Content Marketing Process: Why You Need It and How to Create One

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Content Marketing Process: Why You Need It and How to Create One

Every marketer looking to remain competitive and have an engaged audience needs to have a content marketing process.

But that’s not enough.

You also need to keep revisiting and optimizing the process to make sure it’s innovative and up to date. It has to effectively and, at all times, help you engage your audience while guiding them through the buying funnel.

But how do you create a content marketing process?

This post discusses the basics of a working content marketing process and how to create one.

Content Marketing Process Basics

According to a 2020 study, some of the content challenges marketers face include:

  • Creating content that helps them generate quality traffic
  • Creating content that resonates with their ideal customers
  • Proving content marketing strategy effectiveness
  • Managing their editorial calendars

These and many more challenges come down to one problem:

Not having a stellar content marketing process.

How does a content marketing process help?

It helps you identify:

Your Target Audience

The first stage of your content marketing process involves conducting thorough research into your ideal customer. This research helps you identify their demographics, buying behavior, browsing behavior, interests, needs, pain points, etc.

Armed with this information, you can then create quality content that resonates with your audience.

What’s more?

This information will help you choose and create different content types to meet the needs of each customer.

Your Goals

What is it you want your content to help you accomplish?

As a serious marketer, you don’t just write to publish content about your company.


You write with a purpose.

Maybe you want to increase brand awareness, drive conversions, increase the number of quality leads, etc.

Understanding what your goals are can then help you determine what kind of content to publish.

But that’s not all…

You should also define metrics that help you measure content performance. They will help you determine if your content is helping you meet your goals.

Best of all, these metrics offer insights that can help you optimize your strategy. They help you identify content that works best, channels that drive more conversions, etc.

Tools to Use

The content marketing process involves more than content creation. You also need to publish, distribute, promote, track performance, etc.

All of these tasks and activities can be overwhelming. But you can use tools that make the process easier.

For example, you can use tools to help you:

  • Perform keyword research
  • Schedule content for publishing
  • Publish
  • Track content performance

Now that you have all this identified for your content marketing process, how do you create one?

The infographic below offers an easy 5-step plan that can help you create a content marketing process that works. Check it out!

5 of the Most Important Stages in the Content Marketing Process

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Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.