In the world of content marketing, there is a lot of noise out there, and the only way any of us are going to make our voices heard is by providing real answers that help our audience. Our goal as content marketers is to provide solutions to struggles, feed wonder with accurate information, and deliver thoughts & ideas in ways that allow for understanding and create positive emotions. Only then will genuine audience engagement increase.
The problem is, it’s not easy figuring out how to make content work…really work for you.
Even if your team gets into a groove and starts producing marketing collateral with solid ROIs, it can still be hard to figure out how to scale your content alongside business growth.
The Traditional Approach
Traditionally, what we do is rather simple. Teams create content, distribute it, and then go to work gathering insights on what resonated with their audience and finding ways to improve what we created before.
With this approach to content marketing, the majority of the budget is spent on content and distribution. As organizations are pressured to generate more and more content, they quickly bring on more content writers and freelancers. On top of this, they’re investing more into different distribution channels, such as social media and pay-per-click, to ensure their content is seen by the right people at the right time.
The Scalable Approach
While this approach can work for getting a quick jump in leads, it doesn’t do much to create long-term growth or extend the life of that content into the future. To achieve this kind of goal, you need a smarter, faster and more tactful way of approaching content marketing. We call it “The Scalable Approach” to content creation. This approach is much more efficient because it accounts for the desire to not just try to do better, but to actually have clear steps forward for scaling content with business growth. Whereas a traditional approach relies heavily on distribution, a scalable approach relies on atomization (creating many pieces of content from one source piece) and intelligent storage in a digital asset management (DAM) solution.
Put simply, while the traditional approach focuses on working in larger volumes, the scalable approach focuses on working smarter to take advantage of existing content.
To learn more about “The Scalable Approach”, atomization and intelligent storage, watch our recent webinar recording, “How to Use DAMS to Scale Your Content and Fuel Digital Transformation”. You’ll also learn:
- How to strategize and create a plan to scale your content with DAMS
- How to make high-quality a priority
- How to atomize content
- How to re-use content
- How to track content and understand what content you should be creating in the future