How To Prioritize What Content To Create

How To Prioritize What Content To Create

This is is part of my live-learning series! I will be updating this post as I continue through my journey. I apologize for any grammatical errors or incoherent thoughts. This is a practice to help me share things that are valuable without falling apart from the pressure of perfection. 

How to prioritize what content to create for successful marketing

In this post, I share how to prioritize what content to create so that your marketing is effective and efficient. Time is a limited resource and you want to make sure you are spending it wisely.

YouTube Video

What are your primary goals?

This is an important question to ask. I have more content on this that I will be linking at a later date, but at a core level, all content creation should be aligned with your goals as an individual and organization.

Ideally, you should be able to measure those goals as conversions in analytics systems like Google Analytics

If these goals contribute to revenue and you are an organization looking to grow you already have a great attribute to help you prioritize what content you should be creating.

Who Is Your Targeted Audience?

A fundamental question you should begin with when prioritizing your content. 

What does your audience want to know? How can you provide immediate and immense value to them? What are their pains? What are their needs?

Some example customers for myself and Speak Ai:

It is nice if you already have customers because you can start to identify patterns between them. Then, you can use those patterns to prioritize and create content.

I’ve shared a few of our customers at Speak Ai below and then some interests, locations, skills, and job titles that I am considering in my personal and our team’s 2021 content strategy. 

Maya Health

By supporting evidence-based mental health practices, our goal is to help millions of people improve their mental health and wellbeing.

Ryerson University Zone Learning

A new model of experiential learning built to allow students to apply their degree coursework to real-world startups, causes, companies, projects or ventures. 

London Economic Development Corporation

The London Economic Development Corporation (LEDC) is the lead economic development agency for London, Canada. Established in 1998, LEDC is a not-for-profit organization that is funded by the City of London through a Purchase of Service Agreement.

Microdose Media

A leader in virtual events and media in the emerging alternative mental health and wellbeing industry.

Customer Locations

Right now, most of our customers are in Canada and the United States. however, we have users and customers from all across the world. 

Customer Industries

Writing & Editing, Online Media, Music, Biotechnology, Health, Wellness & Fitness, Alternative Medicine, Media Production, Medical Practice, E-learning, Mental Health Care, Entertainment, Computer Software, Internet, Education Management, Research, Marketing & Advertising, Publishing, Information Technology & Services, Market Research, Public Relations & Communications

Customer Skills

Marketing Management, Clinical Research, Qualitative Research, User Interface Design, Research, Digital Marketing, Qualtrics, Design Research, Marketing, Healthcare, Marketing Strategy, Online Marketing, Quantitative Research, Customer Insight, Qualitative & Quantitative Research Methodologies, Research Design, Research and Development (R&D), Online Research, Product Marketing, Market Research

Customer Job Titles 

Media Manager, Search Marketing Manager, Senior Research Analyst, Digital Media Planner, Digital Media Coordinator, Senior Media Analyst, Internet Marketing Analyst, Research Analyst, Insights Analyst, Media Specialist, Research And Development Specialist, Research And Development Engineer, Researcher, Associate Researcher, Senior Market Research Analyst

Customer Interests

Business Intelligence, Computer Software, Sound Engineering, Human-Computer Interaction, Computer Programming, Health, Business Technology, Artificial Intelligence, Marketing and Advertising, Data Management, Information Technology

If You Have Many Ideas

This is hard. It is exciting to have all these amazing ideas to produce content, but you only have so much time in the day. High-quality content can be difficult to produce on an ongoing basis. 

Tyler Bryden Content Calendar

Tyler Bryden Content Calendar

Currently, I am trying to create one video with an accompanying blog post and social media posts per day. That means I have 5 pieces of content I can create a week. 

That may seem like a lot but when you’re overflowing with ideas you need to narrow down, focus, and find what is truly valuable to you.

Organization Status

While I do recommend you focus on short-term and long-term success, some individuals and organizations find themselves trying to build cash flow and profitability.

The status of your organization can have a big impact on how you prioritize your content. Is this for search engine optimization benefits that come in 3 to 6 to 12 months? Or, do you need to generate leads now? 

What Platform Drives The Most Success For You?

You know that every platform is different in how it feels and what content performs. This can guide your content creation strategy. 

For myself, for example, LinkedIn is one of the biggest drivers of success. I know it is a social media network full of professionals. I have already built a great foundation of connections. I have a premium LinkedIn Sales Navigator account so I can see who is viewing my profile and engaging with content. I have optimized my LinkedIn profile. If someone engages, I can learn a lot about them and reach out directly! That means for my personal website and work, creating high-quality content for LinkedIn shapes my content creation strategy and how I prioritize what content I am creating. 

For Speak Ai, we get a lot of our sign up and leads through Google organic search engine searches. That means we want to create long-form written content that ranks on search engines with strong call-to-actions. We can also create speech-driven videos and audio that we can embed on the top of the page and transcribe for increased accessibility, time-on-page, and search engine rankings. We call this transcription marketing.

Marketing Difficulty

How difficult it is to create the content changes the resources need to execute effectively. 

Primarily, in this case, I am referring to organic search results. 

Google Keyword Planner Marketing Difficulty

Google Keyword Planner Marketing Difficulty

To understand this and then help you prioritize your content creation for marketing, you can use Google Keyword Planner (UberSuggest can also be helpful) to identify how difficult it is to rank for terms. 

Google’s Keyword Planner will provide ideas for new keywords and themed ad groups as well as data on them. Here are the columns you will see:

Average monthly searches:

The average number of times people have searched for a keyword and its close variants.

Competition:

The number of advertisers that showed on each keyword relative to all keywords across Google. If people are bidding on this term for paid ads you already have one challenge ahead of you. And, most likely, if people are paying for these terms they are also creating content to rank for them.

The goal is to find valuable search terms with mid-to-low competition and enough average monthly searches that it is worth it to create content for.

Suggested bid:

Your suggested bid is calculated by taking into account the cost-per-click (CPCs) that advertisers are paying for this keyword for the location and Search Network settings you’ve selected. The amount is only a forecast, and your actual cost-per-click may vary.

Frameworks

The RICE Method:

This stands for reach, impact, confidence and effort.

This is a scoring system developed at Intercom to help them prioritize ideas on their product roadmap. The RICE method invites content teams to assess their priorities in relation to the available resources, audience and expected return on investment.

GatherContent has a great resource on this and the Five Why’s below. 

The Five Whys:

‘The five whys’ is a technique used in all kinds of fields from medicine to film production to determine the root reason or cause behind something. It’s used famously by Toyota and its development is attributed to Six Sigma business process improvement methodology.

Template:

  • We need to create/publish X content…
  • Why? Because …
  • Why? Because …
  • Why? Because …
  • Why? Because …
  • Why? Because …

Example:

We need to create/publish  “How To Prioritize What Content To Create”.

Why? Because it is the new year and lots of people are building content strategies. By sharing this we can show we are capable of helping with the strategy and execution of content in 2021. 

Why? Because we have built Speak Ai which has the ability to help readers take audio and video content and turn them into valuable and accessible pieces of content that help them rank and grow. 

Why? Because content creation is a crucial part of individual and organization success for our customers, prospective customers, and us.

Why? Because original content creation appreciates in value and becomes a great asset for individuals and organizations. It helps increase awareness, drive traffic, leads, sales, donations, event attendees and more. 

Why? Because as people we love and crave information. If you prioritize and create content well you can have invaluable assets for growth that contribute directly to the bottom-line. 

Ability to Repurpose

I believe this is a valuable way to look at content. If you make an initial investment in it, are there ways for you to repurpose the content into other pieces of content?

This is again why we love transcription marketing so much. By taking recorded conversations and transcribing them with Speak you have created a powerful, automated way to market. Turn the best moments of your content into social media posts.

Inspiration

This is important. If you don’t feel like creating the content it will reflect in the quality of the final product. You need to find a balance between something that hits the checkboxes for organization and individual growth but also gives you passion. With inspiration and passion comes sustainability which is a crucial part of creating and fulfilling a successful content strategy. 

Good Resources

How to Prioritize Content Creation to Quickly Build Authority – MarketMuse
The Simple Trick to Content Marketing Strategy Prioritization
How to Prioritize What Content You Should Create | SEJ
9 Questions to Help You Prioritize Content Creation [Template]
5 practical ways to collaboratively prioritise content
So Many Tactics, So Little Time: How to Prioritize Your Content Marketing To-Do List – Copyblogger
3 Easy Steps To Prioritize Content Production | StrategyBeam
Create a basic prioritization framework – Optimizely Knowledge Base
Prioritize Content and Create a Winning Wireframe
B : How I Prioritize My Marketing Content

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This is is part of my live-learning series! I will be updating this post as I continue through my journey. I apologize for any grammatical

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