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The Challenges of Scaling Content

November 5, 2018    |     Lindsay Jawor

Before a prospect becomes a lead, they typically interact with 3-12 pieces of content. And not every lead is going to interact with those same 3-12 pieces of content. That means that in order to acquire 10 leads, you might need anywhere from 20 to 120 pieces of content. Scaling that further, if you know that you typically convert 1 in 10 leads and you want 10 sales, you might truly need hundreds and hundreds of pieces of content.

While that may seem extreme, it’s not much of an exaggeration. Most B2B companies are not putting out hundreds of pieces of content, but it would directly impact sales if they were to start doing so.

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Articles and blog posts are quickly becoming the most impactful form of B2B content marketing, with white papers following at a close second. This presents a great opportunity for marketers, but also represents a huge challenge. How does a marketing team scale their operations to account for the massive amounts of content they need to succeed?

The Challenges of Scaling Content

There are a number of challenges associated with creating large amounts of content, especially for marketing teams that are starting from scratch. Even the largest organizations face hurdles in adjusting operations appropriately to account for an increased content output.

  • Content Takes Time

Anyone who can recall their schooldays, or anyone who’s been tasked more recently with writing, can attest to the fact that articles don’t write themselves. They require a decent chunk of time, including time to research and gather references before actually writing the piece. Most marketing operations are not equipped to spend the hours it takes to create hundreds of pieces of content. At the outset of their content marketing strategy, many organizations don’t account for this time sink and may not grasp the magnitude of effort required to create great content.

  • Content Requires People

Likewise, content requires more manpower than most companies currently possess. A successful, agile content strategy requires more people for two main reasons: to create content rapidly and to ensure a varied group of voices. Unless you have an in-house expert, you generally don’t want a single person writing your blog posts and articles. Having a number of different voices will give your blog or website depth and variety, and will help you speak to different audiences at different parts of the buyer journey.

Typically, organizations don’t have the means to hire an entire content team. This is where outsourcing becomes an attractive option that addresses both of the points mentioned above.

  • Content Demands Perfection

Unfortunately, content can’t be rushed through. If your content is to bring in leads and generate demand, you’ll need to make sure that your posts are accurate and grammatically correct. While many companies put out tons of content, some of them opt for quantity over quality and suffer the consequences. According to a study by Global Lingo, nearly 60% of prospects would not purchase from a company that has poor grammar on its web pages. Likewise, in the era of “fake news,” it’s vitally important to check your facts and do your research before posting an article on your business page.

Additionally, it’s important that your content has some consistency. While you will have different voices writing different pieces, there should be a consistent brand voice throughout all of the content you put out. Readers should be able to tell that this piece of content represents your organization, and the content should leave them feeling good about using your product or service.

  • Content Needs a Strategy

Content doesn’t just need to be created, it also has to support a greater content strategy. That strategy should be laid out before you even begin the creation process to ensure that all content fits into the goals of your overall marketing. Make sure that your pieces aren’t just published and forgotten. Repurpose them, reshare them, and reuse them within larger pieces of content. Entrepreneur Gary Vaynerchuk has a great content model that outlines exactly how to do this by breaking down bigger pieces into smaller articles and vice versa.

By the same token, fresh content should follow a strategy. For example: will you be using this piece primarily on social media? Do your research and discover what topics and styles work best on social before creating and pushing content. You’ll thank yourself in the long run.

  • Content Must be Distributed

It seems obvious, but content you’ve created has to be distributed. And we’re not just talking about clicking “share” and forgetting about it. A great distribution plan is required for great content, and it starts with finding out which channels work best with your content. Start with a few that you are more experienced with before venturing into new social platforms or other outlets.

This is where automation also comes into play. Utilize email and social automation to ensure you truly get what you paid or worked for from your content. Just like the creation process took a lot of time and manpower, so too does the distribution process. Luckily, this part of the process can be left to AI once you’ve established a logical distribution method for the automation tech to follow.

Finally, and most importantly: be sure to optimize this process over time, as content marketing is never a “set it and forget it” process. Your content marketing strategy has to account for all of this and more to truly make a difference in your sales conversions and overall ROI.

If this seems daunting, know that you’re not alone. Advantage Business Marketing and the Mobius Platform are ready to help if you’re looking for an affordable option that doesn’t require hiring a whole new marketing team. We’re looking forward to discussing the best content plan for you.



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