Content marketing is an essential and low-cost form of marketing that is valuable for many B2B businesses. An effective content marketing strategy increases and converts relevant organic traffic in high volumes over a consistent period of time.
One of the biggest challenges for businesses is producing and publishing a steady stream of valuable content for their audience. In content marketing, you’re only as good as your last piece. You need to constantly provide your audience with new articles, guides, videos, webinars, and more. If not, they won’t be engaged and your SEO will suffer.
In this post, we’ll highlight the four ways businesses scale their content marketing in order to reach more customers than ever before.
1. Hire Freelance Copywriters Or An Agency
The success of a content marketing strategy lies in the effectiveness and clarity of the writing. Having seasoned copywriters working on your content assets is essential. If you don’t, the quality of the piece will be lacking and you’ll have to waste time editing or even have to start from scratch.
To ramp up your production, enlist the help of copywriters or a content marketing agency that specializes in high-volume quality content. Sourcing and managing freelance writers can be a time suck for content marketers. If you aren’t able to locate reliable, effective copywriters and bring them onto your team for an extended period of time, consider working with an agency that already has them on staff.
It’s natural for content marketers to think of themselves as the core copywriter at their company. That’s likely true, but it’s unrealistic to expect one person to be able to produce the number of content assets that an effective content marketing strategy needs. Thus, lining up skilled freelance writers or working with an agency is a great first step that’s needed to scale your content marketing efforts.
2. Streamline Your Copy Editing Process
What happens after you get your first draft? Experienced content marketers have a rigid process for reviewing the content and requesting edits. It’s important to have this process in place and constantly iterate on it. By doing so, you’ll find new ways to save time and the writers you work with will know what to expect and become more efficient.
Start by performing a quick read-through, and don’t stop until you get to the very end. Next, go back through the piece and add your comments. With your copywriters, you should have at least one round of edits required in their contract. If the edits are minor, you can go ahead and make them yourself. If they are intensive, leave a comment and pass it back to the copywriter for their review.
Ultimately, this part of the process can be time-consuming, but it is a necessary quality control check to ensure your publishing quality work. Content marketers act more as managers of the process, rather than content creators in this structure. They are managing the writers, providing direction, and ensuring the process stays on track. To assess the quality of the content you receive, use a plagiarism checker to make sure your writers are producing original work.
By approaching it from this angle, businesses are able to produce more content that is on-brand even though it comes from a variety of sources.
3. Save Time Uploading Content With Web Apps
Content marketers don’t always account for the administrative tasks that are associated with publishing a new piece of content. These can be minor tasks like onboarding writers, changing Google Doc access, sharing software with writers, and even uploading the finished content piece into the CMS. While these tasks don’t sound too time consuming, they can quickly add up if controls aren’t in place.
Wordable is a web app that enables bloggers, content creators, and marketers to instantly export their Google Docs into WordPress. This automates the tedious process of uploading into a manageable task that can be completed in only a few clicks. All you need to do is connect Wordable to your Google Drive account, install a plugin on your WordPress site, and your recent documents will appear.
Then, you can clip export on the document you want to upload to your site with one click and you’re finished! The article will be uploaded to your posts and saved in your drafts.
You can do a quick skim of the article and publish it. This dramatically cuts down the time that marketers used to spend uploading individual articles, formatting their H1s and H2s, and adding photos into their media library.
If you have optimization software or company-owned apps that your writers need to use, use a password manager for access control. Not only is this a safe way to store and share passwords, but it also will eliminate the time you’d spend to send over logins and passwords on an individual basis for each writer.
Content marketing programs at scale optimize their processes to ensure that manual tasks like these are automated, so team members can concentrate on publishing engaging content.
4. Outsource Link Building
Now that your post is published, you should outsource your link building. To improve your page’s domain authority, you need to proactively look for other publications and websites to link to your post. This is a manual task that can slow down content marketing teams. However, it is a necessary part of the process that can’t be forgotten.
Content marketers can reach out individually to publications and try to get them to link back to their site. Their other option is outsourcing this process to an SEO agency that specializes in it. By partnering with a company that has a lot of link building partners, companies will position their content marketing efforts to skyrocket with improved search rankings and a growth in consistent organic visitors.
Content marketing is an important investment for B2B companies, but only if they execute it successfully at scale. In order to do so, businesses should hire freelance copywriters or an agency, streamline their copy editing process, use web apps to save time, and outsource link building efforts.
By completing these four actions, content marketers will be able to scale effective marketing programs that reach new customers and drive revenue growth over time.