In this journey, I’ll share with you all my secrets about the content creation process that I learned through the years of building communities around it.


1. Define the content goals
2. Define your content marketing strategy/plan
3. Content Creation process
4. Measure content success


This is a rule of thumb, never create content without an end goal to it, it has to have a purpose and it has to be planned out ahead.

# Why content creation is important? (facts)

  • Content marketing generates more leads (traffic) at less cost.
  • Content === business growth
  • Increase in the ROI (return on investment)
  • Drive awareness
  • Build trust

# Analysis & discovery (Questions to ask before making content)

A) What is it for you & your tribe:

- Why are you creating content?
- Who is your target audience?
- What’s your added-value (benefit)?
- What will be your main KPIs?
- What problem does it solve?
- What impact does it give?
- What will be your outcome?
- How does it affect others?
- How can you differentiate? And what makes you stand out from your competitors?
- How can it build awareness?
- How can you effectively communicate your brand values?

B) What is it for the content itself:

- Who will produce your content?
- What will you use to distribute your content?
- How far out do you want to plan ahead?
- How often do you want to publish?
- How will you decide what to write about?
- How often will you revisit and tweak your strategy accordingly?

C) What is it for your audience/customers/potential clients:

- Why do your customers use your products/services?
- What does your audience like/want/love/get inspired by?
- What annoys/angers them?
- What are your customer’s needs?
- How can you nurture your readers’ needs and show them that you care?
- How can you effectively create a connection with potential customers?
- How can you maintain and strengthen relationships with your existing customers?


Now that you know why creating content is so important, the second thing to do is to plan it out with a good marketing strategy! and here are the steps to follow along

# Content marketing strategy

  • Define your SMART goals:
    Specific, Measurable, Achievable, Realistic, time-bounded
  • Market research (competitors analysis)
  • Buyer/Reader persona (target audience)
  • SWOT analysis:
    Strength, weakness, opportunity & timing
  • Content inspiration (stealing like an artist)
  • Action plan

# Content planning

  • Posting & scheduling time
  • Editorial Calendar
  • Hashtags analysis
  • Define your standards (language, style, visual, guide)
  • Posting format:
    Poster, story, image, video, article, mini-blog, email, Carousel, pdf/doc/sheet/slide/resource/file, link, simple written caption, podcast etc…


It’s time for the fun part! the creation phase.

# Terminology

A) Content principles:

## Type of information

  • Who you are / what you do [[Business]]
  • Added value [[Value]]
  • Engaging/community based [[Community]]
  • Behind the scenes (Be Human/You) [[Bts]]

## Distribution of information

  • Pillar/mainstream [Macro]
  • Chunks & pieces from the “pillar content” (repurposed) [Micro]
  • Chunks & pieces from the “pillar content” (repurposed) [Micro]

B) types of content:

  • Evergreen content [[Business]] [[Value]] [Macro] [Micro]
  • Promotional content [[Business]] [Macro]
  • Educational content [[Value]] [Macro] [Micro]
  • Inspirational content [[Value]] [Micro]
  • Communitive content [[Community]]
  • Custom / unique content [[BTS]]

C) Storytelling secrets & caption formula (Bonus):

“Stories are all about conflict”
— “The grandmaster”

“Subjective expectations meets objective reality”
— Robert McKee “Story”

“Normal — Explosion — New Normal”
— Kindra Hall

“Story delaying”
— Francis Glebas“Directing the story”

“Exaggerate & be melodramatic”
— Chris Do

Caption formula:

  • Catching title (bold)
  • Intro:
    Give your readers a reason to keep reading, start the conflict
  • The hook:
    Tell your story, make it entertaining and not expectable, give a problem to your readers they didn’t know they had
  • The outro:
    Solve the problem (end of conflict) for your reader and give them high expectations about what’s next
  • Recap (optional)
  • Call to action/added-value:
    a question or a teaser to follow up (what’s coming)
  • Promise for consistency & continuity

“Under Promise, Over Deliver”

# Ideating (ideation)

  • Brainstorming content ideas from keywords generation and SEO research
  • Finding unique content ideas

# Writing

  • Putting ideas, concepts & marketing plans into execution (deliverables)
  • Exposing your brand message and values to your tribe through your content
  • Finding a consistent writing flow

# Testing / Editing

  • A/B testing new content
  • Adapting new concepts & ideas
  • Changing what doesn’t work
  • Make it suitable for your audience

# Auditing (revising)

In case there is already existing content, An audit is necessary to take inventory of the work that’s already made, then organizing it to fit under a new content plan.

# Promoting

  • SEO & blogging
  • Social media
  • Paid & organic promotions & campaigns
  • Email marketing
  • Sponsorships, partnerships & affiliates
  • 3rd party channels


Measuring the success or failure of your content is a key factor if you want to improve your strategy & planning and also if you want to get paid for it you’ll have to master this step! here are the common measurement ways:

  • Data analytics & reporting (monthly or weekly)
  • Customer relationship management (Hubspot CRM for example)
  • Content management system (WordPress for example)
  • Increase in audience/sales/revenue/ROI/%
  • Increase in the engagement & conversion rates
  • Business growth
  • Leads/traffic generation
  • Goals reached!


I’m going to share with you all the tools I use to create content with:

> Scheduling & automation

- Creator Studio
- Buffer
- Later
- Hootsuite
- TweetDeck

> Social media tools

- Ninjalitics
- flick
- Tag.wag or flocked
- Chatfuel or ManyChats

> Collaboration and syncing

- Google drive
- Google keeps
- Trello
- Slack / Discord
- Email
- Adobe creative cloud

> Design

- photoshop
- illustrator
- Adobe XD / Figma
- Canva
- Veed.io

> Copywriting & research

- Grammarly or Microsoft editor
- Ubersuggest
- Buzzsumo
- Feedly
- AnswerThePublic

That’s it, guys! I hope it was helpful!

If you have any more questions, you can find me at:

What are you waiting for! GO CREATE.

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All the tools I use for visual making:


All the tools I use for copywriting:


Want even more? here are my Tresor links for the web:


Decision-making process:


If you need more resources check:


A full guide of content creation by @hubspot:




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