If you’re like me, on those occasions when you sit down and think about your overall content creation strategy, you ask yourself before spending any time on any piece of content, where or not that piece of content is scalable. By scalable I mean can you repurpose that content to use as something else, for example if you produce a video can you then create a podcast and a series of blog posts. Let’s say that it’s beneficial to consider this question at this time as it will allow you to spend more time on those content items that can be repurposed. This doesn’t mean you shouldn’t create content that cannot be repurposed, you just need to understand this from the start.
Look at Your Content Goals
During every stage of your content creation process it’s important to keep tabs on whether the content you’re producing is working or not. First, take a look at your content goals and then check your metrics to ensure that the content you’re creating is getting you closer to meeting those goals. Plus, evaluate whether the content you have already can benefit from repurposing or scaling.
Can you repurpose old blog posts? Can you create infographics out of stats that you’ve collected? Can you create an eBook from your blog posts? An eBook? How about a video? If you can create anything out of the content you have already created with some added flavor based on the place it will be distributed, then you will make the most of your content and this is especially true if you check the metrics for the existing content and concentrate on those items that are most popular.
Evaluate New Content for Scalability
Moving forward, evaluate each potential new piece of content for scalability in advance of creating it. That way you won’t waste as much time or money on content that can’t be used in other ways. Once you have decided what content can be repurposed and used in different ways, craft a plan to get it done.
Make Use of Technology
The other issue about content scalability is the technology available to deliver your content. Is your website responsive? If not, then it will be difficult for some of your users to view your content. Make use of the technology that is available and upgrade your technology quickly to become responsive. More people are buying mobile technology than are buying computers today, so the time to act is now in fact you’re already late to this party.
It’s important to deliver the right content to the right people using the right channels at the right time. To do this you need to research your target audience, plan the content you will deliver and know what technology you need to deliver it. Plus, you need to know when your audience is ingesting the content and through what mediums. For example, if your newsletter is sent out in the early morning, more people will read it via mobile devices than computers, this is because people check emails before getting to work. As you can imagine this information gathering takes a lot of research and time spent on understanding how everything works in concert together, make sure you are collecting the right metrics.
Once you garner an understanding of how everything works together, you’ll be able to ensure that you create mostly scalable content that will enable you to get more bang for your content marketing dollars. If you can reach more people with the same amount of content but distributed through different technology in different channels, you’ll essentially unleash a multiplier effect that will explode your reach exponentially and maximize your returns.