Content is truly the lifeblood of your online presence. Content comes in many different forms from video, to audio, to text and everything in between. There are many different types of strategies you can use to develop your content. One is to create scaled content.
Making the Most of Scaled Content
Scaled content is all about creating the right content for the right audience and delivering it with the right technology. You’ll want different content for product pages, email messages, and marketing collateral that all describe the same thing, and you’ll want to use different words and sometimes different personalities to fit the form and technology you’re using.
In addition, scaled content allows you to continually evaluate how it’s working. For example, do you have a way to tell whether or not the memes you pushed out through Twitter converted to leads or sales? Scaled content requires the technology to be in place to evaluate the effectiveness or ineffectiveness of the content.
Finally, scaled content requires that you have teams in place that can be trusted to make good content decisions – whether it’s real-time content marketing or planning for content being pushed out months from now based on product marketing material. Scaled content is visionary, builds relationships, and is assertive.
Increasing the reach and impact of your content is difficult. But, if you put the right content into the right hands you can increase your reach across marketing channels. One way to do this is to offer affiliates editable content that they can use in their marketing efforts. Another way is to provide content like that to everyone who works in your company that they can use to get the word out. Or you can get colleagues and associates to share your information.
If the content is clear about what your objectives and goals are, while adhering to your company values, then it will work well to do what you want. The point is that you provide awesome content for sharing and commenting and you end up turning the content into more than it was to start with, because more eyes will see it due to more sharing and commenting. If your content is top-notch, they’re going to feel proud to share it.
Focus not only on content creation but on content curation, too. You want to become the hub of the information that flows from all directions about your product, service, and audience. Your affiliates can use the content that you’ve created and add their own voice, as can your co-workers, virtual workers and brand ambassadors. By making it their own, it’s not duplicate, even if the messages are the same.
How to Scale Content
To scale content, you can:
* Curate content
* Revive your original content
* Send one message on multiple platforms
* Provide editable content to affiliates and associates
It can be hard to be relevant multiple times per day on multiple channels when you only have so much time and money to spend on content. But, if you get help via affiliates and those who work with you, as well as from colleagues and friends, then you can make your content work that much harder. Essentially scaling content is about getting the most out of the limited amount of content you can afford to produce.
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