At Pubcon 2015 in Las Vegas, I had the opportunity to speak with Dave Snyder, CEO of CopyPress, about scaling content. As a business grows its content needs grow along with it. How do you scale your content marketing production to keep up with business growth?
Snyder has worked with large brands with demand for content exceeding tens of thousands of pages. In the video below, he explains how businesses can improve their content marketing production without putting any additional strain on existing resources.
Learn more in the video below:
Here are some key takeaways from the video:
- When companies get into content marketing, particularly big companies, they need to think beyond a blog. Before doing anything, Snyder says to create a full strategy and then produce for that strategy.
- Creating a team to fulfill content creation needs is the greatest challenge right now. Not only finding the people to produce the content, but ensuring that it’s consistently good.
- Snyder recommends creating a style guide for your content, then you can roll more content with greater consistency because it will be based on that style guide. Content marketing is much easier to scale with a style guide, Snyder says.
- Here’s a clear message to big companies: pay your producers correctly. The days of good, cheap content are over. Today, you get what you pay for.
- Quality Assurance (QA) is starting to be offered as a standalone service by some agencies, which is another thing businesses can start to outsource as their content production increases.
- When building your content marketing team, ensure people are adequately trained for the positions they’re being placed in — ideally single disciple fields with an individual point of contact.
- One final piece of Snyder wants business to keep in mind is: start with KPIs first. Don’t rush in to content marketing because you suddenly have a budget for it. Put some thought into what you want to accomplish.
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