Core Stages of Website Development by The Watchtower - Web Design Agency Dubai Ep4

Website Content Creation

Once you've completed your website's framework, it's time to move on to the most important aspect of the website development: the written content.

Content creation is the process of deciding on a new topic to write about, deciding on the format of the content, formalizing your strategy (keyword or otherwise), and then actually producing it. Furthermore, most content creation processes include multiple rounds of edits with other stakeholders before content is ready for publication.

Because content can take many forms – blog post, video, eBook, Tweet, infographic, advertisement, to name a few – the process of creating content is nuanced and not always as straightforward as it may appear. However, doing it well can have a significant impact on your business. In fact, recent research shows that creating high-quality educational content increases the likelihood of customers purchasing from your company by 131%.

Creating great content begins with a well-defined process. Let’s walk you through the entire content creation process, from beginning to end, and show you how great content can help your audiences and customers find solutions and answers to their problems. So, where do we begin?

The issue most Dubai businesses face when it comes to creating amazing content

The following are the most common complaints and justifications we hear from business owners in Dubai for avoiding content marketing:

• We don't have time in our schedule for one more task.
• Before we create additional marketing content, we need to create and focus on other internal items.
• Before we invest more in marketing, we need to strengthen our business systems and processes.
• We have no idea what to write about or what people would be interested in.

Developing a sustainable content creation process will boost your business and establish you as an expert—and it's easier than you think. There are systems and tactics you can use to dramatically increase the return on your content creation investment. It just takes some forethought...

Step 1: Determine how content creation can improve user experiences, value, profitability, and systems.

Before you begin creating content, you must first determine why you are creating content. This is where we dive deep into the inner workings of a client's business in Dubai, identifying all areas that could benefit from content creation.

The following are the most common areas where content is required:

• Education of the customer
• Onboarding of new clients
• Offers for client training and list building
• Diversification of income streams (information products and courses)
• Marketing and blogging initiatives
• Speaking engagements/presentations
• Developing systems and procedures
• Employee education

When most business owners in Dubai look at this list, they realize they are severely lacking in the content department. They become very overwhelmed when they realize they don't have any client educational materials or processes in place for their services.

Step 2: For each category, brainstorm content types and topics.

Once you list each category or area in your company that could benefit from the creation of content, brainstorm all the content that can be created to achieve your goals.

• List-building offers and Onboarding of new clients as examples.

• Several ideas for new opt-in offers for list building:
• Tips or checklist (for general interest and expert positioning)
• White Paper on the prospects before you hire (to create more qualified prospects and expert positioning)
• Industry-specific tool or resource made for you (for expert positioning)
• A special report that teaches people what you are doing (to create more qualified prospects and expert positioning)
• Additional educational materials

Here are a few examples of content that could help you improve Onboarding of new clients process:

• Email/message/video greetings
• What to Expect From Your Email/Messenger
• A summary of your procedure
• Tips for maximizing their return on investment with you and achieving success
• What you require of your client/what you require of them
• Instructions and an overview of why you're asking these questions are included in a new client questionnaire.
• What will happen next in a nutshell
• Industry Conditions glossary or manual
• Educational material such as e-books, whitepapers or simple checklists to enhance the communication between them

Step 3: Look for content overlap between categories and repurposed content.

Now we'll look at the list-building offers list, which consists primarily of marketing-related content, and Onboarding of new clients list, which consists primarily of internal business-building content.

It's clear that concentrating on Onboarding of new clients content will benefit your business, improve the client experience, and streamline your process.

However, when you factor in the content that must be created for marketing and list-building, things become overwhelming and unachievable.

It's only overwhelming because you're viewing them as two separate content areas when they're actually the same. You can simultaneously create the content you need to run your business and the content you need to market your business!

Consider the following scenario:

• You could make a list-building tips sheet or checklist out of your list of tips for getting the most out of their investment with you and having success that you created for your onboarding process.
• You could turn your list of things you need from your client/things they should do before you start into a whitepaper on what people should do before investing in your service.
• You might be able to turn your new client questionnaire into a done-for-you industry resource that others in your field would sign up for (making you a leader).
• You may turn the overview of your process to a special report that will teach new customers about the service, the way it works and what they should expect.
• You can also use the terms glossary or any other educational resource that helps your customers to publish the content in your blog.

In each of these scenarios, you move your business forward, add value for your customers, provide your audience with helpful resources and position yourself as an industry expert in Dubai

Step 4: Create a content strategy.

In Dubai, many business owners have good intentions. They want to blog once or twice a week, and they want to start strong and then fade away. Alternatively, they may begin producing a large amount of content ahead of time and then vanish completely once it is consumed.

A content creation strategy is essential for ensuring that your efforts are long-term. It's a marathon, not a sprint, when it comes to content marketing. Focus, resources, and a long-term commitment are required for success. The idea is to build it around the core content you need to grow your business and then repurpose it to get the most bang for your buck.

This is what you must do:

• Determine which content is most important to you.
• Make a list of how much time each piece of content will take to create.
• Make a plan for how you'll reuse the content you're creating.
• Get a month-at-a-glance calendar that is blank.
• Examine all of the content you want to create and the time it will take to complete each piece. Set deadlines for yourself and record them in your calendar.

Here are a few pointers to make the process go more smoothly:

• Don't take on more than you can handle.
• Keep your deadlines and timelines in check.
• It's preferable to produce content infrequently and ensure that it's excellent than to publish mediocre content frequently.
• Consider devoting one month to one "chunk" of content.