Need Help Finding Time for Content Creation?
Knowing how to scale your content creation is now one of the most critical components of any successful marketing strategy. It connects you with your core audience by creating emotional connections, providing them with relevant information, and building authority with search engines.
The correct copy will capture a person’s attention, earn a click, and push them deeper into the marketing funnel.
Given how crucial great copywriting is, it is curious that more organizations don’t prioritize content creation in their marketing strategies.
Even with the advent of AI writing tools, professional copywriters still possess the advantage of understanding how to combine human psychology, keyword research, and a medium-specific approach to crafting messages that resonate with audiences emotionally and encourage them to take action.
In my estimation, the copywriter’s most significant challenge these days isn’t a Mike Mulligan and His Steam Shovel-style race against technology but is a far more mundane one: It’s a race against time.
If you’re a copywriter or a marketing professional who is also responsible for copywriting — or maybe you’re not a marketer and you’re responsible for writing copy! — Then you probably struggle to find enough time in the day to make the impact you’d like to make through your work.
There are just too many tactics, social media platforms, and tasks in a day not to feel overwhelmed by what you’re not getting done.
We’re here to help you change your perspective and help you learn how you can scale your content creation efficiently and effectively!
How Adaptability Is Key To Content Creation
The most effective way that you can create more content with greater efficiency is by looking at your content through a lens of adaptability.
You haven’t written a blog, you’ve written a blog that can be excerpted into a Facebook or LinkedIn post, used as a script for a YouTube or TikTok video, or even divided into a thread on Twitter.
Every piece of content written for one platform has the potential to be adapted for another platform. The key is to do this as efficiently as possible.
But how? One technique, and this is the one that I most often rely on, is to start with the big or most complex piece of content first. Think of a long-form blog or a guidebook — anything that will contain thousands of words.
My philosophy is simple. From an operational perspective, it is simpler to take the comprehensive piece of content that you’ve written and extract smaller pieces of content than it is to take shorter pieces of content and turn them into long-form pieces.
To be clear, this doesn’t mean that you can’t or shouldn’t take short-form pieces of content and expand on them. If you’ve published a Facebook or Instagram post or another shorter piece of writing and it’s getting a lot engagement, then that’s a sign that it’s worth going deeper into that topic.
My larger point is that simply easier from a production standpoint to condense than it is to expand.
And in order to make this process even more efficient, you should employ a tried and true tool to keep your content focused on your team accountable: A content calendar.
How A Content Calendar Will Help You Scale Your Marketing Efforts
A content calendar might seem basic, and that’s because it is. Basic does not need to mean primitive. It certainly doesn’t mean ineffective. I would argue that a content calendar is one of the strongest tools you can use to give your organization clarity and accountability when it comes to your messaging.
Formada’s content calendar (we call it the “Content Machine”) is very simple. It includes an overview of the subjects we’re writing about, the dates we’re publishing, and the mediums in which we are posting our content. That’s pretty much it. But it’s accessible to the entire organization, and includes a tab where our team can include new content ideas or even reference prior posts.
In other words, we know where we’ve been, and we know where we’re going.
Another advantage of using a content calendar is that it gives you a proactive vs. reactive approach to how you think about scaling your content creation.
It helps you ask crucial questions and set goals.
- How many times a week should we be publishing blogs?
- What social media platforms should we be posting on?
- What type of imagery do we want to use when we post?
- What are our rules for interacting with commenters on our social media?
- Who is responsible for creating content?
- Who is responsible for publishing?
- Who is responsible for moderating our social channels?
Many organizations know that publishing is important, but they’re not necessarily asking themselves these questions. In order to be successful, clarity is essential.
It’s also essential to determine what your metrics for success are. Why are you posting? What are the goals? Organic traffic to your website? An increase in followers? Customer leads?
Knowing these details before you begin the content creation process sets everyone up for success.
Don’t Be Afraid To Repeat Yourself When Creating Content
There’s another important things to remember in learning how to scale your content creation. Remember, you are not your audience. Certain topics might be tiresome to you, but that’s because that’s the world you work in. Odds are, your audience doesn’t have the same experience.
The technique you should be focusing on is finding new ways to a explore a topic.
We’re a digital marketing agency, so we spend a lot of time talking about our core services, including website design, paid advertising, and, of course, content creation.
But in order to keep things fresh for ourselves and more importantly beneficial to our readers, we aim to examine these topics from as many perspectives as we can.
Today, I’m talking to you about techniques you can use to scale your content more efficiently, but I’ve also talked to you in prior blogs about auditing your content, how to create highly niche content, how to develop a content strategy for your brand, and other content-related topics.
And I’m sure I’ll find even other ways to touch on the importance of content, because with the right imagination and goals, the sky is the limit.
I am encouraging you to go deeper into core topics, but I’m also encouraging you to repost things that you’ve already shared, especially when it comes to your social media or even tactics like your newsletter.
Not everyone saw that post the first time around. Not everyone opened that email. Or if they did, who’s to say that they remembered it? Perhaps you’ve refined your approach to email subject lines and you have the chance to share some content that people missed. Reshare it.
I recommend that you space out those reshares, but do it without shame. If your content is good, then it’s worth redistributing.
Formada Can Show You How To Scale Your Content
If you need help with a content audit for your brand, creating a content calendar, with blogging, or any number of other content-related tactics for growing your business, Formada can help!
Remember when I mentioned that copywriters still possess the advantage of understanding how to combine human psychology, keyword research, and a medium-specific approach in crafting messages that touch people emotionally while also urging them to take action?
Well, that’s precisely what we do. And we’d love to do it for you, too. If you’re interested in learning more about how to scale your content creation to produce real growth for your business, then please contact us today. We would love to share more with you.