When done correctly, scaling content production is a great way to build brand awareness, reach a new audience, and grow your business, but when done incorrectly it can have the opposite effect. At Summa Media, many of our clients come to us with very little knowledge about content creation and why it is important. Once we educate our clients and they begin to get the hang of things, many clients tend to ramp their production efforts up rather quickly.

However, scaling content creation needs to be done properly or you run the risk of producing low-quality content that at best adds nothing to your marketing strategy and at worst negatively impacts your search rankings, customer engagement, or even sales.

Over the years the Summa Media team has worked with our clients on scaling content production without sacrificing quality and we have established a handful of best practices to do so successfully. Today, the Summa Media team wants to share those best practices with you. Keep reading below to learn how to successfully scale content production, while keeping your content standards high.


Build the Right Team

Assembling the right team of content creators is the first step in building a scaleable content production strategy. Without the right players on your team, it will be nearly impossible to scale your content production while continuing to deliver quality content.

One way many companies choose to scale content production is by outsourcing it to freelance writers. This is a great option that often proves to be budget friendly for brands. The key to this method is two-fold. First, you need to focus on hiring writers with proven track records and a strong portfolio of previous work. Second, you should consider hiring an internal editor or content manager to ensure that your brand’s voice and standards are upheld by your freelancers. This internal resource can also act as the middleman for communication between the freelancers and your brand.


Provide Your Team with the Resources They Need

In order to ensure that your content matches your current business goals and objectives, you need to provide your writers with the necessary resources and information to produce high quality, strategic content.

When assigning articles to your staff provide them with links to articles, examples, relevant news, and data. If your team needs access to paid resources, provide them that access. If the content lines up with a specific business goal or objective, share those goals with your writers in order for them to properly tailor the article to meet your needs. And don’t forget to share information such as deadlines, submission guidelines, and supervisor contact information.

Remember, there is no such thing as too much information and the more information your writers have, the better content they will produce.


Develop a Content Workflow

In order to successfully scale your content production strategy, you must establish processes and procedures to effectively manage your content workflow. Develop a clear workflow that outlines things such as:

    • Topic assignment
    • Content calendars
    • Content review
    • Submission guidelines
    • Editor responsibilities

You should also consider investing in technology such as a project management tool and shared document storage in order to streamline the process


Don’t Be Afraid to Repurpose Content

Marketers are often nervous to repurpose content, but at Summa Media we feel that is an unnecessary fear. You don’t wear a new sweater once and then banish it to the back of the closet just because a few people saw it, do you? Of course not! So why should you do that with content?

Find creative ways to repurpose content by turning popular blog posts into videos, series, or a launch pad for a future podcast. You should also update old blog posts with new, relevant data when the situation applies.

When you are done with this article, we challenge you to find your three most popular blog posts from last year, put your creative thinking cap on, and find a way to repurpose each of them. Next, try thinking about a way to build on a piece of content as it is being developed. Encourage your writers and editors to do the same.


Your Audience Knows What They Want

If you are looking at the next month’s content calendar and struggling to come up with enough original ideas to fill the boxes, crowdsource your ideas! Your audience knows that they want to see from your page. They follow you for a reason and are likely bursting at the seams with questions they have for you.

Ask your followers what they would like to see from you next and search your DMs, emails, and mentions for common questions you can address through a blog post, video, or infographic!


Don’t Forget to Scale Content Promotion

What is the point of increasing the volume of content you are producing if you do not also increase the volume of your content promotion? In order to see the best results from your increased content creation efforts, you must also increase your promotion efforts. Focus on promoting your content across multiple channels, running drip-email campaigns, and investing in paid ads to maximize your results.

When scaling content creation, don’t just put content out there for the sake of putting content out there. Continue to provide your audience with high-quality material that will both provide value to them and help to establish your brand as a thought leader in your industry.

If content production or scaling content production is something that you are currently struggling with, contact the Summa Media team today. Our team is here to help you establish an effective content production strategy and successfully scale that strategy as you grow.



Are you a content creator? Share your tips for successfully scaling content production with the Summa Media team in the comments below!

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