Here are my personal notes about the lesson at Hubspot Academy.

Building Content Creation Framework

- Building framework means building the process, so building a content creation framework means defining a content creation process.

- A clear process will help your content creation efforts running well.

- The defined process means there is a procedure to identify campaign, set timelines, review, edit, publish, and delivery.

What is content creation framework?

Content creation framework characteristics

- Process of content creation (an example):

a. Create a plan activity let's say for one month calendar.

b. Create a table that contains several column in each date (1 to 31)

c. At the first column, fill the title of your content.

d. The next column, fill the content overview with list of main point or keyword that has to be discussed.

e. The next column, fill a word or two about your product/your service highlights (your product benefits or features that are related to the post).

The ultimate goal is ->  the content will educate and inspire the audiences.

f. The next column is date published, then at the next column is status which will be filled like pending, confirmed, submitted, edited, published, etc.


- By creating the process like above, you can serve the audience's need and educate them over time depending on what they're looking for.

- The ultimate thing to remember -> you must create content that is aligned with your product or service benefits for your audience.

- 5 Steps to build a content creation framework:

1. conceptualizing content

2. planning a timeline

3. creating a workflow

4. reviewing and editing content

5. organizing and storing content

- Conceptualizing content is started from ideas for content.

Ideas may come from online research, reading blogs, watch video, check out content marketing survey result, notice frequently asked sales questions, important industry knowledge, etc.

Building content creation framework's main tool

Deliver the appropriate content in every stage of buyer's Journey

- Buyer's journey -> awareness, consideration, decision.

You have to focus on creating content for every stage of buyer's journey.

Awareness -> The prospects are expressing symptoms of a problem or opportunity. Frame and give a name to the problem.

The prospects are looking for educational content to help them answer some of their question and concerns.

Consideration -> The prospects have clearly defined and named their problem. They are researching all available approaches to solve their problems.

The prospects are looking for content from expert, so the appropriate content examples are demo videos, case studies, FAQ articles, etc.

Decision -> The prospects have decided on their solution approach. They've found the list of solution and offers from industry.

They are researching to pick one of them. So you have to provide them content like free trials, consultations, articles that provide education.

Reviewing final draft content best practices

- Best practices for reviewing the final draft content:


a. Set clear expectations, such as : grammatical errors, story gaps, content alignment with brand, etc.

b. Define roles in the reviewal process, such as: who will do what.

c. Determine timeline -> set the due dates, because missed deadline will affect the next works.

d. Use a style guide -> authentic, well written, aligned with your business' brand. Editor and reviewer work based on the style guide.

e. Track edits -> content creator will know where to make changes if it's needed.

f. Manage progress -> use project management software to track progress that reflect the roles, timeline, and deadline you've determined.

g. Optimize for search engines.

Organizing the published content

- Once you've published your content, store it in a centralized location where you and your team can access it, such as : Google Drive, etc.

This activity is very useful. Well organized content can be used for re-purposing content.

The thing to remember -> make a clear naming system and standard, so you and your team can easily access the files when needed.

Content creation team

- Human resources in terms of content creation are:

a. content strategist -> create a long-term content plan mapping it to the business goals.

b. content manager.

c. content creator.

d. Editor.

e. Designer.

f. Publisher.

g. Content distributor.


====================================

Previous content marketing note : Basic of business storytelling

Next notes : building content strategy planning