The Secrets of Scalable Content Production
Content is certainly the king and we all anticipate to explore some fresh, crisp and unique ones every morning.
According to the valuable Facebook insights, people search for new content in their devices up to 150 times a day. But, brands often face obstacles in keeping up with updated contents constantly.
What kind of demand exists, how to curate a massive amount of content?
These are the questions which perplex them the most. If your business is one among such brands then you are pretty much aware of this fact.
Howbeit, just putting up a huge amount of content isn’t enough. The three factors which matter the most for busy readers are quality, relevance and timeliness. Here, a professional and experienced SEO company can help you out up to certain extent.
Your brand must consider these essentials while curating its content marketing strategy. The right sort of scalable content production demands all of that.
How do you exactly organize such effective and extensible content production?
Right focus is the key
Aren’t your immediate business objectives crucial?
Hence, the centre of your scalable content strategy must be them. Identify the targets that your brand is going to accomplish in the next 12 months. The more concisely you can do that, the more comprehensive your content strategy can be. Finally, most likely it can attain success.
Moreover, it is important to consider your future business objectives. It can further help you scale up the content production. For instance, your business immediately wants to grow brand awareness. For that, you need to prioritize engagement, lead nurturing, lead generation etc.
Repurposing content works
Repurpose your content more and it can be a great help. This trick can be hugely beneficial for massive content production. Also, it is no less than a blessing in case of content marketing.
Let’s check out an example. Suppose, you’ve created a content entitled, “ 10 summer fashion trends’’. Next, publish it in the blog section of your online store.
How to scale it up now?
Act smartly and exaggerate each of the 10 points you mentioned. Here, the best idea could be converting them into high-end social media posts. All the platforms like Facebook, Pinterest, Instagram etc. can be effective for your brand here.
Check out how Popsugar did the same:
Also, you can turn your blog content into an effective monthly emailer. Otherwise, discuss the topics of the blogs in your brand’s monthly podcast. Thus, you can simply double up your content production. Finally, let each piece reach several platforms.
Automatic topic discovery is appreciable
Scaling up your content production shouldn’t be strenuous. One of the smartest approaches could be the automatic generation of the topic list. Just make use of the handy online tools like Buzzsumo. It can help you keep an eye on popular content in your niche.
Also, you can register to famous blogs relevant to your brand. Set up the RSS feeds to similar online publications. Thus, you can get the right topic ideas for your blogs directly in your inbox. This can altogether make the process of scaling up contents a pretty easy one.
Brandscaping makes sense
One of the best ways to create scalable content is to make use of brandscaping. Precisely, it is a content marketing practice where two complementary businesses work together. Both of them combine their expertise to craft contents. Next, such contents are distributed to a huge audience which is double in size. Interestingly, it can be done at half of the cost.
Suppose, some content marketing projects seem to be out of reach. Brandscaping can be the right trick here. You can share the loading time, staffing and price to accomplish your objective easily. Brandscaping can be also helpful for strategic partnerships of your business.
Experiments are fruitful
There are several types of content. You need to decide which one is suitable for your business.
Think videos will be a hit?
Publish a couple of them. Next, track the response. If it gives a good response then fine tune it to perfection. If not, try a new hypothesis – may be infographics will resonate well.
Content production in large scale should be always a guess-and-check process. A right balance of experimentation and adaptation can help you scale up the right content in the right amount.
However, don’t get too comfortable with something that worked. One of the biggest risks of scaling up content is getting stuck into a plug-and-chug formula. You’ve to keep changing with the trends. A genre of content that did well in the first go might not be the same on its 30th iteration.
Perfect content creators are essential
One of the most significant strategies to scale up content is to find some reliable content creators. They can be either full-time or freelancing content writers, designers, videographers etc. Make sure that your hired professionals are creative and efficient enough. They must also have the capability to deliver more quality contents in a limited time.
These tricks can certainly help you create a huge amount of content. Just opt for them and your brand will get an immense boost.
What the experts have to say regarding scalable content production?
Designation: Vice President, Marketing, Insight Squared
Start with sales, and move up the funnel from there. In the classic “inbound” model, sales has to try to sell to whomever marketing happens to convert. I think that’s upside down for many companies. What we do is the reciprocal.
We start with conversations sales is having with actual accounts, and we create content that supports those bottom of funnel activities. Then once we’ve met that specific need, we work our way up the funnel and “editorialize” the sales enablement content, so it appeals to a slightly larger audience. We’ve effectively turned that “inbound” funnel upside down.
Designation: Content Head, GoodData
Know when to stay in house and when to partner with either consultants or outside firms. I believe that for maximum efficiency and effectiveness, content marketers should eventually strive to be a hybrid between an editor in chief and an air traffic controller; between long form, short form, videos, ebooks, web copy, social content etc. there is simply too much content that has to be created for one person to do this effectively.
At some point, you have to either scale your team or farm work out to partners; however, this should all pass review by ONE key decision maker who ensures that voice is maintained and your content remains on target. My final tip is to beware of having too many cooks in the kitchen; teamwork is essential and of course content affects multiple teams, but a streamlined, minimalist approval structure is essential for efficiency.
Designation: Content Marketing Director, DNN Corp
Be careful not to scale too quickly, because you may find your execution compromised. It’s hard to scale from one blog post per week to ten posts per week, even if you add nine team members. Instead, ask yourself why you need to 10x your blog posts and, will your business benefits increase by an equal proportion?
Scaling is necessary for business growth, but I find bigger wins in scaling intentionally and cautiously. In other words, I might scale my content 1.2x, do it really well, and achieve more business impact than if I scaled content by 10x.
You want to read an article that recently caught your attention because of its compelling headline. You opened the link on your smartphone. Your expectations are high.
Do you have to zoom in to make sense of the content on your small screen?
Do you put effort into reading it or will you switch back to the search engine to find a link that offers better content on your screen?
The latter is the obvious option.
With the growing number of smartphone users, it’s become more important than ever to have a site that responds according to users’ expectations.
If your site failed to do so, you probably know well by now how it backfires.
But how do you create a user-responsive design?
Responsive design is your answer.
So… What is Responsive Design?
As the name suggests, responsive design is a design that stands up to your users’ expectations. It makes your website look good and well-fitted to all types and sizes of devices.
The design and structure of a responsive website is the perfect solution to your customers’ expectations as it adapts well to the different resolutions across devices.
Plus, you don’t need to create multiple versions of websites for mobile and desktop. Instead, a single responsive website plays various roles depending on the type of devices users are coming from.
But Why do You Need Responsive Design?
In 2015, Google introduced a mobile-friendly update to its search engine algorithms signaling a website’s mobile presence as an essential ranking factor. The rise of mobile web traffic till today alone is enough to justify why any business needs a responsive design.
Besides, there are many reasons why your organization receives 4-sided benefits from responsive web design. The list is too big to cover in one article, so we compiled a list of the top 6 reasons to have a responsive web design to upscale your business for current and future trends.
Let’s dive in.
1. Mobile Viewers Outnumbering Desktop Viewer
Do you know that over 50% of web traffic comes from smartphone users internationally?
Statista predicts worldwide smartphone users will reach 3.8 billion by 2021, which is up from 2.5 billion in 2016.
No doubt, all the facts, and statistics are pointing towards the trend of small-screen devices.
This means that websites not optimized for smaller screen devices often experience a massive decline in search engine traffic and rankings. This means users don’t find them anymore.
As you already know, smartphones are scoring well above desktop visits, but most mobile users are abandoning unresponsive sites at first glance.
In fact, 76% of users admitted that if the site functions well and runs smoothly on their smartphone, they are more likely to revisit it.
Overall, if your prospects open your website on their mobile and end up closing it within 3 seconds because they couldn’t view content properly, you need responsive design.
2. Google + SEO-Friendly Site
Google considers the responsiveness of a website and has even stated that search engine rankings favour responsive sites over non-responsive ones.
One fact worth mentioning is that responsive design makes it a lot easier for search engines like Google to crawl your website and reduces the chances of errors with on-page SEO.
Not having a responsive website is a simple explanation for a lack of Google traffic you’re your declining ranking. Unfortunately, without a responsive design, many of your potential leads are turning to competitors offering excellent user experience. Before it gets too late, take the step now and turn your website into a responsive, SEO-friendly site.
3. Enhanced User Experience
Responsive websites load faster than non-responsive ones. They consist of a technology that displays websites on all devices with content that adapts quickly to different screen sizes. They behave as if you have created multiple versions of a single site for each device, giving your users a personalized experience based on their device choice.
Non-responsive sites, on the other hand, squeeze content into small screens, which takes more time to process and compromises the content quality.
Responsive web design eliminates all the problems created by non-responsive sites like poor user experience, higher loading times and small, difficult-to-read content. Responsive designs appeal to the ever-shrinking patience of mobile and tablet users who are not willing to wait for more than 3 seconds for your site to load its content.
Responsive sites offer an unbeatable user experience by loading sites in the least time possible. Thus, it results in leaving a positive impression among users of your brand. Because of the fast response from the site, users feel valued and are more likely to revisit the site.
4. Easy Management
Many businesses, especially small ones, can’t spare much time to update or refresh their website every now and then. At the same time, they can’t afford to hire costly services of web designers to take care of all aspects of the website. And, if you have different versions of a site for desktop and mobile, the cost of management skyrockets.
Responsive design is one of the most cost-effective solutions. Making changes to adopt a responsive design is as easy and smooth as spreading butter on bread. Also, whatever changes you make, you don’t have to worry about making the same changes in multiple versions. Responsive design takes care of everything automatically after you are done editing the design or updating the blog.
Additionally, with one website working at the center of your online business, managing other marketing elements becomes more accessible than ever.
So, when updating a social media button or redirecting a link, you don’t have to wonder whether all users (mobile users and desktop users) are enjoying your new changes or not. Responsive design eliminates the management stress of your business website.
5. Decrease in Bounce Rate
Is your website falling prey to a high bounce rate?
Non-responsive websites are one of the many reasons behind a higher bounce rate.
High bounce rate signals to Google that perhaps your website is not as relevant as it should be when it comes to solving users’ problems or answering their questions. Content is usually not to blame. Slower and non-responsive websites are the main reason behind users landing on your website and leaving it as soon as it fails to load. This entire scenario negatively impacts your search engine rankings.
Design plays a vital role in the user experience of your website. No matter how great your content is, if it fails to fit properly in small screen devices, users are not going to strain their eyes or wait longer to load its content. They know that they have other options waiting in the search engines’ list to explore and enjoy for a more seamless user experience.
Responsive design never makes users wait or zoom in. It makes websites adaptable to all sized devices without affecting the content quality.
6. Increase in Leads and Conversion
A large news media organization was fidgeting with the thought of whether to invest in responsive design or not. To decide, they A/B tested with a responsive and non-responsive site where the goal was to increase the number of free trial sign-ups.
Here’s the proof revealing which website design won the game:
The conversion rate hiked up by 56% from the implementation of responsive design.
Responsive design makes it easier for website visitors to find what they are looking for without zooming in, waiting or straining their eyes. The more effortless the design is, the more users convert. Mixed with a lower bounce rate and better SEO rankings, you’ll get a strong, successful model of a website.
Embrace it Now
If you’re not convinced about the abilities of responsive design, give it a chance and allow it to save your time and money without compromising the quality of your website. This is a modern strategy most businesses follow to stay within budget while turning their small business into a brand.
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