Content Marketing
How to Scale Content Creation — While Maintaining Originality
Learn how to scale content creation with proven strategies for content planning, outsourcing, management, and more. Produce quality content at scale.
Your content marketing is performing well in the search engines. You’re getting lots of organic traffic, and people are engaging with what you have to say and share. Now it’s time to scale.
At the same time, you don’t want to lose the voice and tone you’ve worked so hard to create. People come to you for authentic, experienced, and trustworthy information, and you want to continue that. Does scaling mean you have to lose a piece of your originality?
Not at all.
With the right strategies and techniques in place, not only can you scale your content, but you can do so without losing the originality that made you sought-after and in demand.
Here’s how to do it, step-by-step.
Before you even set pen to paper (or fingers to keys), take a step back. Planning ahead will not only help you get more clarity about your next steps but will also help prevent that rushed feeling that your writing isn’t up to par when you hit publish.
Without a roadmap in place, you’ll end up facing issues where the quality and consistency of your work varies from one post to the next. You can prevent that by doing the following:
Concentrate on three to five core themes that your content will focus on. This gives you ample “wiggle room” to still be creative and expressive but also keeps your focus squarely on what got you to this point.
Even if you think you’ve written everything under the sun about your given topic, there’s plenty of room for fresh, new ideas to test out.
In this instance, AI can be helpful for brainstorming and content ideation.
Knowing what your audience wants and expects should be at the heart of your content strategy. You should be well-versed in their most pressing questions, interests, and know precisely where they fall within the customer journey sales funnel.
With that information, you can then delve into more nuanced but nevertheless important factors like how they consume content and which media they prefer.
This frees up your time to focus on creating content that meets your audience where they are rather than trying to reinvent the wheel.
What are your goals for your content?
Whatever it is, having clear goals and KPIs (Key Performance Indicators) in place for your content will help you create content with measurable results.
The next step to scale content creation is to create a content calendar that helps you get more done in less time.
Having a centralized content calendar in place also helps prevent duplicate content. If you have several collaborators working together, it also keeps everyone on the same page in terms of what’s expected, by when, and who’s responsible.
When you batch your processes, you dedicate a day or another block of time to a specific task.
Example: One day could be all about brainstorming content ideas. Another day could be focused around shooting video content.
This keeps you focused on the task at hand and lets you create several days or even weeks worth of content in a shorter time span.
Don’t limit yourself to just text. Branch out and include things like:
This varies the type of content you create and keeps things interesting. If you’re short on resources to tackle multiple content types, consider working with a social media marketing agency or influencer marketing agency to reach a wider audience.
Scaling unique content doesn’t mean always having to start from scratch. Look at all of your existing content and think of ways where you can repurpose it.
Example: A podcast can be transcribed into a blog post, a webinar can be broken down into several social media posts, or a blog post can be repurposed into an infographic.
There are a variety of content tools and project management options available to help you stay on track and stay authentic as you scale.
Having specific operating processes and procedures in place for your team can also help alleviate any lingering doubts and get everyone on the same page with regard to expectations.
There are a number of content tools that can help you scale your content creation.
Originality.ai’s Content Optimizer tool can analyze up to ten different URLs from your competitors for a specific keyword or phrase. Think of it as a MarketMuse or SEO Surfer alternative.
You can then make sure that the content being submitted is original and unique by using Originality.ai’s AI detector and plagiarism detector.
This helps ensure that the content being created maintains the same high quality you and your readers are accustomed to.
As you scale content creation, you’ll want to avoid spreading your efforts too thin.
Working with subject matter experts in your field can help take some of the burden of content creation off of your shoulders. Here’s how to make it count.
The most important step you can take before you ever begin to write a single word is to create (if you haven’t already) and ensure that everyone adheres to a set of clear brand guidelines.
Brand guidelines should include:
Beyond these guidelines, giving your team regular feedback and checking in to see if there are any questions or feedback can go a long way toward making sure the content looks and reads as if it is coming from the same person.
Last but not least, once the content is created, don’t shortcut the process. Give each piece the time and attention it needs during editing and review.
Having an editor or a content manager who reviews each piece to make sure they’re up to the quality standards you’ve set will help you keep producing content with the same levels of authenticity and originality your audience expects.
By keeping these points in mind, not only can you scale content creation, but you can continue to do so using your own voice and unique style — the very things that users and visitors alike seek you out for.
Growing and scaling content creation doesn’t have to mean diluting your brand. With these tips, you’ll be able to stretch your wings, reach more customers and readers, and continue to grow as a recognized authority and thought leader.
Looking for more ways to boost your content marketing efforts?
