Agency Solutions

How to Scale Content Marketing for Automotive Clients


Published: February 15, 2019 (Updated: January 25, 2023)

Whether your agency works with local dealerships or international brands, it’s challenging to scale content marketing for automotive clients. The automotive industry is specific to a particular customer base, and content approaches have to fulfill this niche to be successful. As a marketer, you need to reach the right customers at the right time while following the guidelines your clients set. Today, we’re diving into how to do just that: scale content marketing for your automotive clients with topics like:

Challenges To Scaling Content for Automotive Clients

Image of a new car on a showroom floor. Concept for how to scale content marketing for automotive clients.

Image via Flickr by InSapphoWeTrust

We’ve worked with many marketing agencies that have all had similar problems with automotive clients. The automotive industry requires marketers to have strong attention to detail and an ability to scale quickly. These are just a few of the common challenges our clients face with scaling content in the automotive industry:

  • Stale topics: The ideas that you pitch have already been used before, are rejected by your clients, or are so similar that your content creators feel like they are writing the same pieces over and over again. 
  • Lack of ROI goals: You offer content as part of your marketing package as a way to sell clients without any real drive or focus on what you are doing. You don’t have clear goals for success or ROI measurements to determine your performance. 
  • Lack of time: Even if you wanted to dedicate resources to content marketing, you wouldn’t have the time. With ideating, writing, and uploading, no one on your team can handle the workload of content management, especially for a large automotive client. 

Fortunately, there are solutions to each of these problems. If you know how to clearly plan your content marketing efforts, you can develop a strategy that meets the needs of your automotive clients. 

Solutions To Scale Content Marketing for Automotive Clients

If you need to create several pages of content for a website build or need to refresh model pages for SEO value, then you need to scale your content creation. The best way to achieve this goal is with standardized templates, style guides, editing processes, and other infrastructure that will allow you to create a unified product. Regardless of who works on your content or how many people help, your content needs to have a consistent voice and standard of quality.  

Scaling content requires significant time and resources involved in training people to understand what is expected in the content production process. If you are unable to handle this burden while maintaining a standard of quality, you may need to outsource your work. Content companies that are used to training writers and scaling to meet content demand can help you expand your ability regardless of the company or project size.

How To Provide Quality Content to Your Automotive Clients

If your content creators have to look up the term “MSRP” and live in areas where they don’t need cars to get around, then you may need to reconsider who is providing your marketing materials. While plenty of gearheads exist in modern cities, it is hard to build up expertise if you don’t have an interest in cars or access to them. Take a look at some of the resources that businesses usually need to scale content marketing for automotive clients:

  • A team of writers and editors.
  • A method for grading writers and editors
  • A process of organizing large quantities of content
  • Someone to manage the process

Building this team isn’t easy. You have to recruit, vet, and manage these experts, a process that requires HR resources and time you may not have. Plus, working with individuals can get expensive based on compensation expectations. Expert writers can expect exponential pay rates based on what they charge other clients, a situation which can drive up your costs and ability to scale.

How To Provide Unique Content Topics

Not only does working with a strong talent pool of automotive content creators provide your team with a reliable stream of content, but it also creates better ideas and content opportunities.

Creating content is a complex process. Content managers have to train teams to perform keyword research needed to find valuable terms, guide them to creative ideation, and make sure their writers are reliable enough to continually produce high-quality content month after month for multiple dealers — some of whom may be in the same market.

This effort requires content managers to trust their teams to do their part, all while they review ideas, edit content, and submit requests for ideation changes. If you want to be able to scale your content, you need to find a source for reliable production with knowledgeable experts.

At CopyPress, our team has the tools and resources you need to scale content marketing for your automotive client base. Schedule a quick strategy call to find out how we can help you develop a content strategy that gets the results you want.


Read More About Agency Solutions