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Scalable Content Marketing Plan For Your Business

13Aug, 2014

Many people who set out to design a content marketing strategy for their business have a difficult time with planning the many aspects of it, or preparing for how their marketing can be scalable in the future.  In this article I’ll provide some tips that will help you to create an effective content marketing strategy that’s powerful enough to be useful now, but flexible enough to stay effective as your needs change.

First Things First
The first thing to remember is that you should plan your content out with the needs of your customers in mind, rather than the needs of your business. It may sound counterintuitive, but there is literally zero point in pumping out content if no one is interested in reading it.  Too often I see companies that seem to be producing content because that’s what they’re “supposed to be doing.” But that’s incorrect. What your company is SUPPOSED to be doing is connecting with your target market in a meaningful, authentic, and mutually respectful way.

Keeping Things Organized
Another important aspect of content marketing is keeping things well organized.  Take the time to determine who the best writer is on your team for specific writing assignments.  Plan effectively for special events and holidays so that you can effectively capitalize on them.  Have keyword research done ahead of time, and put into a spreadsheet with article topic ideas for content producer to follow.  One last note, if you need help with any of these things, you may want to go online to find a freelancer to help you. The best of these will be able to perform keyword research, create a content schedule, and even subcontract a team of additional writers. To view freelancers, go visit, or try checking out

Decide What Type of Content You Are Going to Create
Content consists of blog posts, eBooks, videos, images, and infographics, and it is up to you (or your marketing team) to determine which content is the most appropriate for your audience.  Also, remember that it’s important to implement a specific call to action within each piece of content.  That doesn’t always mean saying “now go buy our products,” – sometimes it could be to read another article, join your mailing list, or just share the content with a friend.

Plan Your Content Publishing Frequency
Know your deadlines ahead of time to avoid rushes that cause shoddy content.  Make sure there is plenty of time for reviews and editing so that content can be reproduced if necessary.  Be sure that everyone on your team is on the same page by giving them all
access to the content calendar as well as drafts in progress.  This will avoid wasting time looking for the most updated version, or knowing whether or not the piece being looked at is the final version or not. Keep the most up to date versions in a central location and consider utilizing a project management system such as Dropbox or Basecamp.

Become A Publishing Machine
No matter what size your team is you can become a publishing machine with proper planning and delegation. Have regular meetings and encourage participation among all members of your content production team to inspire optimal creativity and brainstorm.  Evaluate and analyze the performance along with the strengths and weaknesses of each piece of your content.  Go over industry news and trends and identify those that can be taken advantage of through “newsjacking,” which is when you write content about trending stories in order to get more views.

Learn to Repurpose Content
All content can be repurposed in many different ways.  You can combine and reuse written content as well as audio and video. Take larger pieces such as white papers and split them up into blog posts.  Split longer videos up into shorter ones and create short blog posts and/or tweets to go along with them.  Release teasers in blog posts of a book you plan to release.  You get the idea? The sky’s the limit.

If this all sounds overwhelming don’t worry – it’s actually much easier than you think.  My suggestion would be that you look to someone on your team to manage the process, or consider hiring someone to manage the content marketing aspect. Using the freelance sites listed above, you can generally get an entire team of content writers to provide a coordinated campaign for you, and for a fraction of the cost of hiring a full time employee to manage it.

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