September 16, 2022 (Updated: May 4, 2023)
Are you satisfied with your brand’s content production? For most companies, that answer is “no,” and that’s actually a good thing. If you’re satisfied with your company remaining static, then you’re never going to feel the push to grow. Your team should always look for ways to scale and improve content production. Doing it right and seeing results comes from using the tools at your disposal, like a content analysis review. Today, we’re looking at how content analysis in scaling affects your brand growth, with topics like:
Image via Unsplash by @saltsup
When we talk about producing content at scale, we mean turning out more high-quality content more efficiently. For any brand that invests in content marketing, being able to create more pieces while still keeping them high-quality is the goal and the dream. The more content you produce, the more benefits you can see, like brand awareness and sales. But how much you’re able to scale up your content depends on your company, industry, and resources.
For some brands, being able to produce one or two more articles per week is a content scaling goal. For others, expanding to new content channels is the pinnacle of scaling strategy. Unlike other marketing strategies where you’re working to keep up with or outdo the competition, scaling doesn’t work the same way. Your brand shouldn’t strive to put out 20 pieces of content per week if you don’t have the staff or resources to do it, even if all your competitors publish that amount of content in the same period.
By scaling, you never want to sacrifice quantity for quality. Instead, you can get guidance from your content analysis to plan the right scaling strategy for your brand.
There are multiple ways using content analysis data benefits scaling within your marketing plan, such as:
Using content analysis data in your content scaling strategy is one of the easiest ways to deliver pieces personalized to your audience. The data you get from a content analysis tells you exactly what topics and information your audience wants to see from your brand. The data also tells you what specific pieces of content you’ve already created are popular with your audience. Most reports include this information through metrics, like shares and page views.
With all this data to back up your strategy, scaling becomes both easier and more personalized. When you know what the audience wants, you can provide it. And when you provide more of what they want, that increases engagement and traffic. Those behaviors lead to more brand awareness and sales. And the more money you make, the more team members you can hire and resources you can gain, making it easier to keep scaling up production.
Using a content analysis in your scaling strategy is a helpful way to set a baseline for your current content production. A content analysis report often includes information about search engine positioning, search volume, and content reach. This data gives a snapshot of how your content performs at any given time.
Most brands engage in content scaling because they want to improve these metrics, along with grabbing more conversions and sales. Reviewing the analysis data helps your team set realistic scaling goals. By realistic, we mean you can achieve these goals with the budget and resources you already have.
Scaling content shouldn’t mean sacrificing quality for quantity. But we’d be lying if we said that speed and volume don’t play a role in the strategy. If you want to produce more content, then you either need to get more resources or work smarter with the ones you already have. For many brands, that means cutting down on the time your content spends in revision and review cycles.
If you have data from a content analysis guiding your topic selection and the development and publication process, there are fewer chances pieces will get caught up in lengthy reviews. There’s no guesswork about if you’re choosing the right topics or direction for a piece. It’s all right there in your analysis report. Take the workflow process at CopyPress, for example. When our fact-checkers, quality assurance specialists, and strategists spend less time reviewing if a piece hits the mark, they can look over more content. This allows our production team to scale up quickly without adding any additional staff or resources.
In-depth content analysis tells your team where your content currently stands and where it could improve. But when you look to the future, that doesn’t always mean popping out a host of brand-new pieces. Your analysis results should show you which content and topics are already popular with your audience. Some of these might lend themselves to repurposed content.
For example, an article that’s very popular with your audience could become a tutorial video or a podcast topic. When you have the data in front of you during strategy and scaling discussions, it’s easier to find these kinds of content gaps and the solutions to fill them. Rather than creating brand new pieces for all your channels, you can take the material and research you’ve already done for the article to develop new pieces for different mediums. This process saves time and money and allows you to put out more content from just one round of research.
One downfall of scaling content too quickly is that some of your planning and organization tactics may fall away during production. When pressed for time, your writers may not think they need an outline to write a quality piece. Your publishers may care more about just getting the content out there on the web rather than thinking critically about where to put it for maximum impact.
When you use content analysis to guide your topic selection, it lends itself easily to the cluster content framework. This method relies on pillar pages to cover the evergreen questions of a topic and clusters to go more in-depth into their niche ideas. By picking out which topics are pillars or clusters from the analysis before you even get into content creation, the organization becomes second nature. It ensures you’re not ditching important strategy components to make up for time lost elsewhere in the process.
Want to learn more about other potential complications with scaling content? Download our free eBook, The Pitfalls of Scaling Enterprise Content. Inside, you’ll find solutions to three of the most common themes that lead to brand scaling failure:
CopyPress is the perfect solution to both your content analysis and scaling needs. Request your free content analysis report today to learn how your pieces stack up against the competition. Discover the information and topics your audience wants to see with targeted keyword suggestions.
After you’ve reviewed your report, schedule your first no-obligation meeting with our strategy team. Our experts help you understand the data from your report and provide suggestions on how to scale up your content production in a way that’s most beneficial to your audience and brand goals.
“CopyPress gives us the ability to work with more dealership groups. We are able to provide unique and fresh content for an ever growing customer base. We know that when we need an influx of content to keep our clients ahead of the game in the automotive landscape, CopyPress can handle these requests with ease.”
Director of SEO at Auto Revo
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