Content marketing is the key to better SEO rankings, brand awareness, increased loyalty and traffic, and it positions you as an authority in your industry.

Creating a scalable content marketing campaign will help grow your content marketing efforts in a way that is organic, yet meticulously prepared. Being ready for fast growth is the key to a good plan, and it will help you to become the industry leader you strive to be, making securing new leads and making sales is fluid.

1. Define Your Content Marketing Objectives

Content marketing is a long game and following trending topics will not bring you the relevancy, quality and consistency you need to build and scale a successful content marketing campaign. To create high-quality content you need a clear, concrete plan that outlines:

  • The core questions or pain points your content should address
  • The mission of your content
  • Your target audience and the type of content that appeals to them
  • The key metrics you should be following

This will ensure that your content is consistent, matches your content marketing campaign objectives and allows you to add content to scale up as you progress.

2. A Scalable Campaign is an Organized Campaign

Organisation is vital to the scalability of a content marketing campaign. You should be planning your content at least two months ahead of publishing. Keep a spreadsheet of your upcoming posts and topic ideas, or an online calendar or app to ensure that you never miss a publishing deadline.

A good editorial calendar will help you decide what articles should be published, provide a visual representation of your objectives, help you build a list of topics, and enable you to draft your content well ahead of time and add to it based on results.

3. Repurpose Content 

Repurposing content that has struck a chord with your audience is a great way to ensure engagement and save time. A piece published in 2018 about website security would still be relevant in 2020, and with a little research and a few updates, you can offer the same post with updated content in 2020.

Content can be also scaled across various channels and platforms. If you use video content, it doesn’t take much to add an introduction to an evergreen piece explaining why you are launching it.

4. Set Up Automatic Topic Discovery

Adding to your content strategy within your objective doesn’t have to be strenuous. To help you build up your topic list and scale-up, automate your search with online tools such as Buzzsumo. Buzzsumo lets you track popular content in your industry.

Sign up to popular blogs in your niche and set up RSS feeds to relevant online publications to get topic ideas straight to your inbox.

5. Stick to Content Marketing Metrics that Matter

Knowing which metrics to monitor, and when, will help you assess what’s working and build on your content plan. Expecting an immediate response to your online marketing efforts is not realistic. It takes time to reach your audience and engage them, then to see the benefits of your efforts. These metrics will ensure you’re on the right track:

Social Media

  • Has the number of post and page engagements increased since starting your content marketing campaigns?
  • Keep a monthly tab of the number of followers or fans you have and your engagement rates.

Blog Traffic

  • Measure your blog traffic using Google Analytics.
  • As your blog traffic increases over time it will spill over to lead generation through email signups and clicks through to your store.

Final Thoughts

Revisit your content. Understand what content engaged your audience, drove sales and generated brand awareness. Think about how some of this content can be reworked or how your answers to some of those questions might have changed over time.

The best way to create a scalable content strategy is to understand what has worked in the past and how it can be recreated in the future.