Web content creation: how to master this creative process?

Web content creation is a digital profession! As a creative process and in the same way as site design, it is a powerful communication tool, serving the user experience and engagement. Despite the surge of AI in the world of digital marketing, writing texts, posts, etc. for the internet requires the knowledge and relevant application of specific and sharp techniques. Let's mention in particular the famous SEO, natural referencing technique, which includes the use of specific keywords, a coherent structuring of titles, etc. What you need to remember about this subject, which should not become a problem for the company

What is web content?

Web content is any text and graphic material that is intended to be widely distributed by a company. The different forms it can take :

Website content;
Newsletter;
Blog post;
Posts on social networks, etc.

Steps to create a web content

Creating web content requires several steps upstream, downstream and in between!

Creation of a brief/page chart;
Research based on the client's specifications;
Writing of web content;
Proofreading of each content;
Review of all content;
Adding content to the CMS selected by the client;
Review of online content;
Adjustments if necessary;
Publication.

Who writes the web content?

It takes more than just one writer to create web content! In fact, it is a team effort. In order to provide credible readings and express a company's expertise, several specialists must work together. Here is an example of a typical team:

A content strategy specialist, whose mission is to create page templates and layouts; create guidelines for content creation and management; create an editorial guide to follow for successful optimization.
The writer(s), who know where to find the information to write the content; write the texts respecting the editorial guide and SEO techniques, ensure the internal linking if necessary. They can be specialist(s) in a particular field.
The chief editor or senior writer, who ensures that the content meets the client's specifications.
The integrator, who will publish the content on the appropriate CMS if it is an article.

How to organize your web content creation?

As with IT development, the creation of web content requires the establishment of objectives and best practices. Both from the client and the provider, but also between the two parties. This specialty of digital marketing requires time, a clear and understandable process and adequate resources.

When combined, these elements create quality copy, which is essential for generating audience, online visibility, credibility and awareness for the company. In a word: convince customers that they have found the expertise they were looking for!

Web content creation: best practices upstream

Many companies use a web content creation agency. Gaining in flexibility, they can thus join the required competences in the short, medium or long term, without having to recruit internally.

In order to timely produce and supply texts and visual elements, the agency:

Has all the necessary competent human resources;
Applies a process specifically designed for this digital marketing offering;
Provides its resources with all the tools they need to create ;
Accompanies each client closely for a good understanding of their expectations;
Is able to adapt the quantity of its resources to that of the contents to be produced;
Organizes to deliver the ordered contents according to the deadlines agreed upon with the clients;
Does in-depth work with its web content creators, including ongoing training to maintain its quality (SEO);
Etc.

What is web content writing? Esokia answers you!

Preparing a web content project: the right questions to ask

A web content project must be prepared: the success of the mission entrusted to the service provider depends on it. Here are a series of questions that will help clarify the company's expectations, needs and objectives

What is the purpose of the website?
Who is the target audience?
What type of content is relevant to this target audience?
How can this content help them, inform them, educate them on a particular topic?
What types of media (texts, images, videos, etc.) can illustrate the web content to be published?
How to make the expected content easy to read and engaging?
How to measure the impact of web content?