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This year, CopyPress will celebrate its fifth birthday, and many people (CEO Dave Snyder included) are pleased and excited that we’ve made it this far. We feel like we’ve fallen into every pothole and smacked into every pole along the road to success. To give back, we created a white paper about scaling enterprise content to help others in the content business turn the mountains we’ve scaled into mere molehills. We’ve been through all these struggles — and more — and have come out stronger for it.
Image via Flickr by Trekking Rinjani
Today, we’re launching “How to Successfully Scale Enterprise Content Without Sacrificing Quality” that will start our new resource section (still in progress). Now that we’re evolving from a small start-up to a confident thought leader, we’re putting a greater emphasis on providing tools and advice for those getting their feet wet in the industry. Content marketing can be intimidating when you first set out to build a community and get the attention of influencers. Five years in, we still gush in front of Neil Patel and Rand Fishkin. We’re providing the tools; you need to bring the perseverance.
If you haven’t already, sign up for our newsletter to get notified about the release of this whitepaper and others to come. Each week, we curate the top articles from our blog, along with other forms of content we’re enjoying. You can also check back regularly for updates about upcoming additions to our resource section.
We want to talk directly to in-house content marketers who feel like they’re alone in the building. Many marketing specialists tell us that they’re treated like magicians in the office: no one knows what they do or how they do it, but they assume it’s important.
The role of the content marketer is unique, which means it faces challenges that no one else in the company has to contend with. Does this sound like you? This white paper is meant to be a guide to marketers who are taking on a new position in the company, or trying to refresh their current one.
Agencies can also benefit from the content in these pages. Often the agency rep serves as their client’s consultant, thought leader, and — at times — therapist. These tools might pave an unseen path to scaling success that you and your clients haven’t discussed before.
In the past five years, we’ve noticed three common struggles our clients face when they’re scaling enterprise content: lack of internal resources, difficulty maintaining key performance indicators (KPIs), and challenges with production. While these difficulties manifested themselves in different ways (like hiring too many writers but no editors), they all stemmed from the common root. We based our whitepaper around solving these three problems.
Often, the decision to increase content production happens suddenly. A new manager takes over or additional budget is allocated at year’s end, and the content department is expected to scale quickly. This leads to a content team struggling to produce, leading to errors slipping through the cracks.
In this case, many of our clients have outsourced their content during busier seasons. If you know that you’re going to need an influx of content during a certain period (like before the holidays), then you can scale out with third-party writers. We’ve also provided branding tips to make sure the content reads like the CMO wrote it himself through the creation of style guides and writer onboarding processes.
Many content marketers have experienced diminished returns from scaling content, leading them to opt for quantity instead of maintaining their quality. We explained that this actually might be a side effect of the first problem, in which an overworked team lets quality slip to meet the company’s demand.
Once the flow of production is established, successful content marketers will focus on segmenting their audience. Increased production doesn’t necessarily mean your entire audience will see more of what you do, but smaller audiences will see messages more tailored to their needs. You’re increasing your quantity while also increasing the quality your different audiences are exposed to.
Finally, we covered the difficulty of ideation and budgeting — two of a marketer’s most precious resources. If you have the ideas but lack the budget to create effective content, then you’re stuck in neutral. We finish the whitepaper by discussing ideation strategies and proving out content ROI.
Every company has its own problems, and you may face some of these scaling challenges but not others. The goal behind creating a comprehensive list was to provide you with the background to face these issues in the future or at your next company.
Our new resource section will have more than just stories about our failures and advice for how to learn from them. It will include case studies from some of our best campaigns, E-books that take a deep dive into the world of content marketing, and a few infographics and videos for the visual learners out there.
We’ve been working hard on this section over the past few months but know that we still have a long way to go. If there’s anything you can’t find or if you have an idea for a topic we should dive into, feel free to let us know in the comments or on Twitter or Facebook. You can also check our blog for articles about content, visuals, and increasing your visibility. This resource section is all about what you want and need to get out of it, not what we feel like talking about in any given month.
We are excited for the launch of this new whitepaper and resource section (Coming Soon), and look forward to hearing your feedback! If you like what you read, let us know and share it with your friends. We won’t know how we’re doing unless you tell us.