Way before you begin developing content for your brand, start with brainstorming a purpose for your writing. Having a well-defined purpose in mind from the start of the creative process will help guide all of your content in a meaningful direction.
When writing for the web, the first few steps of the creative process are really meant to make your job easier, not add more work to your plate.

Step 1: Get your head on straight.

  • Just because you wrote something doesn’t mean viewers will read it. You’ll have to inform people that your content is available and make sure it’s something people actually want to read about.
  • Writing for a business and for marketing purposes is not about you, it’s about someone else. People need the information you’re sharing with them, so provide them with the resources they need to make informed purchase decisions.  Business writing isn’t about meeting your own emotional needs but the needs of your audience.
  • Establish a support group. Other people in your office or network can catch your mistakes and make sure that the information is correct or makes sense, especially if they don’t know as much about a topic as you do.
  • Create a process. We understand that writing is a creative process, but there is still some structure that goes into the process to ensure content is created in an efficient manner.
  • Develop a timeline.  It will help you stay true to your content creation process.

Step 2: Establish Goals.

While planning for purposeful content, one of the first things to ask yourself is What do I want my viewers to do or learn? Clearly communicating with your audience is a goal that applies to any type of business writing.

Setting goals for your writing is about knowing your agenda and then sharing knowledge related to your agenda with your target audience. How you physically share that knowledge is also up to you to decide.

Let’s look at an example. Setting Goals - Agenda

Maybe you think your agenda is to drive more traffic to your website. While this is a good idea, it doesn’t make sense as a starting goal (it’s actually more of an outcome of your online marketing efforts). A more specific goal, such as wanting to educate businesses about the benefits of blogging, would be easier to create an action plan for. For example, you may choose to display a big link button on your website that leads viewers to a different page containing information about how to get started with business blogging.

Step 3: Set Deadlines.

The next step to take while planning for purposeful content is setting deadlines for your work. This step is very important when you are not the only person involved in the writing process.

Questions to consider when setting deadlines:

Set Deadlines

  • When does the first draft need to be done?
  • Who needs to review the content and how long will that take?
  • When do I need to finalize the content?
  • What day does the post need to be published?
  • When do I need to send out marketing emails?
  • How far in advance do I need to work?

Laying out when you need to finalize your content, publish a post or send a marketing email in a timeline or calendar will facilitate the creation process. Allowing everyone involved in the writing process to access the calendar will also help to avoid confusion and keep everyone on schedule.

Your Timeline

What will your timeline look like? Maybe your business will choose to schedule one day for revisions and always have posts ready to go two weeks in advance. Allowing for wiggle room is never a bad idea. You never know when someone might get sick or a fire will break out at the office. Give yourself a safety net to step away from content creation and then come back to it at a different time while still ensuring that your followers are receiving the information they need. There are many different programs you can use to allow you to do your work at one time and then have it go live at another time. Here at MayeCreate, we use HubSpot to schedule out our social media posts for a predetermined future date and we use WordPress to schedule the dates for our blog posts to go live.

Assigning Tasks

A successful content creation plan divvies out responsibilities to everyone within the company because sometimes it’s a full time job for one person to do it all. Your business may choose to have every employee be responsible for creating content but the content you assign to them depends on what they’re good at. For example, you may have some employees within your company that are interested in social media while others are interested in design. Assigning people to write blog posts about topics that align with their interests will not only make the creation process flow smoothly but it will also ensure the creation of high quality content covering a wide range of subject matter, making your posts appealing to a broader audience.

Wondering why it’s more important now than ever to be developing content online? Find out more about the paradigm shift in selling here.

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