Business2Community blogger and content expert Angela Hausman recommends a content creation cycle that includes measuring and analyzing performance, creating content based on those measurements and getting social with your content. As competition grows in the content marketing space, the need to publish more often, at greater length and with better quality is creating challenges for many small and midsized businesses.
Growing Challenges for Content Marketing
Successful content marketing isn’t about throwing words to the page; it’s about building a brand strategy and publishing versatile content that speaks to that brand. From product descriptions to blog posts, every sentence should keep the brand message in mind. That’s a major challenge for companies that hire out content – and statistics indicate more than 75 percent of content marketers do use outside resources. How do you work with outside companies and writing teams while maintaining consistent style and messaging?
Some businesses answer that challenge by attempting to write all content in house. With the need to publish blog posts several times a week, optimize all website pages and product descriptions, and manage social media accounts, this tactic often overwhelms marketing departments and spreads in-house staff too thin. It doesn’t help that search engines and social media are favorable to longer content these days – according to Business2Community, posts over 1,500 words generate more Twitter and Facebook likes, and top results on SERPs are usually pages with 2,000 words or more.
The Content Marketing Institute points out that 69 percent of companies are creating more content in 2015 than in 2014, and a third of those companies said that finding well-trained content professionals is a major challenge in 2015.
Success Secrets: Scalable and Consistent Content
One secret to content marketing success for any business is the ability to scale content without impacting quality and consistency. Following Angela Hausman’s recommendations, that means analyzing your needs, creating content, publishing and promoting your content, and repeating the process to increase results with each cycle. Small and midsized businesses might be able to begin this cycle with in-house teams, but they eventually maximize potential and hiring additional in-house staff both increases expenses and develops an unwieldy process that taxes company resources and leadership.
Enter the team-driven approach of eZdia, which is designed to meet content needs for projects of all sizes. By deploying a series of content creation tools, including keyword research, writing, editing and quality assurance, eZdia generates bulk content with varying styles on a monthly basis. Here’s a rundown on how our content creation services help you create content the right way.
Our project managers and editorial team start out by working with you to develop instructions for your project that ensure consistent and quality content, even with disparate writers and editors. During project calibration phases, we listen, observe, provide feedback and begin generating content. We listen to your needs, desires and brand message; we observe the current state of your content and marketing performance; we provide feedback about how to create instructions that work in a crowd-driven content creation model.
With the ability to bring dozens or hundreds of writers on board a project at any time, we can ramp up creation to fit your publishing schedule. Usually, we begin creating content with one or a few writers to provide samples, analyze your feedback, and adjust instructions and tone as needed to align with your brand.
We take a team approach with each project, attempting to match writers to areas of interest, knowledge and skill to promote quality content from the beginning. Each piece also goes through editing and quality reviews, and a project management team facilities contact between you and the content creation teams to enhance overall success. The result is the ability to create hundreds of content pieces each month and the flexibility to increase or decrease targets to fit your marketing and budget needs.
Measure and Repeat
Because content is never created in a vacuum, we continually apply analysis, even when projects are fully ramped. Open communication lines and a flexible workforce mean we can make on-the-fly changes to tone, structure and output as you identify increased marketing performance opportunities.
According to the Content Marketing Institute, companies are working on an average of 13 content-driven initiatives in 2015 and attempting to target four or more specific audiences. The only way to manage wide-ranging and growing content needs is to employ tools that let you create scalable content the right way every time.