Photo Credit:, Negative Space

How many times have you sat at your desk in the morning wondering what content to create and if it is really needed or not? Hmm… regardless of how many cups of coffee you have, the answer to that question is not going to be easy to find unless you already have a process in place. Don’t worry, this blog is here it help you figure out an answer to that question.

Marketers know how important content marketing is in order for their brand to perform at a higher level. But here’s the challenge, how does a marketing team of 1 or 21 perform at a high level so that the process of producing content is streamlined and successful, and not inefficient? Here are three critical components for any content marketing process. And if you’re at the beginning of this process and have no idea where to start, you will definitely want to check out my blog called Organization Is Key For Amazing Content Marketing. It has outlined a complete process that will help you get started!

1) Re-purposed Content: Take advantage of slicing-up your long format content and re-purposing it for shorter content like social media, blogs and other piece of information. Also, longer form content like eBooks, sales brochures, web pages and videos are great sources to find nuggets of info from to re-use.

2) KPIs / Measurement: Determine what your Key Performance Indicators (KPIs) will be and how you will measure those. Warning: Don’t overcomplicate this part. Only measure exactly what you need to be more effective in your content marketing. Because data is so easy to find and there is lots of it, marketers end up measuring vast quantities of it, spending too much time doing it and not using it to make their process better.

3) Assessment: After the content marketing process is working, it is always best to ask yourself the question… what’s working and what’s not? In some cases, what’s not working could be your “process.” Hmm… If that’s the case, streamline it and make it easier to operate with your team. If you don’t have a team to help with this process, simplify it for a team of one. Remember, Assessment is always one of the criteria that should be included, regardless of the size of your team.

Now that you have a clearer picture of which direction to go and a process in mind, go have some fun with your content creation and watch it blossom and generate marketing qualified leads for your sales team. is a digital content marketing and strategy consultancy that works with businesses big and small. We help solve their most difficult challenges surrounding how to leverage digital and brand development while generating qualified marketing leads.

Scott MacFarland – Chief Content Marketer | Digital Strategist  | HuffingtonPost | LinkedIn |

Twitter @scmacfarland

Photo Credit:, Negative Space


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