Management Platform

Blogs, webinars, product photos, and other types of content need many media assets. This might include brief papers, style guidelines, graphic assets, brand assets, text files, image files, video files, and more. Without a way to store, organize, and retrieve information, your development process will fail. or production will take a long time. A digital asset management platform like CELUM lets you store all the assets you need to create great content. CELUM organizes your files, adds information, tags, and more. CELUM’s powerful search lets you create unique node structures and arrange assets into collections for easy access. Files may be categorized by format, use case, and other factors.

2. Content Collaboration Software

A content collaboration platform is a software application that assists businesses in accomplishing two goals: Make it easier for everyone involved in content development to collaborate with one another. Raise overall productivity by simplifying and streamlining as much of the content process as possible. In addition, it is a technology that, in the absence of, all content development would simply come to a halt. On the other hand, when you use software for content collaboration, you may anticipate the following:  A quicker output rate with fewer errors overall. A significantly increased amount of creative contribution from all parties concerned1: higher levels of participation, a more simplified procedure, and more.

3. Online Proofing Process

During the comments and approvals process, production is difficult. We’ll concur. Most participants want to help, yet many put off important duties, often indefinitely. This is typically caused by unsystematic proofreading of online content. CELUM has everything required for marketing clearance: Pre-feedback CELUM files, including videos, can be commented on. Annotate audio, video, and other files. Collaboration. CELUM simplifies project collaboration between internal creative teams and outside suppliers. Users may establish complicated roles and automate management chores using robots in CELUM. Proofreading. Advanced tagging helps you create procedures for numerous project types. This assures project quality. Rewriting history CELUM’s revision history allows file comparison and project tracking.

What is the Content Production Process, Then?

However, it pertains to content production. It outlines how your organization turns content into assets. Content drives your manufacturing strategy. Branded films and blog posts include different numbers of individuals. Writers and editors may write blog posts. Branded videos will include screenwriters, cameramen, editors, and marketers. As a result, you can use different settings and techniques for different types of data. All assets will use the same production flow: content idea first. You pick your audience and product appearance early on. After that, you’ll gather data, have briefings, compose drafts, and revise until publication.

Developing a Content Production Process

In this part, you’ll learn what actions you need to take to determine how content development should be occurring at your firm. In summary, defining the creation of content involves: Identifying objectives for diverse content assets Defining where you’ll store content assets building content inventory Setting up mechanisms for comments, approvals, and sign-off Outlining phases in the content generation process Setting up the content creation timetable

Step 1. Identifying goals for content assets

Remember how different assets need different processes? You’ll understand why this is vital. Never create material without a goal. Many assets share goals. SEO content boosts rankings and organic traffic. Product-led content helps you position your products in perspective. Videos attract them. Identifying why you generate this content may help you determine: who needs to be involved, and what timelines can you fairly anticipate for each asset? ACTION: List all your company’s content types. Set individual goals. Identify assets with multiple goals as separate assets with a single goal. Next, define who you need to achieve the goal and how long the project may take, on average, given all stakeholders.

Step 2. Define where you’re going to store all assets

If your company currently makes use of a digital asset management (DAM) system, then that system will almost certainly serve as the content center for your business. If it doesn’t, examine the several options for fixing the problem and determine which tool to put into action.

Step 3. Build the content inventory

In addition, as a part of this process of getting ready, you need to decide where you will keep all of the drafts as well as the completed products of your work. If you are storing them using DAM software such as CELUM, you may do so in the same manner in which you save your other assets. There may be other choices available with various goods. In addition to that, it’s possible that your company requires you to save everything on SharePoint or another system. Therefore, before you start working out the real procedure, you need to investigate the locations where you are required to store these assets.

Step 4. Outline all steps in the content production

The procedure’s major task begins here. First, define the content creation process. Most procedures: Ideation is using a concept to create new stuff. team leaders’ project parameters meeting research and asset collection for graphic designers, writers, video producers, and others to complete projects. Setting up the project management software to give team members assignments and deadlines First-draft content Reading and editing polish texts for publication. The asset’s final approval stamp is forwarded to the relevant channels for publication. You may need more. All content may require legal review for regulatory compliance. Your assessment system may need numerous executives, etc. Perhaps a separate division must audit the assets at a given stage in the production process… Wait. Outline your content-creation processes slowly.

Step 5. Set up content production schedule

In this stage of the process, you will need to refer back to the activity that you carried out at the beginning of the process, which was identifying objectives for the content. When you were making plans for the future, one of the considerations you gave some thought to was the amount of time that would be required to develop various forms of content. In the next phase, we are going to combine this information with each of the stages in the process that you outlined in the step before this one. Take a look at those processes and determine how much time you will need to finish the brief, develop the first draft, or collect everyone’s comments on the document. Then, make use of that knowledge to establish guidelines for the generation of content.

what Is the difference between content production and content strategy

Sometimes identifying content is easy. It’s also part of digital marketing. Resource guides and blog posts elicit material. However, a restricted definition and understanding of “content” may encourage content development in isolation. Thus, marketers may lack a content strategy or a solid understanding of content marketing. Website content includes images, product information, and goals. You may think “content marketing” pertains to you if you have a content strategy. However, these concepts are distinct. Your organization must distinguish between content strategy and content marketing and employ both to create content that helps customers and pleases search engine results pages (SERP).

Step 1: Goal Setting

Your material should aim towards one of these three goals: Consideration, Conversion The buyer’s journey—the marketing funnel’s beginning, middle, and end—often matches these three stages. In other words, everything in your material should promote brand recognition, generate leads, or increase revenue. If a project’s objectives are defined before production starts, it’s easier to track its progress. Marketers who expect their content to accomplish all three fail. High-converting content targets particular consumers at a specific stage in their buying journey. If you combine awareness, consideration, and sales into a single product, it will be too generic to attract customers.

Step 2: Decide what types of content to produce

After you have determined the goal of your content development, the next step is to choose the format in which it will be presented. There are a few distinct ways in which one might approach thinking about this. You can categorize your information based on the format or mode of access it requires. Both will be discussed here.

Cornerstone, Gated, and Evolving Content

The longer, more authoritative pieces that serve as the cornerstone of your brand are known as “cornerstone content.” In most cases, they increase people’s knowledge of who you are, what you provide, and the reasons why you are an expert in your field. It is common practice to highlight cornerstone material on landing pages in order to facilitate simple access to such content.

In order for your leads to access gated material, they must first opt in, which often takes the form of an email subscription. This will increase people’s awareness of your brand. The most common types of gated content that produce leads include email series, weekly podcasts, downloadable manuals and templates, and weekly podcasts.

Simply put, evolving content is material that is updated at regular intervals. Your cornerstone material will most likely not change, but anything else on your site that is constantly updated is considered to be developing content. Evolving content might include material that is geared toward sales, such as promotional media, or content that is time-sensitive, such as postings on social media.

Digital, Print, and Video Content

The production procedure for the material that you will require will be determined by the format of the content. Your team that produces content may want to think about:

Blogs Webpages Emails, Podcasts, and Videos Social media posts Infographics, White Papers, and Other Resources

Step 3: Roles in the Content Production Process

The stuff you produce will decide who participates. However, a bigger company may have teams for each of these areas. Depending on the content you’re creating, you may require one or more of these content creators: Writers/Researchers Proofreaders/Editors Videographers Photographers and graphic and image UX/UI designers Content Producer/Manager A sophisticated video series including infographics requires collaboration between writers, researchers, editors, filmmakers, and graphic designers. Some material will demand all types of professionals, but this will not be one of them. Increasing the number of people, however, may not solve all problems. Arkin Marketing employee Richard says reducing the number of individuals engaged in each phase simplifies the process.

What does a Content Producer do?

A few words regarding content creators, who are also sometimes referred to as content managers. These individuals are in charge of monitoring the lifetime of the content and are often accountable for ensuring that all of the creative and technical parts of the material are in agreement with one another. This usually requires a great deal of attention to be paid to things like the preparation of meta descriptions and content briefs, as well as team meetings. An excellent illustration of this can be found in the book Craft Your Content, in which author Erika Russo discusses her job as a content producer and how it is comparable to that of a film producer. It is possible that it is time for your business to engage a content producer if there is a tendency for a large number of little content jobs to accumulate without a clear point person who can manage them.

Example of a great Content Production Process

You already know how important process is, so now we’re going to walk you through the components that make up a fantastic method for the creation of content.

•     Content Production Goals
•     Team
•     Tasks
•     Timeline
•     Review/Analytics

Content Production Goals

Work backwards from the content strategy element that this item will promote. You should plan your content months ahead of time and divide it into smaller goals to promote larger ones. For instance, one of your goals may be to raise sales by five percent this year; therefore, you may start an email campaign with the more achievable goal of increasing revenue by two percent in three months. A video series might increase brand mentions across social media, which would help us reach our goal of brand awareness.

Team

At every single opportunity, the members of the team who are going to be working on a certain content project need to be specified. Communicate clearly who is accountable for what so that there is no room for mistakes afterwards. You need to be really explicit about the responsibilities that are delegated to each individual member of the team, as well as the order in which they should be completed. Even writing it down on a whiteboard is preferable to there being no communication; therefore, investing in decent technology for managing workflow will be helpful in this regard.

Tasks

Tasks and roles are not the same thing, despite the fact that this is a common misconception. The tasks at hand have to be disassembled into their most granular constituent parts, with each part being delegated to a different member of the team. For instance, who is responsible for posting the final blog text to WordPress—the writer who wrote it or the editor who reviewed it? Should the information needed to create an infographic be gathered by your graphic designer, or is someone else responsible for carrying out that research? By delegating each responsibility, you can determine whether or not a single member of the team is shouldering an excessive amount of the process on their own and whether or not it will be possible to combine responsibilities under a single function in the future.

Timeline

When developing your schedule, you should find that working backwards gives you the greatest results. Beginning with the day that your material will be completely published, be sure to include exact dates for each stage of the process that you will be going through. Because of this, every member of the team is aware of when their contribution is due. For instance, a blog that has a final publishing date of July 1 may indicate that an outline is due on June 6, photographs are required on June 10, and editors’ comments must be sent to the writer by June 19 in order to provide sufficient time for modifications.

Review

The answer to the all-important question “did it work?” may be found in this manner. It is important to consider analytics as a part of the content production lifecycle. You should have analytics built into your marketing strategy, and it is also important to consider it as part of your marketing strategy. This is also your opportunity, as a content team, to make adjustments and improvements to the process. Did every member of the team have access to the appropriate element at the appropriate time? Were there problems with the lines of communication? The occurrence of problems highlights the fact that your procedure has flaws. These are simple issues that can be resolved quickly, and doing so can help your system perform better in the future.

Useful Content Production Tools

Access to the various content parts and the ability to effectively pass over finished work are both necessary components of a content development process that runs smoothly. Everyone wants to steer clear of the nightmare scenario of interminable group email chains, in which they are inundated with unnecessary messages while simultaneously losing track of crucial information. A few simple organizing tools might be of use in this regard.

Workflow Management Tools

Because the content pipeline is ultimately about organizing, the tool you employ should be as straightforward and user-friendly as possible. The following are some of the most useful tools for the development of content: Calendars with fully customizable content and workflow management systems The efficiency of your team might benefit tremendously from the implementation of a centralized workflow management system. A multitude of cloud-based system options are now accessible. Trello is a useful tool that may be used for the development of content. It has expandable choices, a Kanban-style board for managing projects and assignments, and the capability to interact with a wide variety of other programs, like Google Docs.

Content Calendars

Even something as basic as a content calendar may be of use to you in terms of long-term planning and the alignment of your goals. There are specialized calendars available for various content requirements, such as calendars tailored to social media.

Air table provides users with a printable calendar that has the appearance of a straightforward spreadsheet and has custom fields for the insertion of relevant keywords. Some people may find that the list view is less overwhelming than the Kanban board view.

Content Access Tools

You need to have simple access to the material at each step of development if you want one job to flow easily into the next, and you don’t want members of your team to be fidgeting with their thumbs while they wait for the handoff. In an ideal scenario, each member of the team should be able to complete his portion of the project, save it to the appropriate folder, and then immediately begin working on the next project without any delays. Access to the material should also be as straightforward as is practically possible.

Numbered Folders

You may easily organize a project by creating a hierarchy of folders if all of the people working on it have access to the same cloud storage or shared drive. Maintaining the labels in a clear and consistent manner will save you from having to start from scratch every time you publish a new blog article. The members of the team are able to easily determine when it is their turn to work on anything simply by ensuring that the content pieces are added to the appropriate folder at each step of the lifecycle. Since of this, editors won’t need to send regular emails to authors and photographers asking when their work would be ready for them because they can just check the folder instead.

References: + + + + +