{"id":2912,"date":"2015-10-19T18:00:48","date_gmt":"2015-10-19T12:30:48","guid":{"rendered":"http:\/\/rankwatch.com\/blog\/?p=2912"},"modified":"2023-05-23T14:27:35","modified_gmt":"2023-05-23T08:57:35","slug":"7-strategies-to-scale-content-generation","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/7-strategies-to-scale-content-generation\/","title":{"rendered":"7 Strategies to Scale Content Generation"},"content":{"rendered":"

Creating quality content is the surest path to sustainable web traffic. But quality content takes time and money \u2014 two things usually in short supply for any new company establishing a web presence.<\/p>\n

(Note: Anyone here looking for shortcut strategies, marketing automation software<\/a> \u201chacks,\u201d or other corner-cutting measures should probably leave now and take your black-hat SEO tactics with you \u2014 they don\u2019t work. In the long run, there\u2019s simply no substitute for a high-quality piece of content that is genuinely useful and\/or engaging to your site\u2019s users.)<\/p>\n

According to 2014 research<\/a> from the Content Marketing Institute, the top three challenges with content marketing include:<\/p>\n

    \n
  1. \n

    Lack of time (69 percent)<\/p>\n<\/li>\n

  2. \n

    Producing enough content (55 percent)<\/p>\n<\/li>\n

  3. \n

    Difficulty creating engaging content (47 percent)<\/p>\n<\/li>\n<\/ol>\n

    We know that the first and the last numbers are all too true, especially when you\u2019re trying to scale content generation the right way, but the middle part \u2014 not producing enough content \u2014 is troubling.<\/p>\n

    If you think there\u2019s a number that\u2019s enough\u2014 a magic number, top secret Google trick, SEO hack, proven tweak, etc. \u2014 there\u2019s not. More for the sake of more helps no one either, except for maybe your content writers. Research shows the quality of what you provide to your users is far more important than the quantity; according to an InboundWriter study<\/a>, 10 to 20 percent of your website drives 90 percent of your traffic, and 0.5 percent of your content drives over 50 percent of your traffic.<\/p>\n

    With all of that in mind \u2014 limitations, challenges, and potential pitfalls \u2014 the following are some strategies to help you scale content generation. Strategies that aren\u2019t going to get you penalized by search engines.<\/p>\n

    1. Hire a Full-time Content Writer<\/h2>\n

    The most obvious of all strategies to scale content generation is also the best. There\u2019s simply no substitute for an engaging writer who can quickly assimilate the core concepts of your business or product, do research, and churn out piece after piece of engaging, high-quality content: blog posts, whitepapers, email newsletters, etc. Just make sure to keep them well fueled with coffee and you\u2019ll be producing more and better content in no time.<\/p>\n

    \"guy-with-a-coffee\"<\/p>\n

    2. Hire Freelancers<\/h2>\n

    If you can\u2019t afford to hire your own full-time writer, sometimes a freelancer is the way to go. Sites like Fiverr<\/a>, Upwork<\/a>, and others make it easy to find a freelancer, but the quality of the content produced can, at times, be suspect. As is the case with many things, you get what you pay for when it comes to hiring freelance writers. A good one won\u2019t be cheap, and few cheap ones will be any good.<\/p>\n

    If you do decide to go the freelance route, make sure to evaluate several options. It may take some time, but you\u2019ll eventually find a handful of writers you feel comfortable working with and who can match your brand\u2019s voice. You can expect to pay anywhere from $0.25 to $1.00 per word, depending on how polished of a piece or writer you need.<\/p>\n

    Using freelancers to scale content generation is an especially attractive option if you\u2019ve got a quality editor on staff \u2014 your freelancers get the content to a \u2018B\u2019 level and a good editor can push it to grade \u2018A\u2019 work.<\/p>\n

    3. Accept Guest Blogs<\/h2>\n

    Despite reports to the contrary, guest blogging is still very much alive and well, both from a content generation and an SEO standpoint.<\/p>\n

    \"i-am-not-dead-yet\"<\/p>\n

    It\u2019s one of the best ways to try and grow your content and your traffic, provided you do it for the right reasons. The right way to use guest blogging is as an introduction. By having other writers contribute content to your blog, you will (hopefully) capture a portion of their audiences as well. Getting their audience to visit your site and read a piece from a thought leader they respect isn\u2019t the hard part, though \u2014 it\u2019s getting them back.<\/p>\n

    Always make sure that any writers you invite to guest blog have audiences that will find your content and your site relevant. For example, it would make little sense to have a guest blog on business-to-consumer marketing best practices on your business-to-business focused site.<\/p>\n

    Additionally, you should never guest blog or publish a guest blog for a simple link exchange \u2014 especially if someone comes to you offering to pay you to link to their site. Paid links are less of an issue when you\u2019re small and just starting out, as your domain lacks the authority and the benefits passed on will be minimal, but it\u2019s still something to keep an eye on \u2014 if Google even suspects you\u2019re paying\/being paid for links, you won\u2019t like the results.<\/p>\n

    \"accept-guest-blogs\"<\/p>\n

    4. Try Content Syndication<\/h2>\n

    If you can\u2019t create your own engaging content, you can always use others\u2019. No, no \u2014 we\u2019re not talking plagiarism. Syndicating content from successful writers or sites is one option to help you scale up the amount of content on your site.<\/p>\n

    Sure, the original post will likely always rank better than your syndicated version, but if the topic adds to the discussion and benefits your users, isn\u2019t that the primary concern anyways?<\/p>\n

    Properly curating and disseminating content that your users find valuable can sometimes even outperform the production of your own original content. For example, consider the Drudge Report<\/a>. Editor\/webmaster\/curator Matt Drudge writes almost no content of his own, yet his site \u2014 a conglomeration of links to breaking news stories \u2014 is one of the most visited on the Internet.<\/p>\n

    If you do decide to start syndicating content, make sure to reach out and discuss it with the site owner\/writer ahead of time. While the conventional wisdom says it\u2019s better to ask forgiveness than permission, no one likes getting DMCA takedown notices or paying lawyers to defend against claims of copyright infringement \u2014 valid or not.<\/p>\n

    \"try-content-syndication\"<\/p>\n

    5. Seek Out Content Partnerships<\/h2>\n

    Closely related to syndication, partnerships are arrangements between two (or more) organizations that share audiences or interests. Partnerships are quid pro quo arrangements \u2014 give me access to your website data, and I\u2019ll co-brand the resulting study with you \u2014 but usually benefit everyone involved, including your users.<\/p>\n

    Marketing organizations are especially great to partner with, as many of them have spare writing bandwidth and a nigh-unquenchable thirst for useful data. If your business or site has data that interests marketers, consider offering them access to the data in exchange for co-branding and co-marketing the resulting content.<\/p>\n

    \"two-men-standing\"<\/p>\n

    6. Use Content Generation Services<\/h2>\n

    The ever-increasing need for content is spawning a new industry. Companies like eZdia<\/a>, Content Equals Money<\/a>, and Content Runner<\/a> are the \u2018Uberization\u2019 of content production. Companies that need content submit their requirements, then these content generation services will find writers that can fulfill them.<\/p>\n

    There\u2019s a fair amount of growing pains at the beginning of a new content generation campaign, as you\u2019ll need to make it clear what is and isn\u2019t acceptable content. But once the right writers for your company have been found, campaigns will go much more smoothly. Prices can range anywhere from $0.05\/word to $0.50\/word and up, but you can usually negotiate a volume discount.<\/p>\n

    7. Leverage HARO<\/h2>\n

    While HARO<\/a> \u2014 which stands for Help a Reporter Out \u2014 isn\u2019t a source for completed pieces of content, it can still be quite useful when you\u2019re scaling up production. HARO is an invaluable resource to content creation; it not only connects you with sources that want to contribute to your articles, but it can also help you build credibility in a new space by connecting you with experts who want to be quoted in your work.<\/p>\n

    Using HARO is simple. Once you\u2019ve signed up for an account, create your article query, set a response deadline, and wait on the contributions to start rolling in. A few tips to help you HARO:<\/p>\n

      \n
    1. \n

      Don\u2019t set too short of a deadline, or you\u2019ll miss out on quite a few responses.<\/p>\n<\/li>\n

    2. \n

      In the same thread, don\u2019t set too long of a deadline, or HARO won\u2019t put your pitch out in the thrice-daily email newsletters until much closer to your publish date.<\/p>\n<\/li>\n

    3. \n

      Be transparent. Even though HARO gives you the option to seek quotes as an anonymous publication, response rates are better when people know who they\u2019re pitching, so always identify your publication.<\/p>\n<\/li>\n

    4. \n

      Be explicit. When creating your query, be as specific as possible with your pitch requirements; you\u2019ll get more responses if you make it clear what you need\/expect, like the contributor\u2019s full name and title, Twitter handle, link to their website, target word count, etc.<\/p>\n<\/li>\n

    5. \n

      Share the love. When you share the content a HARO source helped complete, make sure you tag them, link back, or otherwise acknowledge their contribution.<\/p>\n<\/li>\n<\/ol>\n

      When scaling up content production, whether for a new site or just a new topic, it\u2019s important to do it the right way. Remember that quality is far more important than quantity \u2014 your users want engaging content that answers their questions and solves their problems. Don\u2019t be afraid to seek help, whether from freelancers, HARO sources, or guest bloggers. And when asking, never forget a little flattery can take you far \u2014 everyone wants to be a thought leader.<\/p>\n

       <\/p>\n","protected":false},"excerpt":{"rendered":"

      Creating quality content is the surest path to sustainable web traffic. But quality content takes time and money \u2014 two things usually in short supply for any new company establishing a web presence. (Note: Anyone here looking for shortcut strategies, marketing automation software \u201chacks,\u201d or other corner-cutting measures should probably leave now and take your […]<\/p>\n","protected":false},"author":43,"featured_media":2914,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[32],"tags":[],"class_list":["post-2912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","entry"],"acf":[],"yoast_head":"\nBoost Your Content Generation: 7 Effective Scaling Tactics<\/title>\n<meta name=\"description\" content=\"Master the art of scaling content generation with these 7 game-changing strategies. 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