If your blog traffic isn’t growing like before, or worse, it’s started to dip, you might lose ground in the online race, especially on Google.
With Google rolling out its March 2024 algorithm update, high-quality content is imperative. Don’t just produce content; create non-AI-generated content.
While AI increases your content generation speed, it’s suicidal for your company.
But are you putting out enough high-quality content?
If the answer is no, it’s the right time to increase your content creation—not just a little. Increasing your content output can enhance your visibility on Google and establish you as a leading voice in your field.
How? In this blog, we will explain everything.
If you continue reading, you’ll learn how to scale up your content to increase your website’s organic traffic without any extra time. So, walk through to learn more!
What is content scaling?
Content scaling is about growing your content creation efforts to produce high-quality pieces swiftly and effectively. Think of content scaling efforts as increasing the quantity of your content and ensuring that each piece you produce is optimized, valuable, and perfectly aligned with your audience’s needs and business objectives.
This approach is about something other than pumping out content for the sake of having more.
It’s about crafting each article, blog post, video, or infographic, ensuring they fill space, are genuinely engaging, and help your audience.
For instance, if you run a health and wellness blog, instead of simply increasing the number of generic articles on nutrition, you might scale your content by offering a series of detailed guides on specific dietary needs, interactive meal-planning tools, and personalized advice segments.
Each piece serves a purpose, meets a need, and drives toward your goal of establishing your site as a go-to resource in the health space.
Why is content scaling important?
Imagine crafting relevant content that speaks directly to your audience, no matter where they are in their journey with your brand. That’s an unfulfilled dream of every company!
After all, content is a powerful magnet for attracting new eyes without breaking the bank.
Consider this: once you’ve created content, it doesn’t just disappear. It sticks around, popping up in search results and getting shared across social platforms, continuously working its magic for your brand. You have an evergreen ambassador for your business, tirelessly reaching out to potential customers.
Now, if you have a vast content library, you can tweak, transform, and repurpose it to catch the attention of various customer segments across different channels.
For example, a blog about “How long does SEO take” can easily become an engaging video tutorial, a series of Instagram posts, or even a downloadable guide. This versatility ensures that your content remains fresh and relevant, helping you to connect with a broader audience over time.
Scaling your content creation is more than quantity; it’s about building a diverse and dynamic portfolio of content that grows with your brand and resonates with your audience, wherever they might be on their journey.
6 Best practices for content scaling
Now, you know your challenges. We indeed face difficulties in scaling content production in every journey. But you can still work on that to get better results. Here are six key best practices for scaling content creation:
1. Break your writing process
Imagine diving into the world of content scaling, believing that writing is just a single, straightforward task. But, you may soon discover that creating compelling content is like piecing together a complex puzzle involving several crucial steps.
A decade back, tackling every aspect of content scaling alone was common practice. This solo journey meant publishing new posts could take four to six weeks. Despite this slow release schedule, prioritizing quality over quantity led to impressive blog growth.
Their dedication to excellence attracted a growing audience, proving that quality matters.
But when your growth plateaus, it’s nearly impossible to significantly expand your blog’s reach with only a few posts each year.
The key insight?
You don’t have to go it alone.
By focusing on your strengths (such as keyword research and writing) and using editors and designers, you can transform your content creation process from a one-person show to a well-oiled machine.
With a content team to assist, it’s possible to triple your content output without compromising on quality.
The goal isn’t to mimic someone else’s method but to identify and document your content creation steps. Consider bringing in experts for specific tasks. This will streamline your process and ensure that each piece of content leverages the strengths of a diverse team.
2. Build an organized content calendar
The content creation process – writing, editing, and publishing – was initially a one-person show. This meant the editorial calendar wasn’t written down or planned out in advance; it existed solely in the creator’s mind. Imagine trying to keep track of an on-page SEO infographic release, a link-building newsletter and a case study launch all in your head. It was less than ideal.
It looked like a “Blog Content Ideas” spreadsheet listing potential topics.
But when your content marketing team starts to grow and more people become involved in the content process, the lack of a structured system can lead to confusion.
Recognizing the need for change, we created a simple Google Sheet to map out the next few months of blog content. Although it wasn’t the pinnacle, it was a central place for the team to coordinate and plan, marking a significant step forward.
So, if there’s a content calendar in place, that’s fantastic. But it might be worth revisiting to see if there’s room for improvement.
Consider breaking down the content process into every possible step and tracking them meticulously.
3. Create outlines for each post
Just as a publishing calendar is crucial for organizing your content scaling strategy, outlines are essential for structuring individual blogs. It isn’t recommended to approach long-form informational articles without an outline.
Writing freestyle might seem liberating, but it often leads to slower progress and less polished results.
Once you’ve laid out your publishing schedule, the next logical step is to prepare outlines for each post listed.
There’s no need to tackle this all at once; breaking it down to outlining a week’s worth of posts at a time can make the task more manageable and less overwhelming.
Taking the time to outline each blog carefully is critical, as it directly influences the depth and quality of the final article.
Conduct thorough research on what’s currently ranking on Google for your target keywords. This includes examining the top-ranking pages’ content format, length, and unique angles.
Such an analysis of the search engine results page (SERP) provides valuable insights into how detailed your post should be to compete effectively. This encompasses considerations such as incorporating media and exploring subtopics.
After all, the objective is to surpass the existing top pages for your chosen keyword—publishing anything less wouldn’t serve your goals.
Creating a detailed outline sets a solid foundation for content production. You turn in high-quality, well-organized blogs that are more likely to achieve your SEO and content marketing objectives and effectively engage your readers.
4. Write content based on your experience: DON’T USE AI
When creating content, there’s something incredibly special and authentic about drawing from your own experiences.
Take, for example, Alex, a digital marketer with a knack for storytelling. When he started his marketing blog, he consciously decided to base his content on his journey in the industry. One of his most engaging posts recounted when he helped financial advisors with their digital marketing strategies.
Instead of rattling off a generic content marketing strategy, Alex dives into what worked, what flopped, and how he adapted his approach in real time. He shares the excitement of watching the shop’s follower count rise and the panic of a promotional hashtag that wouldn’t trend.
It’s this rollercoaster of experiences, shared with honesty and humility struck a chord with his audience. His readers didn’t just see him as an expert; they saw him as a fellow marketer.
If Alex had used AI to generate his blog content, the soul of his stories would have been lost.
An AI could churn articles on “10 Ways for Scaling Content ” or “How to Boost Your Content Production to Enhance Online Presence.” Still, it couldn’t replicate Alex’s insights and emotions about his hands-on experience.
The late nights spent tweaking ad copy, the thrill of a campaign finally breaking through, and the lessons learned from each misstep are the gems that can only be unearthed from personal experience.
Using AI to generate content might seem like a quick fix, but it needs more warmth and personal insight from real-life experiences.
Please read our article on content marketing to know more.
5. Hire writers with experience
Showcase diverse voices, not just from talented freelancers and guest contributors but also from your team members across the company.
When you’ve got a team of experts in various fields, why not tap into that goldmine? It’s a fantastic opportunity to flaunt your team’s knowledge and skills and a smart move for SEO purposes.
Ever heard of the E-E-A-T principles? They stand for Expertise, Authority, and Trustworthiness, and according to Google’s guidelines, they’re like the holy grail. While it’s a bit of a mystery how these factors directly impact rankings, there’s plenty of evidence to suggest that Google favors content written by bona fide experts.
But here’s the kicker: if you plan to involve your team in the content scaling process, a little prep goes a long way.
Let’s say you aim to keep those blogs at a steady clip. Ideally, your in-house experts would lead your content production process. These are your showstoppers, the pieces where their depth of knowledge can shine.
Your editorial squad can focus on crafting additional posts that complement these deep dives. Think of it as the main act and the supporting performances that create a full, engaging show for your audience.
6. Repurpose your existing content
Repurposing content gives your favorite content a new life in multiple exciting formats. It’s an ingenious way to stretch the value of that stellar content you’ve already created, making it work harder and reach further.
Imagine you’ve crafted a blog post that explores the latest marketing trends and has been a hit with your audience. That’s fantastic! But why stop there when you can give this same page of content new life and reach even more people?
For instance, transform that insightful blog post into an engaging infographic or a series of eye-catching social media posts. This way, you’re catering to readers who love to devour long reads and attract those who prefer quick and visually appealing information.
It’s all about maximizing your content’s potential and ensuring it works hard across various platforms.
Let’s look at a real-life example from the marketing industry. Suppose a company specializing in Restaurant SEO services has conducted an in-depth webinar on the importance of keyword research. The webinar was well-received and packed with valuable insights and practical tips. Instead of letting this wealth of information sit in their archives, they repurpose it.
They create a series of blog posts covering the key points discussed, produce a downloadable checklist for their website visitors, and even share bite-sized tips from the webinar on their social media channels. This strategic approach breathes new life into the original content and significantly broadens its reach, ensuring valuable knowledge reaches every corner of the target audience.
Now we would like to hear from you
Content scaling is a long-term, persistent process. If you’re a startup or leading a small team, ranking quickly in search trends is difficult. Following the right methods and distributing your blog post to your target audience and segments can help you win the content scaling game.
What best practices do you use for content scaling and delivering high-performing content?
If you want more insight into content marketing tips and tricks, follow us at Search Engine Publication.
