How to pull off content at scale
No matter what kind of business you lead, you need content. And lots of it. You need content to explain the products on your website. You need content so people can find you in search. You even need content so job seekers might choose you over a competitor.
You get it. You need content.
And if you’re like most companies, you have limited resources, like time or team or budget – which means prioritizing and creating content can be kind of tricky.
We've had a lot of success helping clients create tons of content fast and affordably. So when Dooley Social Studio asked our founder to give a talk on this topic, she decided that she'd start at the beginning: the 5 mindset shifts an organization needs to have to be able to pull off content at scale.
The video is 15 minutes long and well worth it. But here's a TL;DR – just in case.
Mindset Shift #1: You can have cheap, fast, and good. Especially if you redefine what "good" is. By prioritizing "good enough for now" or "good enough to quickly test," you're able to get more content out fast. Which means you get data back fast. Which means, now you have the data you need to increase production value on the content that matters.
Mindset Shift #2: Don't put all your eggs in one basket. Have you ever worked for a company that put the majority of its marketing dollars towards the one big campaign and had relatively nothing to spend on anything else? Talk about a lot of pressure, right? But what if you could run multiple campaigns, let them duke it out, and see incredible results as the winner quickly rises to the top? (Spoiler alert: you can.)
Mindset Shift #3: NEVER set it and forget it. Be aware of teams who treat content like a checklist. Content calendar? Check. Content created and posted? Check. If you treat content anything less than a living, breathing organism, then you're doing it wrong. Treat your content with curiosity. How can we make this even better? How can we measure and improve results over time? What parts are people resonating with the most? Could that inspire new content?
Mindset Shift #4: Eliminate the red tape. Or as much as you're able to. What's getting in the way of creating content at scale in your organization? Too many approvers? Rounds and rounds of revisions? Where there's a will, there's a way. We've made several intentional strides to eliminate the red tape from cutting out the middle man to creating agile processes. What might that look like for you?
Mindset Shift #5: Get creative. Creativity doesn't just happen when you find a good concept or write a killer line of copy. Creativity happens across the entire production process – if you let it. In the video, we share several production and post-production hacks illustrating how – if you give yourself permission to think outside of the box – you can get way more bang for your buck.
If you’re a brand that’s trying to figure out how to get more content, faster, and more affordably – we'd love to help.