Content is one of the most important aspects of your digital marketing strategy. It serves to help you develop a relationship with your audience and boost your visibility on search engines. However, many organizations face regularly developing and posting content to ensure that they reap these benefits. Has your content strategy been providing you with underwhelming results? If so, here are some tips on scaling your content creation that’ll help you get back on track to reach your marketing goals.
Some business owners will look for shortcuts while building out their content. The problem? Engaging in certain practices designed to speed up your content production can be detrimental to your organic traffic and scalability. One example of a practice that lies on the less harmful part of the spectrum is pushing out blog post after blog post without focusing on quality. Remember, even though SEO is a key focus, real people will be reading your content. If you mass-produce low-quality content, it can negatively impact your brand name. People won’t see you as an authority in your industry (compared to other small businesses that focus on providing value to their potential customers).
Another example that can completely dissolve your SEO strategy is using black hat SEO marketing tactics. These black hat SEO techniques, which can include strategies like using link farms, cloaking content, and redirecting search engines and users separately, can have a massive impact on your growth and visibility (even though it seems like you’re making greater progress in the short-term).
The best option to ensure that you scale your content strategy properly is to adhere to recommended content production practices and white hat SEO practices like developing high-quality content around keyword research, enhancing your user experience, and legitimately securing backlinks. Are you having trouble with these aspects of digital marketing? If so, it may help turn to a company providing white label SEO services like LinkGraph. With a reputation for high-quality, white label services across the board, you’re sure to experience your business needs’ growth and optimization.
While the main focus when you’re first operating is to get fresh content out that’ll help improve your online presence as much as possible, you’ll need to readjust your strategy to your organization’s goals once you begin gaining traction. But how can you get started? Some questions for you and your team to ask yourselves can include:
- How much traffic do we need? How do we convert that traffic into viable leads?
- What are our specific growth goals? How will we able to analyze those metrics (such as using Google Analytics, for example)?
- Do we have enough manpower to produce the content we need on a month-to-month basis? Should we bring on more in-house employees or outsource to freelancers? How will these choices affect our content strategy?
- What keywords do we need to be ranking for, and what keywords do we have the authority to rank for?
- How much money do we have to allocate towards SEO services, link building, PPC ads, Google AdWords (now Google Ads), and other such items in our digital marketing budget?
Understanding your present search rankings and your future goals will help you develop a comprehensive game plan for your content as you move forward. This brings us to our final point.
An editorial calendar is crucial to all content marketers and their content marketing strategy. Your go-to tool for content production, the editorial calendar is designed to help you better understand your business’s goals and marketing objectives, develop content ideas that’ll produce the desired results, and stay ahead of the game so that the only thing you’ll need to focus on is the actual production of the content itself.
Whether you are producing written content for your company’s blog or small blurbs for social media, you’ll need to establish your publishing schedule, brainstorm topics, and conduct keyword research using platforms like SEMrush or Ahrefs, provide further insight into what these ideas will accomplish, and begin developing a system for effective assignment and content production. Although developing an editorial calendar can be an extensive process, it is worth planning on scaling effectively.
Content creation can be a major pain point for many businesses. However, once you understand what goes into a successful content strategy and how to create one that works best for your growing organization, it becomes easier with time. If you’re looking to grow your content production but don’t know where to begin, use the insightful tips above to develop a content strategy that works for you.