Figuring out how to build a turn-key content production machine isn't as stragihtforward as you may think.
Especially in comparison to building content for display advetising, social ads or ppc.
But once you figure out the real power behind an owned asset such as content marketing, you'll be motivated to unlock the power of a fully automated process.
Automating your content marketing production allows you to better scale and better predict results.
The more you run through the process, and the better compounding results you see, the more aggressive you'll be at systemizing content production from start to finish.
The following 5 practices will help you improve
We've provided a simple system you can follow so that your documentation is as prestige as your content itself. Lets get started.
Consistency is one of the main drivers that keeps your audience engaged. Keeping your brand top-of-mind increases brand recognition among your audience - just be sure to have a clear understanding of who you are selling this to.
Now consistency also leads to automatic behavior. I other words, the more consistent you are the moe habitual become.
Establishing new habits is a difficult task to do.
Because old habits are so ingrained in our brains.
There's only one way to learn what content your audience wants you to produce and that's by running experiements to validate predictions.
Agile methodologies are built around fast iteration; planning, building, and testing new experiements to validate additional learning. To answer more questions for you.
When you think about the true benefits of speed, they go way past the velocity of new content. Speed will start to have an effect on costs.
As you increase the speed of your content iteration, you're also becoming more efficient. As your capacity increases with the same amount of resources, the cost of producing new content or updating existing content goes down.
Researching is a major section of the iteration loop. You want to consistently validate answers. Researching is really the process for uncovering details about our users.
To begin your research effectively, start by creating a backlog of questions you want to know about your users.
Start by turning to information you already have about your audience into focused questions.
For example, we know that a lot of marketers read our blog on a daily basis but few of them ever share posts via social media.
Question: What determines which content you share on social media?
Tip: Ask this as an open question without any pre defined choices. Once you have a good number of responses, look for common themes and build a few multiple choice answers. Then, distribute the question again.
Test variations and your hypothesis by running a lot of experiements. The one thing you want to rememeber is your goal is to disprove your hypothesis, not prove it.
Knowing what to test is just as important as the variation you are testing.
Start by testing different ways of attracting a unique visitors and then more to uncovering the value the content is providing for them.
From there you can move on to testing different conversion variations as well as event completions (plus more).
If you ever get to a point where you feel like you have "fully" optimized a piece of content, you are behind the market.
Our goal is to gain a deep understanding of the people viewing our content so we can make better decisions for them in the future.
This learning step comes after you conclude an experiement. You're essentially learning about the outcome of your most recent experiement.
One best practice is to let your expeirment run until you are confident in the data you have gathered.
Another rule of thumb is to ask "why" 5 times whenever you get an answer.
You want to be able to validate your learning and you can't effectively do that without a healthy dataset.
Start by asking if your hypothesis was correct and follow up with why or why not. Then ask yourself what this experiement taught you about the user, about your audience.
Being able to confidently answer these questions will help you create more engaging content for your market.
The power of consistentcy can be seen in everyday life. It comes in the form of popular franchises and in the act of brushing your teeth each and every morning.
Both become habits.
You don't have to think about brushing your teeth everymorning because it's a habit. After consistenctly brushing everday day, the behavior becomes automatic.
And franchises are essentially multiple establishments with the same habits.
The more consistent you are, the more automatic it becomes and the faster you get at researching users, testing variations, and learning what your audience likes.
Use this loop to produce more engaging content, and remember, consistency of your content production will go along way.
And it's essential for scaling growth.