Chapter 6: Act: Creating Content

Overview

In this chapter, we cover some central activities associated with content creation. We introduce the chapter by explaining the importance of content creation and how content creation should resemble what your competitors are doing but also be different from them because of your own unique brand voice. We then turn our attention to structuring content creation activities. We examine how content creation can be guided by the RACE framework, the difference between gated and ungated content and when to use each kind, why and how to build topical relevance, and how pillar pages can help us do so. Finally, we conclude the chapter by discussing what a content creation calendar is and how it supports content creation efforts.