Thinking of investing more of your cash into content?
At a time when customers are constantly looking for opportunities to build emotional connections with brands, content could be the key to outshining the competition. With the right content, you can speak to your target audience, answering their questions, solving problems, and demonstrating your industry knowledge.
So, when the time comes to spend more on content, how do you prep yourself to scale correctly?
The following tips will help you to make the transition.
1. Know Your Audience
First, if you want to scale content effectively, you can’t just produce blogs for the sake of it. Ultimately, the best content comes from understanding your audience and the questions they’re asking. Before you begin scaling, it might be time to look at your user personas and ask yourself what you know about your customers.
Do you have different segments in your target market that require different kinds of content? For instance, the small business buyers in your industry might be looking for ways they can use your software to save money, while enterprise clients are looking for tips on how to run a more secure and efficient environment.
Make sure you understand your audience by:
- Finding out which of your content currently gets the most audience attention
- Speaking to your audience about what they want to see next (through polls and surveys)
- Listening to brand mentions and finding out what people expect from your brand
- Considering what kind of platforms your audience uses and which content is best suited to them.
2. Find Your Specialist Areas
What kind of content does your business produce best? The chances are you’ll have various different kinds of content in your strategy, from blogs and eBooks to news articles, videos, and podcasts. So, which of these avenues is currently delivering the best results?
If you’re planning on scaling your entire content strategy, you might not have enough time, money, and staff to upgrade everything at once. Knowing which of your content strategies are delivering the best outcomes right now means you can figure out where the majority of your budget needs to go. Start with the areas you’re confident in, then look for ways to branch out.
To ensure you continue generating the right results from your best content, evaluate some of your top-performing assets and make a list of common elements. For instance, are your best content pieces more long-form or short blogs? Do they include a lot of pictures, unique stats or graphs?
3. Implement Analytics
The “spray and pray” approach to content rarely has the right results. As you begin to scale, you need to make sure your strategies are really working. No company can afford to go all-in on a content marketing campaign with no measurable results.
Using analytics to track things like audience engagement, time spent on-page, and even the number of conversions you get from each piece of content is crucial. Before you begin producing content, make a list of the metrics most important to you and your team, and figure out where you stand right now. This will be a crucial benchmark for you as you begin to ramp up production.
Having an analytics strategy in place with the correct reporting tools should show your content production team whether they’re still generating the right results when creating more content. If numbers begin to drop, you may need to ask yourself whether the quality of your content is suffering as a result of mass production.
4. Work with Professionals
Scaling content creation is a process that requires a lot of focus and precision. You might even need to invest in new skills from professionals who know how to promote and distribute a larger amount of content as your business grows. Working with professionals will take some of the pressure off your team as you’re making this transition.
For instance, you might hire a freelance content creation team to assist with creating a higher number of blog posts and articles to suit your new strategy. You could also consider working with promotional experts and industry publications to help you get more of the content you produce to the right people.
Don’t make the mistake of trying to do everything yourself and watching your hard work crumble as a result. A little professional assistance can make a huge difference.
Scaling your content production strategy can be a daunting concept, but with a little help and the right plan of action, the results can be phenomenal.