Jerry answers "What is content production?" for a client in the office.

What is Content Production?

In the vast realm of digital marketing, the term “content production” stands out when discussing important strategies. But what is content production? And what does it truly entail? Let’s take a look at the basic definition for content production along with some tips on how to improve your content production process.

The Core of Content Production

When we talk about what is content production, we are referring to the systematic process of conceptualising, crafting, and refining visual or written assets. These assets, be it videos, blog posts, eBooks, infographics, or podcasts, serve a singular purpose: to captivate, educate, and engage the target audience.

My Journey into Content Production

Years ago, I was introduced to the world of content production through a seemingly simple project: a blog post for a community event. At first, I believed it was just about stringing words together. However, as I delved deeper into the content production process, I realised the importance of audience research, topic exploration, and narrative crafting. That singular blog post became a lesson in the multifaceted world of content production.

Helena is producing a podcast for her content marketing clients

The Diverse Landscape of Content Production

The beauty of content production lies in its versatility. Depending on the medium and the message, the production process can vary:

Blog Posts

These primarily require a writer, possibly an editor, and occasionally a graphic designer for any accompanying visuals.


A more intricate process, producing videos can involve a scriptwriter, director, camera operator, audio engineer, and an editor, to name a few.


While these are the domain of a designer or illustrator, they are often initiated by a writer who sets the narrative’s structure.


An emerging favourite, podcasts need a host, sound engineer, and sometimes a scriptwriter to ensure the content flows smoothly.

Guidelines for a Seamless Content Production Process

Now we’ve answered the question: “What is content production?” It’s time we took a look at the content production process

Creative Briefs

These foundational documents provide a roadmap for creatives, outlining the project’s context, objectives, and expected deliverables.

Initiation Meetings

A preliminary meeting, either face-to-face or virtual, can iron out ambiguities, align expectations, and foster collaboration.

Engage with Experts

For content that dives deep, access to subject-matter experts is invaluable. Their insights can lend depth, authenticity, and credibility to the content.

Feedback Loops

Regular check-ins and feedback sessions ensure that the content remains aligned with the initial vision and objectives.

The Significance of Local Content Production

In the age of globalisation, there’s a rising emphasis on local content production. But what is content production at a local level? It’s the crafting of content that resonates with a specific local audience, taking into account their culture, language, traditions, and preferences. Local content production ensures that the message isn’t just heard, but it’s also understood and appreciated.

The Nuances of Local Content Production

Cultural Sensitivity

It’s paramount to understand and respect local customs and traditions. This ensures the content is not only relatable but also respectful.

Language Proficiency

While English might be a global language, local dialects and colloquialisms can make a world of difference in how content is perceived.

Local Trends and Insights

Staying updated with local news, events, and trends ensures the content is timely and relevant.

If you want your content to stand out among local businesses, you could use local SEO strategies to market your content and dominate your local area.

Harry is producing video content for a content marketing client

Content Production vs Content Creation

While the terms are often used interchangeably, there’s a subtle yet significant difference between content production and content creation.

Content Creation

This is the initial phase where ideas are born. It’s the brainstorming, the conceptualisation, and the drafting of raw content.

Content Production

This is the holistic process that includes creation but goes beyond. It encompasses planning, refining, editing, and packaging the content for the target audience.

In essence, while all content production involves content creation, not all content creation reaches the production stage.

The Role of Technology in Content Production

As we delve deeper into what content production is, it’s impossible to ignore the role of technology. From AI-driven content suggestions to virtual reality experiences, technology is reshaping the way content is produced.

Automation Tools: These tools streamline the content production process, ensuring consistency and efficiency.

Analytics: Data-driven insights help in refining content strategies, ensuring they align with audience preferences. At More Leads Local we use ranking reports to work out how our client’s content is being received, both by their audience and by Google!

Emerging Platforms: With the rise of platforms like TikTok and virtual reality spaces, content production now requires a multi-platform approach.

What is The Future of Content Production

As we look ahead, content production will continue to evolve. With emerging technologies like virtual reality, augmented reality, and AI-driven content, the landscape is set to become even more dynamic. Brands and creators must stay agile, innovative, and audience-centric to harness the true power of content production.

Worried that the future might hold for your content production strategy? Or think your current content marketing approach isn’t doing the trick? Check this helpful article for more resources and insights.

Need a Hand With Your Content?

Woah. That was a lot to get through. Did you keep up? Listen, I know it can be tough to know what kind of content to create and how. Trust me. We make a lot. That why we’ve designed services that will take you through the entire content creation, production and marketing process from A-Z. All we ask is that you run your site through our totally FREE SEO audit. That way we’ll both be able to see how your content is hitting, and how we can team up to make it better!

We would love to have a conversation with you about your business