5 Brands Share Their Content Marketing Process

By Nichole DeMeré


It’s a hazard of the job for content marketers. When you read or see a piece of high-quality content, you wonder how it got created. You ask yourself, “What does this company do to create great content? Is it great for business too?”

The simple answer is high-quality content serves both audience and business. “It’s written in such an energetic and engaging way that it will trigger the audience to take actions,” says Massimo Chieruzzi, CEO of AdEspresso.

If great #content is written in an engaging way it will trigger the audience to take action. @MassimoCw
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Nathan Ellering, head of demand generation at CoSchedule, says high-quality content is synonymous with highest-performing content. At his firm, that content includes five distinct characteristics: great topic, well-researched, optimized for search engines, comprehensive plus actionable, and optimized to capture leads.

High-quality content is synonymous with highest-performing #content, says @njellering.
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Quality content is “powerful enough to stop people in their tracks, make them think, and debate with themselves or others. It is user-centric, capable of solving a user’s most painful challenges,” according to Hotjar’s Louis Grenier and Fio Dossetto.

Quality #content is capable of solving a user’s most painful challenges, says @LouisSlices & @content101. ‏
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Content marketing strategists from these three brands plus two more willingly shared how they ideate, strategize, and produce that high-quality content, and evaluate its success. Read on to get some tips and insight that you can incorporate into your content marketing process.

Massimo Chieruzzi, CEO, AdEspresso


We have internal and external copywriters based on the topic. Data-driven articles usually are written in-house. We typically pay above market rates to secure the best writers and avoid high turnover.

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