Now that your flywheel is moving and spinning with all the perfect energy, does that mean you have the time to relax? Nope. Content marketing is a continuous process and it can never let you sit back and relax. It’s not like farming where you work hard unless the crops are harvested and later you can relax. It calls for continuous and consistent efforts. Therefore, it’s time for improving, sustaining, and reusing your content marketing campaigns.
How to do that?
That’s simple. Let’s dig into this part of the initial guide to content marketing to learn the tactics of improving, sustaining, and reusing your content.
How to Improve or Scale Your Existing Content?
That’s where you need to fully understand what scaling content refers to. You have been through the process of ideation, strategy, creation, publishing, promotion, as well as analysis and everything is up to the mark too. How come you scale an already stellar content that’s moving your flywheel efficiently? Well, even the things that are working efficiently has room for improvement when it comes to content marketing.
To help you understand the concept of scaling from the depths, I have put together the three most effective methods of scaling content marketing campaigns in this blogpost.
Dive in to burst your curiosity!
That’s one great way of scaling your content marketing campaigns. Assume that you have published a series of stellar blog posts like the one you’re reading and traffic and engagement seem to be amazing on them. Wouldn’t it be great to make more of it by posting this campaign over social media platforms? So, are you going to copy and paste the exact blog posts on your social media platforms? Well, no one’s going to read the lengthy and unattractive paragraphs on Twitter, Tumbler, and Instagram.
Thence, repurpose your content. Those stellar blogs can surely be converted into high engagement and informational social media posts with the collaboration of your designers and creative experts. And believe me, working on already existing content is way too easier than coming up with an entirely new one and experimenting. Also, if you across with an awesome idea while working on a particular campaign but that idea isn’t to fit for the channel you are currently working with, do not waste that idea. It’s always great to have a bag full of amazing ideas for a content marketer.
So, keep putting ideas into your bag and work on them when needed. It will save you a lot of effort and time.
There are a few things you can do to get along with content repurposing effectively.
- Always keep cross-links to the idea or research you’ve come upon and that’s stellar enough to be posted and talked about. Keep the content in writing, illustrate everything in graphics, and be ready to post.
- Crafted a superb infographic that’s too good to have a limited audience? Make sure to get it prepared in multiple social versions so you can post it on social channels and get the desired reach. But wait. You cannot post it all together in a single post. Attention spans on social media are usually small so you need to post things in smaller chunks.
- When shooting pictures for a new campaign, do not just ensure the perfection of photographs on your website but also arrange them as per social sites.
- Working on the branding or development of a client with passion? Keep writing the process in the form of a blog. You can share that in the future and showcase your work process in front of the audience and other clients.
There are times when you come across a few such pieces of content that are evergreen. Sometimes you work hard to come up with such an evergreen content and at others, it comes up naturally.
Whatever the foundation be, evergreen content also requires modification over time. Thus, you must have someone at the back to overview this evergreen content. they shall be responsible for reviewing the content over time and make improvements where ever required. Also, you may run your keywords through Google Trends to determine if there’s any change in trending keywords. So, you can update your evergreen content accordingly.
Collaborating Social and Content Teams
Another great means of scaling your content marketing campaigns is to collaborate with your social and content teams together. In case your content and the social team aren’t working on the same page, take a look back at your foundations and strategies as you are on the verge of some massive setback.
Remember that social and content aren’t two separate domains but a part of a similar ecosystem. They shall go hand in hand to produce brilliant outcomes. The social team has an insider view of the social world so they know what’s trending better than anyone else. And the content team has a detailed idea of what content marketing tactics works the best. Thus, together they can come up with high-end methods of scaling the content marketing campaigns.
To put it all condensed, scaling your content is an interesting part of content marketing. Although it involves effort but not as much as you have already invested in creating your content marketing campaigns in the first place. The above-mentioned methods such as content repurposing, modification of evergreen content, as well as creating collaboration between the social and content teams are superb at scaling your content.
They are not just amazing because a lot of work has already been done and you just need to do the polishing but also because repurposed and evergreen content is known to bring higher traffic and engagement than what a freshly made campaign does. That’s major because such content has already experimented and you have got the time to make it further exciting and stellar in the second go.