Be it through blog writing, video sharing, or infographic design, businesses today focus on content marketing as a major way to flourish. And for good reason, too: content marketing generates an estimated three times as many leads as traditional marketing.
If content marketing is a priority for you, you’re in good company. But as your business grows, so will your content marketing needs. How can you scale your content marketing campaign to keep pace with the size of your business?
It’s a daunting task, but never fear! Here at Elite, we’ve got a few pointers to help you on your way. Below, we’ll go how to scale content marketing, why you should scale, and how you can create a workflow to scale your content marketing campaigns.
What is content scaling?
Before we dive into the nitty-gritty of scaling content marketing, let’s discuss what it means. To put it simply, scaling content marketing means increasing the number of resources you put toward a content marketing campaign.
Maybe right now you create, edit, and promote all your content yourself, or maybe you work with a small team of one or two other people. As you scale your content, you’ll need to expand your content creation and marketing team. You might hire freelance writers to draft blog posts, for example, or graphic designers to create a killer infographic.
But how will you know whether scaling is right for you? When you have enough content that you can learn what works well to meet company goals, you can begin to strategize how to create more of that quality content.
By scaling your content marketing, you’ll increase your online presence and attract more potential customers. According to data from the Content Marketing Institute, 78 percent of B2B marketers found that high-quality, efficient content creation led to an increase in content marketing success.
Now let’s jump into how to scale content marketing.
How content marketing can be scaled
Before you scale, you should have a solid marketing strategy already in place.
Break down your content creation process into small steps. Let’s say you’re focused on writing blog posts. “Writing blog posts” isn’t just one step. You can break that down into steps like generating ideas, searching for relevant keywords, outlining, writing, editing, incorporating graphics or other visuals, announcing the post to your audience, and posting the blog itself.
That’s a lot of work, right? But you don’t have to do it all on your own. That’s where teamwork comes in.
By hiring professionals with experience in your niche, you’ll be able to focus on the things you’re good at and let them bring their strengths to the table, too. Together, you can create more content—and of a higher quality.
Keep a schedule of content you want to create. Planning reduces stress and gives you more time to focus on each task as it comes, instead of rushing to meet a deadline all at once. Plus, if you’ve planned out your content in advance, you won’t have to spend time wondering what to write about.
With a content schedule, you can also batch your work. If you have blog post topics planned for the next three months, for example, you can dedicate a full day to focusing on researching keywords for those blog topics. That way, you won’t have to do research every time you sit down to write a post.
The length of your content schedule is up to you, though generally, being prepared for longer amounts of time gives you more flexibility. Depending on how often you plan to post, it can be helpful to plan posts as far as six to eight months in advance.
Strategies for scaling content
As you grow your team, you may ponder the age-old question: to outsource or not to outsource? Should you hire freelancers or in-house employees?
Freelance writers (preferably ones with expertise in your niche or industry) can provide in-depth, quality written content. If freelancers are a bit pricey and you want to expand your network, you can also invite guest bloggers to share their thoughts. Either way, your writer will be someone with know-how on their subject matter.
Meanwhile, your editors know your brand and style and can align the writer’s work with your content guidelines. If you’re working with a content marketing agency, rather than an industry writer, your editor can also propose pitches.
For many tasks, however, you’ll likely have all the resources you need in your team members. Internal employees creating content work well because they already know your brand and expectations for content.
Sharing user-generated content is great for getting your brand’s name out there in an authentic way. By encouraging your target audience to engage with your brand, and by resharing the content your audience creates, you’ll be able to open a dialogue between your audience and your brand.
Let’s say you’re marketing books for young adults. To spark interest, you might encourage readers to share a picture of themselves with one of your books on Instagram and tag your brand’s account in the post.
Repurposing content is a way to create more content while pacing yourself. Though you should continue to create original content, repurposing existing content can help ease your workload or revive older pieces that underperformed.
You can repurpose content by updating evergreen content and resharing it, or by reformatting old content to fit a new promotion channel (for example, turning a blog post into a video to post on YouTube and a graphic to post on Instagram).
To speed up your content creation process, consider content automation. Using software to complete certain tasks will reduce your workload and increase productivity. Automation is good for tasks like managing support tickets, subscribing or unsubscribing customers, or building reports and compiling analytics from raw data.
Keep in mind, however, that tasks involving customer service—like replying to someone’s tweet, for example—work best when done by a person. As many businesses have learned the hard way, Twitter bots and automated social media posts can easily go wrong.
Reasons for scaling content marketing
Now that you have some idea of how to scale your content, let’s look at why. Popular as content marketing is, what are its benefits?
What are the benefits to your brand from scaling content promotion?
Scaling your content means increasing your online presence. As content connected to your brand grows, so does your online visibility. It’s especially important for SEO; the more content on the internet there is related to your brand, the higher search engines will prioritize your website.
Additionally, increased content strengthens your brand voice and builds credibility. Remember, content marketing involves creating content for your audience—which means entertaining them or informing them. By making your audience laugh, cry, or learn something new, you’re forging connections with them and helping them remember who you are.
Finally, by scaling your content and keeping track of how it performs, you can more easily measure its success, such as how effectively it drives lead generation.
How can scaling content make your business more well known?
You’ve heard it before: “Everyone else was doing it, so I did, too.”
That’s called social proof, and it happens when people follow what those around them do.
So how does that help your business?
By scaling your content and interacting with your audience, you can increase your social proof. People want to invest in brands they can trust and put a personality to, and creating content to get your name out there can help you forge connections with your audience.
This concept exists at the core of influencer marketing and celebrity culture. (Just ask BTS, who have unintentionally promoted products from toothbrushes to fabric softener thanks to the commitment of their fan base). You may not be an internationally acclaimed boy band (or maybe you are), but no matter who you are, a strong connection with your audience comes with increased buying power. And the way to connect with your audience?
How to create a workflow that scales with your content marketing campaigns
One danger a business can fall into is trying to do too much without a tried-and-true workflow.
A workflow is when specific team members work on specific tasks that are organized in a specific manner. Everyone on the content team knows what their task is, what the purpose of each task is, when each task is due, and which authority figures (like managers) they’ll respond to.
Every step in the content creation and content marketing process is organized, and team members communicate with each other clearly.
How do you create a workflow to scale content for your business?
Like creating a content schedule, creating a workflow involves several steps. First, define your goals. What kind of content are you creating? How does that content tie into your company goals? Audit the content you have so far to look for what’s working and what you’ll want to focus on.
Next, break down the content creation process into tasks. Identify what stage of development each piece of content is at. What’s necessary for content to be approved or move on to the next stage? Who’s responsible for approving what content?
Decide who does what. Which member of the content team creates graphics? Who edits copy? Who’s in charge of proofreading? Some roles include writers, editors, graphic designers, and project managers. When defining tasks, be as specific as possible. If everyone on your team knows what exactly is expected of them, the content creation process will run more efficiently.
How can you design your team to support content scaling?
Scaling your content involves more than an increased budget or more people on a team. A successful business has a solid foundation before scaling. So as you design your team and hire people, it’s important to have a game plan.
First, consider what qualities you value most for your business. Are you looking for people who work quickly, or do you want to hire creators who take more time to make unique, in-depth content? Who you hire and how you put your team together all lead back to your business goals.
Before you add more members to your team, do your research. Look at what other companies are doing and consider what you like or don’t like about their process. Read through job postings and research industry salary rates. Ask peers in your network about what their hiring goals are and how they’ve structured their own teams.
Then, take your research and reflect. What work environment do you want to create? How does your current team operate? Take note of any patterns in your current team. Are there gaps where someone new could step in with a needed skill?
With a clear idea of who you need to hire and a strong understanding of your current team, you’ll have the foundation you need to support your team as you scale.
What are examples of workflow strategies that work with scaling content?
A successful workflow strategy answers six basic questions: who, what, when, where, how, and why. Consider:
- Who is completing a task? Who is on your team, and what strengths do they bring to it? Who are you trying to reach with your content?
- What tasks need to be completed? What is the goal of each task? What are the overall goals of your content creation process?
- When will those tasks be due? When will you post and promote your content?
- Where will you post and promote your content? (Which promotion channels will you use, for example?)
- How should the content be formatted to align with your brand voice? How should team members communicate with each other? (For example: via an app like Slack, over email, through a centralized list of tasks?)
- Why does this content matter to your brand? Why does this content help you meet your business goals?
With all of these questions answered, you’ll be well prepared to scale your content and support your team.
An Elite content marketing strategy
Scaling your content marketing strategy can be intimidating at first. But it’s also an exciting opportunity for you to grow your business to new heights.
Here at Elite, we’re eager to help you do just that. With experience in SEO editing, social networking support, writing website copy, and more, our services can help you create the absolute best content. Get an instant quote today and take your business writing to the next level.