Content Creation Process: Steps to Publishing

The content creation process can seem overwhelming, but it doesn’t need to be. However, with the types of content that are popular and ever-changing, you have to be ready to change up your strategies on the fly. That’s why having a process that works for you or your team is essential to pivot when necessary.

So what is content creation? It’s the content that is created across all forms of marketing, from video and social media to blogs and podcasts.

Content creation process steps

Research 

Having the right content for your brand is of utmost importance. Research is the first step to successful content creation in influencer marketing. 

Here are a few questions to ask yourself while getting started:

1. Who are my customers and where are they online? Does your niche and demographic prefer Facebook and emails? Or are they on TikTok? Knowing where your customers are is the first step to content creation. Otherwise, you’re creating content in a place where your people won’t see it.
2. What are my customers looking for in my content? This may take trial and error, but do they prefer video, audio, graphics or a mix? 
3. Would working with an influencer be helpful? Many marketing teams have people dedicated to content creation, but if your business doesn’t, looking into influencers in your niche could be beneficial. Influencers are content creation experts in their particular niche and could give you a leg up when starting your content creation process.

When working with our Managed Services team, we compile a BrandGraph analysis of your brand’s social media presence and research the opportunity. We tap into our knowledge, proprietary data, research and generative AI to help you answer these questions.

Decide on the campaign framework

After the research, it’s time to craft the campaign framework before any content is created. Whether your brand or agency does this alone or with our help, this step requires setting the campaign objectives, key messaging, influencer criteria, key performance indicators and desired outcomes. Budget is a consideration as well.

Content creation

Once you’ve decided which type of content you’re focusing on, it’s time to start working with creators who will deliver your content. 

Pro tip: Read our blog on what to say when contacting influencers for a collaboration. For the DIY approach, The Creator Marketplace allows you to either buy a creator’s listing or put out a casting call asking for pitches. Once the terms of the content collaboration agreement are ironed out, content creation begins. 

In our Managed Services process, our team uses our generative AI tools, legal team, vast creator network and experience to manage the content creation process.

Content deliverable examples include:

• Infographics for blogs
• Videos for TikTok, Instagram Reels, or YouTube
• Written copy for emails
• Blog posts
• Content to be used by the brand
• Sponsored live streams
• Podcast mentions
• Photos

If creating the content isn’t for you, this is where pulling in influencers or a company that does content creation services so you’re utilizing your time and money effectively.

Edit

Whether it’s a video for social media or an e-book, the editing and approval process is essential. The creator turns in the content for approval before posting on their social media or delivering the content to the brand. Check whether the piece has typos, the key messages are clearly depicted, the content is captivating, and the images are crisp. 

Publish

Once you’ve gone through all the steps of your content creation process, it’s time to publish to the platform of choice. The creator either publishes the content to the required platform or sends the approved content to the brand for use in other marketing channels. 

Payment

Payment typically happens after the content is completed. In our Managed Services process, we handle the negotiations and payment, but if your brand manages the influencer relationships on your own, be sure to send the payment promptly as indicated in your contract.

Repurpose

Get the most out of your content spending by repurposing content in other ways. A YouTube video can be split into shorter videos to be shared on other platforms, for example. Photos, if the contract allows, can be used for out-of-home advertising. Make sure the usage was indicated in the initial contract. 

Influencers:

Looking to partner with industry-leading brands? Create your free profile today. 

Marketers:

The world’s biggest brands trust IZEA’s influencer marketing software and managed solutions. Find out which solution is right for you.