Build a Sustainable Content Creation Process
This article was published on December 18, 2025
Categorized in: Content
Content marketing sits at the foundation of most of your digital marketing and it also takes many forms. Content can include articles posted on your company’s blog, new main website pages, social media posts, video content, and more. However, in order for content marketing to be effective, you need to create this content on a regular basis.
Without a sustainable and predictable content creation process, this is difficult. Here’s a look at some tips that will help you build a process that will help your team create all the content your digital marketing campaigns require.
Develop Your Strategy First
Trying to create content without a reliable anchor is problematic and eventually demotivating. Without a strategy, your efforts have no real reference point, making an article just an article or a social media post just a social media post. In other words, your content won’t be as effective without a strategic anchor. You want your content to have meaning for the bigger picture. Otherwise, content becomes busy work.
You must develop your digital marketing strategy first, and then figure out the details, such as what types of content, where it will go, the frequency, and more. These are the details that will come later, after its place within all of your marketing efforts is determined.
Create the Foundation
When developing the digital marketing strategy and determining your content flow after that, one thing to keep in mind is, at least for the first few months, you should be focused on building your foundation. For example, if your blog is fairly new, or you had been inconsistent, you will want to start posting on a consistent and regular calendar.
You need to create the foundation before you can add any extras. In the blog example, you’ll want a great collection of evergreen, foundational pieces present on your blog before you start deviating and adding anything else. Yes, you can add thought leadership pieces, but not at the expense of posting your foundational piece of the week. Create your foundation and make certain tasks non-negotiable. You can do the extras after that if there’s time and resources left.
Be Careful How You Use Tools
Yes, you can use tools to make your life easier when creating a process for content creation. However, there is a responsible way to use these tools, and an irresponsible ones. Tools will never replace humans. This is true for just about every tool out there. For example, if you use social media tools to schedule your posts in advance, you can’t just trust that it works perfectly. The tool may have missed a post or two. You still need to check that the work is being done.
You’ll also want to create all your content by scratch, but you can use tools such as AI to assist you. For example, you can have a generative AI platform help you brainstorm some blog topics. However, you shouldn’t let it do the work.
As you can see, it is worthwhile to be organized when it comes to content creation. This is where the real progress happens!
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is President of Brick Marketing and has over 25 of years digital marketing experience. He specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
