These six tips to help you scale content for your website will skyrocket organic traffic and help you hit your SEO goals.
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 to deliver the best results to searchers (search intent). And searchers are more knowledgeable about what they’re looking for than ever.
Focusing on context and search intents is essential to overall success as a content marketer. You’ll want to target long-tail keywords when growing your niche authority and scaling your SEO content.
A content calendar is a roadmap for your content marketing strategy. It helps you plan, track and publish your content regularly, ensuring it 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 you could rank for. Next, create monthly topic segments or content campaigns around these ideas. These could be blog post series, ebooks, webinars, etc.
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 optimised 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.
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 central 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 issue, many blog posts, and other resources that dive deeper into the subject.
Your SEO content strategy is the backbone of your scaling efforts and will help determine what content to create, how to optimise 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:
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.
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 essential 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.
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.
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? Are they transparent about their pricing if you’re working with an agency?
Communication: Do they respond to your emails and calls promptly? Communication can make or break an otherwise excellent working relationship, so it’s essential 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.
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