I get really nerdy about content production. Mostly because I’m a process nerd, and I live and breathe content.

I’ve also been fortunate enough to work with the best SEO content teams on the planet. 

Here’s what I’ve learned from seeing firsthand how they operate — and from running my own team. 

Highlights

• Follow a clear content production process. (Research, plan, create, edit, publish, distribute, and analyze.)
• Know your audience: Build buyer personas and map content to funnel stages.
• Plan content wisely: Use clusters, briefs, and clear formats.
• Publish and share: Stage content, adapt it for platforms, and maintain brand voice.
• Track and improve: Analyze performance, refresh content, and build backlinks.

What is content production?

Content production means creating and publishing content so it reaches the right audience and supports a defined business outcome.

This process usually includes: 

1. Audience and SEO research.
2. Strategizing.
3. Planning.
4. Creating.
5. Editing.
6. Staging and publishing.
7. Distributing.
8. Analyzing performance. 
9. Updating and improving content.
10. Driving backlinks to content.

Each stage prepares the next one. When the system flows, content moves smoothly from stage to stage. 

What is content marketing? 

Content marketing is a digital marketing and search engine optimization strategy that helps you attract people to your website. 

You do this by creating and publishing content for your ideal customer. Within your content, you answer their top questions and guide them to solutions. 

Over time, this personalized content builds trust, and conversions follow.

And the data backs this up. 

According to HubSpot research, 96% of marketers say offering a personalized experience boosts repeat customers. And 94% say it increases sales. 

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8 valuable types of content used in content marketing 

Here are some of the most important types of content used in content marketing, with examples:

Website pages

Website pages set audience expectations and build credibility. They explain who you help, how you help, and lay out the next steps.

Example: A services page that walks through outcomes, process, and next steps in plain language. 

Landing pages

Landing pages guide attention toward one clear action. These typically focus on sales or growing your list. 

Example: A signup page designed around a single offer.

Blog posts

Blog posts support search engine optimization and long-term traffic growth. In fact, according to the Content Marketing Institute, online articles are one of the top content type that marketers use nowadays. 

Example: A detailed guide answering a focused search query.

Social media content

Social media content keeps your brand familiar and visible across social platforms.

Example: Short posts sharing one idea or insight at a time.

Email content

Email marketing helps you build direct relationships with leads and customers. 

Example: A weekly email newsletter that shares one lesson, one link, and one takeaway.

Gated content

Gated content offers depth in exchange for contact details.

Example: A downloadable checklist or guide.

Ad content

Ad content supports immediate visibility and encourages short-term sales. 

Example: Short copy paired with a focused call to action.

Video content

Video content explains ideas visually and quickly.

Example: Walkthroughs, tutorials, or demos.

Step-by-step guide to content production (with a helpful checklist)

With the basics out of the way, let’s get into those content production steps I promised you!

Here’s the most strategic and efficient way to produce high-quality content. 

Print this checklist out and use it to create your content workflows.

Step 1: Conduct and document your research  

Start with audience research:

• Describe your ideal customer using everyday language. 
• Capture their role, daily responsibilities, goals, frustrations, and decision triggers.

From there, gather insight from real conversations:

• Review sales calls. 
• Read customer service tickets. 
• Observe community discussions. 
• Send short surveys. 
• Schedule interviews and document their language and lived experience.

Use this data to create detailed buyer personas. Add these to your research doc.

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Next, conduct keyword research:

• Use SEO tools and AI SEO tools to surface search queries. List the exact phrases your audience types into search engines in your research doc. More on this in the next step.

• Use social platforms to spot recurring questions. Add these to your research doc.

• Conduct search intent analysis and group keywords into learning, comparison, or purchase intent. Add these to your doc and label them as *TOFU, MOFU, or BOFU. 

*TOFU = Top-of-the-sales funnel

*MOFU = Middle-of-the-sales funnel

*BOFU = Bottom-of-the-sales funnel

• Conduct competitor research. Review ranking pages and document structure, depth, and angles. Identify content gaps and list these opportunities in your document.

• Organize the findings in your research doc and save it. (You’ll continue to refer back to it.) Share this with your content team.

Step 2: Develop a content strategy based on your research 

With research in place, shift into decision mode.

• Strategize which keywords to target based on your research. Align each keyword with the audience intent and funnel stage.

*Pro-Tip: Target micro-intent queries and conversational long-tail keywords. These are easier to rank for and are less competitive than short-tail keywords. This strategy is one of the top ways uSERP helps clients rank quickly, AND win AI citations. And with AI overviews surging ~492% (according to SEOClarity)  in just a year, you can use all the ammo you can get.  

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Here’s an example of some TOFU, MOFU, BOFU keywords you might’ve pulled for an HR software SaaS. (With labeled search intent.) 

Copy and paste this into a doc and add your own keywords. 

TOFU keywords, awareness stage

• What does HR software do for small teams?
• HR challenges in growing companies
• Employee management systems
• HR automation examples for enterprises 
• Workforce management trends

Search intent: Informational

MOFU keywords, consideration stage

• Best HR software for small businesses
• HR software for startups
• HR software features
• HR software comparison
• HR software pricing guide

Search intent: Commercial investigation

BOFU keywords, decision stage

• HR software demo
• HR software free trial
• HR software pricing
• HR software case studies
• HR software reviews

Search intent: Transactional

Next, strategize content clusters based on your research. 

• Group related topics into content clusters. Assign one core topic and supporting pieces around it. Then map keywords to specific pages. 

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Here’s a thorough cluster strategy example you can copy and edit. I’ve also included an interlinking flow example for each cluster, which is so important for SEO. 

Cluster strategy example

Cluster 1: HR software fundamentals

Parent page:

HR software: A complete guide for modern teams

Child pages:

• What HR software includes and how it works (TOFU)
• Core HR software features explained (TOFU → MOFU bridge)
• HR software vs manual HR processes (MOFU)
• HR software for growing teams (MOFU)
• HR workflows automated with software (MOFU → BOFU bridge)

How interlinking flows:

Start by linking TOFU pages to the parent guide for broad context. From those pages, add in-text links pointing to feature explanations and use-case pages. As readers explore how HR software applies to real workflows, guide them toward solution-focused pages that introduce product benefits and next steps, such as demos or product overviews.

Cluster 2: HR automation and efficiency

Parent page:

HR automation: How teams save time and scale

Child pages:

• HR automation examples (TOFU)
• Automating employee onboarding (MOFU)
• Automating payroll and benefits (MOFU)
• Automating performance reviews (MOFU)
• HR automation for remote teams (MOFU → BOFU bridge)

How interlinking flows:

Begin with example-based content that explains automation in plain terms. From each example, link to deeper workflow pages that show how automation plays out inside HR teams. As readers connect efficiency gains to business growth, direct them toward pages that position your platform as the system that supports these outcomes.

Cluster 3: HR software by business type

Parent page:

HR software by company size

Child pages:

• HR software for startups (TOFU)
• HR software for small businesses (MOFU)
• HR software for mid-sized companies (MOFU)
• HR software for remote teams (MOFU)
• HR software for enterprise teams (BOFU)

How interlinking flows:

Guide early-stage readers from general company-size pages into more specific scenarios as their needs mature. Each page links sideways to adjacent stages, helping readers self-identify where they fit. As complexity increases, links naturally lead toward enterprise-ready solutions, pricing pages, and tailored demos.

Cluster 4: Buying and evaluating HR software

Parent page:

How to choose the right HR software

Child pages:

• HR software comparison checklist (MOFU)
• HR software pricing models (MOFU)
• Questions to ask HR software vendors (MOFU → BOFU bridge)
• HR software implementation timeline (BOFU)
• HR software security and compliance (BOFU)

How interlinking flows:

Position this cluster as the decision support layer. Link into it from earlier educational content once readers start comparing options. Inside the cluster, guide readers from evaluation tools toward implementation, pricing, and trust-building pages that support confident purchasing decisions.

*Quick rule of thumb for TOFU → MOFU → BOFU linking

• Educational pages link forward to practical use cases.
• Use-case pages link sideways to comparisons and evaluations.
• Evaluation pages link forward to demos, pricing, and product-led proof.

Next:

• Document your business goals for each cluster to ensure performance remains measurable.

• Strategize which platforms to target outside of your websites. (Like social media platforms and communities your audience visits.) 

And now the fun stuff … 

Step 3: Plan your content assets and create content briefs

At this stage, it’s time to turn your content ideas into content assets.

• Look at your content cluster strategy doc and confirm which pages move forward first. Prioritize assets tied to revenue, rankings, or product adoption. Core pages lead. Supporting pieces follow. 

• Next, confirm each asset’s role. You already aligned keywords with intent and funnel stage. At this point, finalize those decisions inside the brief so writers and editors execute with focus instead of revisiting strategy mid-draft.

• Then finalize the format. Choose the asset type that best matches search intent and audience behavior, whether that’s a blog post, landing page, comparison page, guide, or video. 

• Now create a content brief for each asset. The brief translates strategy into clear instructions. Include the finalized title, assigned keywords, target audience, funnel stage, and intent. Add required internal links, reference sources, and a clear call to action. Set expectations for length, tone, structure, and formatting.

Here’s a content brief template you can draw inspiration from:

(Image by Ioana)

• Wrap up by defining what “ready to publish” means. When expectations are clear upfront, reviews move faster, and quality stays consistent across every piece.

At this point, planning ends and production begins.

Step 4: Assign and create the content assets you planned

Assign content tasks to your team members. 

For each assignment: 

• Attach the content brief, set timelines, and clarify delivery expectations.

• Have writers create content with the reader in mind. Use natural language. Explain ideas fully. And guide the reader from start to finish with steady pacing.

Also, make sure your writers have access to the necessary tools. For example, a tool that helps make sure content is free of accidental plagiarism. And a semantic SEO tool (like Surfer or Frase). 

Give writers links to these in the briefs so they can access everything in one spot.

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Step 5: Edit and approve the content

The next step is content review. 

Have your editors:

• Copyedit pieces.
• Review alignment with search intent and audience needs.
• Confirm keyword placement.
• Confirm readability.
• Review against guidelines.
• Approve content once it meets quality and goal standards.

Step 6: Stage and publish the content 

With approval complete, move the content into staging.

• Use Wordable to transfer approved blog posts directly into your content management system. This preserves formatting and reduces manual cleanup time.

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Wordable Graphic

• Once inside the CMS, review structure and layout. Format headings, spacing, internal links, and visuals so the content reads smoothly. (Note: Wordable takes care of most of this for you!)

• Add meta titles and meta descriptions that match the assigned keyword and reflect search intent. These elements guide both search engines and readers.

• Run a final functionality check, then publish the content when everything loads, links, and displays as expected.

Step 7: Repurpose and distribute the content 

After publishing:

• Share assets across relevant content distribution channels to expand reach. 

Adapt each piece into multiple formats suited to different platforms.

For example:

• Repurpose blog posts into short social posts that highlight one clear idea at a time. Pull strong quotes, stats, or steps and adapt them for each platform’s style and length.

• Rewrite key sections into email content for newsletters or product updates. Focus on one takeaway per email and link back to the original post for deeper context.

• Extract insights for community posts, comments, or discussion starters. Use the content to spark conversations instead of simply dropping links.

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Use a paraphrasing tool to make this process more efficient, like a Quillbot alternative. But make sure to edit each output so it matches the brand voice. (Make sure to also adjust the length and structure to match each platform.)

Step 8: Analyze how your content is performing 

Once content circulates …  

• Start tracking and analyzing performance. 

You can analyze traffic, engagement, and conversions with Google Analytics 

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Google Search Console for search-specific data. (Shows queries driving impressions and clicks, average positions, CTR, indexing status, and page-level search performance.)

Semrush and Ahrefs to tie content performance to search visibility. (Connect content to keyword rankings, organic traffic estimates, backlinks, and competitive visibility trends.)

Hotjar for behavior analytics. (Use heatmaps, scroll depth, session recordings, and on-page behavior insights.)

Make sure to also review your email and social media marketing campaigns. 

Use your email service provider’s analytics, such as HubSpot, Mailchimp, or Klaviyo. Track open rates, click-through rates, and conversions. 

Review social media performance through native platform analytics on LinkedIn, X, Instagram, and Facebook. Or through management tools like Hootsuite, Sprout Social, or Buffer. Look at reach, engagement, and traffic driven back to your site.

• Use the insights you pull to guide future content decisions. For instance, if a blog post drives high traffic but low conversions, consider adding a stronger call-to-action. Or linking to relevant product pages. If certain social posts get lots of shares, repurpose that content into similar posts, emails, or even video snippets. 

• Track which keywords bring in organic clicks. Create follow-up content around those topics to capture more search visibility. 

Step 9: Refresh and update your content 

Audit your content quarterly.

Then:

• Refresh your cornerstone content pieces to encourage steady performance. Update statistics and examples. Expand sections with fresh insights. And add even more value.

This is how you continue to create data-driven content that ranks.

Step 10: Create a link building plan for your content 

Encourage high-quality publishers to link back to your best content assets. 

To do this, create a link building plan to acquire quality backlinks:

• Identify pages with strong value.
• Build relationships with relevant publishers.
• Share content through value-driven outreach.
• Offer guest posts and include relevant links to your pieces.
• Track links and referral traffic.
• Rinse and repeat.

Wrap up 

Quality content production requires a strategic process. 

Every step (from research and strategy to publishing, distribution, and analysis) builds on the last. When you follow a clear, repeatable process, your content performs better, your team works faster, and your audience finds exactly what they need.

Psst … Remember to save this article and share it with your team. I also recommend printing it so you can check off the steps, old-school style. 

*Pro-Tip: Start using Wordable today to streamline your publishing workflow. Thank me later.😉

FAQs about content production

What tools are used in modern content production?

Most teams use AI tools for brainstorming and editing, analytics platforms to track performance, and scheduling tools to publish content where it performs best.

How do you create engaging content?

Start with what your audience cares about. Tell clear stories, keep the message simple, use formats they already like, and tailor content to each platform.

Why is agile content production important?

Trends change fast. Agile workflows help you adjust quickly, respond to feedback, and stay relevant instead of stuck in long planning cycles.

How do you measure content success?

Look at engagement, conversions, and retention first. Then tie results back to revenue, growth, or another clear business goal.

How important is collaboration in content teams?

It’s essential. Strong content comes from creative ideas backed by data, strategy, and marketing alignment.