Tailored: how to create content for blog, social networks and email

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To the world of communications, is no longer a novelty the fact that content production is who is setting the trend in the strategies of digital marketing and constituting both the basis of our current knowledge, as entertainment.

And of course content , in its various forms: text, image, video, audio, among others, has become the main tool to attract people, convert them into customers and loyalty them. Hence the importance that the media is giving it.

Although, of course, its popularity is not just because it has the different presentations and formats, but because it addresses a fundamental issue: the resolution of real problems of the people and their emergence at the right time.

In addition, we must remind ourselves that content is defined as a useful gift that advertisers can give people so that they achieve practical information on a particular topic and thus gain greater visibility as brands or companies and make access direct to build public and customer acquisition.

It is clear here that the content is a cornerstone for current communications. But creating content itself, involves a lot of effort, dedication and study of the behavior of the public in order to know how to present it correctly to them.

Furthermore, in addition to content creation, it is essential also join it to the appropriate dissemination strategies. But before proceeding, it is worth noting that what we’ll talk then it’s just about how to produce content for the three main dissemination platforms of content marketing : blogs, social networks and e-mail .

Creating appropriate content:

First, we can not talk about how to create appropriate content without knowing what it is, right?

However, what we mean here as a suitable container is one that draws attention to the different dissemination platforms, thanks to its construction, which aims both to respond to people ‘s questions so you can be useful, how to meet the requirements of search engines to position. A double effort.

To achieve this, you must have a content producer who dominate the particularities and ensure that content attracts people and always matches the dissemination platform. Therefore, these features are:

  • A strategic plan with objectives, specific topics and titles;
  • Well made editorial calendars ;
  • A definite persona according to the research ;
  • constant trends research;
  • Definition of key words;
  • specific and appropriate language;
  • A good distribution chain;
  • Daily analysis of competition;
  • Reading content from competitors.

These tasks, while not small or fast, are the ones that make the content actually worth and users to find what you do a differential against the saturation of information.

Content Types

There is a wide variety of content formats. Regarding the text, we have about 58 different types of content to tell you.

Among others, we find:

presented data with the help of visual aids.

  • summary information graphics

Much like the infographic, only with more summary information. Perfect for dissemination in social networks.

  • Webinars

A seminar conducted online.

  • videos
  • Guest posts

Exchange articles of interest between public blogs and related matters.

  • podcasts

periodic digital publications audios or videos.

  • E-books

Book in electronic format free access to valuable information for the interested reader.

And much more.

Now you must be wondering: “Why talk about the types of content, even if quickly, when in fact you want to know about your production?”

Well, it happens that we must first be clear that there are different types of content, to understand how they can fit in the dissemination platforms. In addition, these platforms can not be sustained without the prior existence of any such content.

How to produce content for blog, social networking and e-mail

As we have said, blogging, social networking and e-mails are the main platforms that we use in content marketing to disclose. Each serves different functions and although the content creation is equal basis: personas, quality, SEO , relevance; their shapes correspond to different productions and strategies.


A blog is a Web site where texts, images, videos, etc., are published periodically . They serve not only to those publications, but also to open a space of interaction with visitors to related topics, expand information, resolve doubts and problems, generate visibility, promote products, etc.

Content types for blog

The blog is the favorite place to host all kinds of content. Generally, in a blog you can find the following contents:

Images : properly optimized and used to complement a text, for example.

Videos : audiovisual productions accompanied by textual explanations or introductions.

Infographics : explanatory graphics on a specific topic.

Articles : the blog specialty. Informative and entertaining texts to learn about a particular subject.

Ebooks : while ebooks are thrown into landing pages, blogs can publish ebooks available through introductory articles. Meet an example of an introductory article here: SEO: The Definitive Guide .

Among others.

How to produce content for blog

This subject deserves a very detailed article and in addition to talk about it, because the agility of issues that content will discuss in general the production of content for blog.

To start production, you need to know what, how and when to write.

What to write:

Let’s say your blog is about Content Marketing. Then look for the issues related to the subject, for example: content production, content on social networks, marketing types , target, goal setting, among others.

With the list of related issues, give yourself the task of researching in depth and to seek trends. Only in this study, you will know very well what to write for your blog.

So ask yourself the following questions and depending on your answer, you will know where to start: What is the main theme of your blog? What are the internal issues that generate greater interest?

How to write:

This is one of the most complicated points, but we will do checklist that will help you write your content to the blog:

  •  Create a persona buyer
  • Select the theme
  • Search keywords theme and select a principal; the other, which should be related, serve to be used throughout the text.
  • Create a draft text.
  • Think of two titles: Title SEO and domestic title. The SEO title is who has the function to motivate clicks the link and is to be identified by search engines. The internal title gives the reasons for the reader to read the content.

Our recommendation is to create both titles before writing the text, so you enclose the extent and the issues to be addressed. However, once you finish writing the content, return the securities to adjust them if necessary.

  •  Body Text: It follows the basic structure of writing: introduction , development and conclusion. Mind escaneabilidade, ie the text to be visually attractive to read: divide the text into subtitles and use images.
  • CTA: The Call to Action (call to action) always includes a call in its contents, whether in the middle or end of the text. Both positions have different reasons to be: in the middle is for the reader to get more information about a particular topic by clicking on another link, and in the end, serves for an action such as share content, comment, etc.
  • We can never leave aside the SEO; we must rely on texts and optimized titles, friendly urls, appropriate descriptions goal.
  • Disclosure: Finally, once your content is ready on the blog, it’s time to promote it in other ways to reach more people.
When writing:

Make a schedule, either physical or online. Note the dates. Check for any special date next as the anniversary of his company, anniversaries, holidays, etc. This way you will be able to schedule your time and always ready to meet the demands of your blog or thinking about a Plan B with time.

The calendar also serves not only to identify important dates, but also to create a frequency with which the player will identify you, for he knows that there will always find content of interest.

Social networks

Social networks are websites where people connect with your friends, acquaintances and family members to share content, interact and create communities on topics of interest, be it work, readings, games, etc.

With the popularity rising, brands, companies and businesses began to be interested in the scope of social networks and decided to enter in the interim. However, there is a specific rule which must be respected:

People want to connect with people not only get updates from a company or a product. That is why it is important for a brand to communicate personal and humanistic way. It should always be useful and interesting for the problems and interests of users.

Types of content to social networks

Social networks, instead of being places for content creation, are indispensable spaces for disclosure. Of course, new content can arise and be exclusive of social networks, but their ultimate goal in content marketing is to get users to interact, to be attracted by the communication and finally access the blog or site.

Therefore, the types of content for social networks are the same blog: articles, ebooks, images, infographics … although it is clear, it should be noted that they have a greater visual preference. However, it is possible to promote the same content formats, the difference is in how they are displayed.

How to produce content for social networks

Following the same dynamics of blogs, follows a checklist of what you need to know for the production of content on social networks:

What produce:

Before sitting down to create content for social networks, you must be clear about your goals with the network. That is, what you intend to publish on social networks? You want to engage, generate interactions, to share their content, generate clicks on your site or blog, arouse controversy, inform?

In other words, to know what to produce, you must first know very well what is the purpose to fulfill.

Second, you must understand very well the social network where you want to communicate . It’s not the same thing advertise on Instagram, where the contents are purely visual, than to advertise on Twitter, where the texts prevail. So choose the social network and learn well the communication style of this social network. So to understand this, place the communication style of your brand to communicate with the network. That way you will know how to talk to people in certain social networks.

With the clear objective and the chosen network, you can choose the type of content you want to disclose to the different communications.

how to produce
  •  Segment your audience. Who is the person that follows you in networks and what she wants to hear from you?  
  • Keep in mind the three pillars of content on the networks: to inform, entertain and be helpful.
  • Do not try to always sell on social networks. Find the harmony between good content and good promotion.
  • Remember that social networks serve to disclose the contents. So, enjoy the space to generate contexts, communities and universes.
  • Be brief. Although there are social networks to help larger amount of introductory texts or provocative, always try to be brief. Creativity with short and forceful, can say important things. Moreover, as soon you guarantee that none of the networks cut your text, hiding the rest behind the famous “see more.”
  • Use emoji in the texts. The emoji are part of the nature of social networks, in addition, they generate empathy with the reader. Here’s an example of how to use them in the image below:

creating content - image of an open envelope with a letter

  • Always available a link where people can be directed to the website, blog or even other social networks. It all depends on the goal. You remember? Do you want to generate traffic on the blog and get followers?
  • Generate texts in different styles. Use questions, admiration signs, create mystery.
  • CTA: clear call to action. What do you want the person to do with the content? Invite her to access if an article to share and comment.

when produce

Likewise, keep in mind special dates and create an organized schedule of social networks. Unlike a blog, social networks need to be updated every day and even several times a day.

Social networks are a living organism; people are interacting in real time with you, so they require you to always produce.


E-mail ( electronic mail ) in Portuguese, e-mail is an Internet application that enables the creation, reception and messaging.

It was a very useful communication tool in recent decades and the marketing is making use of the main advantage: the communication on a personal level.

Currently, it is a very important tool and a platform that requires more care when creating communications.

Content types for e-mails

Emails are a space that brands can use to contact consensual and directly with users. Content that is sent in an e-mail should be carefully selected to avoid the risk of becoming spam.

All formats that we talked about before: videos, images, text, ebooks, are allowed but, unlike the two platforms discussed before, an email search the variety and not the quantity.

People have certain times to check your inbox. So it depends on you become priority to be attractive and always showing information that the person wants to receive. Not to send endless promotional messaging products.

How to produce content for e-mail

Rule of thumb: if a personal e-mail, make the user feel that the message you send is indeed personal.

What to send

An email is a form of communication that should be direct and clear. Similarly, it should be the goal of sending. What do you intend by sending an email? Generate traffic blog, promote an event, generate leads, build loyalty?

When you have a goal of sending clear, it is easier to know what kind of content you send: an image with an invitation to an event, a news article, an educational video, are some examples.

how to Write
  • First, think about it. Just as a title blog, create it based on shipping goals. So you defines the problems to be addressed in the email. Go back to it once you finish the e-mail to ensure that they still speak the same thing.
  • In matters you can use the mystery, comedy, ask questions or use emoji. Just be sure to be short titles.
  • The body text should be done in such a way that the person feel that you are speaking directly to her. It should be brief, but substantial.
  • Look good start with introductions to make clear to the person the purpose of the email.
  • Present content in a simple way. You can create a story or context to the situation. Here’s an example:

creating content - example image of a marketing email

  • Highlight the text the most important ideas in bold, with a different color or with capital letters; but do not abuse the feature.
  • Use short but explanatory paragraphs.
  • Be very careful with spelling. After you send an e-mail, there is no turning back.
  • Beware of items; filter lists of contacts according to interests.
  • Provide your contact information.
  • Let visible the possibility to unsubscribe. It is better to lose a user who does not want to receive your emails, than go to the spam box.
  • CTA: As always, there must be a fundamental aim: the user to click, share, access. For this, leaving visible links with clear messages stating what you want to do with the link to access, share, read, between social networks, etc.]

When send

The frequency of delivery is key. Set a day of the week and let you know from the start when and why it will begin to receive your emails. It is important to set a standard shipping days, because the user will know when to expect and you will not become a spam.

To finish

This article was intended to be an overview of how to produce content for each of the key platforms: blog, social networking and email. It is worth noting that each of the platforms deserves a detailed article that explains in depth how to do each step.

We hope you have been helpful, at least to identify the key points of creating content.

If you liked this text, learn how to increase your traffic with content marketing .

This article was produced by the Content Marketing , Content Rock.