Ongoing Digital Content Creation

Digital marketing and public relations professionals look for new formulas to distinguish or differentiate brands or organizations, while avoiding the stereotype. Finding long-term solutions for establishing a presence in the media in a way that will reveal the difference is becoming more and more important in a fiercely competitive environment. Organizations’ communication and marketing efforts are increasing their development momentum in parallel with the rising speed of digitalization. 

While content marketing, as a digital marketing niche, continues to be developed methodologically, the creation of content for the fields of organizations, based on determined topics, greatly facilitates their presence, especially in digital channels. On the other hand, the need to review organizations’ long-term communication efforts as well as their digital marketing strategies, from social media posts to long-term blog posts, through the lens of continuity brings the issue of the quality of content to the agenda. 

Continuity is perceived as the functional processing of an organization’s or brand’s communication and marketing issues in the long term. In this sense, one of the most important ways to ensure an organization’s presence in the media in a way that will reveal its difference is to ensure the continuity of content in the long term and increase its value.

Defining a strategy and putting it into a written plan serves as the basis for creating content that is sustainable. Strategic planning involves a systematic and organized effort to comprehend the subject through careful analysis and to develop creative and functional tactics and related practices by determining a strategy based on the insights generated. In this sense, within the scope of the preliminary work on content marketing, the written design of a successful strategic plan prepared in line with the analyses forms the basis for a continuous content work. 

In content marketing strategy studies; determining the main themes, topics, important agendas for the organization and the society or societies to which the organization belongs, and preparing creative works accordingly in writing is the most important element that ensures consistency and consistency in the study of topics. In addition, the preparation of a strategic plan serves as a road map for message management. In this way, it is ensured that the content is created in integrity and has continuity within itself.

Whether in business-to-customer (B2C) or business-to-business (B2B) e-commerce systems, promoting an organization’s products and services alone can be extremely limiting for digital marketing. In today’s modern business approach, where the fields of communication and marketing are well intersected and almost intertwined, in addition to expressing an organization’s products and services, providing ideas and information sharing to its peers on various topics are the cornerstones that indirectly support sales and ultimately reputation management. It is indispensable for the continuity of content for businesses to develop content in line with their business model and to shape it according to industry-specific developments.

Most content marketers consider regular posts at regular intervals to be the most important aspect of content delivery. Is it enough to strategically deliver specific content on a regular schedule that is relevant to the target audience, the agenda and the business model? After creating a strategic plan, the continuity of the content can be improved according to the quality while moving to the implementation phase in line with the strategy to develop the content.  

Assuring that your content consists of quality literary and visual elements is another critical issue for the sustainability of content marketing. Texts, photographs, illustrations or videos, etc. developed according to the medium, topic, agenda and purpose should be prepared to express the content in a unique and clear way. However, as time progresses, the agenda may change, in which case the content becomes outdated. For this reason, developing content that can be updated as much as possible or that will not lose its meaning over time contributes to the development of continuity in content.