Learn How to Scale Content Production to Blow Your SEO Traffic Through the Roof!
Have you ever felt like you were stuck in a content rut? Delivering enough leads to create brand awareness and conversions regularly is your main priority. But you’re at wit’s end trying to maintain consistent blog output or keeping up with the Joneses in ranking for certain keywords.
If you’re devoted to content marketing and SEO, you’ve experienced this conundrum. According to the Content Marketing Institute, 64% of marketers say their biggest knowledge gap is understanding the process of developing a scalable content strategy.
Okay, let’s be honest. You can never create enough content to stay 100% ahead of the never-ending buying stages of personas and their iterations or to keep up with the real-time changes in search-engine algorithms.
But that doesn’t mean it’s impossible to create great content to help you achieve your business goals—you have to get strategic about it. You can successfully scale content for SEO with a little elbow grease and the right approach while avoiding haphazard strategies or sacrificing quality.
First, understand why SEO should be a priority and how to make it work for your business. Second, you need a content strategy to scale as your business grows—without breaking the bank. Lastly, focus on creating quality content that attracts and engages your target audience.
We’ve got some answers to help you start making all that happen.
Before we jump in, let’s understand why scaling your content for SEO is crucial and how Google’s changing algorithms will impact your content strategy.
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Why Is Scaling SEO Content Important?
Like most marketers, you probably create content for two reasons: to create awareness and generate quality leads. If you’re looking to scale your content for SEO, developing content that attracts more organic traffic from search engines should always be on your radar.
Because organic traffic is the lifeblood of any business; 51% of all visitors to B2B and B2C sites come from search engines and SEO-driven traffic SEO-driven traffic converts at 14.6% versus 1.7% for outbound advertising.
But Google’s algorithm updates in 2022 show that search engines are getting smarter. SEO is no longer about cramming in as many keywords as possible and hoping for the best. For instance, Google E-A-T (Expertise, Authority, Trust) assesses the quality of your site’s content in how well it demonstrates expertise, is written authoritatively and gains its audience’s trust. This means that marketers need to be more strategic in their approach to SEO to rank high on SERPs (search-engine results pages).
Now that we’re up to speed, let’s explore some actionable SEO content scaling strategies you can use to make this happen.
The 6 Tips to Scale SEO Content to Crush Growth Goals
These six tips to help you scale content for your website will skyrocket organic traffic and help you hit your SEO goals.
- Keyword Research
- Create a Content Calendar
- Cluster Strategy With Content Pillars
- Set SEO-Content Goals
- Seek Out Subject-Matter Experts
- Outsource Your Content Production
1. Keyword Research
Before building a 12-month content calendar, take a step back and do your due diligence with keyword research. This is the first step in creating audience-centric and search-friendly content for the best topics to focus on.
Scaling scale content for SEO by aligning it with keyword research increases your SERP rankings, drives more traffic to your website and highlights your brand as authoritative in your industry.
Remember, search engines have evolved over the years to deliver the best results to searchers (search intent). And searchers are savvier and more articulate about what they’re looking for than ever before.
As a content marketer, focusing on context and search intents is essential to overall success. When growing your niche authority and scaling your SEO content, you’ll want to start by targeting longtail keywords.
According to HubSpot research, 50% of search queries use longtail keywords. These are more specific keywords (usually lower search volume) than your main target keywords. For example, if you’re a travel website targeting the keyword “travel,” you might also want to target the following longtail keywords:
- Travel tips
- How to plan a trip
- Best places to travel
In the long run, go after competitive keywords and phrases you can realistically rank for. Once you have a concrete list of target keywords, it’s time to start creating a content calendar.
2. Content Calendar
A content calendar is a roadmap for your content marketing strategy. It helps you plan, track and publish your content regularly, ensuring your content aligns with your business goals and objectives.
Let’s take a quick overview of how to create a content calendar for your SEO content scaling efforts.
The first step is to convert keywords into content topics. For each keyword on your list, come up with a few different content ideas that you could realistically rank for.
Next, create monthly topic segments or content campaigns around these ideas. These could be blog post series, ebooks, webinars, etc.
Once you have your topics and campaigns mapped out, start creating individual pieces of content. This is where you’ll need to get specific and fill in the details of your content calendar, like post titles, descriptions, target keywords and publish dates.
Delegate responsibilities to editors, writers and designers to help with the creation process. And don’t forget to include an SEO team member in the mix to ensure each piece of content is optimized for search.
When starting to scale content for SEO, having a schedule and process can avert content production bottlenecks and ensure each piece is of the highest quality.
3. Cluster Strategy With Content Pillars
To scale content for SEO, start by identifying your content pillars. These are the broad topics that you want to cover in depth. Once you have your pillars, creating a cluster strategy around each is doable.
A cluster strategy can be defined as creating a main piece of content (often called a pillar page) and then surrounding it with several supporting pieces of content (called cluster pages). A cluster page on your website contains a wealth of information on a specific topic. It includes an overview of the topic, many blog posts and other resources that dive deeper into the subject.
Say you have a blog about travel. Your main content pillar might be “how to plan a trip.” The cluster strategy around this topic would be to create a pillar page on the same topic. You’ll then surround it with several blog posts covering specific aspects of trip planning, like budgeting, packing and choosing a destination.
Here’s a rundown of how to create a cluster strategy for your content:
- Brainstorm a list of potential content pillars. You’ll want to cover these broad topics in-depth on your website.
- For each content pillar, create a main piece of content (often called a pillar page). This could be an in-depth blog post, an e-book, or even a video series.
- Create supporting content (called cluster pages) around each pillar page. These could be blog posts or social media posts that link to the pillar page.
- Optimize each piece of content for your target keywords. This will help you rank higher in search results and get more traffic to your website. It’s always best to carry due diligence if you want to learn how to optimize content for SEO.
- Increase exposure for your content by promoting it on your social media channels and other online platforms. This step drives even more traffic to your website.
The advantage of using a cluster strategy is that it allows you to cover many keywords with less content. And because you’re linking between the different pieces of content, Google can easily understand the relationship between the topics. This can ultimately help improve your search engine ranking.
4. Set SEO-Content Goals
Your SEO content strategy is the backbone of your scaling efforts and will help determine what types of content to create, how to optimize it for search, and where to publish it. But SEO is an arduous and ever-changing process, and if you don’t have specific goals, it may not be easy to measure your success.
Here are steps to set SEO content goals:
- Define your target audience. Who are you reaching out to with your content? What are their needs and wants? What type of content do they prefer?
- Research your target keywords. What terms and phrases are your target audience searching for? What are your competitors ranking for?
- Set realistic goals. Don’t bite off more than you can chew. Start small and gradually increase your content output over time.
- Track your progress. Use tools like Google Analytics to keep tabs on your traffic, conversions, and key metrics over time.
- Promote your content. Once you’ve published your content, promote it through social media, email marketing, and other channels.
The beauty of SEO is that it’s an ongoing process. As you continue to produce and promote high-quality content, you’ll see your traffic and conversions increase.
5. Seek Out Subject-Matter Experts
It’s crucial to ensure that each piece of content is of the highest quality if you’re looking to scale your content for SEO. That’s why it’s important to seek out subject-matter experts (SMEs) who can provide insights and perspectives that will add value to your content.
These topic-based specialists are well versed in their respective fields, such as marketing, design, or development. When you involve them in your quest to scale content for SEO, you can achieve new levels of depth and insight that would otherwise be unattainable.
How Do You Find SMEs?
Start by looking within your organization. You might have a wealth of experts at your fingertips. You can also reach out to your network of contacts and see if they know anyone who would be a good fit.
Once you’ve found a few potential SMEs, reach out and ask if they’re interested in contributing to your content. If they are, work with them to develop a plan for their involvement. You could work with them to:
- Write a guest post
- Record a podcast episode
- Give an interview
- Create a video tutorial
Their depth of knowledge can make your brand more credible, authentic and trustworthy—all of which are essential for scaling your content for SEO and developing trust with your audience.
6. Outsource Your Content Production
As much as you’d like to keep the whole content marketing in-house, it’s not practical to do everything yourself. At some point, you’ll need to outsource certain aspects of your content production.
This could include hiring freelance writers and a full-fledged marketing agency. Finding partners you can trust to produce high-quality content that aligns with your brand voice and messaging is important.
While it all depends on your needs and marketing budget, here are factors to consider when outsourcing your content:
- Quality: Can they produce content aligned with your current standards? Do they have a good understanding of your brand voice and messaging?
- Quantity: Can they handle the volume of content you need to produce? Do they have the necessary resources in place?
- Cost: What’s their price point? If you’re working with an agency, are they transparent about their pricing?
- Communication: Do they respond to your emails and calls promptly? Communication can make or break an otherwise great working relationship, so it’s important to ensure that you’re on the same page.
Outsourcing can be a significant boon to your content marketing efforts, allowing you to scale your production without sacrificing quality.
Scaling SEO-Content With the Experts
Quality content may not be the easiest route to successful marketing, but it’s surefire. As more brands vie for attention online, the importance of quality content will only grow.
Scaling content for SEO is a chance to set your brand ahead of the pack by establishing yourself as a thought leader in your industry.
If you’re looking to take your business to new heights, consider outsourcing SEO content writing services that can help you produce high-quality, keyword-rich content assets you need to drive traffic and conversions.