To scale your content marketing, do what restaurant chefs do: Create systems and processes that let you deliver delicious content no matter who is involved in creating and distributing it.
Scaling content marketing means multiplying your effective content output without multiplying your effort.
Sometimes people think this means getting as much content as they can for the lowest price possible – but that usually isn’t the best approach. Brands need to make sure they are working smarter, not harder when it comes to content creation and scaling content marketing.
Instead, focus on unique , quality content that speaks to your target market. Look at your best-performing pieces or topics and build on those. In this way, you’re continually reusing ideas, producing more high-quality pieces of content, and generating new ideas for still more content.
Continuously look at content performance and content effectiveness. What content is helping guide users through their journey? What content are they searching for? What content is helping guide users through their journey? What content helps lead to conversions/transactions/purchases?
Focus on more strategic scaling by creating more content similar to that which has proven to be effective and engaging for customers.
Whether you want to publish new content once a week or twice a month, an editorial calendar can help you plan the topic clusters that will elevate your keyword rankings and brand expertise.
The buyer journey doesn’t start with a search for your product. It starts with the most basic educational questions that must be answered frequently. That’s the only way to scale content marketing.