Scaling of content seems easy. Just write more content more often. If only it were that easy.
The art of scaling content is not just about increasing the amount of content, but about scaling the impact of that content – more visitors, more clicks, more conversions. Accumulating snow on a hill like a snowball, you want to attract as much attention as possible. But if your snowball is moving too fast, nothing will last.
To build brand awareness and stretch your customer base by scaling content, you must plan your efforts strategically. Otherwise, you are mainly creating content that will not hit the target.
Why scale production of content?
61% of businesses say that content creates leads, and half of B2B businesses agree that branded content drives sales. In other words, if you want more sales in your business, you need more content. By increasing your content, you open up new opportunities to attract leads while increasing your brand awareness.
High-quality content is optimized for popular search terms on search engines, so your content drives up search engine result pages (SERPs). The trick with scaling content is to go to the top of Google for more and more relevant search terms. The more you search, the more your brand is known. In return, you will see an increase in lead generation.
But scaling the content without planning can cause a serious deterioration in quality. Without robust processes that ensure high quality and timely delivery, it will be difficult for you to release content on time that matches your audience. Make sure that you implement strict procedures to scale your content without losing quality.
How to scale content: a step-by-step guide
If you do not scale your content organically, the quality of your content will suffer. Follow these important steps to scale your content without sacrificing quality.
1. Create a solid SEO content marketing strategy.
The simplest way to scale branded content is to give your audience exactly what they want. The best way to find out what they want is to understand your industry’s trends and challenges. To get an idea of your industry trends, you need to analyze the current search patterns.
This is a two-stage process:
Conduct an SEO audit + backlink analysis
Analyze Search Results
How to do an SEO audit?
Use these SEO Audit tools for your site
- Ahref
- Ubersuggest
- Woorank
- SEOrush
An SEO audit will show you the top-performing keywords and related keywords.
These keywords indicate what kind of content people were looking for that brought them to your site. By focusing on popular content and your main keywords, you can scale your content to cover these topics.
How to analyze search results
Search results analysis shows the best results for keywords to see what type of content people are viewing. Identify the main keywords from your SEO audit and enter them one by one into Google. Pay attention to the types of content returned by Google, as it is the type that should add your content to the industry.
By targeting these keywords, you will achieve two goals:
- You can create relevant content that captures your target audience.
- You are simultaneously building a strong SEO content marketing strategy to increase the visibility of those keywords on Google.
Remember, people should like your content first. This is why 60% of organizations prioritize customer information needs over advertising content marketing. Therefore, make sure that you focus your SEO content on problem-solving and not selling products.
2. Planning Content Cluster
Your content structure reflects deep expertise in your field. This architecture should also provide a Google map to find your site for ranking quickly.
More than 55% of content marketers use the “column” and “cluster” strategy to achieve this goal. Featured articles are long, topical guides that address industry-specific issues. These articles should be between 2,000 and 4,000 words long. In these articles, small additional articles are linked, known as cluster content, that detail the subtopics in detail.
Using this structure as a guide, it is easy to measure the amount of content because you know what topics lie ahead. Likewise, internal links between your articles increase the quality of your content by improving SEO. The trick to the killer cluster strategy is to build a connected architecture, so more connection is better. About a quarter of content marketers use more than 30 article links.
3. Structure your content library to scale.
Quality is important. But there is so much quantity and regularity.
Publishing 16+ blogs per month has 3.5 times more traffic than publishing less than 4 blogs per month. To increase your content without losing quality:
- Plan to mass-produce content for each subcategory.
- Choose four significant themes and add five stories per month to each.
- Try adding the main article, cluster blog, video, infographic, and podcast.
4. Organize your content creation process.
Plan your ongoing content processing to create a useful calendar that can be useful. You will be aware of this.
It should look something like this:
- Plan
- Outline
- Draft
- Upload
- Schedule
- Analyze performance
- Edit
- Customization
Analyze performance (SEO, visitors, click-through rates, etc.)
To keep your content creation process on schedule, you can use content creation and workflow tools. Consider tools such as Trello or Asana for organizing your content creation process. Use content management tools to plan and organize content, standardize practices, assign tasks, and optimize content creation. Thus, it is easy to identify and eliminate bottlenecks in the process of scaling content in real-time.
5. Hire a Content Team
For faster scaling, contact content writing experts. 53% of companies admit they need an SEO writer, and 63% of marketers admit that marketing analytics is challenging to explain.
By outsourcing your content development team, you will save time and money. The best content writers have a track record of interpreting content analysis to create high-quality content quickly, so you get an incredible ROI.
Just look at the Crazyegg web optimization agency. After hiring a professional content team, Crazyegg now has over 337k keywords, 90 domain authorities, 2.8 million backlinks, and 440k monthly visitors!
6. Diversify content production
Think beyond blogging – adding more written content is not the only way to scale content production.
For example, why not try to support written video content? Video content is widespread on social media, so it can be reused on multiple platforms to increase its impact and reach. You can hire a video designer who will allow you to scale your content without overwhelming the content writers. In this way, you will create more content and more diverse content, reach different audiences. After all, not everyone can read.
Not only that, but the video content only reveals the essence; Without writing a lot of text. This means that you can extend your message more concisely and professionally.
7. Create Multilingual Content
Scale content by translating existing branded content to reach an international target audience. This allows you to penetrate various search engines and build your global link building strategy.
Consider these figures:
- 40% of consumers do not buy products in other languages
- 65% of people like content in their native language
- 73% want to see a review in their native language
It then does not make sense to scale content by creating multilingual articles, videos, pictures, etc., so Shutterstock introduced Creative Trend infographics in more than 170 countries. By providing graphics in 20 languages, the image spread worldwide.
Be aware of cultural idioms and slang when creating articles for multilingual purposes. Many phrases are not directly translated, so make sure you’re on.
8. Organize your content release process.
Do not let your content become a launch bottleneck. About half of companies use content management systems to organize content, but these tools do not always help when content moves.
This much time is spent with formatting and downloading. Use content that streamlines your content release process by helping you with the quality of content, uploading content, and scheduling content efficiently.
For example, Wordable makes it easy to transfer content from Google Docs to WordPress so that you don’t beat SEO.
Use the help content tool:
- Keyword Analysis (market muse, Moz, Ahrefs)
- Spelling and Grammar (Grammarly, Author)
- Plagiarism (Duplichecker, Quetext)
- Content Transfer (Wordable)
- Content Planning (CoSchedule, Hootsuite)
9. Know your audience: Rearrange strategic themes and segment audiences.
As your audience grows, their needs change – and so does your strategy. This is where the marketing divide comes into play.
To continuously benefit your readers, move your audience to (re) segment, re-engage key strategic topics and build your massive content repository around them. Create a profile or buyer identity for each lead group and identify their content triggers. What do they want? What is wrong with them? What motivates them?
Work with your sales and customer service teams to document general questions, comments, and concerns from potential customers and existing customers or users. Analyze these interactions to understand user intent and uncover common patterns.
10. Create your own customized template content
Using templates to promote content is not just practical, economical, or time-saving – it makes good business sense.
If the idea of using a template gets you thinking, remember that we make (and ignore) the obvious, rigorous use of the primary uses of cookies. High-quality template content is good branding: it offers readers a great, recognizable format.
Create a personalized plan for your brand. Formats such as how-tos, listicles, case studies, and roundups make up the bulk of content writing. They dominate the field because they provide value, but to kick off the discussion, you have to develop your own version:
Be specific with your headlines to increase predictability for readers and increase the use of your keywords in your headlines. Keep it simple with “3 Ways Improved X” to recommend “Best X for Y” for methodology or product or service reviews. Direct definitions of concepts “What is X?” Or “X Defined” is also powerful.
Challenge expectations and draw readers’ attention to “why you should / should use X instead of Y.” Inc uses this format. In the memo “Why You Can’t Set Your Employees Your Own Goals,” and Forbes and Time also use this technique to the significant effect:
This increases scalability in many ways. For a new hire, contractors, and experienced writers, the template provides a well-defined plan for content structure, style, and tone. By optimizing production and saving time, it maximizes budget.