You ever read a killer piece of content and wonder how the heck that company actually created that? Like, obviously someone sat down and wrote the thing, but what was their actual process for creating this amazing piece of content? How many people are involved? How much research went into this or are they just winging it? What’s their distribution strategy?
We have a lot of questions.
Apparently, the people over at the Content Marketing Institute have a lot of questions too. That’s why they decided to ask a bunch of great content creators what their processes are. We’ve got their answers for you right here:
- Massimo Cheiruzzi, AdEspresso — They use internal and external writers for their content. For external writers, they pay above market rates to get the best writers. To find topics, they use Twitter, Facebook, Quora, emails, and customer support to figure out what their audience is asking about.
- Alfred Lua, Buffer — Their content is almost entirely produced by a two-man team. They plan everything on a Trello board (which is open to the public, view it here). Buffer comes up with topics by looking back at posts that have performed well, using social listening, doing keyword research, and just using good ol’ intuition. Google Analytics and Looker are used to track performance.
- Nathan Ellering, CoSchedule — Nathan has a team of 5 people working on content. They come up with content by looking back at their best-performing pieces to develop new ideas. CoSchedule has a very detailed social-sharing plan for all of their blog posts. And Kissmetrics is their analytics platform of choice.
- Patrick Whatman, Mention — At the beginning of each month, they brainstorm as a team to come up with major content pieces and decide who will write them. Aside from the usual distribution tactics, they use Inbound.org, GrowthHackers, and LinkedIn Groups to get their content in front of the right people.
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