7 Ways of Scaling Content Production Without Compromising Quality

June 10, 2021
Janki Sharma

Supercharging your content production efforts can help in building brand awareness. Companies that dedicate time and money to developing engaging content in large volumes can create an excellent online presence.

However, it’s not that easy to scale content production without sacrificing quality. 64% of content marketers say that they need to learn how to scale their content strategy.

When there is a continuous demand for content, the writer’s team generally struggles to keep up.

Eventually, there is a dip in content quality.

The marketing team ends up with lots of low-quality content that doesn’t help achieve marketing goals.

But now is the time when there is a constant demand for good quality content. Even people have become pickier with their content selection.

So, marketers can’t let go of the quality due to quantity. There needs to be a balance of both these elements.

Scaling content production and maintaining quality is challenging, but you can sail through if you know the right tricks and tips.

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How to scale content production without sacrificing quality?

You can easily scale your content production if you have a great content strategy in place. I discussed with a few of my digital marketing friends about content production. These are the tips they suggested to scale content production.

1. Have an expert team

You need to hire a great team of writers who can consistently produce high-quality content. It will help in the continuous production of engaging content while you dedicate your time to other marketing tactics.

It’s great if you can hire a team of experienced writers who know what is happening in the industry. Generally, marketers employ professional content writers who have expertise in the topics the company deals with.

Another effective way of scaling content production is to do outsourcing. According to the Content Marketing Institute, 84% of marketers use outsourcing for scaling content production.

Content marketing activities b2b organizations outsource

(Image Source)

You can outsource your content production to freelance writers or content writing agencies. It will ensure there is a constant incoming of content without any compromise on quality.

But the key is to find writers who understand your business and write content accordingly. So, it’s safe to have an in-house content writer familiar with your brand’s language and style.

You may use the in-house content writer as the final gatekeeper. So, all your content will be top-notch when it is finally published.

2. Know your audience

Understanding your audience is essential for your content marketing strategy. As your company grows, so does your audience. You will find several types of audiences engaging with your content all the time.

You need to produce high-quality content for all these types of people. However, a point will come when you lose track of all the audience types you have. So, you need to go for marketing segmentation.

When you segment your market, you group your audience according to their characteristics. You have to prepare a buyer persona chart that will help you understand the demands of each buyer type.

This way, you can re-strategize your content marketing goals according to the audience segments.

You need to find out:

  • Who are they?
  • What do they want from you?
  • What annoys them?
  • And what inspires them?

You will find the above information from the sales and customer service teams of your company. With the data you receive, you need to analyze the user intent and identify all the typical characteristics of your customers.

When you put them all together, you will get something like this.

sample characteristics of customers

(Image Source)

It might vary according to the business and audience. But the goal should be to create content that will satisfy each segment.

3. Provide adequate resources

In addition to producing high-quality content, it should also align with your content marketing goals.

When you are outsourcing your content creation to freelancers or any digital marketing agency, they won’t know your goals.

And it would reflect in the content.

So, you must fill in with all the information they need to develop content that satisfies your audience. For this, you will have to do your homework and find the SEO keywords, contents, links, articles, and more that are similar to what you want.

You have to give them these resources along with a guide on all the things they need to adhere to. The guide should include your writing style, topics, details of the audience, due dates, and more.

It will help in maintaining a high standard of content that will resonate with your audience.

When they have all the information, they can deliver you compelling and strategic content.

4. Recycle your successful contents

If you have a website running for years, you will have several published contents with high traffic. You have to repurpose these contents and give them back to your audience.

In this way, you will be using your old content and gain more traffic.

For example, HubSpot increased its monthly organic views by 106% by updating old posts.

So, you don’t need to scale your content production. You already have the content, and you just need to update the content to suit the current trends.

When you update your content, the updated date shows in Google search. Users are more likely to click on the recently published blogs than something published two years back.

So, when you repurpose your old blog posts and articles, you also need to modify the dates.

sample posts with modified dates

(Image Source)

As you see in this image, users are more likely to click on HubSpot’s link on SEO strategies as it’s the newest.

“Content that has been more recently published usually gets a higher ranking than outdated pieces” – Neil Patel.

Here are a few ways you can recycle and repurpose your content:

  • Turn a blog post into a podcast or a video.
  • Keep updating your regular content with recent data, so it remains relevant.

5. Scale your promotion

Having too much content doesn’t help in getting a high number of views. You can’t just publish all the content and expect the views to rise magically.

For that, you need to work on content promotion.

Generally, when you are focusing on scaling content production, you neglect the promotion part.

But if you promote your content for over a week on different channels, it can bring more engagement than expected.

You have to use different channels to promote your content such as social media sites, content syndication platforms, and more.

For instance, Techfastly, an e-magazine platform, shares all its blogs on LinkedIn to promote its content.

Pro Tip: Try to focus on compounding posts. These posts bring good traffic over a long period of time.

Average profile of compounding and decaying posts over time

(Image Source)

Therefore, along with scaling content production, you should scale your promotions as well. It will help bring more traffic and achieve all your marketing goals swiftly.

6. Short product updates

Generally, businesses use blog content to tell people about their product launches or changes. These are quite long and people get bored reading them.

So, instead, you can set up a section for company news and updates. In this section, you don’t have to write huge blogs and articles about your new product launch or changes.

You can just explain the news in a few lines or paragraphs.

Wordable has a section for news and updates where they post information about the changes. This includes any changes in their functions, technicalities, and more. People can easily learn about these from the “news” section in their blog.

sample blog posts from Wordable

(Image Source)

7. Add trendy content

Always try to add content that people are searching for. Select topics which people are interested in. Use keywords that are in trend on Google and social media. In this way, more people will find your content when they search for any trending word.

For instance, Spider Solitaire Challenge, a card gaming site, uploaded a blog talking about “remote work” during the worldwide pandemic. They used a topic that was in trend and used it to scale their content production.

sample Spider Solitaire challenge

(Image Source)

Ready to scale your content production?

Scaling content production is not only about producing large volumes of content. They also need to be high-quality.

When companies focus on content quantity, they neglect content quality. It hampers the overall marketing effort as no one is interested in interacting with poor content.

So, brands need to create a perfect scalable content strategy. The strategy should include a smart team structure, content promotion, and other vital aspects. Only then you will get an overall increase in views and land potential customers.

Janki Sharma
Janki Sharma is Head of Operations at N2N Digital and has over 5+ years of experience working in the marketing and sales domain. She provided innovative ideas and solutions for business growth. She loves to write on a wide range of topics like digital marketing, tech, and many more. You can connect with me on LinkedIn.

About the Author

Janki Sharma
Janki Sharma is Head of Operations at N2N Digital and has over 5+ years of experience working in the marketing and sales domain. She provided innovative ideas and solutions for business growth. She loves to write on a wide range of topics like digital marketing, tech, and many more. You can connect with me on LinkedIn.