“The content team needs to step up their game and deliver more for the business buck.” Every marketer has heard that mandate before. The thing is, turbocharging your brand’s content engine to produce bigger and better results?
That's for sure no walk in the park.
You must invest in innovative strategies that streamline workflows, optimize resources, and amplify creativity.
Using smart automation tools, fostering cross-functional collaboration, and continuously refining your approach help you scale your content production without compromising quality or burning out your team.
Whether you're a content agency or a growing startup, these strategies are essential for staying competitive in today's fast-paced digital landscape.
Here’s how to get started.
What Is Content Production Scaling?
Let’s brush on the basics first. Content production scaling is the process of increasing the volume and variety of content your team produces while maintaining or improving quality.
As your company grows, so does your capacity to reach and engage broader audiences. This is why you need to strategically invest in scalable content production practices that guarantee consistency and relevance across expanding markets.
The process works on the idea that more content will result in more organic traffic and, ultimately, more business.
In this case, it's about building a system that allows you to meet growing demands without exponentially increasing resources.
So, instead of constantly adding new team members and straining your budget, you focus on smarter, more efficient methods to maximize productivity and creativity within your existing framework.
This involves optimizing your content creation workflow, integrating advanced technologies like AI and automation, and bringing team collaboration to its A-game.
In short, it’s about doing more with less while still making sure that your brand remains consistent and engaging across all platforms as your output grows.
For example, taking advantage of AI-powered content generation tools can help automate repetitive tasks, so your team has more time to focus on more strategic and creative work. A robust content management system (CMS) also helps the team streamline collaboration and ensure consistency across all content.
Strategies for Scaling Content Production
Understanding the “what” is one thing. Implementing effective strategies for scaling content production is a whole other challenge. Here are some innovative ways to scale your content production so that you can deliver more content value without compromising on quality.
Content Repurposing
Don't let your past work gather dust. Transform blog posts into animated explainer videos, infographics, or podcasts to reach different audience segments with minimal effort. For example, if you have a highly successful article based on a survey report, consider transforming it into an e-book or making it more digestible with visually engaging infographics.
Every audience has its own preference for consuming content. In this case, a diverse content format helps you cater to diverse learning styles and preferences and make sure that your message resonates effectively across different audience segments.
There's no surprise that at least 94% of surveyed marketers said that they do content repurposing to reach their audience in different channels and mediums.
Some of your audience might be visual learners while others find it a lot easier to absorb information through audio formats like podcasts. So, when you repurpose content, you expand its lifespan and allow it to reach new audiences and work across different platforms.
There are tons of AI-powered tools that can help you with content repurposing, from automated video editing to smart text summarization and even creating engaging social media posts.
Content Atomization
It’s quite similar to content repurposing. Well, it’s a part of content repurposing. But, in content atomization, you specifically focus more on breaking down long-form content into smaller, bite-sized pieces.
A single webinar can generate blog posts, social media snippets for TikTok or Instagram, and email newsletters. The main goal here is to have a steady stream of content from one primary source. So, you not only increase its longevity and relevance but also maintain consistent messaging across different channels.
Evergreen Content Updates
Evergreen content updates regularly involve refreshing and improving timeless pieces of content that remain relevant and valuable to your audience over an extended period.
Unlike trending or time-sensitive content, evergreen content addresses enduring topics, questions, or issues within your industry that continue to attract interest and search queries over time.
The process of updating evergreen content typically includes several key steps:
- Content Audit: Begin by identifying existing evergreen content within your content library. This could include comprehensive guides, tutorials, "how-to" articles, and resource lists that continue to receive steady traffic or engagement.
- Content Analysis: Analyze the performance metrics of your evergreen content, such as page views, time on page, bounce rates, and keyword rankings. Identify areas where the content may be outdated, lacking in-depth coverage, or missing relevant information.
- Content Refresh: Update the content with the latest statistics, research findings, industry or growth marketing trends, and examples to ensure accuracy and relevance. Add new insights, case studies, or expert quotes to enrich the content and provide additional value to your audience.
- SEO Optimization: Conduct keyword research to identify current search trends and optimize the content with relevant keywords and phrases. Update meta titles, descriptions, headers, and alt texts to improve organic search visibility.
- Improve User Experience: Improve the readability and usability of the content by restructuring paragraphs, and adding subheadings, bullet points, and visuals (such as charts or infographics) to enhance comprehension and engagement.
User-Generated Content (UGC)
Creating new content one after another is such a back-breaking process. But you can always tap into the power of your community. Encourage your audience to create and share content related to your brand. This is what’s called User-Generated Content (UGC).
Here's how it works: your audience or consumers will share their own stories, experiences, and perspectives, showcasing how your products or services fit into their lives through mostly social media posts. Then, you can repost it and amplify their voices to show appreciation for their contributions.
That way, your audience or consumers will feel more connected to your brand when they actively participate in creating and sharing content. The best part is that this engagement fosters a sense of community and loyalty as they see their own perspectives and experiences reflected in your brand's narrative.
It often carries authenticity and credibility, too– so it can also influence potential customers who trust peer recommendations over traditional advertising.
Micro-Influencers and Nano-Influencers Collaboration
If you have a business selling everyday products or services like food and beverages, skincare, or makeup, consider partnering with niche influencers who have loyal followings. Remember, having millions of followers doesn't guarantee dedicated engagement.
Micro-influencers and nano-influencers, even with smaller followings in the thousands, often attract highly engaged audiences genuinely interested in their content. This focused engagement typically translates into better conversion rates and genuine endorsements of your brand.
Their authentic content resonates well with their followers and can significantly boost your brand's visibility without the high costs associated with top-tier influencers. In fact, a study by Aspire.io found that nano-influencers have an average engagement rate of 3.69%. That’s over twice the engagement that macro-influencers have.
Content Curation
Content curation is the practice of gathering, organizing, and sharing relevant content from various external sources to provide value to your audience. It means selecting the best content pieces, articles, videos, or social media posts that align with your brand's message, industry focus, or audience interests.
Start by finding reputable sources of content within your industry or niche. This can be industry publications, blogs, social media influencers, and news websites known for producing high-quality and relevant content.
Then, evaluate the content to determine its relevance, accuracy, and value to your audience. Choose pieces that align with your brand's voice and messaging while providing insights, solutions, or entertainment that resonate with your audience's interests and needs.
Once selected, organize the curated content into thematic categories or topics that are meaningful to your audience. This could involve creating curated lists, round-up articles, or social media posts that highlight key takeaways or trends within your industry.
Provide context, commentary, or insights when sharing curated content to add value and perspective. Explain why the content is relevant or how it relates to current trends or challenges within your industry.
To make the distribution a breeze, you can always rely on StoryChief. This AI-powered content marketing platform (CMP) simplifies the process of sharing curated content across multiple channels. It helps you tailor your message to different audiences while maintaining a cohesive narrative. Now, you can make sure your curated content reaches the right people at the right time, maximizing its impact and relevancy.
Wrapping Up: It’s Time to Scale Your Content Production
Scaling your content production isn't just about increasing output. It’s also about optimizing efficiency and fostering creativity to meet evolving audience demands. Remember, today’s audiences are pickier and more prone to boredom than ever before.
Therefore, maintaining high standards of quality and relevance is crucial to capturing and retaining their attention amidst the constant stream of content they encounter daily. When you invest in content production scaling, you not only expand your reach and engagement but also build a reputation for delivering consistent value.
