Content Production

Content production is a complex set of activities that creates content in the form of text, images, videos, podcasts, and so forth for a digital platform. Each of these formats has its own sub-discipline ruled experts and specialists whose entire professional careers are focused on producing one of these types of content.SEO

An online content producer is a jack of many trades, from online copywriting and research to photography and videography. A typical content production process looks like this:

  1. Research
  2. Write
  3. Review
  4. Revise
  5. Approve
  6. Upload to CMS
  7. Web page review / Sign off
  8. Publish

While it is very important for a content producer to be able to take photos, edit photos and create unique imagery with the use of Photoshop and other photo editing programmes, it’s even more important to have a capacity for online copywriting.

Online copywriting underscores most of our online efforts because every photo, video and podcast is surrounded by text that helps users find it, understand it and act upon it. Online copywriting is a skill all in and of itself, and many years of study can be dedicated to this art form nowadays.

Content marketing is the link between brand awareness and lead generation and if it is done well, it builds familiarity, affinity and trust with prospective and current customers.

These six best practices can help you create an effective content strategy

  1. Get stakeholder support, executive commitment and long-term funding
  2. Understand your audience
  3. Identify the right content formula
  4. Create an editorial calendar
  5. Get maximum mileage out of your content via social media
  6. Set goals and measure your success

Different online platforms require different strategies and methodologies, and you need to adapt as you go along. Not only do platforms differ, they change over time as they are updated and improved by their developers. It’s imperative to stay up to date with the latest updates and changes in web development to ensure that your content is always one step ahead.

To read more about the best practices and ideal lengths for online copy, read my blog post about it here >> A Writer’s Guide to Digital Content

With more than five years experience in online copywriting and content production, I have been involved in many exciting online projects. Thanks to my background in a major media corporation, I had the opportunity to work on various types of content, from adapting magazine copy for an online website to producing exclusive digital marketing content.

Education is just as important as experience, and in 2013, I completed a course entitled “Copywriting for Online” produced by Media24 as part of their internal training program. With a keen focus on SEO, this course looked at the usage of keywords, meta descriptions and sentence structures as they are used online.

What is SEO and why is it important?

SEO stands for Search Engine Optimization and it refers to the process of improving traffic to a website by increasing the site’s visibility in search engine results, according to the Business Dictionary. Websites improve search engine optimization by improving content, making sure that pages can be indexed correctly and the content is unique.

By improving the SEO of a website, the website will receive more traffic because the site will appear higher in the search results for information pertaining to the site’s offering.

SEO involves a number of adjustments to the HTML and content of the page to achieve a higher search engine ranking. The title, meta tags, keywords and meta descriptions for each page and/or post must be clearly defined to allow the page to be indexed properly by search engines.

By producing content with SEO guidelines in mind, we can optimize a page’s visibility in search engine results and increase interest in that page and its contents. Increased visibility and traffic can lead to increased conversions and sales on your website. That’s why SEO and content is so important.

For more information on content production, read my blog posts here: Content Production

If you need a wordsmith to put together a blog post, SEO analysis and strategy, social media content plan or digital marketing campaign, send an email to info@marilize.co.za or give us a call on 021 981 1290.