Content Marketing

Planning Your Business’s Content Production


Published: July 11, 2022

Businesses produce a lot of content for their marketing campaign to boost their online presence. But not every business has a solid plan in place to make their workflow efficient and actually helpful. Having a strong content production plan is important to make sure your blogs, articles, and videos attract your target audience and develop quality leads for your company. But what exactly does a content production plan entail? In this article, we discuss:

Why Do Businesses Produce Content?

Image via Pexels by Yan Krukov

The main reason that businesses produce content is to help with their marketing campaign. Content that you create and post online can help attract your target audience and convert them into customers. There are two main types of content that can help with your marketing campaign:

  • Paid Content: Paid content is essentially any form of advertising or content creation you perform that requires you to pay for its promotion. For example, if you pay Facebook to display your social media post to gain more followers, that’s considered paid content.
  • Organic Content: Organic content occurs when you develop content with search engine optimization (SEO) strategies. These strategies help your content rank better on search engines organically and generate a larger audience following and more brand awareness.

The latter form of content production is often the most popular for businesses. These businesses use SEO strategies and content writers, editors, and managers to create content on different scales to deliver valuable, informative content to their audience. Through this content, the audience can develop a relationship and trust with the business, eventually turning some of them into quality leads for the business’s products and services.

Related: The History of Content Marketing

What Types of Content Do Businesses Produce?

Here are different types of content that businesses use and how they use them in their marketing efforts:


You can’t go very far on the internet without running into someone’s blog. Though they’ve changed a lot since their conception, blogs currently deliver quick and helpful information to their readers. The style and content of blogs can change depending on the business. Most of them focus on trending industry topics or crucial pieces of information to generate the largest viewership. They also tend to be shorter forms of content, ranging from 500 to 1,500 words. This allows the blog to be approachable and readable for an audience to ensure they don’t bounce from the page right away.

Educational Articles

Educational articles are a lot like blogs, but they differ in a few ways. For starters, educational articles are longer. They often range from 1,500 to 5,000 words, as they deliver quality information to their readers. Instead of trending topics, educational articles often target popular keyword searches that are relevant to the business creating the content. The business’s target audience searches for these keywords, and businesses attempt to reach the top of the search engine results page (SERP) by including them in their content.

As an example, think of a computer repair company. Some popular keywords for the company’s target audience might include phrases like “how to fix a computer that won’t turn on” or “how to search your computer for viruses”. This business can then create content around those keywords with the goal of attracting an audience to its website.


An eBook is a lot like an educational article because it delivers quality, knowledge-based information. But eBooks differ in two distinct ways. For starters, eBooks are often more design-heavy. They often include custom images, infographics, graphs, and brand logos and colors to entice audiences and make the content more appealing. Because of their unique and engaging design, businesses also commonly use eBooks as lead generation tools. That means businesses put them behind a sign-up wall to gather audience information, such as their name and email address.

Because eBook downloads occur near the end of a sales funnel or an audience’s buyer’s journey, when someone signs up for them, businesses take that as an opportunity to contact serious potential customers or clients. That makes eBooks an extremely effective marketing tool. Want to learn more about eBooks and how they fit into the hierarchy of content creation? CopyPress has an eBook on the content marketing pyramid, which helps you understand how each piece of content fits into your overall marketing campaign. Download your eBook today!

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White Papers

The main goal of white papers is to establish a brand’s authority or thought-leadership in its industry. People often confuse white papers and eBooks, but the truth is they’re very different. For starters, eBooks have the ability to talk about a company’s products and services. They work to advertise the company while delivering information. White papers, on the other hand, read a lot more like research papers. They also typically avoid any mention of the products or services a business sells.

That’s because the main focus of a white paper is to help readers solve a specific problem or challenge using hard facts, data, and knowledge. This makes it sound like white papers are incredibly dry and boring to read for a general audience. Though that’s true for some of them, that doesn’t have to be the case for yours. If your company decides to create a white paper, it’s still very helpful to make it engaging and compelling using practiced techniques to enhance accessibility. That includes using headers, measuring readability, and using images or bullet-point lists.

These tips ensure your white papers reach a wider audience and generate more brand awareness. But you can also use other tools at your disposal, like CopyPressCopyPress has a team of vetted writers, editors, and quality assurance specialists who have the knowledge and expertise to write any white paper you need. With our expert marketers and content creators, we can help you develop content that fits your brand’s tone and style to effectively capture your target audience, satisfaction guaranteed. Check out our content writing services to see the content we provide to our clients and their marketing campaigns.


Videos are an incredibly engaging form of content that businesses can make for their marketing campaign. They can range in topic and use, depending on what the business needs them for. For example, a company might use a series of videos to explain how to use their product. This is especially popular for software as a service (SaaS) companies. These videos help customers feel confident in using the software and improve their satisfaction. Another company might use videos to talk about customer success stories or relay testimonials to potential clients.

The only downside to creating video content is the number of resources and time they take to produce. From camera operators and equipment to video and sound editors, it can take a lot to create just one short video for your audience. Using the same time and resources, companies can generally create a lot of written content quickly and efficiently, even without a team of content creators.

That’s why CopyPress exists. We have the writers, editors, and content experts you need for developing content at scale, so you don’t have to. Avoid hiring a full-time writer or going through the work of finding someone who can write in your brand’s tone and style. Our team works with you to develop a style guide so every piece of content we create fits cohesively into your brand’s image. Schedule a free strategy call with us today to see how we can boost your content marketing efforts.

What Content Should My Company Produce?

The content your company needs to create depends on what your audience wants to see. There are many tips or suggestions that you can find online about the right content to produce, but it really boils down to data. How many visitors do you have coming to your site? Do they like longer content? Shorter content? Researching your audience and monitoring their actions can help you uncover the information you need to decide which content to use for your site.

If you end up creating content just for the sake of it, you might not be targeting the right audience. This can cause people to visit your site who might not have any need or interest in your products and services. Looking for a place to start your content research? CopyPress offers a content marketing analysis tool that compares your website’s content with your top three competitors. See how your competitors rank and find any gaps in your content marketing strategy. Request your content analysis today.


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How To Plan Your Content Production Process

Here is a list of steps to help you plan the content production process:

1. Get the Tools You Need

Before starting your content production, you need to get your ducks in a row. That includes the tools you need to produce your content, as well as where you’re going to store it. Are you creating video content? You’re going to at least need a camera and some video editing software. Are you developing written content? You’re going to need writing software and probably a go-to place for images or software for graphics. But no matter what form of content you create, you need a place to store it.

For in-house teams, storing files on a local server is probably your best bet. Each member has access to the files they need on a local cloud system where they can download and retrieve them when they need to. But what if some of your team is remote? Or what if you need to hire freelance workers outside of the company? Then, the best option might be a content management system (CMS).

A CMS allows companies to write and produce content through a server they can access from anywhere. This server allows creators to write, edit, and share their content no matter where they live. When CopyPress creates content for clients, we use our proprietary CMS, Dante. This system allows us to develop content and collaborate with our large, widespread team of writers and editors to ensure we develop quality content, every time. Clients can even access Dante themselves to view the content, make edit requests, or make changes to the content themselves as they see fit.

2. Analyze Your Content Production Team

Next, it’s important to understand exactly how you’re going to use your team and what roles they fill in your production process. Though every business will have different needs, the general make-up of a production team includes:

  • Writer
  • Editor
  • Quality Assurance Specialist
  • Project or Content Manager

Also, keep in mind that each of the tasks they perform can take varying levels of time. An editor and quality assurance specialist can generally complete their work a little more quickly than a writer. So, sometimes it’s helpful to have two or three writers for every one editor. It’s also important to look at your team’s scalability. If you wake up tomorrow and realize you need to start producing even more content, do you have the means to do that? That might involve hiring more employees for your production team, which could take time, money, and other company resources.

At CopyPress, we have a team of over 2,000 writers, editors, and quality assurance specialists who can develop content for any industry, no matter the niche. When you work with us, we have the ability to scale content production to meet the needs and goals of your brand. Contact us today to see how we can boost your content strategy and help you with your content production.

3. Create a Content Calendar and Idea Sheet

Once you form your team, it’s time to start planning your content. That includes creating a calendar to help you post consistently and developing a sheet to list ideas and keywords for future content. Posting new content consistently is important because it shows your audience that you’re a reliable brand. It also helps you build brand awareness and demonstrate your authority in the industry.

Start by creating a spreadsheet you can share with your production team. Then focus on researching keyword topics that are popular with your target audience. Evaluate which topics you can create and which you’ll need to compete with. If a keyword is too difficult for you to rank for, it might not be worth targeting. It’s also possible you might be able to change the keyword by using long-tail phrases that make it more unique for your content campaign. For example, the keyword “content marketing” is sure to have a lot of competition, but the keyword “how to create a content marketing strategy” might have considerably less.

5. Measure Results

As you start to develop a workflow and produce content, it’s important to measure your results. This can help you see how your audience is receiving your content and if you need to make adjustments. That’s why it’s important to use data collection tools like Google Analytics to help you keep track of important metrics. Once you have the data you need, compare them with your goals and determine if you need to make any changes to your content marketing campaign.

For example, let’s say your goal was to improve your bounce rate by 10% but you notice it has yet to change. It’s possible the content you’re creating isn’t doing the best job at attracting and relating to your target audience. You might need to reexamine what your target audience likes to read or the common problems they face. Then, you can refocus your content to better match the blogs or articles they want to read.

Developing an efficient content production workflow can be a challenge, but that doesn’t mean you have to do it by yourself. CopyPress has a team of experienced content marketers who can help you elevate your content to attract your target audience. With our vetted writers and editors, we’ll deliver compelling, engaging content that fits your brand’s tone and style. Plus, we can do even more with strategy sessions included with our content creation services. Schedule a free strategy call with us today to see how we can boost your content marketing campaign.


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