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6th September 2020

How To Scale Content Production

Content has become the lifeline of brands and businesses since the turn of the 21st century, which in turn has seen a perpetual demand for competent copywriting service and content writing service, too. A lot of brands use content marketing to build their followers, community and brand loyalty, and this is in part due to heavy investment in a copywriting agency.

Whichever industry you are right now, if you are not creating content, you are not ready for business in the digital age. And despite the amount of content being uploaded on the internet daily, there is still a high demand for content.

Every stage of content production can be scaled and should be properly planned. To scale content creation, you should set up a process where you can ensure quality control, keep all content teams on the same page to ensure the creation of awesome content. Your content production process keeps all your team following the same guidelines, minimises loss time and keeps other parts of the brand motivated towards your goals.

To create content that brings traffic and engagement to your site, you need a content workflow. Here are three ways to do this:

#1 Use A Content Team

Your content team should have clearly defined roles that ensure there is no clash of roles and everyone sticks to a plan. Here is the typical make-up of a content team:

Marketers – marketers do keyword research and look for what your target audience is searching for online. They ensure that your keywords will rank high on Google, that prospects are searching for your key phrase and that you are speaking the language of your audience. Anytime you search for a keyword you recently used, and your post doesn't pop on Google’s first two pages, they are the guys you should speak to fix it.

Writers – Your writers will determine if your audience will come back to read your posts, or they will share your content with their community. Writers have the responsibility of publishing engaging content that compels your audience to act. If your audience can’t wait for you to send your weekly newsletters, then your writers are doing a good job.

Editors – Ever read great content with spelling errors, poorly constructed sentences, and bad use of letters? Nope, me neither. A good editor cleans up any unclear copy, ensures that the quality meets the required standard, and carries out final proofreading before publishing.

Designers – The vast majority of brands use graphic designers to improve the flow of their content. There are contents that are better understood with visuals like charts, infographics and videos. When you need a featured image or represent part of your content in visuals, then you should let your design team know.

#2 Set Up A Content Calendar

A content calendar is what you need to maximise productivity for your team of content creators. Your calendar will help track schedules, campaigns and marketing trends. A content calendar helps members of the team stay on track, with everyone having foreknowledge of his call of duty. With your calendar, you can also schedule blog posts and social media updates on global events and industry trends.

#3 Incorporate A Tracking System

Implementing a tracking system is important to ensure your content creation goes as planned. You can use simple project management systems to track the work progress of everyone on your team, and monitor progress reports at every stage of content production. Having a tracking system will keep members of your team accountable and evaluate if content measures up to standard.

Investing in a good tracking mechanism will save time, energy and check regulatory compliance, maybe your writers are plagiarising other peoples work without due reference. If the focus of your strategy is to manage content operations or ease the work process of your team, then you should get in touch with online content platforms such as GatherContent.

New Ideas Every Time

One good way to scale content production is to consistently come up with new ideas. It could be sharing a case study as a social media post, telling a personal story and writing a series for a section of your audience. There are a lot of ways to generate ideas for your brand’s content, including:

One of the best ways to get new ideas for your content is asking questions or reading comments in your posts. This way you will know what your leaders value and what matters to them. Researching through sites like Quora, Medium and Reddit can be helpful in gauging the questions on the mind of your customers. Check the forum sections of these sites to find out what your target audience are discussing the most and build content around these conversations.

A Good Content Brief

It is important to always keep your content brief clear. Provide the desired keywords, word count, and structure for your blog post or the narrative for video content. You writers might only assume from their own perspectives if there are no clear instructions for the content.

A good brief will define your style, brand tone, and build a buyer persona for who is writing the next blog post. The brief will determine what you want to achieve with each type of content engagement, awareness or get them to subscribe to your mailing list.

The ability for your content to drive profitable actions is proof that your content creation is successful. Your content must drive your prospect to the next stage of the funnel which is either subscribing to a mailing list or buying from your online store.

A solid action plan, expert subject matters, putting together a great team and consistent flow of new ideas will give your content an edge over the competition. The end goal is always to stay one step ahead of the competition and set yourself above others in your industry.

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