Content Production is the creative process that allows production of visual and/or textual resources – such as video contents, texts for eBooks or blog articles, matters for social media posts, but also photographic services, writings and pics for brochures, flyers, catalogs and magazines, and again infographic development, newsletters, info banners, and so on.
Content Production process is rather complex as well as strategic, and requires cross-cutting, multidisciplinary analyzes since it must be able to identify the audience and the target, the reference environment, and the main characteristics of the culture to which they belong. In this way, one can plan which concepts and messages will be most intelligible and effective, which content could be most successful, which themes or topics to put in place to increase brand awareness, interest to the brand offer, and purchase desire.
Creating contents means to build an effective and suitable form for communication in relation to time, place, and people at all.
It means to know specific tools and techniques to correctly convey the Brand Image, its Tone Of Voice and Essence.
Main fields of Content Production are:
- SEO-Copywriting, Creative Writing, Photo/Video-Editing, Digital and Interactive Info-Graphics.
- Wide SEO Strategies, Naming, Social Media Contents, Long-Forms, etc.
- Storytelling, Article Marketing, Blog and Webzine writings, etc.
- Audio-Editing, Voiceover, ecc.
Essentials to Content Production:
The first useful step for a successful Content Production is having a clear brief from the client. Usually, we arrange a one-to-one meeting or a videoconference call — this step is a key point since there are questions that naturally arise in a conversation, and which may never occur via email or other indirect channels.
The brief is a document that outlines context, purposes, and expected outcomes of the project, but also clarify the cultural background, trends and hot-topics to consider, the Brand Essence and its history, so we can detect the way it can be pose to enhance its reputation, awareness, interest, and so on.
Other key points about Content Production is the setting up of the Tone Of Voice (TOV), and the Web Positioning mapping.
Tone Of Voice is the essence of the brand managed on a linguistic plan: it's discussed through a "question-time" with the client in accordance with a socio-cultural analysis and the target's features we can find. In a nut, the Tone Of Voice is the best way through which the brand talks to people: so, it has to be coherent with the whole Brand Identity System, massive and steady in time.
Web Positioning, instead, is always a useful first-action to get an "in-web penetration index" of a brand, so we can balance the strategy around the necessary keyphrases for the brand awareness itself as well as the reference industry or audience. A SEO Audit aimed at the main keywords is one step of the workflow, but Brand Naming and Value Proposition analysis online will be under investigation as well. An interesting point is the Brand Storytelling analysis which is pivotal to make our client a strong competitor inside the market, and to build up an effective long-term positioning strategy.
Which Professionals are involved in Content Creation?
Making Content Production means having a wide range of knowledge ranging from humanities to technical studies, from literature to social and artistic history, from documentary film-making to scientific communication. One must be able to master traditional writing techniques but above all the digital writing – which is an essential thing in this field, today. One must know how to build a story through images, signs or words, explain or draw up technical documentation using right vocabularies and correct technologies.
Therefore, there is no univocal professional role but usually one works with many different figures, building ad hoc teams. Of course, it is important to identify exactly which professional profiles you need, which is why we often analyze the storytelling possibilities together with our client, aiming at the configuration of the work team in relation to emerging critical issues.
However, the process is often managed by a Content Manager, who usually has in-depth literary skills but also many technical ones, especially in the digital world (he knows how to manage SEO strategies for the brand positioning on Web; he knows social networks well, following currently trends and the main topics of discussion; he has knowledge in the field of art, cinema, and the most important online productions, and so on).