Photo by Robert Nyman on Unsplash
Need a Content Writer? Work with Nick Wyatt/HERE
Creating content — in itself — is a learning process. The basic idea behind content iteration is experimentation. By approaching content creating with a growth mindset, this will — ultimately — lead you down a path of discovery. The content iteration process places a focus on improving the overall process of content creation. Viewing the action as a whole that involves every aspect of your business, brand and organization.
With ‘ITERATION‘ being the main component in the phrase. The word is meant to place a direct focus on improvement, by setting a predetermined goal and having the infrastructure in place to adapt. The content iteration process not only place value on improvement. The process can also help you examine the different avenues you can take to improve your overall content creation efforts.
How you think about creating content is just as important as the ‘act of creating’. The only difference is that the ‘act of creating’ never changes. Your mindset toward content creation should always be focused on improving your content. The purpose of content iteration is to refine your marketing mix and find better ways to connect with your target audience.
How does the content iteration process help your brand connect to your target audience?
The content iteration process places you a practical path to brand illumination. Understandably, the major concerns for most businesses and brands executing digital transformations are:
- Creating Content
- Building A Brand
- Networking
- Reaching Consumers
The content iteration process is a great way to achieve all four. Content creation is a valuable asset for brands because your digital properties can live on the Internet and continue to generate revenue for your business years after the initial publishing. This provides a number of opportunities including strategic partnerships, collaboration, re-purposing content & annual guest features.
The value of content iteration is that brands will know exactly what to look for as they execute objectives. This will allow you to proactively analyze your target audience’s wants needs and needs. While working to bring awareness to your brand, business, services and products.
Now let’s deep dive into some of the three main components of the content iteration process.
The Generation Stage
The approach I like to take to content iteration is a three step process with the first leg being ‘The Generation Stage‘. This stage is primarily about experimentation and ultimately trying to test out which content produces the best end results, rather it be page views, SEO, engagement on social media, etc. The Generation Stage should bring a number of aspects together, including brainstorming and retrospection.
The key is to treat your content like a standalone product that serves its own purpose and is in constant need of improvement. This is one of the top reasons why digital assets hold such a high value. It’s because you can always go back and re-purpose content to meet the specific needs of your target audience. It will always be your ‘Intellectual Property‘.
The Generation Stage allows you to cultivate these assets and develop the proper ecosystems around these properties. Content is essentially an asset and should be given the proper backing of a business strategy. In today’s world of Digital Transformation, content marketing is a big factor when discussing the ‘new normal’ in a post pandemic society.
We have already seen the recent growth of brands that are more adept to reaching their consumers online. Content marketing is the best way to distribute these digital assets. Overall, it reduces your marketing and advertising costs while continuously creating value. It can also help your brand engage with your core customers.
Content marketing can be effectively executed on a number of channels and properties including your website, social media, polls, events and concerts.
A number of questions to ask during the ‘The Generation Stage’ are:
- How do you factor in sustainability?
- What is your perspective when it comes to content iteration?
- What is the process for growth?
- What is the process for innovation?
- What are your current digital assets?
- How can they be improved?
The focus should be directed towards sustainability, growth and innovation. Focus on creating conversations then double back to support those conversation with design thinking. Aim for greatness with failure being a key component in the growth process.
The Evaluation Stage
The evaluation stage naturally follows the generation stage. This is where you can examine all of the information you have collected. This is why having a bulletin board, data sheet or work table for reviewing your information is essential in your content iteration process .
In the era of Digital Transformation, it’s all about infrastructure and how your business can effectively reach consumers. The great thing about the content iteration process is that people are always at the center of process. Throughout all three stages, from creators to consumers, people help to improve every facet of the process.
The evaluation stage is where you will determine your overall path to content illumination. This stage of the process is all about laying out the game plan moving forward. Having a clear path moving forward will allow you take a deep look at your content creation process. What worked? What didn’t?
Your game plan for evaluating your content iteration process should involve the following:
- Evaluating your process.
- Using data and previous marketing campaigns to improve overall reach.
- Applying your newfound knowledge.
The evaluation stage is the perfect platform to connect with members of your creative team or those who can offer feedback on what working and what needs improvement. The evaluation stage is just as important as creating your content and design thinking.
A number of questions you should ask during the evaluation stage are:
- Did you meet or exceed all predetermined goals?
- Was the content format the right choice for reaching your target audience?
- Did you pick the right platforms to distribute your content?
- Were you able to engage with consumers around the content being distributed?
- Is your data helping paint a picture for your team?
- Did the content increase revenue?
The Implementation Stage
The ‘Implementation Stage’ which is the last component in the content iteration process is all about gaining an understanding on a organizational level. You take the information and data generated from the first two stages and bring them together to help you set out on a practical path to content illumination.
The power behind the content iteration process is that it will allow you to ‘fail forward fast‘ and avoid any major pitfalls in the future. Also, keep in mind to record where things have been executed perfectly and repeat those processes.
The content iteration process is all about forming repeatable habits and schemes. This includes consistently improving your process, pointing out the shortcomings around your content and learning how to manage your decision making skills to improve an overall process.
The process — in itself — is essential to successfully executing marketing campaigns and building your brand. Consistency is key. Being able to adapt, be flexible and pivot when need be will increase your odds of success on the Internet. Whether your selling products, providing a service or creating content for consumption.
It’ll all depend on your ability to assess what worked and what didn’t.
If you’re interested in learning more about ‘Branding, Marketing & Social Media Insights’, feel free to sign up for my monthly Newsletter.
227 | Social+Digital 