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Two Ways to Successfully Scale Your Marketing Content

May 13, 2020

Increase your marketing reach and brand visibility

How do you make sure you're producing enough content? When you are preparing to scale your marketing efforts, you need to look at two things: your team and your ways of working. In this blog, you can find the skills a successful content team needs as well as ways to enable your people to deliver their best work, faster. 

How do you benefit from scaling content? 

Scaling your content is a great way to ramp up your marketing reach and make your brand more visible. Frequent great quality content tends to lead to more website visitors, more leads and better knowledge of what your audience really needs and wants to see from you. All in all, it’s a viable strategy to explore to reach your targets. 

However, scaling content is basically a fancier way of saying creating more content. Your team already has their hands full with the amount of existing projects, campaigns and coordination as it is. So, what can you do in order to grow your reach and publish more while maintaining your quality standards? You have two paths to success here: Grow the amount of content contributors or increase efficiency.  

Re-evaluate your team composition 

First, it’s good to check if your existing team has all the skills you need to produce content efficiently. What you need depends on your organization’s size and industry but generally speaking, you need at least the following people on board: 

Content marketer/writer 

The person whose role is to create blogs, articles, interviews, and other (longer) pieces of content that you have on your channels 

Content strategist 

The person who can look at keywords, traffic, popular content and define what topics your writers should address, analyze what stories work and why. 

Copywriter  

The person who can write social posts, email campaigns, marketing email sequences, newsletters, website copy and other shorter content. 

Growth marketer 

The expert in getting your content out there and creating more demand, finding most valuable channels and keywords, creating successful paid and organic campaigns and measuring their effectiveness. 

Editor 

The person who checks all posted content for tone of voice, consistency, spelling, SEO, etc.  

Designer 

A person in charge of visual assets like images, banners and graphics. 

Depending on your business, you may also need social media marketers, digital marketers, product marketers, regional marketers and marketing admins who have their own role to play in delivering the best possible content across your marketing channels. This is not an exhaustive list but will hopefully get you thinking about the puzzle that strategizing, creating, and publishing content is.  

You don’t necessarily need to have all these job titles presented in your team, especially if your internal marketing team is small. Sometimes the content marketer can also be the editor or strategist, for example. The important point is that you need someone, internal or external, who is taking care of each step of the content creation process. 

Should you outsource content creation? 

Speaking of external, some companies prefer to outsource parts of their content process. You can hire people to write for you, help you with strategy or edit your team’s drafts. There is no one way to know what can or should be outsourced in your company, it depends on your team’s skill set 

If you end up commissioning content from outside your own marketing expert team, make sure that the freelancers or agencies you work with are not just great writers but also do their research on the topics. Research is time-consuming but your readers’ trust in your expertise is too valuable to risk by posting content that is beautifully written but doesn’t add value to your audience. 

Increase efficiency  

Once you’ve made sure your team (internal and external) both has the skills to deliver great content and everyone knows exactly where they sit in the content delivery journey, you should look at your processes and how people collaborate. The second step in scaling your content is increasing efficiency.  

Centralize your assets with DAM

The core action to speed up content delivery is creating a central location for your assets. By assets I mean your videos, images, fonts, etc. I’m sure we all have a nagging feeling every now and then that finding the right images for campaigns, creating requests for banners in our social posts and trying to find which shade of blue is the appropriate one according to our branding guidelines takes up a lot of our time and distracts us from what we were hired to do.  

This should be the first thing to tackle when you are removing efficiency obstacles. A study shows that looking for missing pieces of content, or worse, having to recreate missing assets wastes over a day a week of time that could have been used for creating something. Having a suitable digital asset management (DAM) tool can achieve the impossible – adding more hours to a day. 

A DAM solution isn’t just a cloud location where your assets live. It’s not a pictures folder like the one we all have on our laptop. The right solution should be the one source of truth for all your assets. You should be able to manage different access levels, be able to collaborate on new assets, see and delete duplicates and old versions with ease and find what you are looking for in multiple languages without a complex folder structure. 

Need more info on scaling content creation? 

Want to know more about a solution to scale your content and get the most out of your marketing team? Lytho has over 30 years of experience in boosting team efficiency. Check out our free Whitepaper to find out how a DAM solution could help you. 

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