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Content Production

Content production is a system, not a goal. It’s a system for the creation of information for a defined audience. It involves working out who you want to speak to, and what you want them to do. As such, your content strategy should always lead your content production system.


Common goals for a content production system is to build awareness, leads and sales. The type of content you produce needs to meet one of those goals. That’s true for written content, video, or illustration.


The type of content you are producing will determine how you produce it. You can define content according to its format—like a blog, or an article, or a video. If you define content by its results, it becomes a lot easier to measure it and understand whether it is working for you.

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