Scaling content production – is often misunderstood to be creating more and more content faster and faster. That is not the best content strategy. Instead, what is needed is a content strategy and process that focuses on producing unique, quality content that connects with your target audience.
Process
For companies that strategically use Content marketing, focusing on content delivery without a content pipeline can be problematic. Scaling your content production needs systems and processes that let you broaden content development,
Analytics
Analyse pieces or topics that the target audience values the most and build on those. Building offshoot content, continually reuse ideas, producing more high-quality content, and generating new ideas for still more content. For B2B, I usually recommend starting building thought leadership and engagement through some key focus areas or concepts. Repurpose content to scale your program into new channels and formats.
Breaking down to tasks.
Break down the tasks involved, to which task can be handled by which team members.
Build a list of relevant experts
Identify experts, topics and messages. The writing team can produce a long-form piece from concepts, opinion and thoughts of experts. The content strategist chooses the subjects and can plan based on reader response.
Planning and Coordination
Scaling almost means planning and coordination. Scaling content marketing needs analysis and understanding of what content is engaging users and why. The engagement has to be relevant, helping users through their journey.
Outsourcing content strategy
Outsourcing content strategy and content management allow organisations to bring fresh perspectives and scale production across skillsets that most organisations don’t have internally.
Manging and coordinating different formats and creative experts is a full-time activity. From long-form reporting, animated video, interactive data storytelling to podcasting. A content expert can bring together freelancers and teams, managing and optimising the content program.
Develop an editorial calendar
A schedule is essential to scaling the content development process. An editorial calendar can help you plan the topic clusters for keyword rankings and brand leadership.