Content creation is a creative team that is "different," but not ear-severing different!!

What Is Content Creation? 

Content creation is the assembly line of written and/or visual media to disseminate a message about a brand to generate interest among a target audience. 

Content creation is usually produced by a company’s in-house marketing team or outsourced to an agency that works on a retainer or per-project basis. Your content should appeal to your buyer persona, making information accessible to your audience through blog posts, e-books, videos or social media posts.  

Content Creation vs. Content Curation

Content curation is the act of searching for, gathering, and presenting digital content for a specific subject matter. Unlike content creation, content curation does not include original content but rather assembles different content from a variety of sources. 

Let’s look at one of the fastest growing companies in the last decade, Netflix. Initially, they were content curators boasting a wide lineup of TV shows and movies from other studios.

In 2013, Netflix became content creators producing their own TV series House of Cards. Netflix now owns household staples such as Stranger Things, Big Mouth, and Black Mirror, proving that content creation is valuable as this investor details:

Doing a comparable comps valuation to other publicly traded movie and entertainment companies reveal that Netflix has a P/S multiple that is valued more than 3 times more than the valuation of traditional media companies

It may be better to own than rent, but content doesn’t create itself. Content creation teams must be creative AND analytical, understanding the importance of impactful raw data such as keyword research and SEO. 

Myth Of The Crazy Artist

 

You want a content creation team that is a little crazy just as long as the Account Rep doesn’t remove an ear in front of the client.

Original content requires the cliqued corporate maxim of thinking “outside the box.” When you hire a content creator, you’re probably thinking “how do I generate awareness for my product or service” rather than “how do I get this guy to paint the sunflowers instead of downing the absinthe?”

Whatever the goal, people creating things have hatched a “crazy artist” myth that stretches back infamously to Van Gogh infamously, if not earlier. When hiring a content creation team, a little crazy is good but they need to be blessed with a numbers-based approach 

In other words, to create unique online content that people can actually find, you need to be creative AND analytical.

For one of our clients, LeBlond Ltd, a Cincinnati-based manufacturing firm, CWT has blogged for them for nearly ten years and the numbers show the content consistently performs.

Numbers Never Lie

 

For a 30-day period (May 31 – June 29, 2021), the blog content created by CWT has ranked in 6 of the top 10 most visited pages on our client’s site.

 

The content creation of CWT produces short-term results.

 

The blog content has a high average duration (2.07 minutes). Average session duration illustrates how long users stay on your site. It’s a useful metric for indicating engagement and the true value of your site’s content as time is a human’s most valuable resource (time is money, amiright?)

Although 2-3 minutes seems like a blur in the day, this is a solid session duration for most sites. Two minutes is enough time for users to read content and interact with your website. 

The blog posts also average a lower bounce rate (45.34%) than the other pages in the Top 10 traffic list. What exactly does this mean?

 

“One and Done” Isn’t Just Five-Star Basketball Recruits

 

Have you ever gone to a movie that was so awful you walked out mid-movie? A “bounce” (often called a single-page session) is essentially the same. It’s when a “one-and-done” user lands on a site and exits without interacting or triggering another request. Bounce rate is a metric used to track single-page sessions. Research shows any bounce rate under 50% is considered to be really solid. 

Finally, blog content creates leads. One example is this piece that is eight years old and is evergreen content with over 30 comments, mostly from machinists wanting parts. Those are leads solely from comments left on the post!

 

Are You Linsanity or Can You Score Over 40 Consistently?

 

The content that CWT creates produces longer-term results

 

Some might say a 30-day period is a small sample size, however, in Quarters 1 and 2 of 2021, 4 of the top 10 pages with the most traffic for LeBlond are blog posts that CWT produced. This is a 6-month period in which nearly half the top 10 pages are from blog content. 

The numbers don’t lie. Our blogs produce more traffic and yield high results on a consistent basis. 

The blog posts have a higher average duration (2.19 minutes) with a lower average bounce rate (60.24%) than the other high-traffic pages. In other words, prospects are viewing these pages longer and checking out other content on the site than the other non-blog pages.

Finding The Right Production Crew

 

Via Newsweek

 

We mentioned Netflix earlier. In hiring content creators, you want a team that can take the process from inception to completion or in film/tv talk, from  pre-production to post-production.

Pre-Production in Film/TV: writing the script and budgeting

Production: filming

Post-Production: editing and scoring

We can use the same process used to produce stuff you consume on a screen and apply it to your content creation process.

 

Pre-Production Analysis & Content Development

 

 

Content Creation has an initial strategy stage where keyword research is conducted.

Via CWT & TODAY

 

At Content With Teeth, we start with pre-production. This is where we do some in-depth brainstorming to help create a content strategy. Some ideas will be stronger when presented as visual content (videos, infographics, etc.) while other pieces may be suited for text. Either way, we’ll work collaboratively to deliver you amazing content

We don’t stop there. After devising your content, we help distribute it. If you’re B2B, we might recommend a LinkedIn marketing campaign to disseminate your content on the world’s largest business database. We might use other social media platforms to promote the content like Instagram or Twitter.

 

Record the Score to Analytics in Post

 

In evaluating effective content creation, CWT uses sales and marketing platforms like HubSpot.

Via CWT, Premium Beat & HubSpot

 

Now, this is where the analytics come into play. Most content creators will throw some copy your way and call it a night. We go past production to post-production and help measure important analytics and metrics to see what’s working.

We’re an official HubSpot partner and have the means to ensure your content reaches the right audiences, achieves your business goals, and generates organic traffic. We use analytical tools like HubSpot Analytics, Google Analytics, and MonsterInsights to do this. 

With our model, we not only PRODUCE the content but DISTRIBUTE it (LinkedIn marketing, HubSpot email campaigns, social media, etc) and MEASURE it in “post-production” to inform you what is working and what is not.

Lust For Life AND Numbers

One who excels at content creation melds creativity with analytical thinking.

Via Anna Kester from Pexels, PNGEgg & CWT

A good content creation team should have a “lust for life” and a “lust for numbers.” A good mix of Left + Right brain stuff. Mixing the creativity of an “outside-the-box” creator like Van Gogh with the analytical skills of a number-crunching savant is the key to optimizing your content creation process and producing high-quality content. Reach out to us if you need a content creator excelling in both brain swim lanes. 

Is Creative Content Worth It

Is Creative Content Worth It?

What is creative content?

Creative content is any mishmash of words and/or images that is distinctive and essentially artisanal. In other words, it takes more time to produce and is, therefore, more expensive.

It is the brand that you will read on the beach with your iPad while on vacay. It is a company whose commercial you see on TV and don’t immediately reach for the remote.

Crack Up Corporate Cavemen

Creative content is dope cavemen.

Creative video content is modern day neanderthals with slick suits as sugar that the New School Don Draper marketing managers add to the corporate medicine to make it go down easier.

Content Marketing utilizes creative words, videos and marketing tools like research and landing pages to attract and keep an audience. If you frame a brand with flair that solves a problem for their target audience, the latter will reach out and “convert.”

Does it deliver?

 

Creative Content Writing

As mentioned, creative content tends to be more distinctive and more costly for a company or brand looking to push product.

Who wants to pay more for anything, let alone a blog post, promotional video or social media copy that can be outsourced on Fiverr or thrown to the AI gods that are building their omniscience prescience 1 by 0 by 1?

This post argues that unique content produced by an expert is worth the investment because, bottom line, you get what you pay for.

A Steak-umm-Style Content Strategy Delivers Marketing Sizzle

 

Creative Content for Social Media - CWT

If you can make frozen meat interesting on social media, then you are delivering on brand image.

If you want content your customers will actually pay attention to and not dismiss as digital garbage, then keep reading …

UnBoring Jacks Business Juice

CWT delivers juice-jacking creative content.

Stuff that you see and read about a product or brand that is interesting and unique to the target audience delivers better results.

Yes, we know. What one labels “creative content” is in the eye of the beholder and entirely subjective.

One person may see the Mona Lisa and consider it a masterpiece, a testament to the quizzical vagaries of human nature.

Others may see it and wonder why they waited hours in line at a boring ass museum to see it when they could have visited a tourist spot in Italy where dudes used to fight lions way back when.

Let’s back up the assertion that UnBoring marketing assets pay for themselves with numbers and a case study involving one of our recent email campaigns.

People Like Puke

Is projectile vomit creative content?

Does this content ring your bell?

Allow me to rephrase, people (at least the ones that read our stuff) like compelling, provocative email subject lines and images that pique your curiosity and are not “your-insurance-agent-hopes-this-finds-you-well” dull.

Killer KPIs

 

Creative Content Strategy

A key performance indicator (KPI) is a metric used to measure and track progress towards a specific goal. KPI’s are meant to measure your most important indicators.

Content with Teeth delivered an over 60% open rate with a recent email marketing campaign.

 

We know KPIs can be any metric used to track the progress or success of a certain goal. When it comes to email marketing used to bring awareness to blogging, the open rate is a pivotal metric to track. The average open rate across all industries is 20.94%.

3x Average Open Rate

This above email had over 3x the average open rate for business services (marketing) as detailed by HubSpot. It caught the reader’s attention with a clever, concise subject line, and the messaging inside was intriguing enough to keep readers interested. 

Whether you find it sublime or obnoxious, this content marketing got people’s attention and not at a micro sample size. This email campaign was blasted to around 1,000 people and had an open rate over 60% which is ridiculously high. 

Please … Don’t Bring Dylan Into This!

Best Creative Content Creators - Content with Teeth

In this instance, projectile vomit caught people’s attention. Although it may not fit the tidy “professional” tone of a business, The Times They Are A’ Changin’. We now live in a world where people’s brains are overstimulated. With the amount of cheap clickbait and hellishly dull ads we get drilled with daily to drive a brand, unique content is vital to differentiate your company from jokers who link Bob Dylan with marketing “content.”

Creative Content Delivers a Return

Content with Teeth delivers ROI on creative content.

Return on investment (ROI) is a performance measure that evaluates the efficiency or profitability of a business investment or compares the efficiency of a number of different investments. 

Calculating this value is pretty self-explanatory. You find the benefit (or return) of an investment and divide it by the cost. The result is most commonly expressed as a ratio.  

Our projectile vomit email content netted five meetings and $1100 in revenue, a 44% ROI. The vomit approach delivered!

Creative Content Will Pay For Itself

Creative Content Marketing Strategies

Though it is usually more costly, content that is well-written and engages an audience ultimately pays for itself. It’s the same reason one would buy a brand new Mercedes-Benz over a traditional Honda. Both cars get you from point A to B, but in the long-term, the more expensive German engineering will yield better results and reliability.

One of the most difficult endeavors for content creators is writing content that appeals to an audience but that’s also optimized for search engines. You must go beyond simply writing appealing content.

Good Copy Converts

Good copy can drastically improve your Search Engine Optimization (SEO). But how do we define good copy? The first thing to do is to research keywords related to your industry. Including these keywords in your copy will help your SEO. Digital Marketing Boss of Bosses Neil Patel posits that “catchy” and “click-worthy” copy (i.e. UnBoring Content) helps you rank on Google easier.

Insert Creative Content Keyword HERE

Or one  word before. Google determines the relevance of your page by analyzing where and how often you include keywords into your content. If you click on an organic (not an ad) search engine result and bolt immediately once you hit the article or post because the copy sucks, Google measures this bounce rate and will ding your overall SEO.
The Google Machine will even reward sites that utilize hot keywords by favoring them in search results.

Save On Ad Spending With Good Copy

C-SPAN owns Google?

Do people watch C-SPAN for pleasure? No. They want to see how our esteemed elected officials might address an issue important to them.

Similarly, nobody outside of marketing losers clicks on an ad because they find it worthy of content consumption. People click on ads to accomplish something and solve a problem. 

Insert “Is Creative Content Worth It?” HERE

One of the most effective copywriting strategies is to mirror the user’s search intent within your content. This will help you save money as good copy reduces brand ad spending. 

Search anything on Google right now and the very first thing on your screen will be an advertisement. Companies have to pay a hefty fee in order to have their ads appear at the top of search results. With an organic strategy and solid copy that is SEO optimized, you can save serious coin by avoiding those high ad prices. 

Let the Good Times Roll

Effective content marketing strategy

You Can Always Get What You Want with creative content utilized in an effective content marketing strategy. If that’s not corny enough, here’s a network sitcom:

The lady is right. You get what you pay for. We at Content with Teeth can crank out killer content that will magnetize eyeballs to your web properties. 

If your decision making is how cheaply you can crank out content drivel, we are probably not a good fit. If you lament the sad state of a genre of music ripped off from black musicians and want to carve your brand, company and product with distinction, please get in touch.

http://contentwithteeth.com/tag/case-study/