Do you want to scale your content production? Then check out these 10 powerful techniques to do so
Posted: Thu Jan 23, 2025 8:31 am
No matter what your area of expertise, if you want to stand out on the web, at some point you will need to scale up your content production, either to meet your own demand or because of pressure from your competition.
This is the time when companies mature their Content Marketing strategy , what is gcash considering that the production of materials on a large scale requires very well-structured management to guarantee the expected results.
The beginning of everything, however, remains good planning and in this article we analyze this topic so that your company can expand its presence on the Internet .
Keep reading!
What does it mean to scale content production?
It means making adjustments throughout the system to increase production in a proportionate manner, that is, to increase it significantly without losing the level of quality.
It's not just about increasing the number of posts, but also about being increasingly useful to your buyer persona , providing them with as many materials as possible to educate them, help them solve problems and guide them through their purchasing journey .
There is no point in simply making an avalanche of posts just to increase the volume of content on your corporate blog .
Having a high quality standard is essential, since search engines are most interested in delivering relevant results to their users and, in turn, consumers are increasingly demanding.
Furthermore, we must not forget that blog posts, infographics , videos, ebooks and interactive materials are cogs in a great Marketing strategy .
This means that each of your posts must have a strategic role in your planning , as that is what will make your blog grow constantly.
Why scale your blog content production?
If quality is the priority of content production, why should we worry about quantity? After all, what is the ideal publishing frequency for a blog to be successful on the Internet?
These questions are very common and even somewhat controversial. You don't need to visit many sites to find heated discussions on the subject.
What we can say is that quantity is important, especially when it comes to building authority on the web, but there is no way to define an ideal average of posts, as there is no such information as an infallible standard for all strategies and brands.
With the exception of very specific ( long tail ) searches , content that ranks high in the SERPs generally comes from domains that have a considerable volume of posts.
That said, it is clear that increasing content production is important to obtain good results with organic traffic and SEO , but the fundamental thing to take your brand to the top positions of the SERP is the quality of your content and the effectiveness of your strategy .
What you should not do under any circumstances is err on the side of excess, which in this case means saturating your production, losing focus and lowering the quality standard of your publications.
What are the main benefits of publishing content at scale?
Below we list the main areas that benefit from mass content production and highlight the advantages that this type of strategy can offer your company, regardless of your industry.
Keep reading, now comes the best part!
Brand awareness
In classical marketing, brand awareness is a qualitative measure of how much and how your consumers remember your brand or the solution you offer within a given sector.
In Digital Marketing in general and in SEO in particular, the public's awareness of the usefulness of our brand and its incredible ability to solve their problem manifests itself in another way: in the number of times it appears in search results.
Consumers search for you on search engines because they perceive that your company has authority on a particular topic that interests them and they begin to recognize you as the brand that has the answers they need. That's brand awareness!
You may have noticed that Rock Content is present in most (if not all) of your searches related to Content Marketing. This makes it clear what our specialty is and makes our blog a reference in the sector.
The secret formula is therefore the following: the more content your company can position in the results pages, the more recognized your brand will be in your area of activity . Gaining authority is one of the main fruits of a good brand awareness strategy.
Authority
Although Google prefers not to talk about the subject, the details observed by companies around the world, including us at Rock Content, show that good content structuring is essential for SEO .
This topic was studied in depth by HubSpot, which, following a line of work based on gravity, created the famous topic clusters technique .
Basically, the idea is to create a very comprehensive core content on a given topic (called a pillar post) that is "orbited" by more specific posts (called satellite posts) that address topics mentioned in the pillar post.
This fact highlights that even comprehensive and exceptional content depends on other quality content to achieve expressive results.
In addition to achieving the much-desired first position in searches for highly competitive keywords, the fact that your company masterfully addresses a topic as a whole contributes to strengthening its authority.
User experience
Every digital marketing professional must focus on user experience . That's why we are witnessing important changes in Google's guidelines that are already making websites around the world adapt.
In this sense, we also have to design our content thinking about improving navigation, comfort and usability .
Good navigability also makes the job of search engine robots easier and increases the time visitors spend on your website.
One search leads to another, and the depth offered by a post can generate more specific questions. This is where your company anticipates and provides the buyer persona with solutions and answers that arise within the same topic.
Market data
The debate on data protection and the various legislations generated in this regard in all Latin American countries are, without a doubt, one of the topics of the moment.
This trend is a path of no return and, although companies are forced to face new requirements in the management of this type of information, the possibilities offered by data continue to be fundamental to the success of any strategy.
Most Digital Marketing operations use user data directly or indirectly, as it is one of the most effective ways to understand their behavior.
However, in the context of this article, what we want to emphasize is that every piece of content you publish can be an opportunity to better understand your audience and serve them more efficiently.
In this sense, by scaling your production, you also have the opportunity to enrich your market analysis, perform more precise tests and optimize results.
These benefits can be expanded with the use of interactive content , such as surveys, questionnaires and calculators, as they encourage the user to carry out a much greater number of interactions.
If you want to learn more about interactive content, which we always mention in our publications for its innovation potential , I invite you to download our complete ebook on the topic right away:
How to scale content production? 10 tactics to apply!
It's time to boost your Content Marketing strategy . Keep reading and we'll show you 10 tips to successfully scale your content production!
1. Structure your content production process
First, it is important to understand how the entire creation operation takes place. It is necessary to separate this work into the different phases that constitute it and design a process so that the entire activity can be carried out accurately.
When writing a post, for example, it is very common to understand this activity only as the “act of writing a text.”
However, we know that creating content at a professional level involves several steps, for example:
keyword research ;
pattern creation;
drafting;
revision;
design;
publication.
The main goals of documenting steps include understanding how your production actually works, controlling it more precisely, and facilitating delegation of responsibilities, which is essential to enabling scalability .
2. Develop a Style Guide
Managers who are used to creating content or who have supervised one or more trusted professionals for many years tend to be afraid to hire new producers or outsource the service for fear that their expectations will not be met.
However, as your blog grows, you will need to increase your team, and to avoid disagreements and ensure continuity of brand standards, it is essential that professionals are very well aligned with the project.
Thus, an essential resource to guarantee the quality standard in the content produced for your company is the Style Guide .
This document should function as a detailed manual whose main objective is to guide the people who work on your company's dissemination channels and to standardize the language, tone of voice and structure of the pieces created.
This is where you'll make it clear to your employees and service providers what you expect from this job. Ideally, it's not so basic as to leave too many questions open, but it's also not too rigid as to compromise the creative freedom of producers.
It is also recommended to create additional manuals for specific activities, such as planning, writing, design and development, to define more technical elements.
3. Organize your content production
Creating random posts is not the right way. Remember that one of the great proposals of Content Marketing is to educate the audience and guide them in the purchase journey, resolving their doubts and generating value.
This is where the Inbound Marketing methodology comes in , in which content is created according to the stage in which the consumer is within the sales funnel .
Some examples of formats for each stage of the funnel are:
mouth: blog posts, infographics, videos and interactive materials such as quizzes;
medium: blogposts, podcasts, webinars, ebooks and questionnaires;
background : success stories, testimonials, reviews and demonstrations.
4. Create an editorial calendar
The editorial calendar is nothing more than the chronological planning of your content production process.
It is essential to align deliveries and meet publication deadlines, especially when managing projects with many professionals involved.
The calendar allows you to have a strategic vision of your Internet marketing actions and avoids common problems, such as keyword cannibalism or "gaps" in certain topics that can force the public to look for answers on another blog.
The schedule should be flexible and the strategy should be solid. Ideally, you should plan your production in the long term, considering months or a year. This will allow you to grow steadily and will also provide greater security to the team involved in the project.
5. Take advantage of your company's talents
Here on the Rock Content Blog, you can find posts from freelancers, guests, and even the entire internal team of the company.
This practice is becoming more and more common in corporate blogs and is a great way to add even more authority. If your company has specialists in certain areas, this can be an opportunity even in terms of SEO.
The so-called EAT attributes - Expertise - Authoritativeness - Trustworthiness - are among the best practices recommended by Google experts.
We do not have a way to accurately calculate the impact on positioning, but by analyzing the performance of many sites , we can deduce that the search engine gives priority to content whose authors are experts on the subject in question.
However, understand that when you bring your employees on board as content producers, you will need to train them to deliver good materials.
In a large-scale blog post production, for example, it is ideal to have your experts produce the main content and the satellite posts (more numerous) be prepared by your editorial team.
6. Hire the right professionals
Nowadays it is easy to find good professionals in the market, the difficult thing is to find those that are suitable for your business.
A degree is essential, but a professional with expertise or experience in projects similar to yours can bring much more to your brand.
Of course, finding top-notch producers isn't as simple as posting a job opening on social media groups, but that's also a way to find candidates. You'll need to search websites and blogs in your industry and analyze their posts.
When a job catches your eye, you can find out who the writer, designer, or developer responsible is and ask if they are available.
Many have their own profiles or websites, which makes the process easier, but there is no problem in contacting the owner of the website in question to find out about the professional's availability.
7. Recycle your content
If your blog already has organized content, it is much easier to create topic clusters. You can list the main topics covered in the material and produce specific posts using long-tail keywords.
This way, you increase the reach of your content and strengthen your main posts.
But it doesn't end there! If your current strategy already includes ebooks and infographics, for example, it's possible to transform these pieces into smaller ones, such as blog posts or images for social media posts .
The same content can be available in different formats: text, video, image or interactive material. Keep in mind that this also contributes to the user experience, as it gives them the option to enjoy your content in the format they like best.
8. Involve your team
Producing materials for the Internet is not a purely operational task. Good content depends not only on the experience and training of professionals but also on their sensitivity, creativity and commitment.
That's why your company needs to develop ways to maintain healthy communication with your team, offering constructive feedback and providing the necessary support.
This is a way to reaffirm the organization's values and motivate professionals to continue doing good work.
9. Outsource your Content Marketing strategy
Taking on all this work is not an easy task and building a quality team can take time that you do not have available. The solution is to outsource the process, or part of it, by transferring these responsibilities to a specialized company.
This does not mean giving up control of your project, as your organization will continue to be involved in planning, approving parts, and analyzing results.
Here at Rock, we have professionals prepared to serve each type of client, depending on the business model and size of the company.
The strategy is constantly reviewed and the client is actively involved in each stage of the production process, including the management of the team responsible for the project. All of this is supported by the support and customer success teams .
By outsourcing this service, you free your company from the large tasks involved in executing a Content Marketing strategy, without losing control of the operation.
10. Invest in good tools
Many tools can help in the development of this work, which, let's be honest, is not as simple as it seems.
In addition to SEO planning platforms such as Google Trends, Keyword Planner and SEMRush, you have the indispensable set of business solutions such as CMS , CRM and analytics . Using these platforms, you will enjoy managing your activities.
At Rock, projects are executed within Rock Studio , an organized space in which all management of a company's Content Marketing strategy is centralized and organized within a workflow.
ROCK STUDIO | The Rock Content platform for your Content Marketing strategy
Ion interactive
For those looking to expand their content offering with interactive pieces, the best option is Ion , a complete platform for creating quizzes, calculators, lookbooks, landing pages , maps, charts, and more.
The user also has access to various management, research and results analysis functions, all managed from an intuitive interface.
The biggest difference of the platform is that it really allows for scalable growth within this category of materials, as it does not require programming or web design services. Once inside, it is possible to create several pieces in sequence according to the demand of your strategy.
Conclusion
Our tips end here and we hope that with them you better understand how a great Content Marketing project works.
There is no doubt that expanding content production requires the commitment of companies, but fortunately, there have never been as many resources as there are today to successfully carry out this work.
This is the time when companies mature their Content Marketing strategy , what is gcash considering that the production of materials on a large scale requires very well-structured management to guarantee the expected results.
The beginning of everything, however, remains good planning and in this article we analyze this topic so that your company can expand its presence on the Internet .
Keep reading!
What does it mean to scale content production?
It means making adjustments throughout the system to increase production in a proportionate manner, that is, to increase it significantly without losing the level of quality.
It's not just about increasing the number of posts, but also about being increasingly useful to your buyer persona , providing them with as many materials as possible to educate them, help them solve problems and guide them through their purchasing journey .
There is no point in simply making an avalanche of posts just to increase the volume of content on your corporate blog .
Having a high quality standard is essential, since search engines are most interested in delivering relevant results to their users and, in turn, consumers are increasingly demanding.
Furthermore, we must not forget that blog posts, infographics , videos, ebooks and interactive materials are cogs in a great Marketing strategy .
This means that each of your posts must have a strategic role in your planning , as that is what will make your blog grow constantly.
Why scale your blog content production?
If quality is the priority of content production, why should we worry about quantity? After all, what is the ideal publishing frequency for a blog to be successful on the Internet?
These questions are very common and even somewhat controversial. You don't need to visit many sites to find heated discussions on the subject.
What we can say is that quantity is important, especially when it comes to building authority on the web, but there is no way to define an ideal average of posts, as there is no such information as an infallible standard for all strategies and brands.
With the exception of very specific ( long tail ) searches , content that ranks high in the SERPs generally comes from domains that have a considerable volume of posts.
That said, it is clear that increasing content production is important to obtain good results with organic traffic and SEO , but the fundamental thing to take your brand to the top positions of the SERP is the quality of your content and the effectiveness of your strategy .
What you should not do under any circumstances is err on the side of excess, which in this case means saturating your production, losing focus and lowering the quality standard of your publications.
What are the main benefits of publishing content at scale?
Below we list the main areas that benefit from mass content production and highlight the advantages that this type of strategy can offer your company, regardless of your industry.
Keep reading, now comes the best part!
Brand awareness
In classical marketing, brand awareness is a qualitative measure of how much and how your consumers remember your brand or the solution you offer within a given sector.
In Digital Marketing in general and in SEO in particular, the public's awareness of the usefulness of our brand and its incredible ability to solve their problem manifests itself in another way: in the number of times it appears in search results.
Consumers search for you on search engines because they perceive that your company has authority on a particular topic that interests them and they begin to recognize you as the brand that has the answers they need. That's brand awareness!
You may have noticed that Rock Content is present in most (if not all) of your searches related to Content Marketing. This makes it clear what our specialty is and makes our blog a reference in the sector.
The secret formula is therefore the following: the more content your company can position in the results pages, the more recognized your brand will be in your area of activity . Gaining authority is one of the main fruits of a good brand awareness strategy.
Authority
Although Google prefers not to talk about the subject, the details observed by companies around the world, including us at Rock Content, show that good content structuring is essential for SEO .
This topic was studied in depth by HubSpot, which, following a line of work based on gravity, created the famous topic clusters technique .
Basically, the idea is to create a very comprehensive core content on a given topic (called a pillar post) that is "orbited" by more specific posts (called satellite posts) that address topics mentioned in the pillar post.
This fact highlights that even comprehensive and exceptional content depends on other quality content to achieve expressive results.
In addition to achieving the much-desired first position in searches for highly competitive keywords, the fact that your company masterfully addresses a topic as a whole contributes to strengthening its authority.
User experience
Every digital marketing professional must focus on user experience . That's why we are witnessing important changes in Google's guidelines that are already making websites around the world adapt.
In this sense, we also have to design our content thinking about improving navigation, comfort and usability .
Good navigability also makes the job of search engine robots easier and increases the time visitors spend on your website.
One search leads to another, and the depth offered by a post can generate more specific questions. This is where your company anticipates and provides the buyer persona with solutions and answers that arise within the same topic.
Market data
The debate on data protection and the various legislations generated in this regard in all Latin American countries are, without a doubt, one of the topics of the moment.
This trend is a path of no return and, although companies are forced to face new requirements in the management of this type of information, the possibilities offered by data continue to be fundamental to the success of any strategy.
Most Digital Marketing operations use user data directly or indirectly, as it is one of the most effective ways to understand their behavior.
However, in the context of this article, what we want to emphasize is that every piece of content you publish can be an opportunity to better understand your audience and serve them more efficiently.
In this sense, by scaling your production, you also have the opportunity to enrich your market analysis, perform more precise tests and optimize results.
These benefits can be expanded with the use of interactive content , such as surveys, questionnaires and calculators, as they encourage the user to carry out a much greater number of interactions.
If you want to learn more about interactive content, which we always mention in our publications for its innovation potential , I invite you to download our complete ebook on the topic right away:
How to scale content production? 10 tactics to apply!
It's time to boost your Content Marketing strategy . Keep reading and we'll show you 10 tips to successfully scale your content production!
1. Structure your content production process
First, it is important to understand how the entire creation operation takes place. It is necessary to separate this work into the different phases that constitute it and design a process so that the entire activity can be carried out accurately.
When writing a post, for example, it is very common to understand this activity only as the “act of writing a text.”
However, we know that creating content at a professional level involves several steps, for example:
keyword research ;
pattern creation;
drafting;
revision;
design;
publication.
The main goals of documenting steps include understanding how your production actually works, controlling it more precisely, and facilitating delegation of responsibilities, which is essential to enabling scalability .
2. Develop a Style Guide
Managers who are used to creating content or who have supervised one or more trusted professionals for many years tend to be afraid to hire new producers or outsource the service for fear that their expectations will not be met.
However, as your blog grows, you will need to increase your team, and to avoid disagreements and ensure continuity of brand standards, it is essential that professionals are very well aligned with the project.
Thus, an essential resource to guarantee the quality standard in the content produced for your company is the Style Guide .
This document should function as a detailed manual whose main objective is to guide the people who work on your company's dissemination channels and to standardize the language, tone of voice and structure of the pieces created.
This is where you'll make it clear to your employees and service providers what you expect from this job. Ideally, it's not so basic as to leave too many questions open, but it's also not too rigid as to compromise the creative freedom of producers.
It is also recommended to create additional manuals for specific activities, such as planning, writing, design and development, to define more technical elements.
3. Organize your content production
Creating random posts is not the right way. Remember that one of the great proposals of Content Marketing is to educate the audience and guide them in the purchase journey, resolving their doubts and generating value.
This is where the Inbound Marketing methodology comes in , in which content is created according to the stage in which the consumer is within the sales funnel .
Some examples of formats for each stage of the funnel are:
mouth: blog posts, infographics, videos and interactive materials such as quizzes;
medium: blogposts, podcasts, webinars, ebooks and questionnaires;
background : success stories, testimonials, reviews and demonstrations.
4. Create an editorial calendar
The editorial calendar is nothing more than the chronological planning of your content production process.
It is essential to align deliveries and meet publication deadlines, especially when managing projects with many professionals involved.
The calendar allows you to have a strategic vision of your Internet marketing actions and avoids common problems, such as keyword cannibalism or "gaps" in certain topics that can force the public to look for answers on another blog.
The schedule should be flexible and the strategy should be solid. Ideally, you should plan your production in the long term, considering months or a year. This will allow you to grow steadily and will also provide greater security to the team involved in the project.
5. Take advantage of your company's talents
Here on the Rock Content Blog, you can find posts from freelancers, guests, and even the entire internal team of the company.
This practice is becoming more and more common in corporate blogs and is a great way to add even more authority. If your company has specialists in certain areas, this can be an opportunity even in terms of SEO.
The so-called EAT attributes - Expertise - Authoritativeness - Trustworthiness - are among the best practices recommended by Google experts.
We do not have a way to accurately calculate the impact on positioning, but by analyzing the performance of many sites , we can deduce that the search engine gives priority to content whose authors are experts on the subject in question.
However, understand that when you bring your employees on board as content producers, you will need to train them to deliver good materials.
In a large-scale blog post production, for example, it is ideal to have your experts produce the main content and the satellite posts (more numerous) be prepared by your editorial team.
6. Hire the right professionals
Nowadays it is easy to find good professionals in the market, the difficult thing is to find those that are suitable for your business.
A degree is essential, but a professional with expertise or experience in projects similar to yours can bring much more to your brand.
Of course, finding top-notch producers isn't as simple as posting a job opening on social media groups, but that's also a way to find candidates. You'll need to search websites and blogs in your industry and analyze their posts.
When a job catches your eye, you can find out who the writer, designer, or developer responsible is and ask if they are available.
Many have their own profiles or websites, which makes the process easier, but there is no problem in contacting the owner of the website in question to find out about the professional's availability.
7. Recycle your content
If your blog already has organized content, it is much easier to create topic clusters. You can list the main topics covered in the material and produce specific posts using long-tail keywords.
This way, you increase the reach of your content and strengthen your main posts.
But it doesn't end there! If your current strategy already includes ebooks and infographics, for example, it's possible to transform these pieces into smaller ones, such as blog posts or images for social media posts .
The same content can be available in different formats: text, video, image or interactive material. Keep in mind that this also contributes to the user experience, as it gives them the option to enjoy your content in the format they like best.
8. Involve your team
Producing materials for the Internet is not a purely operational task. Good content depends not only on the experience and training of professionals but also on their sensitivity, creativity and commitment.
That's why your company needs to develop ways to maintain healthy communication with your team, offering constructive feedback and providing the necessary support.
This is a way to reaffirm the organization's values and motivate professionals to continue doing good work.
9. Outsource your Content Marketing strategy
Taking on all this work is not an easy task and building a quality team can take time that you do not have available. The solution is to outsource the process, or part of it, by transferring these responsibilities to a specialized company.
This does not mean giving up control of your project, as your organization will continue to be involved in planning, approving parts, and analyzing results.
Here at Rock, we have professionals prepared to serve each type of client, depending on the business model and size of the company.
The strategy is constantly reviewed and the client is actively involved in each stage of the production process, including the management of the team responsible for the project. All of this is supported by the support and customer success teams .
By outsourcing this service, you free your company from the large tasks involved in executing a Content Marketing strategy, without losing control of the operation.
10. Invest in good tools
Many tools can help in the development of this work, which, let's be honest, is not as simple as it seems.
In addition to SEO planning platforms such as Google Trends, Keyword Planner and SEMRush, you have the indispensable set of business solutions such as CMS , CRM and analytics . Using these platforms, you will enjoy managing your activities.
At Rock, projects are executed within Rock Studio , an organized space in which all management of a company's Content Marketing strategy is centralized and organized within a workflow.
ROCK STUDIO | The Rock Content platform for your Content Marketing strategy
Ion interactive
For those looking to expand their content offering with interactive pieces, the best option is Ion , a complete platform for creating quizzes, calculators, lookbooks, landing pages , maps, charts, and more.
The user also has access to various management, research and results analysis functions, all managed from an intuitive interface.
The biggest difference of the platform is that it really allows for scalable growth within this category of materials, as it does not require programming or web design services. Once inside, it is possible to create several pieces in sequence according to the demand of your strategy.
Conclusion
Our tips end here and we hope that with them you better understand how a great Content Marketing project works.
There is no doubt that expanding content production requires the commitment of companies, but fortunately, there have never been as many resources as there are today to successfully carry out this work.