We, as marketers, all know the importance of content marketing and how a large-scale content strategy may benefit the company greatly.
A general situation about it is that most content campaigns get off to a good start. Everyone in the team is clear about the objectives, direction, and communication is smoothly done.
But as the scale expands, meaning more content and people involved, the quality becomes harder to control, ideas sometimes get misunderstood, and the branding may not be as good as previously.
It can get frustrating if you are not sure what is causing the problem and how to mend it. That is why in this article, Tech One will provide you with the whys and hows in order for your high-volume content projects to prosper.
These are the top 5 problems with creating content at scale, and each is presented with its respective solutions. Keep reading to learn more!
#1 Poor performers
The first problem concerns the personnel within the project itself.
Your writers and editors can be trained at an early stage and can grow into reliable performers. But when there are hundreds of workers in a high-volume project, giving each and every decent guidance becomes impossible for managers. There are bound to be people who fall behind.
That is not to mention a writer or editor cannot be suitable for every project you have going on, and having to deal with work they are not equipped to do may hinder overall productivity.
It might be a good idea to exclude a writer who doesn’t fit well with the project or the team before it gets going.
If you don’t, you and your team may have to spend more time editing or sending back revision requests when the volume picks up. The team also faces a risk of not collaborating well.
However, how you deliver the decision is important too. You are likely to need that writer for another project, so make sure you don’t upset them when trying to get them out of a campaign.
#2 Poorly written briefs
Project briefs are the direct channel to communicate your ideas. Simply put, better briefs mean better final content.
Au contraire, if they are incoherent, complex, or disorganized, your team, especially freelancers who may not be familiar with you, can misunderstand the direction of the project.
This leads to two consequences. One, your team has to waste time doing quality control. Two, the content strategy strays from the initial intention, which can luckily be better than previously, but it isn’t usually the case.
When you write a brief, use a template that covers all the points that will help you get good ideas for your project.
Then walk in your team’s shoes and take the time to revise keywords and phrases several times, or use multiple explanations from different angles until you come up with the most concise way to explain the concepts.
Using short sentences and short paragraphs can bring about better comprehension as well. Less is more in this situation!
After giving out the briefs, you should also communicate thoroughly with the writers to see if they get your points correctly.
#3 Unfit team structure
We are living in a fast-paced era, and everything takes a tint of flexibility. In the case of large-scale content creation, the situation explicitly calls for it.
That means you can’t always use the same team structure for all projects. Some are more fitting to rely on in-house teams, while others require outsourcing.
Too often, companies put a great deal of emphasis on getting the best professional help. When it comes to building your brand, expertise can be vital. However, it is also expensive and counterproductive when used on a large scale.
A flexible solution for this might be to organize hybrid teams where experts are used only in editorial roles instead of creative ones.
Also, make the most use of freelancers. The wide availability and low prices of freelancers make it easier to build teams focusing on a single goal and can come together and break apart as needed.
#4 Lack of time
Creating high-value, results-driven content that will connect with your audience and help you achieve your campaign objectives requires a significant investment of time.
As said above, the modern age is moving very quickly, and time always seems to be lacking. And a lack of time will result in badly executed plans and content that felt unnatural and rushed.
A project management tool may be beneficial to your content marketing team in terms of time management.
Your team will save time by not having to waste time tracking down email chains and searching for files instead of interacting, managing deadlines, and providing feedback in one integrated workspace.
#5 Ineffective communication
Communication within a team is difficult for everyone, and even more so in large organizations.
Because there are so many people and groups involved during the process, there is a high likelihood for things to get lost in the mix. You’d be surprised how often something like this occurs!
And since no argument can be made against the relevance of communication, there is no need to mention the consequences of doing it hastily.
Similar to the previous problem, a centralized communication channel would be beneficial to everyone, from managers and stakeholders to independent contractors and freelancers.
Whenever someone has a question or request, everyone will know where to go for answers. And another perk is every discussion will be recorded for future reference.
Finally, to wrap it up…
Creating content within a large team can be a difficult task, but if you follow these advice, that process can be managed more efficiently!
Hopefully, this article has provided you with useful information.
Read our other blog posts for more useful tips about marketing in general and SEO in specific!
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