Content writing can’t be taken lightly. Whether a blog post, an ebook or video, all content needs to be researched, drafted, and written with purpose. To succeed in marketing informative, educational, and entertaining material, your business requires a content engine.

Define a content engine

Say, you’ve hired a team of copywriters, designers, along with two web developers. In an organization, content engine refers to people, processes, and tools that creates value-added content. So, everyone in the team takes part in generating quality content.

A B2B website has sales pitches, demos, case studies, and latest development.  A B2C site delivers more consumer-oriented, and entertaining content. Ranging from e-commerce, gaming, life-coaching, e-learning academy, and blogs.

High quality content to induce purchase

To differentiate your content and outrank others, you should benefit your audience with narratives or informative guides. So visitors are motivated to understand your offerings. Create an informative hub to instigates interests, buying intent and nurture customers throughout the buyer’s journey.

Features of a content engine

  1. Free and open source information: there are no trade secrets in open source communities. Companies disclose tutorials to encourage adoption and feedback. Users have the freedom to adapt the software for their personal projects or business operations. Depending licenses, most of them allow re-branding to resale. While granting free information access may seem non-lucrative, the spirit of open source enables tech entrepreneurs to create value-added content. By sharing resources to the public, their business become credible resources. And in return, they will be an industry authority, able to do teaching and consulting to earn a profitable living.
  2. There are companies are selling proprietary products and/or services. They publish whitepapers, case studies, and articles to persuade end-clients to cement their trust and loyalty. To set an organization apart from others, it’s important to have quality content and maintain brand reputation.
  3. Content and social media marketing should work hand-in-hand with each other. With mediocre social media content, it can bring down brand reputation. So use it wisely! And, it’s best to hire social media strategists with industry-related knowledge. To filter out irrelevant followers, attract relevant subscribers and leads through direct engagements (ie: twitter).
  4. Workflow, asset management and collaboration tools: To scale content and maintain quality, you’ve got to establish clarity in standardized working processes, timelines and approval schedules. One example is Wrike, a collaboration solution to create, track, and organize workflows. Making it possible to adopt agile team scaling.
  5. A company calendar has topic lists that your content producers need to cover, all laid out with targeted deadlines. it’s important to have editors who can push forward strategies, and initiatives on schedule. Each writer is an expert in one area, who’s responsible for individual deadlines.
  6. Content planning: critical to have both short and long term planning!

Long Term: includes major events, holidays, produce releases and larger scale content projects or campaigns. Editors should plot out these big items and analyze the impact on workflow and collaborations in the content team. Does the management require input on: videos, webinars, a major release of an ebook? Work backwards and determine what’s needed and the timing.

Short term: Create timelines and descriptions on the calendar. In this calendar, editors can prioritize the cornerstone content first (for example, the longer ebooks, podcasts, webinars or recorded videos) that will take more work. These content will have major impact and will attract significant attention if they’re marketed properly. The other content can be related but smaller proportion. They can be blog posts, checklists, infographics, short guides or even social media posts and shares. Although they are small items, and I typically don’t focus on these to-dos in the calendar. They are more of a discretionary list to build awareness and more interest in the cornerstone content. They can also increase sign-ups via calls to action in social media posts or website blogs. (Can be done sometimes, but don’t over-do!)

7. Create a community, so anyone can contribute. In the long-run, as your user base grows in the community, you can choose the most engaged individual and hire him/her to be a community manager.  This is a great place to attract talent and exchange ideas. You can also hire content writers from the community. These individuals can help you enrich content offering and add value to engage with other users in the community.

To build a content engine, whether it’s open source or proprietary organizations, we need a team of copywriters and developers who can work together with cohesion.