As we learned in last week’s post, Guide to Getting Awesome Results From Your Content Marketing Strategy, content marketing is key to better SEO rankings, brand awareness, increased loyalty and traffic, and positions you as an authority in your niche.
The key to a good content marketing campaign is its scalability, as this will allow you to scale up your successful content efforts. Here are 6 tips to create a scalable content marketing campaign to help grow your content marketing efforts from the ground up.
1. Define Your Content Marketing Objectives
Content marketing is a long game and winging it with clickbait trending topics will not bring you the relevancy, quality and consistency you need to build and scale a successful content marketing campaign. To do this you need to a clear, concrete plan that outlines:
- The core problems, or pain points, your content should solve
- The mission of your content
- Your key audience target and the kind of content that appeals to them
- The key metrics you should be following
This will ensure that your content is consistent, matches your content marketing campaign objectives and allows you to add content to scale up as you progress.
2. A Scalable Campaign is an Organized Campaign
Yup, organization is a BIG part of the scalability of a content marketing campaign. In essence, where possible, you should be planning your content at least two months before the publishing date. Keep a spreadsheet of your upcoming posts and topic ideas, or use one of the 5 best content planners like DIVVY or Trello, or plugins and apps like WordPress’ Editorial Calendar Plugin.
A good content plan will help you decide what articles when, provide a visual representation of your objectives, help you build a list of topics, and enable you to draft your content well ahead of time and add to it based on results. We put together a content calendar spreadsheet template to get you started. You can download it here: Blog Schedule & Topic Template.
3. Repurpose Content to Make it Stretch
There are a lot of ways you can repurpose good content to get the most bang for your buck, so to speak. Let me give you an example: Say you have written a post like ‘10 August Fashion Trends’ for the blog section of your online store. You could then turn each of your 10 points into high-value Facebook, Pinterest, and Instagram image posts.
Or you could turn your blog content into a juicy monthly emailer, or discuss your blog topic in your monthly podcast. Content can go a long way and each piece can be scaled across various channels and platforms.
4. Set Up Automatic Topic Discovery
Adding to your content strategy within your objective doesn’t have to be strenuous. To help you build up your topic list and scale up, automate your search with handy online tools such as Buzzsumo. Buzzsumo lets you track popular content in your niche.
Sign up to popular blogs in your niche and set up RSS feeds to relevant online publications to get topic ideas straight to your inbox.
6. Stick to Content Marketing Metrics that Matter
Lastly, knowing which metrics to monitor, and when, will help you assess what’s working and build on your content plan. As I mentioned in the beginning, it’s important to remember that content marketing is a long game, and looking for a sudden influx of sales right off the bat is not constructive. These metrics will ensure you’re on the right track:
Has the number of post and page engagements increased since starting your content marketing campaigns? Keep a monthly tab of the amount of followers or fans you have and your engagement rates.
As you grow the blog section of your online store you will want to measure your blog traffic using Google Analytics. As your blog traffic increases over time it will spill over to lead generation through email signups and clicks through to your store.
If you’re looking to rev up your content marketing, before you decide to scale up with hundreds of new topics, go back and take stock of the content you have. Look for those older, big traffic drivers and think how you can repurpose or remarket them with your PCC campaigns. By looking back you will also be able to see where you have gaps in categories (pain points) you could be tackling.
I hope these 6 tips for creating a scalable content marketing campaign have inspired your eCommerce blog planning. If you have any must-use tips of your own, post them in the comments below.