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.
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