Are you familiar with the best practices with the content creation process? If not, you are not alone. This question is commonly posed to C.E.K.'s content creation team. We're an Atlanta-based agency that specializes B2B brand marketing research and strategic communications. We create content for our clients—from global multinationals to non-profits, start-ups, and thriving local small business.
The most common downfall of potentially great content is when brands do not plan for the right resources to support content creation. Read on to learn about the four pitfalls to avoid.
Content Creation Pitfall #1
Hiring an independent junior writer who is inexpensive and willing to learn your industry
A junior and inexperienced writer will take time to learn your industry. As a result the learning curve and rounds of revisions could cost more than working with an agency staffed with a team of writers with deep copywriting experience.
A content creation team comprised of senior talent—writers, strategists and former journalists who hold experience across a vast array of brands and writing formats—won’t miss the mark as they seek to understand the content’s objective, strategic alignment with the brand and distinct audience’s needs. As we all have experienced, you get what you pay for.
Content Creation Pitfall #2
Identifying a traditional copywriter for content creation
A writer is only as good as the roadmap or content creation strategy he or she is provided. Are brand voice and key messaging guidelines provided? Plus, behind every great piece of digital content written—case studies, articles, blog posts, infographics, eBooks and social media—there should be more than copy. Content creation should be approached with a strategic mindset to ensure that the writing will be relevant and engaging for your audience.
Our formula: strategic planning + writing = relevant and engaging content.
Content Creation Pitfall #3
Hiring a full-time writer to handle all your content needs
Most B2B brands use an average of 13 types of content (See our post Lucky 13!). With so many different formats of content to produce—blog posts, white papers, eBooks, social media, technical performance guides and infographics to mention a few—do you really want to entrust your content creation to just one person?
Instead choosing a small agency means your agency team will be comprised of writers with varying talents and specialities.
Many B2C & B2B brands feel compelled to create content, but data shows that producing quality content is more effective over planning for quantity.
Content Creation Pitfall #4
Hiring a full-time writer to, well, churn out volumes of content
Many B2B brands feel compelled to create content, and a lot of it. Data shows that producing quality content is more effective over planning for quantity. Yet, brands who produce more content will generate more traffic than those who publish less. See our post Lucky 13! which covers taking the approach of creating high-quality content and repurposing it.
Quality content that engages should be produced to support and adhere to an overarching content strategy and informed by data, meaning informed by who is your audience, what do they want and so on. A content creation strategy informed by data and analytics and targeted to address your customers’ needs, to increase the relevancy of the digital content you produce.
Does your team need fresh content to stay relevant and engaging?
Is your team buried with trying to keep up with digital content creation that aligns with your brand strategy? Or, do you need to create content to meet short-term needs while you build an in-house team? In either case, we can help.
ABOUT C.E.K. & PARTNERS
Established in 2009, we have a proven track record as a reliable and responsive woman-owned small business. We capture data and identify insights to inform decisions for marketing plans, new product launches and when re/positioning a brand or product.
Our content creation services support start-ups to world-class brands. Ready to create content to elevate your communications and brand strategy initiatives? Need insights to write about? Our marketing research team can help with that too. Contact us today.