Four ways to create a scalable content strategy
When investing in a content strategy, it is important to consider its potential to evolve and align with future business growth.
An approach which is too short-sighted may result in the wasting of valuable resources. It is best to consider your content as a long-term investment; an asset that will provide a significant return. Scalable marketing involves evaluating the multiple purposes and longevity of your content. Here are four ways to increase the scalability of your plan:
1. Identify core objectives
The first step is to have a solid mission statement in place for your business and develop core content goals to match. Audience is of paramount importance—you want to reach the right people from the very beginning to ensure steady growth from the ground up. Next, do you know your brand’s unique story? Knowing and sharing this will set your brand apart and inform content throughout your business journey.
2. Utilise technology
There are powerful services available that will help you to evaluate the performance of your strategy and estimate its potential for growth. Google Analytics allows you to choose the optimum keywords for a topic, shows you how your previous content has behaved, and measures reach and popularity. BuzzSumo is another useful tool that will show you the top-performing content for any topic.
3. Streamline your workflow
Maximising the efficiency of your content production from the outset will ensure a positive grounding from which to grow. Create templates for tasks, brand guidelines and a style guide. This will promote consistency and eradicate confusion for all team members. A social media management platform such as Hootsuite has customisable permissions for team workflow, can automate your distribution, and allow you to hone your strategy based on performance. Content planners such as DivvyHQ or Trello will assist with organisation and project management. Implement ongoing reviews with your team, such as a monthly check-in (Entrepreneur).
4. Recycle content
Don’t treat content as a disposable resource. Consider the time and money invested in each piece; why just post it once and then forget about it? The development of a scalable strategy should factor in the potential life span of the content; how it can be nurtured, and how its value may be increased over time. A well-written white paper can provide a jumping-off point for many kinds of content. Similarly, a report or long-form article can be condensed into a blog post, or even an infographic.
By following these four tips, your content strategy will prove flexible enough to grow successfully with your business. For more guidance on scalability, the experts at ALHAUS have a wealth of experience in building successful long-term content plans for clients. Contact us today to find out more.