31 Oct 2019

How To Master Content Creation

Content creation is a type of strategic marketing that involves creating and sharing valuable, relevant and consistent content to promote, gain interest and drive profitable customer action. Content creation involves creating high-value content that serves the audience you are trying to reach.

Good content encourages people to take action and as a result convert them into loyal customers. In order to ensure your content marketing strategy is successful and actually inspires action, you need to develop a content strategy. Your strategy should outline the target audience you are trying to reach and what they want or need to hear at each stage of the buyer’s journey.

Content creation can however yield some challenges. A few common issues include: time, money, resources, knowledge and infrastructure. These can be frustrating, but if you set out a clear vision and plan you should be able to get past them easily.

Before diving into your content creation you need to understand what you are trying to achieve. Here are a few tips to consider:

– Research

Before actually creating any type of content, it is helpful to do a general audit on your brand. Identify what you want to explore, what your brand is doing well and what you could be doing better. Look at what your competitors are doing and what problems are affecting your brand. These insights are key in figuring out what your brand’s content approach will be.

– Develop a content strategy

Often the most common mistake made by brands is not having a content strategy. A content strategy guides your decision-making, keeps everyone on the same page and helps members of your brand stay accountable for planning, scheduling and deliverables.

– Set goals

Developing a content strategy helps you to figure out what your goal is. Creating goals is important as all aspects of your content are informed by the goals you set out.

– Roles and responsibilities

The content strategy will help to determine and assign roles and responsibilities. This is key to the success of your content creation.

– Assess resources and capabilities

A common oversight is underestimating the skill or amount of work that is required to create content. Once you determine the type of content you want to create, you can determine if you have the necessary skills and resources needed. If not, these skills and resources can be outsourced.

– Map out the buyer journey

In order for your content to be effective, you need to say the right thing at the right time. You need to map out your buyer journey to make sure your messaging is on point in all communication forms.


Once these elements have been understood you can start to build your production process and craft your content. It is important for brands to create content. Those pursuing content marketing are able to achieve a 6x higher conversion rate than those that don’t. So, it is best to at least try to excel at content creation then to not try at all.


Are you looking for an agency to master your content creation? Contact PURE on accounts@purecreative.co.za or call on +27 (21) 424 6918 to set up a complimentary 20 minute consultation. Let’s create something great together!


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