A CMOs guide to understanding and creating scalable content
DELIVERING good content is one of the most compelling marketing strategies businesses can deploy.
For this reason, it should not be a shocker that content creation spending is increasing this year.
Content strategies need to be scalable for businesses to grow at the right pace while still putting out relevant material.
Therefore, marketers need to bear in mind these three important areas when drafting content for their campaigns to ensure scalability.
Reassess goals periodically
Everything in the digital era moves fast and changes all the time.
Trends for content aren’t the only thing that’s always changing. Platform features and functions are always being updated to be the most relevant for both business and end users too.
Successful content marketers keep themselves informed about the latest trends as well as the different uses of platforms.
So, to make sure that content marketing campaigns are scalable as the business grows, marketers must make it a point to reassess goals periodically.
Nurture the team to grow the content
Scalable content marketing requires a sizeable team to create, promote, audit, and also optimize. So, there will be many hands on deck.
Some businesses need an in-house content marketing team to execute the campaigns. Others may operate better with the ad-hoc use of agencies and freelancers.
Besides that, there are also companies whose core marketing teams can outsource certain specific functions or specialty of marketing only.
Regardless of employment type, scalable content will need to have the same brand voice. Hence, nurturing the team will be able to grow the content better as it will be more consistent.
Leverage technology and automation
With the rapid advancement in marketing technology, there are parts of the content marketing process that can be automated.
From scheduling to mass personalizing content, there are digital tools that can eliminate the need for manual coordination.
Even when it comes to optimizing content for better outreach, there are built-in or plug-ins that can save productivity hours.
This means to say that automation can really help with freeing up marketers’ time to do more work that requires human dexterity, and sequentially, scaling content marketing campaigns.
As a business grows bigger, its strategies will have to follow suit.
So, it is important to create content strategies that are scalable from the beginning.
Content on digital platforms has changed the way businesses market.
To sum it up, marketers need to always be up-to-date, maintain consistency, as well as take advantage of automation to stay ahead of the competition.