It’s innate human to always want more.
The same goes for Scaling Content Creation.
No matter how many pieces of content we have, how well the processes are set up, we want more!
In this article, we’ll go through ways of scaling content creation and we’ll also have a look at a holistic content creation strategy and try to identify if we need more or better content (or both!).
Let’s get into it!
Scaling Content Creation – Who is Creating Content?
For the scaling content creation part, we want to have a look at 3 pillars:
And drill down to how each of the pillars can help to scale content creations and what the limitations are.
Spoiler alert, there is no perfect solution, but having a strategy to utilise all three pillars will win you the gold!
People are creating content in our organization
Most organizations are scaling their content creation with the help of people (employees and freelancers) and sometimes make use of Content Creation tools to write content and design visuals in a scalable way.
Everyone uses a typing and visual design program, but we’re going to talk about tools that actually help scale content creation. Let’s say Canva vs InDesign and StoryLab.ai vs Google Docs.
Pros for having people creating content
- Great content quality
- Great storytelling
- Difficult to really scale
- Relatively expensive
Tools have a big role for scaling content creation
As mentioned above, everyone is using tools for content creation, but not all tools help you scale your content creation at the same rate.
- We used to use Photoshop or InDesign for creating visuals, many have switched to Canva or at least InDesign templates to create visuals at scale.
- We used to organize our own photoshoots for all images we used, now people are more comfortable using Stock Photos and editing them.
- We used to pay people to check our writing. We now use Grammarly to find copywriting mistakes.
- We used to stare at a blank screen waiting for our writers block to make room for creativity. We now use Content Idea Generators, Social Media Caption Generators, Blog Outline Generators and more to help kickstart our project.
- We used to send drafts to colleagues and freelancers via email in a Microsoft Words Doc and hoping that we were both working in the latest version. We now use Slack and Google Docs to work together in real-time.
The big question is, how to you use tools to help with:
- Coming up with new ideas;
- Creating copy;
- Creating visuals;
- Collaborating withe colleagues and freelancers.
Pros for using the right content creation tools
- Help humans and users to create more and better content.
- Great value compared to the costs.
- You need to learn to use them the way they are supposed to be used.
Users are creating content in our organization (User Generated Content)
Quality User Generated Content is what have helped many platforms to get where they are today (Facebook (Meta), Etsy, Twitter, Quora, Medium, you name it.
So why do not all organizations go all in on User Generated Content?
Because it’s hard.
You need to set up tools, rules and frictions and sometimes algorithms to ensure content that is being created is valuable.
To get the most out of user generated content you need to:
- Give users the right tools to created content;
- Have enough frictions in place to filter out bad quality content, but not too much that noone want to get started;
- Optionally; have an algorithm in place to help people to find the right content;
- Have an incentive for people to create content;
- Have a sort of a community manager.
At the start, you don’t need to have all of the above points in place, but the larger it gets, the more you need to think about and implement these.
Pros for using User Generated Content
- Most scalable way to create content;
- Content based on insights of real users.
- When scaling, you need to set up tools, rules and frictions.
Every organization is different, so it’s going to be difficult to give one perfect solution. We hope that going through these three pillars helps you come up with your own content creation strategy and we’ll now jump into how we’re making use of these three pillars.
How StoryLab.ai is scaling content creation
Two of the co-founders are also content marketers. In the stage we are in right now where there is so much we need to learn from our audience, how our tools help people to create more and better content, we feel it’s necessary to write our own content.
Eventually, we’ll probably work with freelance content writers. But only when we know exactly how to guide them.
We use Canva and InkScape for creating great visuals. Fast. We use templates and have a Brand Style Guide so we don’t need to spend too much time thinking about the look and feel of the new visual.
We use our own Marketing Copy Generators to come up with new ideas, write our social captions, our email subject lines and help pretty much anytime we’re stuck and need a creativity boost.
We simply select the Copywriting Generator we need at that moment, describe what we want to write about and get copy ideas.
For User Generated Content, we’re working on building an incentive for users to create content for us. In our case, we want to get content marketing experts to help educate our audience. In return we want to be able to get them in front of a large audience and SEO benefits.
We’re also working on building up a LinkedIn Group to get people to engage on the topics our users and us care about. It’s a work in progress, but we’re getting there.
Scaling Content Creation – Volume, Quality or Both
Raise your hand up if you said both! 🙂
Of course we want more AND better content, but I would like to go over a couple of things and try to make a case for when it makes sense to spend one hour on creating a new, let’s say blog post (let’s call those supporting content and minimal viable content) and when it makes sense to spend 5 hours, let’s call those ‘high investment content’.
High investment content (SkyScraper, 10x, Pillar Pages)
There are quite some terms for these ‘high investment pieces of content’ going around. Brian Dean calls it the SkyScraper Technique. The reason he calls it the SkyScraper techniques is because these pieces of content need to stand out above all the other pieces of content for that keyword like a SkyScraper.
Moz, or Rand Fishkin, calls it the ‘10x content‘. Content that is 10x better than all the other pieces of content for that keyword.
CMSs and SEO tools call it ‘pillar pages‘ or ‘cornerstone pages‘.
They basically all have the same intent;
Learn what’s already ranking on page one of Google and figure out how to create better content that will be worthy of that #1 spot.
Here’s a pillar page example that we’ve created: Inbound Marketing Strategy.
The pros of focusing on the SkyScraper / 10x content technique is that:
- You will improve the chances of claiming that #1 position;
- You will rank for a ton of long tail keywords;
- It’s easier to build links for one page instead of 5 individual pages;
- It’s easier to do content refreshes.
- High resource investment with no guarantee that it will rank well
Minimal Viable Content (MVC)
One way to overcome the con of your SkyScraper, 10x, pillar page content is to create Minimal Viable Content (MVC).
You basically create a bunch of good enough pieces of content and check which one has the biggest potential to rank well.
When you have identified which pieces of content have a high potential, you morph them into pillar pages.
Minimal Viable Content does not mean write a 500 words article with no research. You don’t skimp on:
You should aim to create it with a lot less resources.
Be sure to make full use of our marketing copy generators.
Here’s a step-by-step guide on how we’ve written a great quality article in under 30 minutes with the help of our Blog Content Generators.
Supporting content is pieces of content that help you build topical relevancy in Google. These are often low resource investment articles that target a long tail, low competition keyword that is highly related to one of your pillar pages.
The goal is not to get a ton of traffic but to build topical authority and internal links to boost a given pillar page.
Don’t get me wrong. The goal is still to claim that #1 position in Google for that long tail keyword you’ve selected. That’s the best signal to Google that you’re an authority in this niche. It’s just that an individual article will not bring in a ton of traffic.
Let StoryLab.ai help you create more and better content
At StoryLab.ai we are committed to help you write more and better content and to help you reach your goals.
Check out or free Growth Storytelling Framework and bring your marketing efforts together in a holistic way.
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Raul Tiru: Raul loves to build companies and help startups and scale-ups grow. Raul started his first website when he was 17 years old, has held several growth marketing positions in fast-growing companies, and has helped companies via his Freelance Marketing services. You can find Raul on his community GlobalOwls where he helps Nonprofits and Startups to do better marketing.