Know all the secrets of this activity – WAU

The production of content is based on the creation of different materials, such as texts, ebooks, videos or podcasts, in order to provide relevant information to a specific audience. Knowing in depth the best practices or tools, for example, can enhance the efficiency of your actions.

If you are looking for more efficient ways to use the company’s available resources, you may have heard about Content Marketing, right? From this strategy, it is possible to achieve satisfactory results even without investing so much. But for that, it is essential to understand how the content production.

After all, the internet is full of texts, videos and materials that can be useful for your persona. Therefore, it is not enough to just produce, it is necessary to know how to make this process more efficient and productive, enhancing the results, which can be achieved through the adoption of this practice within your organization.

What do you think, then, about knowing all the secrets of content production and, as a consequence, reaping all the benefits that the well-executed execution of this practice can offer to your company? In this text, we will cover the most important topics to make your work even more accurate.

Continue reading this article to clear all these doubts and completely master the art of content production. Check out!

What is content production?

The production of content means, in practice, the act of offering materials – in different formats or platforms – that are useful and relevant to a specific audience and thereby attract more potential customers to your business. The goal is to become an authority in a specific segment.

Thus, your company is seen as a reference in the area, increasing, for example, brand awareness. By producing articles, texts, videos and images that help the reader to solve a problem, learn about a subject or answer any questions, you still get close to those who want to conquer so much.

In other words, the user starts to see his company as an ally, as someone who helped him – for free – in a time of difficulty, or presented tools that were important for his success. The lead starts to trust your word even more and the work that your business does, increasing the chances, for example, of conversion.

Content production, therefore, consists of generating relevant materials for your target audience and thus strengthening your company’s image and reputation. The formats can be the most varied, as well as the platforms used to disclose what was produced to users.

What are the main types of content?

Producing content is not limited to blog posts, for example. 500 word texts posted daily are extremely important, but this is just one of the many possibilities you have. How about, then, knowing other formats that can be efficient to generate an even greater impact on your persona? Check it out below.


Let’s start by talking about Websites Are Us’s main lead generation. Ebooks are ours main source of acquiring new contacts. With them, we generate more than 10,000 leads per month, in addition to always enabling us to develop partnerships and co-marketing efforts.

Perhaps you think that an ebook is nothing more than a vitaminized blog post and, in part, you are right. But if you already have some difficulty writing a 500 word article, imagine writing a 4500 word ebook, with Calls-To-Action, a nutrition flow and social media ads?

In addition, an ebook deals with more topics and with greater depth than a blog post. Therefore, when writing such material, it cannot be as straightforward and simple as in an article. You can be more didactic, go deeper, explain details and bring new points of view to your reader.

And you will also need a layout, some beautiful photos and a cool landing page!

Social media posts

This should be on the tip of the tongue for everyone who is minimally familiar with Digital Marketing. Social networks are the main advertising channels for companies. Therefore, producing content focused on each of them is a complicated but necessary art to master.

Don’t go thinking that you just copy a part of your article and paste it on all the social networks you find! It is necessary to adapt the language and write calls that engage, arouse the curiosity of your readers and encourage reading and comments.

Check out more about it in our kit with everything you need to know about Social Media Marketing!


These are one of the biggest darlings of the public and one of the biggest traffic sources on the Websites Are Us blog! But isn’t an infographic an image? Wouldn’t it be a job for a designer? Yes, but they are images that carry information and make content easier to read!

So, behind every infographic, there is the production of content aimed at that objective. What will be the numbers highlighted in that image? The space for the text, for example, is quite limited and, therefore, it is necessary to be direct and concise when explaining what those data and information are representing.

This content can be extremely useful for social networks, for example. After all, to attract the attention of the user, a flashy image containing impactful information can catch the eyes of those who are browsing the feed.

Add a CTA so that it can check the complete and ready content, your infographic has already started to convert.


Do you know those fantastic videos of Professor Peçanha? Yes, they are a great example of content that does not (directly) use flowing text. You can do interviews or demos that will be extremely useful in your Digital Marketing strategy and will help you search for new audiences and further educate your followers.

And, on top of that, they can become articles for your blog! Also remember that scripts are content. Get inspired by checking out our WAU Hacks series, with the best Digital Marketing tips from experts and gurus in the field:


So do you mean what image is content? Sure. And the good! Images are very shared and have a very high engagement.

If you are in a business that works a lot with the visual, such as fashion or decoration, photographs can be the best form of content to be explored, as your audience wants to see most of the solutions they are looking for.

There are also gifs, which are a fun way to engage the persona. You learn how to make one here and here. And even if your niche is not directly linked to image-based content, there are a number of ways to use it in your marketing strategy, and from there, create a connection with your audience.

A good example is the use of images with motivational phrases!


“Now you are appealing!” That’s what I heard from the intern next door when I talked about memes. But yes, memes are contents that can be used by companies to reach the public. But be careful: using this tool will depend a lot on who you want to reach. It also depends a lot on your market.

For those who work in a law firm, for example, it may not be the best option to bet on this content model. However, with a well-done analysis and even better execution, it is possible to reap positive results even on more serious pages, as the city of Curitiba has been doing on social networks, especially when interacting in the comments.

The content possibilities are many – and I probably forgot some here, so remember me in the comments! You just have to structure your company to make the most of it! But what are the ways to do this?

How to produce relevant and quality content?

Now is that time when you stop and think, “How am I going to do to produce as much content as I need?” Basically you have three options and, therefore, it is important to know what are the planning, execution and analysis steps to ensure that the content production is done efficiently and really productive.

In-house production

You can hire someone to produce content in-house. That person or team will be responsible for keeping the platforms you choose to use (website, blog, Facebook, Instagram, Pinterest) always up to date with new content. Remember that a person alone will not always be able to do everything or have all the necessary skills.

Producing video content is different from writing blog posts. So, if you are going to assemble a content team, keep in mind that you need to hire people capable of doing whatever is outlined for the strategy. Another interesting way is to ask for the collaboration of members from different areas of the company.

Are you going to produce a video about sales? Invite the commercial staff to participate! Is it an infographic about logistics? Surely the department’s guys will have some good ideas! Taking advantage of the knowledge of different sectors of the company, the tendency is that the text production is more and more efficient.

Outsourced production

One option that is becoming increasingly strong in London is to hire a company specialized in content production. We can say that because it is our forte! Having a company that will take care of all the content that your strategy requires it may be the best solution – both financial and logistical.

This will take the weight off the responsibility of updating your blog or website, as well as posting to your social networks, allowing you to focus on your main activity. In addition, the expertise of experts is of great value, especially for CMOs and marketing directors who have not yet completely mastered Inbound Marketing.

A mixture of the two previous options

Of course you can have a little of each: having a person responsible for organizing and creating content demands, while a specialized company executes and produces whatever is needed. In addition, the internal responsible will also interface with the company and keep the execution aligned with the objectives.

This option is very interesting, since it adds up a large part of the advantages of the other two solutions. We wrote a complete post – and even more detailed than this topic – about the advantages and disadvantages of each type of production, which can help you when deciding.

What are the best tools for producing content?

It may even seem complicated to produce relevant content, but with dedication and a lot of planning this is possible. In addition, there are some ways to facilitate this task within your company. Therefore, we have separated some tools that can be extremely useful to make work more accurate and efficient. Check out!

RD Station

Marketing automation is a trend in the market and extremely fundamental for those who want to make their processes more practical and efficient. RD Station offers, in a single tool, the possibility to manage your pages on social networks, create landing pages, feed nutrition flows and even make a detailed analysis of the leads.

Google Alerts

When it comes to content production, keyword monitoring is critical to the success of a Digital Marketing strategy. Google Alerts allows you to discover the relevance of a particular term to be based on the time to produce content, for example. It also serves to keep an eye on what the competition is doing.


Want a full report on search volume for a specific keyword? SEMRush is the ideal tool for this. How about finding out how your competitors are standing out in the market? All of this is possible from the detailed reports provided by this tool.

Google Analytics

Tracking and monitoring the performance of your pages is the most important action for your business to be relevant, especially in the long term.

Number of visits, length of stay, bounce rate, in short, Google Analytics allows access to detailed and accurate information about the results that the pages, blog or landing pages are achieving.

What are the 10 best tips for producing successful content?

Okay, now that you already know everything about content production, you are already prepared to know the secrets to becoming an excellent content producer, right?

Then check out the 10 best tips to optimize your work and create even more attractive materials for your current and potential customers!

1. Get organized

This is the basic step for anyone who wants to create content frequently and with quality. Having your research and creation processes defined will make all the differenceafter all, you can’t wait for that great idea that comes up like a light bulb on top of your head.

If you have your rituals outlined – for example, reading blogs that are a reference in the market, writing down important topics to talk about, always drafting texts and talking to people interested in your area of ​​activity – you will have taken the first step towards becoming a good content producer!

2. Know your audience

To produce content that achieves good results, you need to know who you are talking to. Then trace your persona – a semi-functional profile of your ideal client. If done well, it will help to shape your content to really impact who you want to attract to your business.

Of course it is possible to write about anything, but if you have an exotic food factory, for example, I highly doubt that your followers will be interested in texts talking about rocket fuel.

That is why, it is essential to know what your audience is looking for and know your demands and challenges – in short, whatever may be of interest to him.

3. Study hard

Knowledge never hurts and it certainly helps to have ideas. In addition, keeping up to date ensures that you have relevant, up-to-date and correct information to convey to your readers.

Don’t stop studying for a minute and you will become someone extremely capable of producing quality content! After all, the internet is full of content from different companies battling for consumer attention and, if you don’t do your job well, the tendency is for them to look for someone on the other side.

4. Understand the basics of SEO

Of course you want your content to rank well on search engines, don’t you? So enjoy that you are already studying hard and learn at least the minimum of IF THE. Knowing good practices – and executing them – will be of great help when trying to improve your position in research.

Even though sponsored links are extremely useful to promote and disseminate content, organic traffic is also very important to generate relevance for your company. By investing in some SEO practices, you can achieve positive results even without the need to make large financial investments.

5. Remember that done is better than perfect

The important thing is to deliver and improve afterwards. After all, what good is it to have a perfect image of the text you want to produce and never finish it? Make, deliver and then cut. The magic of producing content for the internet is that the material available on a blog or landing page can be improved as many times as necessary.

In addition, the interaction between companies and consumers is much greater, making you receive reviews on a regular basis. The feedback received after presenting content, for example, is one of the most valuable things in the search for the perfection of your materials! Then use it to your advantage. Done is better than perfect, but …

6. Focus a lot on quality

There is no point in delivering a pig article without references, on a random subject, full of London errors and poorly formatted, right? So, deliver, do, but don’t forget that it must have a high quality standard! In addition, the internet is full of other content and you need to stand out.

7. Track metrics

If you want to know what content is succeeding, generating more shares and bringing more results – which will help you write your next materials – be sure to check out your metrics. Facebook likes, retweets, clicks and Google Analytics information were created for this.

Learn what they mean, analyze them and improve your skills. From monitoring the performance of each of its contents, the trend is that you can produce more and more on your platforms. Gradually you will discover what generates a greater impact on your audience and what is more efficient.

8. Network

Look for people who will help you learn, people who will be able to publicize your work and possible partners. Networking is vital for anyone looking to have a relevant content strategy. Imagine learning about healthy cooking from Jamie Oliver or publishing an article that Gordon Ramsey will retweet? Can you imagine the success of your content?

9. Keep ideas flowing

One of the most important points of content production is never let it stop. But you can run out of ideas, right? Wrong! Master Peçanha showed his personal method of generating content and I suggest you take a look. It is a good way to start exercising.

10. Search for references

Another important point to optimize the production of content is to find sources of inspiration. We are not talking here about copying materials, but rather discover references that can be adapted to your business model and objective. In practice, it involves looking for companies that do relevant work within their segment.

In this way, it is possible, for example, to adapt ideas for your audience. Did you notice that a certain company has bet more on ebooks? Maybe you can try to do that too to get more conversions. Nobody is the owner of the truth and it is always possible to enhance your work. Content production is no different.

Content production is an excellent way to create a closer relationship with the consumer, build customer loyalty and, consequently, strengthen the relevance and authority of your company. With the supply of relevant and quality materials, the benefits for your business are numerous and this practice can enhance your results.

The next step after discovering the main secrets of content production is to know how to apply this concept in practice.

Therefore, we created the Content Marketing Encyclopedia for anyone who wants to become an expert and master Content Marketing, from the overview of a strategy to good writing practices for the web. Download and check it out!