Last Updated on March 29, 2023 by Hanson Cheng
Content creation is the process of producing and sharing valuable and relevant information in various forms, such as articles, videos, infographics, and social media posts, to attract and engage a specific audience. It involves researching, planning, creating, editing, publishing, and promoting content that resonates with the target readers or viewers.
Content creation has become an essential marketing strategy for businesses, bloggers, influencers, and content creators who want to establish their online presence, increase brand awareness, and generate leads or revenue.
What is Content Creation?
Content creation refers to the process of generating and developing valuable and engaging content, mainly for online platforms such as social media, websites, or blogs. It is driven by the goal of attracting, engaging, and retaining a specific target audience through the content shared. The content created could be in different formats, such as text, graphics, images, videos, or audio, and must be structured in a way that is easily digestible and relevant to the target audience.
Effective content creation involves proper research, ideation, planning, creation, distribution, and analysis to ensure it meets the desired goal. The ultimate aim of content creation is to foster engagement, enhance brand awareness, and drive conversions. Content is the backbone of any online presence, serving as the voice of the brand and conveying its message to the audience. It is essential for achieving success in today’s digital age as it forms the basis of all marketing strategies.
Without well-crafted and targeted content, it is almost impossible to drive traffic to a website, generate leads, and close sales. As such, content creation plays a critical role in the success of any business’s marketing endeavors. Content creation can be classified based on its format, purpose, and duration. There are different types, including but not limited to blogs, articles, social media posts, infographics, videos, e-books, white papers or case studies, and more.
Each type serves a specific purpose, and the format chosen will depend on the target audience’s needs or tastes. A well-designed content creation strategy should take into account the different types and formats of content available and prioritize those that resonate with the target audience.
The Importance of Content Creation
Content creation is a vital element in any digital marketing strategy. It involves the process of creating and sharing valuable, relevant, and consistent content with a target audience. With the increasing importance of online presence, content creation has become a cornerstone for successful digital marketing. Effective content creation can drive engagement, increase website traffic, and generate leads.
Moreover, it helps build brand awareness, establish thought leadership, and strengthen customer relationships. Without a sound content creation strategy, businesses may fail to attract and retain customers, resulting in lost revenue and reduced profitability. Therefore, content creation is instrumental in creating a compelling online presence that resonates with potential and existing customers. It is an ever-evolving practice that requires a deep understanding of the target audience, industry trends, search engine algorithms, and effective communication skills.
Content creation is not limited to a specific format, as it can come in the form of blog posts, videos, infographics, podcasts, social media posts, and more. Overall, content creation is of utmost importance in the digital marketing landscape, as it helps businesses achieve their marketing goals and drive growth.
Different Types of Content Creation
Content creation generates written, visual, or auditory material for digital or print platforms. Businesses can use different types of content creation to reach their target audience. The first type is blog content, which is informative and educative. It is used to educate people about a specific topic, raise awareness, or provide insights into a particular subject. The second type is social media content, which is used to engage with customers and prospects on social media platforms like Facebook, Twitter, and Instagram.
This content should be attention-grabbing and should encourage social sharing. The third type is video content, which is used to entertain, inform or educate the target audience. It is becoming increasingly popular because people find it more engaging than text-based content. The fourth type is email content, which is used to create and nurture relationships with customers and prospects. It can range from promotional to educational content, depending on the goal.
Another type is infographics, which is a blend of visual and textual content. It can be used to break down complex data or concepts into easily understandable graphics. Infographics are popular because they make data more memorable and shareable. The sixth type is e-books, which are comprehensive guides on a particular subject. E-books are usually longer than blog posts and are meant to educate the audience in-depth.
The seventh type is whitepapers, which are authoritative reports or guides that provide solutions to a particular problem. They are generally used to influence decision-making and are targeted toward professionals in a specific field. The last type is case studies, which are in-depth analyses of how a product or service solves a customer’s problem. They are used to persuade prospects to buy a product or service by demonstrating how it has provided value to others.
Planning Content Creation for Your Business
One of the essential elements of a comprehensive content marketing plan is identifying the target audience. Understanding who your content is designed for will determine the type of content included and the tone and style used. Target audience identification is the foundation of content creation and the key to successful content marketing.
A target audience is a group of people who are most likely to engage with your content and ultimately convert it into customers. Identifying the target audience is the first step toward developing a successful content strategy. When defining your target audience, it’s essential to consider a wide range of factors, such as age, gender, geographic location, interests, and hobbies.
Additionally, marketers should consider their target audience’s needs and pain points to ensure that their content addresses those concerns. The more targeted the content, the more likely your audience will engage and find value in it. Understanding the demographics of your target audience is also crucial. The age range and gender of your target audience will determine the type of content that is most relevant and engaging.
For instance, if your target audience is primarily millennials, you may want to consider using more social media-based content, such as Instagram or TikTok videos. If your target audience is mainly comprised of retirees, then you may want to consider posting more blog articles or newsletters that they can read comfortably.
It’s also essential to consider the psychographics of your target audience. This includes their values, beliefs, attitudes, interests, and hobbies. Understanding these factors can help you create content that resonates with your audience on a personal level.
Content strategy is a vital component of any successful content marketing campaign. It refers to the planning, development, and management of content that is designed to meet the needs of a specific target audience. The ultimate goal of a content strategy is to attract and engage your target audience and ultimately drive conversions. You must first understand your audience’s needs, preferences, and behaviors to achieve this.
This requires research and analysis of your target audience’s demographics, online behavior, and interests. Only then can you develop and execute a content strategy that defines the types of content you will create, how often you will publish them, and how you will promote them across various channels?
Once you clearly understand your target audience, you can start developing content that will resonate with them. This involves creating content that is relevant and valuable to them, whether it’s in the form of blog posts, infographics, podcasts, videos, or social media updates. Each piece of content should be tailored to their specific needs and interests and should be optimized for search engines so they can easily find it.
In addition to creating high-quality content, a content strategy should also include a plan for promoting that content. This involves identifying the key channels where your target audience is most active and developing a strategy for sharing your content across those channels. This may involve social media marketing, email marketing, paid advertising, influencer outreach, or a combination of these tactics. Promoting your content effectively increases its visibility, reaches a wider audience, and ultimately drives more traffic, leads, and conversions to your website.
A content calendar is essential to ensure that you are consistently creating and publishing content. This tool allows you to plan and schedule your content in advance, ensuring that you are publishing content on a regular basis and maximizing the impact of your campaigns. A content calendar should include the content types you will create, the publishing schedule, the target audience, and the promotion channels.
By creating a comprehensive content calendar, you can stay organized, ensure that your content meets your target audience’s needs, and achieve your content marketing objectives.
Keyword research is a crucial step in content creation. It is the process of identifying your target audience’s most commonly used words and phrases when they search for information related to your topic. This step can help you optimize your content for search engines, increase your website’s visibility, and ultimately drive more traffic to your site.
You can use several methods to conduct keyword research, such as using keyword tools, analyzing your competitors’ keywords, and monitoring social media and forums to identify trending topics. The goal of keyword research is to find relevant, high-traffic keywords that are not too competitive so that you can rank higher in search engine results pages (SERPs).
Once you have identified the keywords and phrases relevant to your topic, you can use them strategically throughout your content to optimize it for search engines. However, it is important to remember that keyword stuffing, or overusing keywords, can harm your rankings and result in penalties from search engines. Therefore, using keywords naturally and strategically in your content is best to provide value to your readers and improve your SEO.
A content calendar is a key component of a successful content creation strategy. The schedule outlines the specific dates and topics for the content that will be created and published. Creating a content calendar allows for proactive planning and organization, helping to ensure that content aligns with business objectives and targets the intended audience.
The calendar should take into consideration different types of content, including blog posts, social media updates, videos, and email newsletters, as well as any upcoming events or promotions that could be tied into the content. It is important to conduct thorough research on the target audience to ensure that the topics and themes chosen are relevant and of interest to them.
Incorporating keyword research into the content calendar development can also help improve search engine optimization, enabling the content to be discovered by a wider audience. The calendar should be flexible enough to allow for adjustments and adaptations as needed, but it should also adhere to a consistent publishing schedule.
Establishing a regular cadence for content creation and publication can help build trust and loyalty with the audience, improving engagement and retention rates. Finally, it is important to track the performance of the content using analytics tools and adjust the content calendar as needed to optimize results.
Effective Content Creation
Effective content creation involves more than just putting ideas into words. In today’s digital age, writing has become a fundamental aspect of content creation. Writing content that resonates with your target audience is critical in achieving marketing success. To create high-quality written content, a writer needs to have a deep understanding of the target audience. The writer must know the audience’s needs, wants, and pain points. Researching and collecting data will provide valuable insights into the audience to create content that is not just informative but also captivating.
Writing techniques are also a critical aspect of creating effective content. Good content is concise, straightforward, and easy to read. It is written in a conversational tone that is engaging, authentic, and in line with the brand’s tone of voice. One of the most crucial writing techniques is the avoidance of unnecessary jargon and complex language unless the target audience demands it. Effective writing should also incorporate a clear and logical structure. By creating an organized, well-structured piece of content, the reader can easily digest it and get the intended message.
Another factor to consider when writing content is the content creation type. Different types of content, such as articles, blogs, social media, and product descriptions, require varying writing styles. A blog post, for instance, could be conversational with a touch of humor. In contrast, a product description should be straightforward and informative, highlighting the product’s benefits and features. Each piece of content has its objective, and the writer needs to align their writing style with the content’s objective.
Finally, proofreading and editing are critical aspects of effective writing. Quality content is free of errors, typos, and grammar mistakes. Proofreading and editing ensure that the content is refined, polished, and ready for publication. By reviewing the content, the writer can identify areas that require improvement and create more effective content better.
Design is a crucial aspect of content creation that determines its effectiveness in communicating a message to the target audience. It involves an array of elements, from the layout, color scheme, typography, graphics, and images, all of which should work together cohesively to support the content’s objectives. When designing content, it is essential to keep in mind the target audience and tailor the design to their preferences, including their age range, cultural background, and interests.
It is equally important to ensure that the design is visually appealing and aesthetically pleasing to the eye, which can be achieved by incorporating a balance of colors, fonts, and graphics. A well-designed piece of content should also be easy to navigate, with clear call-to-actions and headings that guide the reader through the content.
Additionally, the design should be optimized for the platform or medium on which the content will be published, taking into account factors such as screen size, resolution, and other technical aspects. Finally, the design should complement the written content, not detract from it. The design should complement the tone and style of the content, adding to its overall effect.
Content creation is a multifaceted activity involving several elements to deliver high-quality content to the target audience. Multimedia is one of the most critical components of content creation, and it entails creating and incorporating various forms of media into the content. The use of multimedia has become increasingly popular over the years, and it plays a crucial role in captivating the attention of the audience, increasing engagement, and enhancing the overall quality of content.
Content creators can use several forms of multimedia, including images, videos, animations, infographics, podcasts, and more. Each of these forms of media has unique attributes, and their effectiveness depends on how well they are integrated into the content. For instance, images and videos are perfect for providing a visual representation of the content, while podcasts are ideal for delivering audio content to the audience.
To effectively incorporate multimedia into content, content creators must pay attention to several factors. First, they must ensure that the media they use is high quality and relevant to the content. Low-quality content can negatively impact the overall quality of the content and discourage the audience from engaging with it. Second, creators must ensure that the media is well-placed within the content and does not disrupt the flow of the article. Strategic placement of media helps to break up long chunks of text and makes the content easier to read and understand.
Another critical factor that content creators must consider when using multimedia is its accessibility. Not all audiences have the same access to various forms of media, and creators must ensure that the content remains accessible to everyone regardless of their abilities. For instance, adding alternative text to images and providing audio descriptions for videos can help make the content accessible to people with visual impairments.
Editing: An Essential Step in Content Creation
Editing is a crucial step in any content creation process. While writing down your ideas, it’s natural to make mistakes, overlook typos, or use the wrong punctuation marks. That’s why editing is necessary to enhance the quality and readability of your content. One important aspect of editing is checking for sentence structure, grammar, and spelling errors. It’s always good to use software like Grammarly or Hemingway to help with this.
Another crucial aspect of editing is ensuring that the format and layout match the style you want to convey. Keep in mind that consistency is key. This means ensuring that headings, subheadings, and body text are all written in the same font, size, and color. In addition, it’s important to check that the text alignment, spacing, and margins are correct. The use of visuals can also enhance the reader’s experience. In this regard, you should ensure that your images are high-quality, informative, and relevant.
Lastly, adding some final touches is important to make your work stand out. This includes adding a catchy title, inserting meta descriptions, and ensuring your call-to-action is clear and concise. By following these editing tips, you can improve the overall quality of your content and increase the likelihood of its success.
SEO (Search Engine Optimization)
SEO, or search engine optimization, is critical to content creation. It is the process of optimizing your website and content to rank higher in search engines’ results pages such as Google, Bing, and Yahoo. The higher your content ranks in these pages, the more visible they become to potential readers. This visibility leads to increased organic traffic, which is why SEO is paramount for content creation.
Effective SEO strategies involve using relevant keywords, creating high-quality content, and improving technical aspects such as website speed, mobile responsiveness, and user experience. Understanding and following search engine guidelines is crucial to avoid penalties and maintaining a good reputation. In addition, SEO involves researching and analyzing your target audience and competitors to gain insights into their behavior and preferences.
Doing this allows you to tailor your content to meet their needs and stand out from your competition. On-page optimization tactics include optimizing your titles, headers, meta descriptions, and alt tags of your images for your target keywords. Off-page optimization tactics involve building high-quality backlinks by promoting your content through social media, guest blogging, and outreach campaigns. Overall, SEO is essential for content creation as it helps to maximize your content visibility, reach, and engagement with your audience.
Metadata is crucial to the success of any content creation because it provides critical information to search engines that aid in directing traffic to the content. Metadata refers to the descriptive information that is provided within the source code of a web page that gives context to the content. The metadata primarily includes the title tag, meta description, and header tags, all of which are used to provide a summary of the content of a page.
The title tag provides an accurate and concise description of the content on the page and is the first thing that a searcher sees when viewing the search results. The meta description briefly summarizes the content and is intended to entice a searcher to click through to the page. The header tags, on the other hand, break up the content on the page into logical sections and provide a clear guide to the structure of the content for search engines.
The metadata is also critical for social sharing as it enhances how the content is displayed when it is shared. The metadata provides a preview of the content and includes the title, description, and image, all of which are critical for encouraging people to click through to read the content. By providing an accurate and compelling summary of the content, the metadata can significantly increase the likelihood of content being clicked and shared on social media.
Additionally, metadata is essential for accessibility since it helps individuals with disabilities access the content. By using descriptive tags and titles, search engines can more easily understand the nature of the content and provide it to those who are searching for it. For example, individuals who use screen readers will rely on the metadata to understand what the page is about and navigate through the content more easily. This means that providing accurate and descriptive metadata is essential for meeting the needs of all searchers, including those with disabilities.
Overall, metadata is an important aspect of content creation that cannot be ignored. It helps to provide context to the content and makes it more easily discoverable on search engines. Additionally, it plays a crucial role in social sharing and accessibility, making it an essential component of any comprehensive content creation strategy.
Social sharing is crucial to content creation as it helps increase your content’s reach and exposure. When your content is shared on social media platforms, it can be seen by a larger audience, which can lead to increased traffic and engagement. To optimize social sharing, there are several strategies that you can employ.
First, it is important to make your content shareable by incorporating social sharing buttons on your website or blog. This makes it easy for readers to share your content with their own followers and network. Additionally, you should make sure that your content is visually appealing and attention-grabbing, as this can increase the likelihood of social sharing.
Another important social sharing strategy is optimizing your content for specific social media platforms. Each platform has its unique audience and culture, so it is important to tailor your content to fit the platform you are sharing. For example, Instagram is a highly visual platform, so you may want to focus on creating eye-catching graphics or images to accompany your content. On the other hand, Twitter is known for its brevity, so you may want to focus on crafting short, snappy headlines and captions that will grab users’ attention.
In addition to optimizing your content for social media platforms, it is also important to actively engage with your audience on these platforms. Responding to comments and messages, sharing user-generated content, and participating in relevant conversations can help to build a community around your brand and increase the likelihood of social sharing. Lastly, you can incentivize users by offering exclusive promotions or discounts for those who share your content on social media to encourage more social sharing.
Accessibility is essential to content creation, as it ensures that everyone can access and consume content regardless of their abilities. This includes individuals with visual, auditory, physical, and cognitive impairments. To make your content accessible, it’s crucial to consider various factors, such as color contrast, text size, multimedia elements, and navigation. One of the most critical considerations is to make sure that your website and content are compatible with screen readers and other assistive technologies.
Screen readers are software programs that read the text on a website aloud, enabling individuals with visual impairments to access the content. Therefore, it’s essential to use proper markup and formatting, such as headings, to help screen readers understand the structure of the content. Additionally, you should provide alternate text descriptions for images and other multimedia elements, as these assistive technologies cannot interpret visual elements without a description.
Furthermore, ensuring that your website and content are compatible with keyboard navigation is essential. This means that individuals with physical impairments can navigate your website and content using a keyboard instead of a mouse. Lastly, it’s crucial to test your website and content with individuals with different disabilities to ensure that they can access and consume the content effectively.
By making your content accessible, you’ll not only improve the user experience for individuals with disabilities but also enhance your search engine optimization. Search engines prioritize accessible websites, and incorporating accessibility standards into your content creation process can help you rank higher in search engine results pages.
Selecting Channels for Your Content
Content creation involves the development of textual, graphical, or video content that resonates with a target audience. To effectively deliver this content to the intended audience, creators must select the most suitable channels, such as social media pages, email newsletters, and websites. Each channel has its unique benefits and limitations that content creators should consider before publishing their work.
Social media, for instance, offers a vast audience reach, but the short attention span of users could limit the depth of the content creators can deliver. Contrarily, websites offer a platform for creators to provide longer articles, white papers, and other in-depth content, but reaching a broad audience can be challenging without promoting content on other channels.
Publishers should tailor their work to suit the ideal format for each channel, ensuring that the content is optimized for the medium used and it is presented in the most appealing manner to the target audience. Consequently, understanding the target audience and their preferred mediums is critical when selecting the appropriate channels for content promotion.
Promotion and Digital Marketing
Content creation is essential to digital marketing, and promoting it through various channels can significantly impact its effectiveness. Promotion refers to the strategies used to increase the visibility and reach of content to the target audience. The success of promotional efforts is determined by the channels used and how well they are integrated with the content. Some common channels for promoting content include social media platforms, email marketing, influencer marketing, paid to advertise, and search engine optimization.
Social media platforms have become vital tools for promoting content as they offer a vast audience for engagement. Brands can leverage social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to share their content and engage with followers. Effective social media promotion requires understanding the target audience and strategically using hashtags, trending topics, and call-to-action buttons. Email marketing is another effective promotional channel that allows brands to reach a highly targeted audience. With email marketing, brands can tailor their messaging and content to specific customer segments, increasing their chances of generating conversions.
Influencer marketing has emerged as a popular promotional channel, enabling brands to partner with individuals who have significant social media followings. Influencers can create content that is relevant to their audiences and promote the brand’s products or services, increasing visibility and engagement. Paid advertising is another promotional channel that can be highly effective in driving traffic and conversions. Brands can use platforms such as Google Ads, Facebook Ads, and Instagram Ads to target specific audiences with their content using various ad formats such as display ads, search ads, and video ads.
Search engine optimization (SEO) is a critical promotional channel that involves optimizing content to rank higher in search engine results pages. Optimizing content for SEO requires understanding keyword research, on-page optimization, and off-page optimization techniques. By using these strategies, brands can increase their content’s visibility and generate organic traffic to their website. In conclusion, the success of content creation efforts is highly dependent on the promotion strategy employed. Brands must carefully consider the channels they use and how they integrate them with their content to maximize effectiveness.
Analytics is a critical component of a successful content creation strategy. The ability to analyze and interpret data is essential to track the effectiveness of content and making data-driven decisions that can improve future performance. Analytics provide insight into a range of metrics, including website traffic, engagement, and conversion rates. There are several tools that content creators can use to track these metrics, including Google Analytics and social media analytics platforms.
Website analytics allow content creators to track visitor behavior and gain insight into the performance of individual pieces of content. Metrics such as page views, bounce rates, and time on the page indicate the content’s popularity and how engaging it is for visitors. This data can be used to identify performing content and optimize it to improve performance further.
Social media analytics provide insight into engagement metrics such as likes, shares, and comments. These metrics allow content creators to track the reach of their content and identify opportunities to improve engagement. Additionally, social media analytics provide insight into follower growth trends, allowing content creators to identify factors that influence follower growth and use this information to increase the effectiveness of their social media strategy.
Effective content creation requires continuous monitoring and analysis of analytics data. This data can be used to optimize content to improve performance, identify new trends and opportunities, and make data-driven decisions that can enhance the effectiveness of a content creation strategy. Analyzing and interpreting analytics data is a critical skill for content creators and should be prioritized in any content marketing strategy.
Future Trends in Content Creation
The future of content creation is exciting, and businesses must stay updated with emerging trends to remain competitive. One of the most significant trends is the integration of Artificial Intelligence (AI) in content creation, transforming how businesses develop and market their products. AI-powered tools such as chatbots, language generators, and content optimization platforms are becoming more prevalent, enabling businesses to create high-quality content faster and with fewer resources.
Additionally, AI is helping businesses customize their content to meet the unique needs of their customers, leading to better engagement and increased sales. Another trend is the increasing importance of visual content, as it is more engaging and appealing to consumers than text-based content. Videos, infographics, and pictures are rapidly becoming the preferred medium for brands to communicate with their customers.
As technology improves, businesses will have to invest more in producing visually stunning and interactive content to grab and maintain their audience’s attention. Further, the emphasis on authenticity and transparency in content creation is growing. Consumers today expect brands to be truthful and represent their products accurately, and they rely on content to verify a brand’s claims. Businesses need to create content that resonates with their customers by showing a genuine commitment to their values and showcasing their products honestly.
Finally, social media’s role in content creation will only increase in the future. With billions of people using social media platforms daily, businesses must leverage social media to connect with their target audience. Social media platforms are continually introducing new features, such as Instagram Reels and TikTok, to encourage more creative content. Brands that successfully tap into these platforms can reach a broader audience and boost customer engagement.
Call to Action
The Call to Action is a vital component of any content creation strategy. It is the step that transforms passive readers into active participants. The CTA should be persuasive, compelling, and relevant to the reader’s needs. There are several best practices for creating effective CTAs. One is to use action-oriented language that encourages the reader to take immediate action. Another is to provide a clear and concise message that communicates the value of the action. A third best practice is to use visual cues such as buttons, arrows, or graphics that draw attention to the CTA.
In order to create an effective CTA, it is important to understand your audience’s needs and motivations. What are their pain points? What solutions are they looking for? Using this knowledge, you can craft a CTA that speaks directly to their needs and provides a clear solution. Additionally, the CTA should be placed in a strategic location within the content. It should be easy to find and clearly visible without being overly intrusive.
An effective CTA can take many forms, depending on the nature of the content and the desired outcome. Some common CTAs include signing up for a newsletter, downloading a resource, making a purchase, or scheduling a consultation. The CTA should align with the content’s overall goals: generate leads, build brand awareness, or increase sales.
Measuring the effectiveness of your CTAs is essential for optimizing your content creation strategy. By tracking engagement metrics such as click-through rates, conversions, and bounce rates, you can identify which CTAs are most effective and make adjustments accordingly. Testing different CTAs, messaging, and placement can help you fine-tune your strategy and improve results over time.
In conclusion, the Call to Action is crucial to any content creation strategy. It is the final step in transforming a passive reader into an active participant and can provide measurable results when executed correctly. By following best practices, understanding your audience’s needs, and measuring results, you can create CTAs that drive desired outcomes and achieve your content marketing goals.
Content Creation – FAQs
What are the key components of content creation?
Content creation involves planning, researching, writing, designing, publishing, and analyzing various types of content to meet the organization’s marketing objectives.
What are the benefits of content creation?
Content creation provides businesses with increased online visibility, brand awareness, customer engagement, and audience growth. It can also establish organizations as thought leaders in their industry.
What types of content are included in content creation?
Content creation can involve a variety of elements, such as blog posts, videos, social media posts, infographics, podcasts, and e-books. It encompasses all content that is created for marketing purposes.
What are some effective content creation strategies?
Creating a content calendar, leveraging SEO, repurposing content, storytelling, creating evergreen content, and incorporating visuals are some effective strategies for successful content creation.
What are the potential challenges in content creation?
The potential challenges in content creation include writer’s block, lack of time and resources, inconsistent quality, inability to appeal to the target audience, and poor distribution and promotion.
What metrics are used to measure the success of content creation?
Metrics such as website traffic, bounce rates, time on site, social media engagement, pageviews, conversions, leads generated, and revenue can be used to measure the success of content creation.