Scalable. As in, “Will this scale?” Perhaps one of my favorite cheeky questions from 10 Tricks to Appear Smarter in Meetings—followed closely by encouraging everyone to “take a step back.”
But in all seriousness, scale is a major concern for many organizations because true scale is more than just growth—scale means a process can be optimized, shared across teams, and, perhaps more importantly, repeated. As Carlos Hidalgo points out later in this post, a major issue is marketers viewing “content at scale” as producing more and more, instead of producing more efficiently and effectively.
To learn more about creating a scalable content operation, we again turned to best-in-class marketers. Here’s what they had to say.
What are your main tips for creating content at scale and executing efficiently?
Creating content at scale takes planning. For example, if you take a topic and consider how it can inform the development of multiple assets, all the research can be consolidated. Likewise, if you create the social media posts at the same time, it’s easier because the subject matter is fresh in the writer’s mind.
Additionally, some content can be repurposed across personas by altering the introduction and conclusion, but reusing the body text. Sometimes different roles need the same information but for different reasons or in a different context. With effective planning, all of these considerations can factor into becoming more efficient with content production and doing more with less.
Be careful not to scale too quickly, because you may find your execution compromised. It’s hard to scale from one blog post per week to ten posts per week, even if you add nine team members. Instead, ask yourself why you need to 10x your blog posts and, will your business benefits increase by an equal proportion?
Scaling is necessary for business growth, but I find bigger wins in scaling intentionally and cautiously. In other words, I might scale my content 1.2x, do it really well, and achieve more business impact than if I scaled content by 10x.
Outdated processes don’t support content production at scale, inhibiting marketers’ ability to execute strategy. Modern Marketing at Scale: A Framework for B2B Content Operations is a methodology for building a cross-functional process to support strategic, efficient, and integrated marketing.Start here.