Businesses across all industries are leveraging content marketing to acquire, engage, and convert prospects at all levels of their funnel. Potential customers are interested in branded content, but businesses don’t seem to be able to keep up with demand.
The most effective companies have found a way to scale their content marketing efforts to satisfy the public’s demand for new branded content. They’ve created a content marketing machine that routinely releases new blogs, guides, reports, infographics, and videos.
In this post, we’ll focus on four ways you can scale your content marketing efforts to ensure you are reaching relevant customers at various points of the buying process.
1. Invest in Qualified Copywriters
The copy determines the success of your content. Companies need to produce assets that are interesting, engaging, sharp, and on-brand. In addition to this, the tone of the writing needs to match the voice that the company uses for web, social, and email copy.
To accomplish this, companies must enlist the help of qualified copywriters. There are two ways to add copywriters on your team: full-time or freelance. If you’re planning to ramp up your content marketing and have the budget to add members to your team, full-time copywriters are a smart choice. They can attend planning meetings and immerse themselves in the company’s brand every day. If you plan to publish content on a recurring basis, but aren’t entirely sure what that looks like yet, consider contracting with freelance copywriters. This puts less pressure and strain on the business’ bottom line, while maintaining the level of quality writing needed.
Marketers need to provide writers with the tools they need to succeed. If you’re a SaaS company, you’ll likely need to grant writers access to your software. In addition, there may be other SEO, design, and marketing software you have at your disposal that they might need. To quickly provide logins to your fleet of writers, use a password manager like LastPass to grant access control. This will streamline your onboarding and ensure that your copy is enhanced by the tools you have purchased.
2. Edit Content in Batches
Once your writers are finished drafting the content, you’ll need to edit it. It can be cumbersome to continuously edit content every single day. That’s why we recommend doing it in batches.
Collect content from writers throughout the week, and sit down to edit it all at once. This eliminates the hassle of continuously setting aside thirty minutes of your day to open the document and mark it up. Now you’ll be able to make your edits and send back the documents to the writers all in one sitting. This will improve efficiency on your end and will help you gauge where all of your different content assets currently are in your queue.
Content marketing managers should use a plagiarism checker to make sure that their content is 100% original. Plagiarized content can harm your company’s reputation and hurt your chances of ranking high on search engines. With a plagiarism checker, you can easily compare your content to everything that has been published across the web.
3. Streamline Your Upload Process
Uploading your content to your website is often one of the most overlooked parts of the content marketing process, and can be an unexpected time suck for marketers. If this part of the process isn’t optimized, it can waste hours of your day and be costly for your business.
Manually copying the content out of a Google Doc and adding it into your CMS can be clunky. If that part goes smoothly, you’ll still have to worry about formatting, uploading photos and adding your links. This tedious process is a waste of time for someone that should be concentrating on other high-value initiatives inside your company.
Instead, content marketing managers should use Wordable, a web app designed to automate the upload process to save time and resources. By connecting to your Google Drive and WordPress site, Wordable can scan your documents and upload them in just one click.
All you need to do is hit the “Export” button, and your Google Doc will be uploaded and saved as a draft in WordPress.
By streamlining the upload process, you can get back to what really matters: producing more engaging content for your brand that your prospects love.
4. Focus on SEO and Content Promotion Simultaneously
Publishing your content isn’t the end of the process. You’ll also need to make sure it’s easily accessible and widely available so your customers can find it. Optimizing your content for search engines and promoting it through a variety of tactics is an important step that should not be overlooked. In a way, these steps go hand-in-hand because they complement each other in so many ways.
To ensure your content ranks on search engines, you need to proactively secure backlinks. Backlinks are other sites that link directly to your content. As you acquire more backlinks, your site will increase its domain authority, signaling to Google that you have valuable content.
Content marketing managers can acquire backlinks by reaching out to related blogs and seeing if they’d be willing to add a link to their content. As they do this, it might also make sense to ask that person to share the blog in their company newsletter or on their social media accounts. This would promote your work to a related audience that would likely have a high affinity for the content.
Content marketing can be effective for companies trying to reach their target audience, but only if they do it right. It isn’t enough to merely have the perfect blog or a report that you know your customers will love. Companies need to publish content of varying lengths and types to engage their prospects on a consistent basis.
That’s why companies need to find a way to scale their content marketing efforts. In order to accomplish this, content marketing managers should invest in qualified copywriters, edit content in batches, streamline their upload process, and focus on SEO and promotion simultaneously.
By doing this, a company’s content marketing efforts will not only become more efficient, but effective as well.