5 easy ways to optimise your businesses daily content production output
Everyone who works in the SEO industry will be aware of the doctrine ‘content is king’, and the paramount importance of producing large volumes of well-written work on a daily basis in order to achieve first class results with their marketing campaigns.
However, the theory and practice of achieving this level of content production is often widely ranging and a number of smaller businesses in particular have found it hard to compose and supplement their marketing campaigns with a sufficient level of original work each day in order to maximise their return on investment. Often, this is down to a lack of resources, rather than expertise in content and production, and this reality spurs the interesting yet compelling question; which measures can a small business take in order to maximise their use of their resources and produce a higher volume of quality content each day?
Recycle your material intelligently
There are a multitude of methods that can be used in order to improve your daily content output, though the simplest is recycling aspects of previous content in order to cut down production times. This does not mean re-releasing the same article over and over again in order to draw new traffic, but it does mean evaluating your past work and ascertaining which elements were successful in order to make the creation of new work far easier.
Rework your graphics and images
The graphics you supplement your content with on your posted articles each day are integral to its overall success, and the reality is that even the best written articles will struggle to attract long-term interest if they are not given a sufficient level of aesthetic support. However, it is also often true that creating original graphics takes even longer than producing large volumes of quality content and as such it is just as important to a content marketing campaign that graphic output is optimised as it is for article production.
A good way of recycling graphics from your previous articles is using banner ads, and you should devise a complete array of advertisements for a specific campaign in order to make the process of releasing different image-based work far quicker. The great merit of banner ads is that it only requires a small number of modifications to the initial advertisement in order release different aesthetic works every day, and this could enable your design department to have more time to focus on other areas of your marketing that you need assistance with.
Adopt the formula approach
Often, the most challenging aspect of content writing is finding the ideal way to present your work, and the decision you make surrounding this area can often directly contribute to the final shape your article takes. Whilst devising a new approach and presentation for each piece of work is ideal and somewhat utopian, it will often be more beneficial for the volume and production of your work to keep blank copies of the templates you have used for different types of work you have released during the campaign. For example, if you opened your campaign by writing a series of blog posts, a few how-to-guides, and a research article, you could save blank copies of these as templates for different types of work in order to cut the time you take deciding on the composition and shape of your new articles.
Adopting this formulaic approach over an extended period will mean that producing different times of work will soon become habitual, as it will simply involve filling the text gaps for tried and tested templates. For example you could apply this philosophy to your production of case studies and devise templates for placeholders for key information such as customer information, solution summarisation, and graphic and key point disclosures in order to have a clear indication of how to write each time.
Outsourcing and in-house optimisation
Whilst the value of having a team of in-house content writers to undertake the majority of work is undeniably important to a successful marketing company, it is just as useful to have an array of contacts who can be used to outsource content work to in order to optimise your businesses production and ensure all daily article requirements are met on time.
The first step you should take to secure this reality is implementing sections on your business site and its social media profiles which both encourage and incentivise content contributions from related parties within your business network. By ensuring that as little as just 2% of your company’s contacts contribute content in the form of guest posts and outsourced work, you should more than adequately acquire a sufficient amount of content to adhere to top quality production standards each day.
Furthermore, you could consider using your entire staff base to produce content in areas in which they specialise in. It shouldn’t be the case that just because you have a successful content writing team, only they are involved with writing articles to release. This only serves to prohibit your company from maximising its content output by failing to optimise the resources available to you. Instead, ask members of your sales, graphics or analytics team to write a couple articles each week on their area of expertise; this will ensure that your business releases high quality articles from an individual who conveys the impression of strong authority about the subject they are writing about.
Ultimately, making full use of your network of contacts and your own in-house team can have a huge impact on your content output, whilst simultaneously standing to improve its overall quality as well on specific subject matters.
Optimise your contents administration
Optimising the administration of your content is integral to achieving higher levels of output because it simply creates a standard procedure each week that all parties involved with its production are aware that they must abide by. For example, establishing a system whereby certain parties in a department are expected to release work on specific days, whilst others in the social media departments are expected to release it at certain times over the week, will mean that a sufficient level of content is released by your company each day and no problems arise in the future from outsourced work.
You should also apply this principle to the creative stages of content work, such as its repurposing, formulating, changing and publishing, in order to ensure that efficiency is secured across the chain. Try and use a member of your staff in an administrative capacity for content and have them devise a clear system of production and releasing in order to ensure that all parties involved with content writing for your business are fully aware of what is required of them and when they should have their work completed for.
Through the introduction of a few simple measures to the day-to-day running of your business, you can ensure that its output quality and quantity is enhanced substantially. By using the basic technique of recycling, you can save both your writing and design team a wealth of time each day, and can also ensure that tried and tested approaches towards both are re-sampled in order to achieve success over and over again with your daily releases.
Furthermore, by simply using your staff to the full and outsourcing intelligently, you stand to raise the volume and quality of your work, as you maximise the talent at your disposal and encourage those who have something to say to convey it in writing form; for your benefit.
By implementing these measures, and supplementing them with a strong administrative basis, you will slowly begin to see that the process of releasing quality content in high volumes each day can actually be very easy; simply create the necessary systems and foundations for efficient content production and all the clogs in the clockwork will begin to flourish and take your output to a new level.