How to Create Quality Content at Scale

Kip Miller

Publishing a high volume of content can help you generate traffic — as long as you keep the quality high. Here’s how to get started.

Producing landing pages, blogs, and other content at scale can be a highly effective way to generate clicks, draw in potential customers, and send your brand to the top of the search results. But without the right approach, it’s easy to end up with a “quantity vs. quality” problem where you may be publishing often, but the content is subpar. 

Since Google’s search algorithm flags and deprioritizes low-quality content, it’s important to keep your material useful, unique, and well-written — no matter how many times a week you’re posting. The good news? It’s possible to both scale up and keep standards high. Here are a few tips for success:

1. Invest in advanced planning

Start your planning by taking the long view: How much content do you need to publish over the next year in order to ensure sufficient ROI? Once you know, you can work backwards and sketch out each quarter. Figure out whether you will gradually increase your publishing efforts or ramp up all at once, and remember to also consider your ideal per-week posting schedule. If you’d like to post twice a week, does that match with your overall volume goals? 

Above all, make sure to square your ambitions with your capacity. If deadlines aren’t reasonable from the outset, it’s all too easy for bottlenecks to bring the process grinding to a halt. Make sure your strategy will work for the team you have — or the team you actively plan to hire. 

2. Dig deep into research

Whether you’re generating fresh topic ideas or putting words on a page, the final product will always benefit from more research up front. As a foundational step, it’s critical to understand your target audience. What questions are your customers actually asking? How can you offer them guidance or insight? This will likely give rise to content ideas, and you can find more by looking at top industry trends, SEO keywords, the news cycle, new product features, and similar sources of inspiration. You’ll want to have a sufficient lineup of topics ready to go ahead of time, to avoid a “writer’s block” slowdown. 

And of course, research before and during the actual writing process is critical. Help your writers educate themselves on topics by equipping them with briefs or resources lists — especially for niche products or highly technical concepts. The research process can also include interviewing topic or industry experts who can offer a depth of knowledge — and quotes — that will lead to more original and informative content.  In addition, with an in-depth approach, writers can produce higher word counts, which tend to be more successful for SEO

3. Create a variety of templates

If you’re producing dozens of content pieces per month, starting from scratch each time just isn’t going to work. Well before you kick off the project, you should have at least a basic structural template in place for each type of content you plan to produce. 

A template can help provide an “FAQ” for your writers that gives them a head-start on similar content pieces. For example, a blog post template could help the writer see at a glance how to use the introduction, body, and conclusion of the piece, what the overall word count should be, and when to mention the product or service offering. A product page will likely need a highly-defined structure that includes guidance on headings, feature lists, and other page elements. Finally, every template should include your preferred call to action, whether it’s a final product push, a link to another blog, a free trial of a product, or the contact page for sales. 

4. Set up a clear system for copy approval

Typically, copy must pass through a number of checkpoints — the copyeditor, the product manager, and legal — before it can be fully approved and published. This helps ensure a high quality final product, but approval is also one of the primary reasons for delays. It’s critical to have an agreed-upon approvals process in place ahead of time. 

Make sure everyone who has to approve content understands the process — including when and for how long their attention will be needed. And if you have a compliance team, send them your publishing schedule and help them help you meet deadlines. 

5. Invest in the right analytics tools

After all this effort, you’ll definitely want to know whether your content is working as well as you had hoped. It makes sense to invest in analytics tools that provide insight into SEO and traffic performance so you can track your progress week to week. 

You can use these tools to pinpoint content that has especially high engagement rates. What pages bring in new traffic and have low bounce rates? Which pages are earning social shares and comments? By continually analyzing your successes (and failures), you can more effectively adjust your strategy and keep your ROI as high as possible.

With Preparation, Content Marketing at Scale is Possible

Your company could see more clicks, likes, and sales from publishing new content frequently — but it’s important that all that content is actually good. After all, both your customers and Google’s bots are savvy about recognizing low-quality content when they see it. As you set your ambitious goals for the months ahead, be smart about the process you’re putting in place. Start with a clear schedule, thorough research, writer templates, and a streamlined system for copy approval, and use analytics tools to further hone your strategy for success.

Kip Miller

Content Manager

Writer and editor with background in poetry and teaching. Originally from the Midwest. Enjoys puppets and bird watching.

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