3 Key Steps Before Scaling Your Content Creation
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How to scale content creation is a recurring question among digital marketers. Producing quality content requires time and dedication. These two conditions are in short supply in the competitive business environment, but, to excel on the web, it is essential to scale content creation.
Fortunately, you shouldn’t have to feel like you have reached a dead end. There are proven resources that will allow you to scale your content marketing efforts without neglecting the quality of the pieces. Here’s how to scale your content creation without bending over backwards to do so.
What does scaling content creation mean?
Before delving into the essentials of scaling content creation, it is important to clarify what this concept entails. It is not simply a matter of increasing content production.
Certainly, scaling content creation involves creating a greater number of publications. But that’s not all. You need to make sure that content exhibits quality and can meet your business objectives.
Remember that the key to content marketing is to provide value to your audience. Therefore, to scale content creation, you must offer the user relevant materials, that is, pieces that advise and guide them through their buying process.
When and why do you need to scale content creation?
You may want to scale your content creation for a variety of reasons. Perhaps it’s because you feel pressure from the competition and don’t want to be left behind. Or perhaps because your website’s performance metrics are below your expectations. Essentially, if you want to stay relevant and rank well in search engines, you will need to scale your content production.
Even if your website is generating steady traffic, scaling your content creation will allow you to optimize your marketing strategy. The more visits you receive, the greater the audience demand for updated content becomes.
If, on the other hand, you are having difficulty generating traffic, you will probably need to reevaluate your strategy before scaling content production.
In any case, you should be concerned about the quality and consistency of your content. Search engines are becoming more and more demanding with regard to ranking results. To rank on the first page you will need to make sure you produce frequent publications meeting a high standard of quality.
Pages with increased and better content are the most important tools for search engines. Satisfying both criteria is a real challenge for digital marketers.
To build authority on online platforms, you need to learn how to scale your content creation. You must provide your audience with numerous pieces of original content to stay relevant.
Similarly, by generating quality content, you will reflect the synergy of the work of the content and marketing teams. You will increase the traffic to your website and improve the conversion rate. In short, you will obtain better business results.
Other challenges to scaling content creation
Ensuring the quality of the pieces and producing a sufficient volume of content are not the only challenges to scaling content creation. Given the saturation of information circulating online, many people feel that nothing new can be added. Creating valuable content also means discovering new approaches and becoming familiar with the needs of the audience.
Following market and industry trends is important, but social listening should not be omitted. This is an opportunity for those looking to scale relevant content creation.
The real goal of scaling content creation is to consistently accompany the customer throughout the buying process. To do so effectively, you need to know what they are looking for.
Another challenge in scaling content creation is the dispersion of information. Market intelligence does not always permeate all levels of the organization, making it difficult to gain that knowledge. It is necessary to systematize, analyze and process all this data and convert it into insights for content production.
The inefficiencies of many content marketing projects are due to the lack of alignment between teams. Isolated initiatives that do not respond to an overall business strategy are generated. As a result, the consumer receives different – and sometimes contradictory – messages or activities overlap.
Ultimately, although a fair amount of content is produced, it is not possible to scale it to achieve the desired results.
Three critical steps to take before scaling your content
Scaling content creation requires a strategy, process management and consistent production. Below we detail 3 steps to help you optimize content production effectively.
Step 1: Consider whether to expand your production capacity in-house or to outsource
To determine whether it is more cost-effective to increase your operational capacity internally or externally, you must assess your current resources. Do you have the necessary tools? Do you have the trained staff available to take on this task? Is it feasible to integrate these functions without disrupting your processes and operations?
Although many organizations prefer to manage all marketing activities in-house, this is not always the most effective solution. You need to openly weigh the pros and cons of each alternative.
While it is possible to hire new staff internally to scale content production, you should consider the implications and costs involved. Another possibility is to fully or partially outsource the process.
There is much more to scaling content production than writing, editing and designing more pieces. The process also involves significant planning, research and project management work. Consider transferring some or all of these responsibilities to a company specializing in content creation.
Of course, the budget is a crucial element, but the task of greatest importance should be recognizing and initiating the option that will help you meet your objectives most efficiently. By outsourcing content creation, you can focus on the priority aspects of your business and, at the same time, produce content on a larger scale.
In certain cases, it may be advisable to opt for a mixed solution. You can delegate the more general publications, which are usually more numerous, to third parties and develop specialized content with your team of experts.
Step 2: Design, optimize and streamline content workflows
Once you have decided how to scale content creation, you need to define the workflow. This organizational tool allows you to monitor the entire process and ensure the quality and timeliness of the processes.
The workflow should cover all steps, from the request to the delivery and publication of the content. This enables you to optimize content creation and make the most of all your resources. It pays to spend time planning because this will result in productivity, efficiency and ROI.
Detail the content production processes
To structure the content production process, break down the work into concrete activities. Assign responsibilities and roles to each team member and define time frames for each task.
Keep in mind that when you consider how to scale your content creation, the main focus is not merely writing more copy. Other steps should be included, such as:
- Keyword research
- Proofreading and approval of contents
- Design of the parts
- Promotion and distribution
- Monitoring and measurement
On the other hand, it is necessary to establish work guidelines and communicate them to the whole team. It is always important to define them, but even more so when you outsource content creation. Create templates for recurring activities, allowing you to systematize and streamline processes.
Create style guides
But how does one scale content creation without risking brand identity? Is it possible to maintain a unique tone of voice and recognizable style when others are producing content for you? Of course it is! That’s what style guides are for. These help ensure consistency and continuity in your content marketing efforts. When you establish visual and style guidelines in advance, you can delegate your creation to different contributors without losing its essence.
Finally, define success metrics and generate checklists to help you monitor performance. This is critical when considering how to scale content creation. Don’t forget that this is an iterative discipline, with each execution building on previous results. To keep a pulse on quality execution you need to have reliable performance metrics.
Coordinate the team
Good communication is a must when scaling content creation. Team collaboration and synergy is only possible when everyone shares information and is aligned.
Manage and connect all processes to ensure brand consistency and achievement of your business objectives. Assign a reliable member of your team to take the reins of the project. Manage content creation as an asset of your company.
This means that you should take on this work as an essential part of your business. At the end of the day, content marketing is a mechanism to drive your business forward by offering customers a better experience.
Accelerating the speed of response and ensuring quality are the main objectives in scaling content creation. Remember, to maintain an overview of the process and not overlook details, it is necessary to:
- Segment content by topics and type of pieces
- Assign times and persons responsible for each activity
- Create easy-to-use templates and forms (e.g. to create your content briefs)
- Design communication and reporting mechanisms for workflow management
- Use checklists
Step 3: Automate processes to save time and reduce errors
By outsourcing content creation, you can save time and money. Ensure that you minimize opportunities for error as well. That’s why it makes sense to automate processes and reduce manual work.
There are many platforms and software solutions available to make scaling content creation headache-free. Automate repetitive tasks, such as approving reports, tracking, managing budgets or sending reminders.
In addition to ensuring the robustness and consistency of content, these tools can contribute to business growth.
Among other things, they will allow you to:
- Plan workflows
- Assign tasks to responsible parties
- Coordinate internal and external teams
- Optimize the use of resources
- Accurately track content production
- Manage requests and share information with content creation service providers
- Approve budgets and content pieces
- Automatically update project status
- Analyze performance metrics and generate reports
Don’t let the operational details of management prevent you from scaling your content creation and effectively connecting with your audience!
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