Here are two approaches to creating quality content at scale that attracts and engages your target buyer now and for many years to come.
Creating digital content—let alone at scale—is difficult. Strategy, copywriting, design, and graphics are just a few of the skills needed to do it successfully.
Only a percentage of the content you create will get results, too, which is disappointing, but you have to keep creating it to get to the good stuff! The golden eggs will appear with consistency and care. Once you start building your content library, the value to the sales and marketing process - and buyers - can't be overstated.
Creating [good] content at scale requires internal stakeholders—leaders with expertise and knowledge—committed to consistently creating content as part of their regular job. You'll also need a professional, strategic, SEO-minded content writer and creator.
Here are two approaches to creating digital content. They can be scalable with the right content strategy, team, and commitment.
1. Fast and Cheap Digital Content
With this approach, you give the writer a topic and let them write the article with minimal input from you. Writers often have expertise in certain areas, so if you find someone who understands your industry, they should be able to write decent articles with little feedback.
- Benefit: It saves you significant time and is usually less expensive.
- Disadvantage: The article is written from the author's experience, not based on your expertise and experience in the field. The author may also write similar articles for other people, which can devalue your company's online presence.
Fast and cheap leans more toward quantity vs. quality. The more articles you have on your site, the easier it is for potential prospects to find you. It’s a simple numbers game: a 1000-page website has 100 times more chances to get found than a 10-page website.
The question to keep in mind is: What will your prospects find when they get to your website? Do your articles differentiate you from your competition, or can they go to your competitor's websites and see the same information?
2. High-Value Digital Content
With this approach, you work closely with the writer and give them your perspective. You tell them as many details as possible about what you want the article to say, and then they write it on your behalf.
- Benefit: The article contains your knowledge and point-of-view organized in a neat little package by a professional writer. You can ensure your blogs align closely with the questions and concerns you hear from prospects and offer intriguing insights that get them thinking differently.
- Disadvantage: It takes significantly more time and costs more money.
You might wonder: why bother hiring a writer if you have to tell them precisely what to write anyway? Writing – good writing – is hard work. It takes time and skill to figure out how to organize the words on the page.
For most people, it’s much easier to do a brain dump (first draft) by recording yourself talking about a topic, jotting down bullet points, or quickly writing out your thoughts. From there, you can trust the writer to do all the special things necessary to make a profitable blog article.
Plus, sometimes you need to do research for your article. The writer can do the legwork of finding the answer, saving you a lot of time trying to figure it all out on your own.
If you and your writer invest a significant amount of time and thought into creating an article that is highly relevant to your target audience, it could generate website traffic and leads for you for a long time.
The investment article approach takes some time to ramp up. You and the writer have to get to know each other and learn how to work together. But once you get the blog machine running, you’ll start consistently developing high-quality content that will make your online presence shine.
Check out the article, 3 Ways to Ease the Burden of Blogging.
Do Both
Why not?
As long as the content is valuable, optimized, unique to your website, and addresses your prospects' buying questions and concerns, it's all good! Sometimes, the articles and pages will be simple and basic, and some will dive deeper.
Creating content at scale is a big commitment, but it has a big payoff: it can drive traffic and leads to your website for years and years.
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