Content Series Creation Process
The Process
A Content Series is a structured set of 5-10 pieces of content sharing a connected theme, similar to a short-form TV series, where each piece is delivered in a logical sequence. This format allows for strategic testing of a central message or theme across multiple iterations, serving as a valuable tool to measure engagement and performance. After the initial 5-10 pieces, the series undergoes an assessment to determine whether it should continue, pivot, or conclude.
The purpose of a Content Series is to gauge which themes resonate best by comparing the results of one series against others. If a series achieves notable success, it may be extended indefinitely or inspire similar content spin-offs to further capitalize on the successful theme.
As a cornerstone of the Standard Content Marketing Strategy, the Content Series follows the Ideation, Creation, and Distribution process. Each series aims to contribute to the brand’s narrative and maintain a clear connection to its products, services, or values, aligning with the principles of Content Development Theory: test, assess, and continue or discard as needed.
Process Outline
Resources
#1
Define Your Brand
Collect your Brand Pillars, Brand Essentials, Style Guides, or the AI-Brand Blueprint (if available). This forms the foundation of your AI’s brand knowledge. This crucial first step involves inputting all the essential elements that define your brand’s identity. Think of it as creating a comprehensive brand bible for your AI.
#2
Content Series Ideation
Develop a structured content creation plan by establishing a cohesive theme, selecting the media format (videos, articles, or podcasts), and designing a consistent template for each piece. Then, produce individual content pieces, ensuring they all contribute to the central theme and provide value to the audience.
#3
Content Series Creation
Content Series Strategy: Develop a strategy for ongoing content series, such as recurring blog posts, video tutorials, or podcast episodes. Define the key messages, brand tone, and desired outcomes for each series.
Content Development:
- Articles: Write blog posts, whitepapers, and case studies to educate, inform, and subtly promote the brand.
- Videos: Create long-form (tutorials, webinars) and short-form (social media clips, ads) videos that convey visual narratives effectively.
- Podcasts: Record full episodes and clips discussing relevant topics, featuring interviews and brand-related discussions.
Content Review & Approval: Review content for consistency in messaging, tone, and visuals that align with the brand identity. Ensure all content includes a call-to-action (CTA) that directs the audience toward a specific marketing function, such as product purchase or event attendance.
#4
Content Series Distribution
Platform Selection: Choose platforms based on where your target audience is most active (e.g., social media, email, website, YouTube, podcast directories). Consider how each type of content performs on different platforms.
Content Splintering: Break down each piece of content into smaller, shareable formats:
- Articles into social media posts or infographics.
- Videos into clips, GIFs, or quote cards.
- Podcasts into soundbites or blog posts summarizing key points.
Scheduling & Publishing: Create a content calendar for consistent publishing across all channels. Use automation tools to schedule posts and ensure content is distributed at optimal times.
Audience Engagement & Promotion: Actively promote content through paid ads, influencer collaborations, or email newsletters. Engage with your audience by responding to comments, asking questions, and encouraging shares.
#5
Content Series Management
Analyze Performance: Continuously track the performance of each piece of content (e.g., views, engagement, conversions) to determine what works best.
Iterate & Improve: Use insights from performance analysis to improve ideation, creation, and distribution in the next cycle. Adapt content formats, messaging, or platforms based on what resonates with the audience.