10 tested tips for content scaling

Content plays a major role in modern business, yet creating it is just one step. So, how does the true power of content emerge? When it’s correctly scaled. Welcome to the Wordbrew guide to this vital part of content marketing.

TL;DR:

• Prioritize quality, not just quantity.
• Make content search engine-friendly for organic traffic.
• Repurpose content wisely.
• Develop a solid content distribution strategy backed by careful planning.
• Invest in and leverage automation tools.
• Assemble a skilled content team.
• Use data to make content decisions.
• Partner with notable influencers and industry figures.
• Try various content formats.
• Stay alert to industry shifts.

Let’s take a look at some hands-on tips, plus examples from successful companies, that help businesses scale content effectively.

Understanding content scaling

Content scaling means producing more content without losing value. The goal is partly to increase the volume to enhance your content’s influence, driving more visitors, potential customers, and sales. But true content scaling is also about creating the right kind of content.

When scaling content creation, every piece should be of high quality. Don’t worry: When the right systems and research processes are in place, that becomes far less intimidating than it sounds.

Regular reviews: Set up periodic content reviews. This makes sure that each article, video, or infographic meets your brand’s standards. Tools like Grammarly or Hemingway can help with linguistic matters, but manual reviews can check thematic consistency.

Feedback loop: Encourage feedback from your readers or viewers. If certain content gets more positive responses or shares, it’s likely meeting the audience’s expectations.

Training: Invest in training sessions for your content team. The latest best practices in writing, video production, or graphics can elevate the overall standard of your output.

Competitor analysis: Regularly review the content of industry leaders or direct competitors. This action not only gives you an idea of industry standards but also areas where you can offer more depth or a unique perspective.

Quality over frequency: It might be tempting to consistently push for more content, but if value is at risk, it’s better to slow down. Several well-researched, comprehensive pieces can often have more impact than numerous lower-quality ones.

2. Optimize every piece of content for search engines

Boosting the visibility of your content on search engines is a key step in scaling content effectively. Here’s a breakdown of how to achieve better search engine rankings:

Keyword research: Before drafting content, spend time identifying keywords relevant to your topic. Tools like SEMRush, Ahrefs, Google Keyword Planner can help pinpoint what potential customers are searching for.

Integrate keywords naturally: Once you’ve identified these keywords, integrate them smoothly into your content. Avoid keyword stuffing—it’s essential that your content reads naturally and serves readers’ interests first.

Craft punchy meta descriptions: Make them compelling and integrate your primary keyword to enhance click-through rates.

Optimize images: Give all images relevant filenames and alt tags. This not only helps visually impaired users but also boosts your content’s SEO.

Regularly update content: Search engines favor fresh and comprehensive content. Periodically review and update your older content pieces, ensuring they remain relevant and use current keywords.

SurveyMonkey: Stellar content meets clever optimization

Rather than simply focusing on middle-to-bottom-of-funnel keywords and topic clusters, SurveyMonkey implemented a unique product-led SEO method by:

• Analyzing challenges faced by potential buyers using data.
• Associating these challenges with relevant tool keywords.
• Developing content to meet and satisfy user needs.
• Designing a strategy to nurture fresh leads.

Source: thefxck.com

This innovative method helped to scale their organic search results to $100m in annual revenue. 

3. Diversify content creation formats for broader reach

Expanding the types of content you produce can amplify their impact and help you connect with various segments of your audience:

Existing content assessment: Start by identifying high-performing pieces. These are prime candidates for repurposing into new formats because they’ve already resonated with your audience.

Visual interpretations: Turn data-heavy or complex topics into infographics or charts. This visual representation can make information more digestible and shareable.

Podcast adaptations: If you have a content piece that tells a story or dives deep into a subject, consider turning it into a podcast episode. Audio content allows your audience to engage while on the go.

Short social media clips: Create bite-sized videos or graphics summarizing key points from your articles. These can be shared on platforms like X (formerly Twitter), Instagram, or LinkedIn, reaching users who prefer to tap into quick knowledge.

Interactive content: Think about quizzes, polls, or interactive slideshows. They can be engaging ways to present your content and increase audience interaction.

Adobe: Content marketing across a diverse user base

Adobe, renowned for software like Photoshop and Illustrator, has masterfully diversified its content to cater to its vast user community. Beyond software, their strategy is both diverse and engaging:

• Tutorials & webinars: Comprehensive guides to optimize software use.
• Blogs & articles: Updates, techniques, and industry spotlights.
• Adobe Live: Real-time sessions for users to learn from professionals.
• Community platforms: Behance showcases creative portfolios.
• Research publications: Knowledge gleaned from Adobe’s cutting-edge tech research.
• Events: Adobe MAX, an annual creative conference, highlights innovations and hosts workshops.

Source: Adobe Max

Adobe’s solid content marketing not only spotlights its products but also builds a dynamic, informed community.

4. Strategically broaden your content marketing distribution

Ensuring your content reaches the right eyes and ears is as crucial as creating quality content. Well-thought-out distribution can broaden your content’s influence. Essential distribution methods include:

Social media platforms: Identify which channels your target audience frequents the most. Sharing content on these platforms increases its chances of being seen by the right people. Whether it’s LinkedIn for B2B content or Instagram for visually appealing pieces, choose platforms wisely.

Email campaigns: Personalized email newsletters can be a powerful way to send tailored content directly to those interested. Segmenting your email list based on user behavior or preferences means they receive content that’s relevant to them.

Guest posting: Collaborate with reputable websites or blogs in your industry. By guest posting, you can tap into their established audiences and direct them to your content.

Community engagement: Participate in online forums, discussion groups, or community platforms related to your industry. Sharing your content in these spaces can introduce it to engaged and interested users.

Analytics: Use analytics tools to track which distribution channels bring in the most engagement. This will help you refine your work over time.

Slack: Scaling content and engaging users

Slack, the team collaboration tool, is exemplary in content production and distribution. They’ve adeptly used multi-channel strategies:

• Blogs & newsletters: Updates on productivity and remote work.
• Social media: Sharing stories and tips on platforms like X (formerly Twitter) and LinkedIn.
• Webinars: Deep dives into features and best practices.
• Podcasts: “Work in Progress” discusses modern work narratives.
• Community engagement: Channels and forums for user exchanges.
• Partnerships: Joint promotions with SaaS integration partners.

Slack’s approach delivers wide-reaching resonance, catering to both tech users and business leaders.

5. Harness technology for efficient content management

Adopting the right tools can significantly enhance the efficiency of your content process, from an editorial calendar to organization to distribution. Here’s a guide to using technology effectively in digital asset management:

Content calendars: Use tools that offer a content calendar feature. This helps in planning, social media scheduling, and visualizing your content strategy over weeks or months.

Automation platforms: Opt for platforms that allow you to schedule posts in advance. This provides consistency in publishing and saves time in the long run.

Engagement trackers: Monitor which pieces of content are appealing to your audience. Tools that provide engagement metrics can tell you what’s working and what’s not.

Feedback mechanisms: Use tools that facilitate feedback collection from your audience. Understanding their preferences and pain points can guide your future content.

Collaboration tools: If you work with a team, tools that allow for collaborative editing, commenting, and task assigning can make the content creation process more streamlined.

Atlassian’s Confluence: Streamline existing content

Confluence by Atlassian is a premier SaaS tool for content management. Crafted for teams, it improves the documenting, organizing, and sharing of information:

• Templates: Make content formatting consistent.
• Integrations: Work seamlessly with products like Jira.
• Collaboration tools: Features like real-time editing enhance teamwork.
• Permissions & security: Fine-tuned access controls.
• Search & organization: Advanced search and structured content layout.

Confluence blends content organization and collaboration, making it an excellent choice for efficient content management.

6. Assemble a comprehensive content production team

As content demands increase, the need for a multifaceted team becomes paramount. Here’s a roadmap to building a team that can cater to a broad spectrum of content needs:

Writers with varied expertise: Recruit writers who specialize in different niches or styles. Some can excel in long-form articles, while others might have a knack for snappy social media posts.

Talented designers: Visual content, from infographics to interactive graphics, plays a pivotal role in engagement. Onboard designers who can bring complex topics to life visually.

Strategic marketers: These are the individuals who can identify the right channels for distribution, understand audience preferences, and tweak strategies based on analytics.

Research specialists: They can ensure that the content is backed by credible data, enhancing its authenticity.

Content editors: They work on consistency in tone, style, and quality across all pieces. Their oversight can upgrade the performance of your content.

Community managers: Engaging with the audience, collecting feedback, and managing comments or discussions can be pivotal in building a loyal readership.

Shopify: Content production powered by expertise

Shopify’s team excels in providing invaluable resources for e-commerce entrepreneurs. They’ve positioned Shopify as more than a platform; it now also serves as a holistic guide for online business success:

• Blogs: Trends, strategies, and merchant stories.
• Tutorials: Guides on platform utilization and selling techniques.
• Shopify Academy: Courses and webinars on e-commerce essentials.
• Podcasts: “Shopify Masters” features entrepreneur stories.
• Case studies: Showcasing real business growth stories.
• Interactive tools: Tools like the business name generator.

Source: Shopify Academy

Shopify’s content pros combine education with recommended actions, aiding users in their e-commerce journey.

7. Prioritize data-driven content creation

Incorporating data into your content strategy offers a clear roadmap to what resonates with your audience. Here’s how to effectively use data in content creation:

Engagement metrics: Monitor page views, time spent on a page, and the number of returning visitors. These indicators can offer insights into the content that’s capturing your audience’s attention.

Social analytics: Keep an eye on likes, shares, comments, and retweets. High social engagement can be a sign of content that’s striking a chord with your readers.

Feedback and surveys: Regularly gather feedback from your audience. Surveys can provide a direct understanding of areas of improvement or topics your audience wants to see more of.

Conversion rates: If your content has a call to action, track its conversion rates. This metric can tell you if the content is effectively driving desired actions, be it sign-ups, downloads, or sales.

Bounce rates: High bounce rates indicate that visitors aren’t finding the content relevant or engaging enough. Addressing these can lead to improved user retention.

Netflix: Smart content creation

Netflix is a master at using data to shape its content strategy. Harnessing user behavior, they’ve refined content acquisition and production, consistently delivering popular originals and new content based on audience behavior and preferences:

• Viewing patterns: Inform content scheduling and regional choices.
• Recommendation engine: Algorithm-driven suggestions tailored to user habits.
• Original content: Hits like “Stranger Things” are rooted in data.
• A/B testing: Optimizes engagement via artwork, trailers, and episode order tests.
• Feedback: Uses viewer input to refine content offerings.

Netflix’s data-centric approach positions it as a leading force in the streaming landscape.

8. Collaborate with renowned industry experts

Teaming up with respected figures in your industry can significantly enhance your content’s appeal and trustworthiness:

Guest posts: Invite experts to contribute to your platform. Their unique perspectives can offer fresh perspectives to your readers.

Interviews: Conducting one-on-one sessions with leaders can yield in-depth discussions on current industry topics, offering immense value to your audience.

Joint webinars: Hosting webinars with seasoned professionals not only combines expertise but also pulls in their audience, widening your reach.

Salesforce: Gain valuable insights

Salesforce stands out for its proactive engagement with industry experts. This CRM giant collaborates with thought leaders to enhance its content marketing strategy and produce astute resources. Events like Dreamforce showcase expert-led discussions on CRM trends and challenges:

Source: Dreamforce

• Dreamforce Conference: Annual gathering spotlighting experts on CRM evolution.
• Webinars & workshops: Sessions with leaders diving into industry-specific CRM solutions.
• Trailhead: Educational platform featuring expert-contributed modules.
• White papers & research: Joint publications tackling industry challenges.
• AppExchange: Marketplace enriched by third-party experts offering tools and integrations.

Through expert collaborations, Salesforce keeps its content and tools user-focused and at the forefront of its industry.

9. Continuously update your industry knowledge

Maintaining relevancy in your content hinges both on your awareness of industry advancements and on providing fresh and relevant content. Here are a few tips to ensure you’re always in the loop:

Participate in industry events: Attend workshops, seminars, and conferences. These gatherings are goldmines for new content, in addition to offering networking opportunities.

Monitor key figures: Keep tabs on influential voices in your industry. They can offer foresight into upcoming trends and shifts.

Subscribe to newsletters: Reputable industry newsletters serve as a consistent source of updates, ensuring you don’t miss significant developments.

Microsoft: Create content at the forefront

Microsoft consistently refreshes its industry knowledge, adapting to the ever-evolving tech landscape. From its diverse product range to strategic acquisitions, the company constantly innovates to make itself the thought leader in multiple niches:

Source: Microsoft Feedback Hub

• Microsoft research: Spearheading advanced tech exploration.
• Feedback hub: Direct user feedback drives product enhancements.
• MS Build & Ignite: Events presenting the latest tech trends and innovations.
• Acquisitions: Purchases like GitHub and LinkedIn signal adaptability.
• Certifications & training: Regularly updated to align with current tech standards.

Microsoft’s proactive approach underscores its leadership in the dynamic world of technology.

10. Augment reach with paid promotion

While organic growth is vital, supplementing it with paid promotions can amplify your content marketing reach. Here are some ways to effectively incorporate paid methods:

Sponsored social media posts: These can push your content to the forefront of your target audience’s feed, increasing visibility.

Pay-Per-Click (PPC) ads: PPC campaigns can place your content within top search engine results and draw more visitors.

Influencer partnerships: Collaborating with influencers in your niche can introduce your content to their expansive and engaged audiences.

Dropbox: Paid digital marketing at its finest

Dropbox, known for cloud storage and collaboration, has adeptly used paid promotion to differentiate in the cloud solutions market. Their campaigns emphasize user-friendliness and unique features:

• Google Search ads: Prominent placements for cloud storage searches.
• Display advertising: Interactive ads on tech sites showcase features.
• Sponsored content: Collaborations with tech bloggers for reviews.
• YouTube campaigns: Videos highlight real-life Dropbox use cases.
• Retargeting: Targets past visitors with promotions and feature highlights.

Dropbox’s strategic promotions solidified its reputation as a leading cloud storage solution.

Content scaling transforms your content marketing efforts

Content scaling should be about ensuring relevance and reach. By emphasizing quality, integrating SEO techniques, repurposing in innovative ways, implementing both organic and paid promotional methods, and staying attuned to industry shifts, businesses can magnify their content significantly. 

As demonstrated by industry leaders, a blend of these strategies when creating content can result in profound growth. To help you master your content scaling efforts, contact Wordbrew today.