{"id":141900,"date":"2022-05-10T02:54:53","date_gmt":"2022-05-10T07:54:53","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=141900"},"modified":"2025-07-21T09:31:45","modified_gmt":"2025-07-21T14:31:45","slug":"content-development","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/content-development\/","title":{"rendered":"7 Effective Steps for a Robust Content Development Process"},"content":{"rendered":"\n<div class=\"intro-txt\">Successfully creating and scaling content is tough without a defined and robust content development process.<\/div>\n\n\n\n<p>Last year, the marketing team at Ahrefs published over 150 articles and 30 videos. While achieving those numbers is challenging for a lean marketing team, they did it without compromising on quality. How? By following a content development process.<\/p>\n\n\n\n<p>In this guide, you\u2019ll learn what content development is, why it\u2019s important, and how to develop&nbsp;a robust content development process in seven&nbsp;steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-what-is-content-development\">What is content development?<\/a><\/li>\n<li><a href=\"#2-importance-of-content-development-process\">Importance of a content development process<\/a><\/li>\n<li><a href=\"#3-seven-steps-to-robust-content-development-process\">Seven steps to a robust content development process<\/a><\/li>\n<\/ul>\n\n\n\n<p>But before diving into the steps, let\u2019s first define what content development is and learn about its importance.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is content development?\" data-section=\"1-what-is-content-development\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.j3aoe8k3o07f\">What is content development?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Content development is the combination of the different steps involved in the entire lifecycle of a content piece\u2014right from its conception to distribution. It involves steps like audience research, brainstorming, planning, editing, and&nbsp;more.<\/p>\n\n\n\n<p>While you may confuse content development with <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/content-strategy\/\">content strategy<\/a>, both are different. The latter focuses on the overall vision and plan for your content.<\/p>\n\n\n\n<p>However, a robust content development process is a critical part of any content strategy.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-141899\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-content-strategy-aspects.png\" alt=\"Flowchart showing &quot;Content Development Process&quot; is one of three key aspects of &quot;Content Strategy&quot;\" width=\"610.4\" height=\"640\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-content-strategy-aspects.png 1526w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-content-strategy-aspects-405x425.png 405w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-content-strategy-aspects-768x805.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-content-strategy-aspects-1465x1536.png 1465w\" sizes=\"(max-width: 1526px) 100vw, 1526px\"><\/p>\n\n\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is it important to have a content development process?\" data-section=\"2-importance-of-content-development-process\">\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.fjf5lvd47ggr\">Why is it important to have a content development process?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>I understand that creating and implementing a content development process may feel daunting. So here are three main benefits of why having a content development process is a necessity for anyone serious about content marketing:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Scale content faster<\/strong>&nbsp;\u2013&nbsp;Knowing the exact time and effort required to create different content pieces allows you to allocate resources and budget faster.<\/li>\n<li><strong>Align content with business goals<\/strong>&nbsp;\u2013 A content development process ensures each content piece is created with the overall content and business goals in&nbsp;mind.<\/li>\n<li><strong>Increase efficiency<\/strong>&nbsp;\u2013 Having a set process minimizes the effort required at each stage in the development process.<\/li>\n<\/ol>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Seven steps to a robust content development process\" data-section=\"3-seven-steps-to-robust-content-development-process\">\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.s7116eaoan4b\">Seven steps to a robust content development process<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>While there\u2019s no one-size-fits-all model, I\u2019ve narrowed the process down to seven important steps that anyone can build upon to create a content development process for themselves. Let\u2019s get into&nbsp;it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.7q0t1uwu3tp0\">1. Understanding your market<\/h3>\n\n\n\n<p>It\u2019s simple. To create content that truly resonates with your target audience, you need to know them well. There\u2019s no other way around it.<\/p>\n\n\n\n<p>If you\u2019ve done any <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">market research<\/a> before, you should already have a lot of information about your target customers. Here are a few ways you can use it further to generate content ideas:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.pclx7eiyh5jr\">Analyzing your competitors\u2019 top content<\/h4>\n\n\n\n<p>By analyzing the top content of your competitors, you can quickly understand what type of content and topics your target audience is most interested in reading about.<\/p>\n\n\n\n<p>You can use Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>&nbsp;to find the top pages. Enter a competitor\u2019s blog URL and go to the <strong>Top pages<\/strong>&nbsp;report:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/2-top-pages.png\" alt=\"Top pages report results for Zendesk's blog \"><\/figure>\n<\/div>\n\n\n<p>What you now see are the best-performing pages by organic traffic.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.9ew9wge6vm8y\">Talking to customers<\/h4>\n\n\n\n<p>Before working on any content, talk to your existing or potential customers to understand their challenges and how they think your product can add value to their&nbsp;lives.<\/p>\n\n\n\n<p>Nothing beats the insights gained by talking to customers.<\/p>\n\n\n\n<p>For example, at Ahrefs, a lot of our customers are part of a closed Facebook community. Just by analyzing the conversations, the questions being asked, and conducting polls, we get a good understanding of what topics we can write&nbsp;about.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-141891\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-tim-poll.jpg\" alt=\"Tim's poll in Ahrefs Insider asking members who they are (in-house marketer, affiliate website owner, etc) \" width=\"588\" height=\"718\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-tim-poll.jpg 1176w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-tim-poll-348x425.jpg 348w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-tim-poll-768x938.jpg 768w\" sizes=\"auto, (max-width: 588px) 100vw, 588px\"><\/p>\n\n\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.v2122joq59h1\">Using audience intelligence tools<\/h4>\n\n\n\n<p>By leveraging audience intelligence tools like <a href=\"https:\/\/sparktoro.com\/\">SparkToro<\/a>, you can easily find the social accounts your target audience members follow, the websites they visit, the hashtags they use, and&nbsp;more.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/4-sparktoro-overview.png\" alt=\"SparkToro overview of people who fall under the &quot;b2b marketing&quot; audience group \" width=\"1600\" height=\"978\"><\/figure>\n<\/div>\n\n\n<p>You can easily use this information to generate new content ideas, find distribution channels, and&nbsp;more.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.rb6fzije23wl\">2. Be clear on the purpose of your content<\/h3>\n\n\n\n<p>Every content piece should have a clear purpose. Whether it\u2019s driving organic traffic, building thought leadership, or increasing product usage.<\/p>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/marketing-objectives\/\">Setting an objective<\/a>&nbsp;helps you to track the right metrics that define the success of the content. It\u2019s impossible to evaluate the content otherwise.<\/p>\n\n\n\n<p>For example, for this post, one of our goals is to rank in the top three positions for the keyword \u201ccontent development.\u201d Thus, we\u2019ll be tracking this keyword using Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>.<\/p>\n\n\n\n<p>Here\u2019s an excerpt from another Ahrefs article outline that defines the angle, goal, and unique selling point. This helps us write unique content with the objective in&nbsp;mind.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/5-ahrefs-article-outline.jpg\" alt=\"Ahrefs article outline covering key aspects such as title, article goal, article angle, etc\"><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h.o61hsdzaijgf\">3. Content planning<\/h3>\n\n\n\n<p>You may have a lot of content ideas to work on. But you should start off with only a few. Here are metrics you should take into account for prioritization:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Business potential<\/li>\n<li>Traffic Potential (TP)<\/li>\n<li>Keyword Difficulty (KD)<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.7a1pb4pas4za\">Business potential<\/h4>\n\n\n\n<p>To attract the right audience and drive engagement, you need to focus on writing content that highlights your product as a solution. For business potential, here\u2019s the scale the Ahrefs team&nbsp;uses:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-141894\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/6-business-potential-1.png\" alt=\"Business potential: Table with scores 3 to 0. And explanation of criteria to meet each score\" width=\"626\" height=\"640\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/6-business-potential-1.png 1565w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/6-business-potential-1-416x425.png 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/6-business-potential-1-768x785.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/6-business-potential-1-1502x1536.png 1502w\" sizes=\"auto, (max-width: 626px) 100vw, 626px\"><\/p>\n\n\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.jhe2ra8de0ee\">Traffic Potential<\/h4>\n\n\n\n<p>Just targeting a keyword with high search volume is not enough. You need to look at the overall TP because one piece of content can rank for thousands of different keywords. For example, the keyword \u201chow to water a snake plant\u201d has a keyword volume of 700, but its&nbsp;TP is almost five times the search volume (at 3,100).<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/7-keyword-explorer-overview.png\" alt=\"Keyword Explorer overview of &quot;how to water a snake plant&quot;\"><\/figure>\n<\/div>\n\n\n<p>On the other hand, some keywords may have high search volumes, but the TP can be comparatively low.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/8-keyword-explorer-overview-2.png\" alt=\"Keyword Explorer overview of &quot;dollar to euro&quot; \"><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"h.1xrlgp4r92yn\">Keyword Difficulty<\/h4>\n\n\n\n<p>KD gives an estimation of how hard it is to rank a keyword in the top 10 SERP positions on a 100-point scale. Along with difficulty, Ahrefs also estimates the number of backlinks you\u2019ll need to rank for a particular keyword.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-141896\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/9-keyword-difficulty.png\" alt=\"KD score for &quot;keyword difficulty&quot;\" width=\"292.8\" height=\"366\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/9-keyword-difficulty.png 732w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/9-keyword-difficulty-340x425.png 340w\" sizes=\"(max-width: 732px) 100vw, 732px\"><\/p>\n\n\n\n\n\n\n\n<p>The lower the KD score, the easier it should be for you to rank high for the keyword rather quickly.<\/p>\n\n\n\n<p>But generally, it\u2019s best practice to target all the relevant keywords that you hope to rank for in the future\u2014even if the KD is high. This will help you understand where you stand and constantly improve rankings as you update the content or build backlinks to&nbsp;it.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.3e46ebbcxio3\">Matching the search intent<\/h4>\n\n\n\n<p>Creating content that aligns with search intent is incredibly important.<\/p>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">Search intent<\/a> is the \u201cwhy\u201d behind a particular search query. It\u2019s related to the content type, content format, and content angle.<\/p>\n\n\n\n<p>Matching search intent is critical because Google aims to provide users with the most relevant result for each&nbsp;query.<\/p>\n<p>You can understand search intent by going through the top-ranking results for a particular keyword. It\u2019s best if you do it right in the SERP overview section inside Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>&nbsp;because you can see all the relevant metrics there as&nbsp;well.&nbsp;<\/p>\n\n\n\n<p>For example, the intent of the keyword \u201ccontent marketing examples\u201d is list&nbsp;posts:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/10-serp-overview.jpg\" alt=\"SERP overview for &quot;content marketing examples&quot; \"><\/figure>\n<\/div>\n\n\n<p>Here, the intent for the keyword \u201cinstall windows 11\u201d is predominantly tutorial videos:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/11-google-serp.jpg\" alt=\"Google SERP of &quot;install windows 11&quot; \"><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"h.mrcpoyuqyuty\">Creating a content calendar<\/h4>\n\n\n\n<p>I cannot emphasize enough the importance of planning ahead and tracking content creation. And that\u2019s where a <a href=\"https:\/\/ahrefs.com\/blog\/content-calendar\/\">content calendar<\/a> comes&nbsp;in.<\/p>\n<p>A content calendar gives you a bird\u2019s-eye view of <a href=\"https:\/\/ahrefs.com\/blog\/content-planning\/\">content planning<\/a> and which content pieces are on track, delayed, and&nbsp;more.<\/p>\n\n\n\n<p>At Ahrefs, the content is typically planned one to two months ahead. But you can choose to plan it according to what suits you&nbsp;best.<\/p>\n<p>If you\u2019re looking for platforms to create a content calendar on, try Notion, Trello, or Airtable. These are the most popular platforms content teams&nbsp;use.<\/p>\n\n\n\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/12-blog-post-creation-process.png\" alt=\"Example of Ahrefs content team's blog calendar on Notion\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.yhositmdhhpm\">4. Content creation<\/h3>\n\n\n\n<p>Everyone approaches content creation differently. There\u2019s no set process for this. However, there are definitely a few tactics you can implement to streamline the process.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.utshsc5nky2g\">Create a content style&nbsp;guide<\/h4>\n\n\n\n<p>A content style guide is a document that illustrates standards for content on a particular website. This helps in enforcing style rules for maintaining consistency and improving communication.<\/p>\n<p>This is especially useful if you outsource your content creation to freelancers and agencies. For example, before writing this article, the Ahrefs team shared with me (as an external contributor) the:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Contributor Guidelines (this explains the different steps for writing).<\/li>\n<li>Blog Writing Guideline\/SOPs (for creating an outline, formatting, etc.).<\/li>\n<\/ul>\n<p><strong>Recommended reading<\/strong><strong>:<\/strong>&nbsp;<em><a href=\"https:\/\/www.impactplus.com\/content-style-guide\">How to Create a Content Style&nbsp;Guide<\/a><\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.fsb7othf2gwr\">Templates<\/h4>\n\n\n\n<p>You don\u2019t need to create every content piece from scratch. Most of the ones you create often fall into a certain type, e.g., list post, video, guide, etc.<\/p>\n<p>For each type, you can create a template to use as the foundation. Then start working on the post. Here are a few <a href=\"https:\/\/ahrefs.com\/blog\/blog-post-templates\/#1-the-list-post\">blog post templates<\/a>&nbsp;for your reference.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.6l83st23iiol\">SOPs<\/h4>\n\n\n\n<p>SOPs (standard operating procedures) are documents explaining how to do specific tasks within your organization for content creation. For example, you can create an SOP for publishing a video on YouTube or writing a blog headline.<\/p>\n<p>Creating SOPs greatly increases the efficiency within the team and is also useful for new employees. It\u2019s also great if you work with many external agencies and freelancers for content creation.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/13-image-naming-sop.gif\" alt=\"Gif of Ahrefs' &quot;Image naming SOP&quot; \"><\/figure>\n<\/div>\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">PRO TIP<\/div><div class=\"recommendation-content\">\n\n\n\n<p>In a recent talk on \u201cscaling content,\u201d our head of content, Joshua Hardwick, spoke about the three S\u2019s of content creation:<\/p>\n<ul>\n<li><strong>Systemize<\/strong>&nbsp;\u2013&nbsp;This is setting a defined process for publishing content from the ideation stage.&nbsp;<\/li>\n<li><strong>Standardize<\/strong>&nbsp;\u2013 Creating SOPs for different tasks. In Joshua\u2019s own words, \u201cYou need SOPs. They are&nbsp;life.\u201d&nbsp;<\/li>\n<li><strong>Streamline<\/strong>&nbsp;\u2013 You should figure out a way to do everything better.<\/li>\n<\/ul>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/14-three-s-content-creation.png\" alt=\"PPT slide showing three S's of content creation\"><\/figure>\n<\/div>\n<p>Feel free to go through his slides of the talk <a href=\"https:\/\/www.slideshare.net\/ahrefs\/why-scaling-great-content-is-so-bloody-hard-251536228\">here<\/a>.<\/p>\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.ea6gjiq16d0b\">5. Get feedback on your content<\/h3>\n\n\n\n<p>To ensure every piece of published content is free of errors and aligns with your content guidelines, getting external feedback and content editing are necessary.<\/p>\n\n\n\n<p>As content creators, it can be difficult to spot mistakes in our own content. And that\u2019s where someone else\u2019s feedback is critical. Your content needs to be subjected to the scrutiny of other experts.<\/p>\n\n\n\n<p>Depending on the frequency of the content being produced, you can hire content editors, outsource editing, or use peer editing.<\/p>\n\n\n\n<p>At Ahrefs, every article is scrutinized by a second person on the team. They point out things like logical loopholes, choppy flow, unclear points, poorly phrased sentences, and so on. They\u2019re also featured as contributors at the end of the article alongside the author.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/15-post-contributor.png\" alt=\"Bio of Joshua, featuring Sam as contributor in top right-hand corner\"><\/figure>\n<\/div>\n\n\n<p>In addition to this, at Ahrefs, there\u2019s a dedicated content editor whose responsibility is to proofread every article, align it with the house style, upload it to WordPress, and then update internal links.<\/p>\n<p>You can also share content with people in different functions (e.g., sales, products) or industry leaders and connections to get an outside perspective. Remember, reviewers don\u2019t have to be limited to people within the marketing or content teams.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.l6ly7xobho94\">6. Distribution<\/h3>\n\n\n\n<p>To ensure you meet your desired content goals, just <a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-great-content\/\">creating great content<\/a> is not enough. You need to have a <a href=\"https:\/\/ahrefs.com\/blog\/content-distribution\/\">content distribution strategy<\/a> in&nbsp;place.<\/p>\n<p>Again, there is no one-size-fits-all model. How you tweak your strategy depends on the objective of a content piece.<\/p>\n<p>For example, if you\u2019ve created a <a href=\"https:\/\/ahrefs.com\/blog\/category\/data-studies\/\">data-driven study<\/a> with the objective to get links from publications like Forbes and Entrepreneur, your content needs to be seen by journalists or contributors\u2014whether it\u2019s via a cold email, social media platforms like Twitter and LinkedIn, or paid advertisements.&nbsp;<\/p>\n<p>The distribution channels can be divided into owned, earned, and paid channels.<\/p>\n<p>Examples of owned channels:<\/p>\n<ul>\n<li>Website or&nbsp;blog&nbsp;<\/li>\n<li>Email list<\/li>\n<li>Your accounts on social media platforms<\/li>\n<li>YouTube<\/li>\n<\/ul>\n\n\n\n\n\n<p>Examples of earned channels:<\/p>\n<ul>\n<li>Reddit<\/li>\n<li>Facebook groups and Slack communities<\/li>\n<li>Twitter mentions<\/li>\n<li>Forums<\/li>\n<\/ul>\n\n\n\n\n\n<p>Examples of paid channels:<\/p>\n<ul>\n<li>Twitter Ads<\/li>\n<li>LinkedIn Ads<\/li>\n<li>Sponsorships<\/li>\n<li>Native advertising via platforms like Outbrain<\/li>\n<\/ul>\n\n\n\n\n\n<p>There are definitely more ways to distribute your content, as these are just a few well-known examples. You don\u2019t need to limit your distribution to these channels. For example, you can leverage <a href=\"https:\/\/ahrefs.com\/blog\/email-outreach\/\">email outreach<\/a>&nbsp;and reach out to influencers in your industry who may be interested in sharing your content.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.d7e4myxvpbki\">Content repurposing<\/h4>\n\n\n\n<p>An underrated tactic to get more from your content distribution efforts is by focusing on <a href=\"https:\/\/ahrefs.com\/blog\/repurposing-content\/\">content repurposing<\/a>.<\/p>\n<p>Content repurposing is the process of taking a piece of content and turning it into different formats.<\/p>\n<p>By repurposing content, you instantly unlock different distribution channels and audiences to whom you can promote your content. And the best part is that because the content is already created, you don\u2019t need to put in a lot of effort to repurpose it into a different format.<\/p>\n<p>https:\/\/twitter.com\/ahrefs\/status\/1514257132761321475<\/p>\n<p>For example, if you repurpose a blog article into a video, you can share it on video-sharing platforms like YouTube or TikTok. An often-used tactic that Ahrefs has leveraged on YouTube is to repurpose popular blog articles as YouTube videos, and it has proven to be effective.<\/p>\n\n\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-omjqpqg2uas\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-omjqpqg2uas\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/OMJQPqG2Uas?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/OMJQPqG2Uas?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.wk8g2i5jeiu6\">7. Monitoring results<\/h3>\n\n\n\n<p>The only way to understand whether your content is meeting the set goals is by monitoring it.<\/p>\n\n\n\n<p>For example, for monitoring website traffic, you can use <a href=\"https:\/\/ahrefs.com\/web-analytics\">Ahrefs\u2019 Web Analytics<\/a>, a simple, privacy-friendly alternative to Google Analytics. Similarly, if your objective is to drive organic traffic, then you should use <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a> to monitor keyword rankings, traffic, and search visibility.<\/p>\n<p>Here\u2019s how you can get started:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Open <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>&nbsp;and add the keywords:<\/li>\n<\/ul>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/16-rank-tracker.png\" alt=\"Rank Tracker page where user can add keywords to track\"><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li>Next, specify the location. You can choose one or multiple locations.<\/li>\n<li>Finally, you just need to click on \u201cAdd keywords\u201d to submit your request.<\/li>\n<li>That\u2019s it. Now you\u2019ll be able to track your keywords, as well as metrics like average position, traffic, position distribution, and&nbsp;more.<\/li>\n<\/ul>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/17-rank-tracker-overview.png\" alt=\"Rank Tracker overview \"><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h.h2o30ni84uqi\">Final thoughts<\/h2>\n\n\n\n<p>There\u2019s no doubt that creating and implementing a content development process greatly helps in creating and scaling content faster.<\/p>\n<p>Depending on the type of content you produce, a few steps will be more critical than others. However, you shouldn\u2019t skip any step, as each has its own importance.<\/p>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/ihimanshu_gupta\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last year, the marketing team at Ahrefs published over 150 articles and 30 videos. While achieving those numbers is challenging for a lean marketing team, they did it without compromising on quality. How? By following a content development process. In<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":182,"featured_media":141904,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[442],"class_list":["post-141900","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 Effective Steps for a Robust Content Development Process<\/title>\n<meta name=\"description\" content=\"Content development is the combination of different steps involved in the lifecycle of a content piece, from its conception to distribution.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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