Are you looking to create a great system for creating content for your design business?
Creating a content production system for your design business is a highly effective way to generate leads, build brand awareness, and establish yourself as an authority in your field.
We have previously covered the importance of content marketing to grow your business. We also covered multiple content ideas for designers and brands. In this article, we will define the process you can use to create your content – even if you’re a busy small business owner with no team!
- why creating a content system is important
- what kind of content process fits your busy life
- what is pillar content and why do you need it
- what tools you can use to make your content production simple and joyful
Let’s dive in!
Before you create any content, you need to define your target audience
We already discussed this many times, but it makes sense to repeat: the first step in creating a content production system is to define your target audience.
- Who are they?
- What are their pain points?
- What kind of content do they consume?
Once you have a clear idea of your target audience, you can create content that resonates with them. For example, if you sell home decor, you can create articles that help your customers to create beautiful spaces, using your products. Then again, if you sell design services, your content should be more about your process and how you help them remove the stress from an interior design project.
Then, set your content goals
What do you want to achieve with your content? Do you want to generate leads, build brand awareness, establish authority, or something else? Define your content goals so you can create content that aligns with them.
Identify content types
There are many different types of content you can create, including blog posts, infographics, videos, social media posts, and more. Identify the content types that are most relevant to your target audience and content goals.
Decide the platforms you want to use
One critical thing to keep in mind: you don’t have to be on all platforms. You most likely don’t have the recourses of big brands, right? Well, focus your time and effort on those activities you can master with the resources you have available, and then expand from that.
- Where do your people gather?
- What kind of content works on those platforms?
- What do you enjoy doing?
Once you have identified your chosen types of content and the platform, the next step is to develop your content calendar.
Identify your pillar content
Pillar content, also known as cornerstone content, is a type of content that serves as a comprehensive and authoritative guide on a particular topic. It is usually a long-form piece of content that covers all the essential aspects of a topic and provides valuable information to the audience.
Pillar content is designed to be evergreen, meaning that it remains relevant and valuable to the audience over time. It is also meant to be a central piece of content that serves as a foundation for other related content on your website or blog.
Ideas for pillar content
- blog article
- video training
The key with pillar content is that it needs to be regular, for example, a weekly piece of content that you release. This improves your search engine rankings and keeps your audience interested and engaged.
A huge bonus is that once you have your pillar content dialed in, you will have so much easier to create distributable content for separate social media platforms and for your email marketing!
Develop a content calendar
A content calendar is a schedule that outlines when you will publish each piece of content. It helps you stay organized and ensures that you have a consistent stream of content.
Develop a content calendar that aligns with your content goals and target audience.
Tip: set aside one day a quarter to create a complete list of topics for the coming quarter. In my company Avenue, we do this at the end of each quarter, so we can get a great head start for the coming quarter. Of course, the content we create is also aligned with the sales campaigns during that quarter.
The goal of this day is just to create ideas, not to create the actual content. Then schedule another day when you expand each topic with ideas and sources that you can use to create your content.
After these two days, you have content for the whole quarter, for example, 12 ideas for blogs, 24 ideas for videos, or whichever is your pillar content.
Plan your content creation process
Once you have your content calendar, you need to plan your content creation process.
- Who will create the content?
- How will you ensure quality?
- What do you need to create the content?
Create the Pillar content
With a plan for your content, it’s very easy to get to work! You could, for example, set aside one day each month to create the pillar content.
This would mean that over one day, you record 4 videos or write 4 blogs. Yes, it’s a lot, but then again – after this day, it’s done.
Better yet, you can also outsource this in case you don’t want to, or don’t have time, to create your pillar content!
Next step: distribution
How will you distribute the content?
Your pillar content is half the battle, you also need to set up a solid content distribution system that makes sure that people get to see your content!
You could use a content distribution tool to make this part easy. But before you set this up, you need to schedule time in your calendar to create the distributable content pieces!
Create the distributable content
My recommendation is that you break each of your pillar contents into 3-5 distributable pieces of content. This would be, for example, an image with a short quote from your podcast, or a short caption that you can post on social media.
This way you create and distribute content that refers to your pillar content, which in turn will invite people into your sales process.
You could, for example, set aside 2-3 hours each week to create the distributable content and automate the publishing using your favorite social media tools.
Put your content production system to use
By following these steps, you can create a content production system that helps you achieve your business goals and build a strong online presence for your design business.