What It Is & How to Do It in 2023 [Tips + Tools]

What It Is & How to Do It in 2023 [Tips + Tools]


Content material is important for reaching your audience and fueling your advertising and marketing engine.

However how do you get began?

On this article, we dive into numerous forms of content material and lay out a content material creation course of you possibly can comply with. 

What Is Content material Creation?

Content material creation is the method of making numerous types of media that attraction to your audience. 

It entails a number of steps, from producing an preliminary concept to selling a broadcast piece. 

And the content material creation course of entails totally different specialists. 

As an illustration, content material strategists usually determine related subject concepts that align with advertising and marketing targets. And writers, video producers, and different creators flip these concepts into thrilling items of content material.

Listed below are a few of the most typical roles based mostly on our State of Content Marketing report:

infographic showing content marketing job roles, including content marketing specialist, manager, director, strategist etc,

Why Is Creating Content material Vital?

Content material creation is essential for guaranteeing you will have what it’s essential attain potential clients. 


As a result of it’s a key a part of content marketing—a long-term technique that entails creating and sharing content material throughout channels to achieve and have interaction your audience. 

Which helps in your efforts to:

  • Develop model consciousness
  • Have interaction with totally different on-line communities
  • Retain present clients 
  • Educate potential clients
  • Construct credibility
  • Enhance natural (unpaid) search rankings

Bettering natural rankings via content material could be particularly helpful for reaching potential clients. 

You do that via search engine marketing (Website positioning), which entails creating and bettering your web site and content material to rank increased in Google’s search outcomes. 

Varieties of Content material 

It’s a good suggestion to provide numerous types of content to maximise your attain. Listed below are only a few:

Weblog Posts

Weblog posts are an effective way to coach readers (and so they usually account for lots of web site content material creation). Weblog posts additionally assist with model consciousness, search rankings, and buyer loyalty. 

The truth is, the entrepreneurs and enterprise homeowners surveyed in our State of Content Marketing report mentioned each short-form and long-form articles had been a few of their best-performing content material codecs.

Check out the outcomes:

answers to "Which content formats perform best" shows video in the first spot, followed by short-form articles, success stories, long-form blog posts etc.

Developing with contemporary weblog concepts and executing them properly is essential. It helps your content material to face out from the group. 

Content material Creation Concepts for Weblog Posts

Listed below are some weblog submit idea concepts to encourage you: 

  • 101 content material: Reply frequent questions rookies in your business have
  • 201 content material: Present extra refined content material for seasoned professionals 
  • Comparisons: Examine a number of options, merchandise, or providers
  • Curations: Share the very best sources on a given subject 
  • How-to guides: Give step-by-step walkthroughs for essential processes
  • Information: Share bulletins about current firm and product updates, awards, and extra

Your weblog can include some or all of those content material codecs. 

For instance, Semrush’s weblog incorporates a number of classes with many forms of weblog posts. 

screenshot of Semrush’s blog page featuring six different blog posts

There are primary, 101-style items. But additionally superior Website positioning articles, in-depth guides, and extra. 


Infographics are visible representations of knowledge factors or narratives. 

Infographics do a great job of conveying advanced or data-heavy data in a digestible manner. In addition they assist break up partitions of textual content. And are typically shared on social media and referenced by different websites. 

You possibly can search for attention-grabbing knowledge related to your business and visualize them with infographics. Or discover inspiration from in style infographics in different industries. 

Content material Creation Concepts for Infographics 

Infographics take many shapes and varieties. Listed below are some concepts to spark your creativity:

  • Course of rationalization: Break down a fancy course of associated to your business or product
  • Trade traits: Use knowledge for instance present traits in your business
  • Firm timeline: Inform the story of your organization and its key milestones
  • FAQs: Convert your most incessantly requested questions into an infographic
  • Charts: Convey numerical knowledge in bar charts, pie charts, and extra
  • Maps: Current location-based knowledge and data with easy or customized maps 

Infographics could be spectacular. As an illustration, have a look at this infographic that reveals how Captura removes carbon from the atmosphere. 

an infographic showing how Captura removes carbon from the environment

What for those who don’t have the sources to provide advanced infographics? Less complicated infographics just like the one under can even do the trick and get your level throughout. 

"On-Page SEO Checklist" infographic by Semrush shows list of on-page SEO tips with simple graphics


Movies could be standalone items on YouTube or your web site. However they’ll additionally improve textual content content material. 

And 45% of the entrepreneurs and enterprise homeowners surveyed in our State of Content Marketing report cite video as the only best content material format.

Movies could be labeled with metadata, like tags and descriptions. However they’ll have restricted searchability in comparison with textual content. 

example of adding tags to videos

And you may repurpose present weblog posts into video content material. Founders and executives can even submit brief video clips on social media sharing their ideas.

Content material Creation Concepts for Movies 

Whether or not you go for live-action footage or computer-generated visuals, listed here are a number of video content material concepts to look into:

  • Explainers: Concisely clarify a product, service, or idea
  • Product demos: Stroll via a services or products, protecting its options and advantages
  • Case research: Function glad clients who share their experiences 
  • Tutorials: Share step-by-step directions on find out how to carry out a job or study a ability
  • Behind-the-scenes: Present a glimpse into the interior workings of a enterprise
  • Animations: Inform a narrative in an animated kind

For instance, McKinsey & Firm makes use of video in its article on nature conservation. 

The video (proven under) gives readers with further particulars on the efforts their specialists put into defending ecosystems. 

example of video on protecting ecosystems by McKinsey & Company


Podcasts create a deep reference to listeners via storytelling and discussions. They assist construct a loyal fan base. 

And almost two-thirds of the U.S. inhabitants over age 12 has listened to a podcast, in accordance with Edison Research

Beginning a podcast doesn’t should be daunting, both. 

Determine matters that each you and your viewers are obsessed with. Then, plan your content material forward. Determine whether or not you’ll invite friends or run solo, how lengthy ought to episodes be, and extra.

After you report episodes, you possibly can publish them on podcast directories like Apple Podcasts, Spotify, and Google Podcasts. 

You may as well use listener suggestions to enhance.

Content material Creation Concepts for Podcasts 

Podcasts lend themselves properly to many artistic codecs. Listed below are some concepts to discover:

  • Professional interviews: Function business specialists, thought leaders, and influencers 
  • Success tales: Discover how companies associated to your podcast’s theme achieved success
  • Q&A classes: Concentrate on answering questions submitted by your viewers 
  • Trade traits: Spotlight trending matters and rising applied sciences in your area of interest
  • Panel discussions: Have interaction specialists in a panel dialogue on a particular subject 
  • Critiques: Focus on books, films, and occasions associated to your podcast’s theme 

Attempt to launch numerous forms of podcast content material to interact your viewers. The favored enterprise podcast “Acquired” is nice at this.

The hosts produce interviews, firm origin tales, panel discussions, and extra. 

Right here’s a snapshot of what they’ve coated:

a snapshot of “Acquired” podcast featuring six of them on their site

Social Media Posts

Social media content material allows manufacturers to achieve over 4.5 billion users. To allow them to join with totally different audiences and cater to their preferences. 

And feedback, likes, shares, and direct messages supply a possibility to work together with audiences and foster a way of neighborhood.

One factor to bear in mind: 

Every platform has a particular sort of content material that performs properly. 

For instance, TikTok is understood for its enjoyable, brief movies (proven under). And high-quality imagery is in style on Instagram.

screenshot of TikTok "Explore" page

These platforms additionally acquire consumer knowledge. And types can faucet into this knowledge to enhance their content material. 

You may as well repurpose a few of your weblog content material for social media.

As an illustration, in style Website positioning-focused content material could be was brief explainer movies and shared throughout social media accounts. 

Content material Creation Concepts for Social Media Posts 

Take a look at several types of social media content material to see what performs finest. Listed below are some concepts to get you going: 

  • Content material promotion: Share hyperlinks to content material printed in your web site 
  • Behind-the-scenes: Submit images or movies of your workspace or artistic course of
  • Product spotlights: Clarify the advantages of your newest services or products
  • Consumer-generated content material: Reshare images, movies, and critiques generated by your clients
  • Polls and surveys: Collect opinions or insights out of your viewers
  • Seasonal content material: Touch upon present festivities and holidays
  • Inspirational quotes: Share motivational messages and quotes paired with thrilling graphics
  • Giveaways: Run social media contests to reward your followers
  • Stay movies: Conduct dwell Q&A classes, occasion spotlights, and extra

And social generally is a good place to share amusing.

For instance, Burger King doesn’t draw back from utilizing humor of their social media posts. 

Burger King on Twitter uses humor in their posts

However you most likely need to transcend simply posting humorous content material. 

You additionally need to be approachable and share useful content material as properly. Right here’s how we try this: 

example of Semrush sharing helpful content with its users on how to perform SEO audit

Interactive Content material

Interactive content material encourages customers to interact together with your content material, which may translate to them spending extra time in your website, following you on social media, and extra. This may enhance model consciousness and even assist them transfer nearer to creating a purchase order.

Interactive content material items additionally add on the spot worth. Assume calculators, polls, and interactive maps. 

And different websites are prone to hyperlink to helpful items of interactive content material. 

One strategy to ideate interactive content material is to consider your viewers’s wants. And how one can meet these wants in a manner that static content material can’t. 

an example of interactive content by moneygeek, featuring "Auto Insurance Calculator" where users can see how the auto insurance rates vary with different options chosen

Content material Creation Concepts for Interactive Content material 

Interactive content can take quite a few varieties. Listed below are some totally different codecs:

  • Quizzes & surveys: Allow guests to study extra about themselves or their clients and workers via a sequence of questions
  • Calculators: Assist customers discover a numerical worth for a particular course of or buy
  • Interactive webinars: Give attendees the chance to remark and ask questions in actual time
  • Interactive maps: Permit customers to give attention to totally different geographical areas to uncover particular data

Searching for extra particular examples of interactive content material?

Evaluation these nice examples: 

screenshot of Empire Flippers’ Online Business Valuation Calculator

Tips on how to Develop a Advertising and marketing Content material Creation Course of

Create nice content material by executing on an agreed-upon content strategy. Listed below are some key content material creation steps you and your workforce can comply with.

Generate Content material Concepts

Nice content material begins with creating concepts your viewers will discover attention-grabbing and helpful. 

These concepts ought to focus in your viewers’s wants, pursuits, and ache factors.

How will you discover that data? Listed below are a number of sources you should utilize to study extra about your viewers: 

  • Analytics instruments: Use Google Analytics, social media platforms, and different instruments you need to study your viewers’s pursuits and issues
  • Gross sales reps’ enter: Discuss to your gross sales reps to find the matters clients and prospects deliver up most frequently
  • Buyer assist calls: Hearken to recorded calls from you assist workforce to determine frequent themes throughout assist calls that may be proactively addressed with content material
  • On-line communities: Search for the matters your audience talks about on boards, social media, Slack teams, and different on-line venues
  • Competitive research: Study your rivals to find what sort of content material they’re creating or discover new angles on in style matters

As you analysis, make notice of overarching content material concepts that align together with your viewers. These matters can inform seed key phrases—broad search phrases you possibly can enter right into a key phrase software to search out extra targeted and related key phrases.

Let’s go over how to do this subsequent.

Analysis Subjects

Now, it’s time to analysis matters based mostly in your concepts and seed key phrases. To search out particular angles that you would be able to create content material round.

You are able to do this utilizing a key phrase analysis software like Keyword Magic Tool

Let’s say you need to discover matters associated to promoting ebooks. 

Open the software, sort in your seed key phrase, choose the goal nation, and click on “Search.” 

Keyword Magic Tool with "selling books" written in search bar and location set to US

You’ll now see a listing of key phrases associated to your subject, sorted by search quantity. Like this:

the tool provides a list of keywords related to "selling books" search

You’ll most likely see 1000’s of outcomes. So, how do you slender your outcomes? 

You possibly can filter this key phrase choice by together with or excluding particular phrases. 

For instance, perhaps you don’t promote on Amazon. Simply add “amazon” to the “Exclude key phrases” subject.

You may as well use the instructed teams and subgroups within the column to the left of the key phrase checklist. This helps you type key phrases by subtopics. 

Right here’s the way it seems to be when you choose “on-line” as a subgroup.

example of selecting “online” as a subgroup when filtering results in Keyword Magic Tool

Then, use the “Superior filters” drop-down to search out long-tail key phrases. This feature allows you to specify the phrase rely, search engine outcomes web page (SERP) place, and different particulars of your excellent key phrases. 

“Advanced filters” drop-down menu

You possibly can repeat this for a number of teams and subgroups. Then, you possibly can group them into keyword clusters (teams of associated phrases) you possibly can create totally different items of content material round.

You may as well discover concepts through the use of Keyword Gap to search out out which key phrases your rivals are specializing in. 

Navigate to the software, enter your area and the domains of as much as 4 rivals, and click on “Examine.” 

Keyword Gap tool lets you enter the domains of up to four competitors

Once you see the dashboard, scroll down and click on on “Lacking” within the “All key phrase particulars for:” part.

“Missing” button highlighted in “All keyword details for:” section

You’ll see the checklist of key phrases your rivals’ websites rank for however your website doesn’t. 

an example of list of keywords your competitors’ sites rank for but your site doesn’t

There are most likely a ton of choices. So, how do you discover good choices? 

A method to do this is to filter by your rivals’ prime pages. 

Go to “Place,” choose “Opponents,” and click on “High 10.”

filtering “Top 10” competitors’ pages

Upon getting a stable checklist of matters, you should utilize them to plan a content calendar that lays out when every bit of content material can be printed and on which channel.

Then, write a brief for every upcoming subject. 

A quick outlines the specifics and expectations for a bit of content material. It guides the method to make sure everybody understands the target, viewers, correct messaging, and different particulars.

Tip: Semrush’s Keyword Manager gives an automatic strategy to create subject clusters. Click on the inexperienced “Create checklist” button, then add your seed key phrases within the subsequent menu, and press “Create checklist.” You’ll be supplied with numerous clusters to work with.

Produce Nice Content material

It’s time to start out the content material creating itself. 

Perhaps which means assigning it to a workforce member or freelancer. Or perhaps you’re producing the work your self.

Both manner, you need to give attention to high quality.

Producing any type of nice content material entails making it: 

  • Viewers-centric: Tailor content material to your viewers’s pursuits and ache factors
  • Precious: Present worth to your viewers by educating them or presenting options
  • Clear and concise: Use plain language, keep away from jargon, and preserve the message simple
  • Participating: Use storytelling, visuals, and probably interactive parts to seize your viewers’s consideration
  • Credible: Cite credible sources, use knowledge to again up claims, and think about interviewing specialists
  • Distinctive: Your content material ought to supply one thing totally different than what’s already on the market
  • Actionable: Good content material encourages the viewers to do one thing, whether or not it’s to suppose otherwise, apply the data they’ve gained, share the content material, or make a purchase order

There are different nuances to producing nice content material that you would be able to discover in our content quality guide.

One instance of nice content material is that this CB Insights piece about Discord: 

screenshot of CB Insights piece about Discord

The article delivers worth by sharing a number of examples, quotes, and knowledge factors. It’s written clearly and makes use of numerous imagery to get the purpose throughout. 

And its construction is logical and simple to comply with. It takes readers on a journey, beginning with how Discord was launched and ending with what lies forward. 

You additionally want to verify an article is simple to grasp and optimized in your goal key phrases.

It’s simple to do that with the SEO Writing Assistant

Open the software and click on “Analyze my textual content.” 

SEO Writing Assistant tool with “Analyze my text” button highlighted

Kind or paste your content material within the textual content subject, add your goal key phrases, then click on “Get suggestions.”

“Get recommendations” button highlighted in SEO Writing Assistant

You’ll now see recommendations for bettering your content material associated to “Readability,” “Originality,” “Tone of voice,” and “Website positioning.”

Right here’s an instance of what you would possibly see:

SEO Writing Assistant tool gives you various suggestions for improving your content

You don’t should act on each advice. Assess to find out which of them are essential to you, after which implement them. 

It’s additionally simple to share this content material with workforce members to edit. Both share instantly within the software or select the choice to “Transfer to Google Docs.”

“Move to Google Docs” button highlighted in top right corner of SEO Writing Assistant tool

As soon as your content material is written and edited, it’s time to publish it and work on promotion. 

Additional studying: 14 Tips for Writing Awesome Website Content

Promote Content material

Content material creation and advertising and marketing go hand in hand. So, you possibly can (and may) promote content material throughout a number of channels. To assist it attain much more audiences.

The ways you’ll use will fluctuate relying on the content material sort.

However listed here are a few of the promotion ways to contemplate:

  • Ship content material to your e mail checklist, ideally to segmented audiences
  • Use paid advertisements on social media and serps
  • Pay or accomplice with third-party websites, influencers, and newsletters to characteristic your content material
  • Share content material in boards, Slack communities, and subreddits the place your viewers spends time
  • Create natural social posts or teaser movies to advertise your newest article

Traffic Analytics may give you much more concepts on methods to advertise your content material. As a result of you should utilize it to study extra about how rivals drive audiences to their web site content material. 

Head to the software, enter a number of rivals’ domains, and click on “Analyze.”

Traffic Analytics tool

You’ll attain the “Overview” dashboard first. Then, click on the “Site visitors Journey” tab. 

“Traffic Journey” tab in "Overview" dashboard

You’ll now see the share of visitors your rivals get from numerous channels, together with referral, natural search, paid social, and extra. 

in "Traffic Journey" you can find the percentage of traffic your competitors get from various channels, including referral, organic search, paid social etc.

The “Site visitors Journey Particulars” desk on the backside is very helpful for seeing how sure channels drive to sure pages. 

As an illustration, if you choose “Sources” and “Natural Social,” you possibly can see which social platforms drive essentially the most visitors to your rivals.

results for “Organic Social” filter

These insights can assist you perceive which channels are profitable in driving visitors to your rivals. That can assist you prioritize your individual distribution channels. 

Additional studying: 20 Content Promotion Strategies to Make Your Content More Visible

Analyze and Iterate

Analyzing your content material efficiency can assist you perceive what works and what doesn’t. So, it’s essential to trace metrics that make sense in your advertising and marketing and enterprise targets. 

Listed below are a few of the metrics content material groups have a tendency to trace: 

  • Conversion charges: The proportion of customers who take a desired motion on a webpage, resembling making a purchase order or signing up for a service
  • Web page or video views: The whole variety of instances a webpage or video has been considered by customers 
  • Organic traffic: The guests who arrive at a web site by clicking an unpaid search end in search engine outcomes
  • Social media attain: The whole variety of people who’ve seen your social media content material
  • Common engagement time: The typical period of time your webpage was a consumer’s focus
  • Keyword rankings: The place your web site holds in search engine outcomes for a key phrase
  • Backlinks: Hyperlinks on different web sites that direct customers to your web site
  • Episode downloads: The variety of instances your podcast or different episodic content material has been downloaded by customers

You should utilize Google Analytics 4 (GA4) to gather many knowledge factors.

Let’s say you’re taken with seeing your top-performing touchdown pages.

To get began, open Google Analytics and click on the “Stories” tab. 

“Reports” button in Google Analytics

Then, click on “Engagement” and ”Touchdown web page.” 

“Engagement” and ”Landing page” buttons in Google Analytics

Now, regulate the time interval to see the particular knowledge you’re taken with by going to the date within the top-right nook. 

selecting the time period in Google Analytics calendar

Kind pages by classes, customers, and different metrics to search out the best-performing ones. 

Monitor essentially the most related knowledge factors in your website as an entire and for particular person items of content material. To search out out which matters, content material codecs, and items carry out properly. 

Then, you possibly can transfer away from the matters that don’t resonate together with your readers and focus extra on ones that do. 

Content material Creation Instruments

There are lots of content material creation instruments available on the market. Some assist with analysis, some with writing. Others assist with creating visible parts. 

Right here’s a collection of a few of the finest content material creation instruments: 

Website positioning Writing Assistant 

SEO Writing Assistant is an AI-supported software that evaluates your content material for readability, originality, Website positioning, and tone of voice. 

SEO Writing Assistant tool

And it could actually generate, summarize, or rephrase textual content with the Good Author characteristic.

The software can even allow you to Website positioning-optimize your content material. It lists semantically associated key phrases you possibly can add based mostly in your goal key phrases. Which you’ll be able to then incorporate into your content material.

And the software additionally helps you determine any indicators of plagiarism it is best to take away. 


ContentShake is an AI-powered content material writing software that helps customers ideate matters, write and optimize content material, and publish. 

screenshot of ContentShake

The software helps you discover the fitting angle in your content material, generates a beneficial define, gives suggestions, and analyzes related content material from rivals.

It will possibly additionally allow you to preserve a constant tone of voice in each piece. 

And you may ship articles to Google Docs or publish them on to WordPress. All with out leaving the software.


ChatGPT is an AI chatbot that may generate subject concepts, write numerous forms of content material, present suggestions in your writing, and extra.

screenshot of ChatGPT page

As an illustration, the software can generate a number of content material concepts based mostly in your key phrase or subject.

It will possibly then draft the article by itself or utilizing a top level view you present.

You possibly can even share your fashion, movement, and tone of voice preferences. And it’ll edit the content material accordingly. 

ChatGPT can even translate content material to and from a number of totally different languages.

Be mindful: AI-written content material ought to all the time get a radical human evaluate for accuracy and desired fashion.


Canva is an internet software for creating weblog pictures, displays, social media movies, infographics, charts, and different forms of content material.

screenshot of Canva page

The software gives loads of templates for a lot of totally different codecs. That can assist you rapidly elevate your content material high quality.

Customers can even entry an enormous library of images, graphics, movies, audio clips, and fonts. 

Canva’s versatility means your workforce can create content material for a number of distribution channels.


Descript is a multimedia platform for enhancing video and audio recordsdata, capturing and sharing display recordings, producing transcripts, repurposing content material for social, and extra. 

screenshot of Descript page

Creators can use Descript to place collectively every part from explainer movies to gross sales displays. 

And it’s simple to share content material with workforce members. To allow them to evaluate and supply suggestions.

You may as well write and edit your script instantly within the software. And watch as your script is was video.

Take Your Content material Creation to the Subsequent Stage

Producing nice content material has by no means been extra essential. 

And you may acquire an edge over the competitors for those who select your content material sorts rigorously and execute every bit properly.

Take the subsequent step in your content material creation journey with The Content Marketing Starter Kit. Or by attempting all of Semrush’s content material and Website positioning instruments at no cost.


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