You might not realize it, but you’re in a race. Call it your corporate Kentucky Derby. But unlike that iconic race that only happens on the first weekend in May, your race happens daily. It’s a constant battle to increase your content velocity to get ahead of your competitors – and stay in the lead as long as you’re with your company.
If your teams don’t pump out more content than your competitors do each week, your brand will likely fall behind. Like any race, no one remembers who came in second.
So, as Search Engine Journal’s Patrick Reinhart advises, it pays to add that metric to the KPIs you prioritize on your content analytics platform. Compare it to the amount of content your competitors put out over the same period – and if it’s less, you need to step up your game.
Numbers Don’t Lie: Content Generates Revenue
Content marketing is a must for today’s corporations. It costs 62% less than other forms of marketing but generates 3 times the number of leads, as Demand Metric points out. Leads, in turn, are the raw materials from which you build sales.
Image via Demand Metric
Ads Don’t Cut It Anymore
- 86% of today’s consumers skip TV commercials.
- 44% of them ignore direct mail.
- 91% of them unsubscribe from a company’s emails.
Why? With the massive amount of information available in the digital age, consumers and B2B buyers have become increasingly skeptical. Ads, salesy emails, and billboards just don’t cut it when you want to build trust.
Build Trust, Build Your Customer Base with Quality Content
Besides product quality and price, trust outweighs everything else in a buyer’s decision, according to the Better Business Bureau (BBB). Not only does trust drive purchases, but even more importantly, trust builds loyalty in 94% of customers, BBB statistics show.
There’s nothing more effective in building trust than a well-reasoned piece of content you craft as a compelling story. Grabbing your audience by the heartstrings while proving your point with facts and logic provides them with valuable information they can use to better their businesses and their lives.
More Quality Content, More Trust
Providing your content maintains its high quality, it follows that more of it will generate more trust and, hence, more revenue. Additionally, increasing your content volume and frequency will pump up your organic traffic, making it more likely that your target customers will find you in their searches.
“But how do I increase my content velocity?” you ask. After all, you point out: your in-house content teams are already working at full capacity. If you push them too hard for more content, you fear they might put out content that isn’t up to your usual par.
It’s not as challenging as you might think when you have the right strategy and technology in place. Here are some ideas to help you create more quality content in less time.
Encourage More Collaboration
Content teams spend hours upon hours researching on a piece. What if a simple chat on your content collaboration platform would get them the information they need in only a few minutes’ time?
For example, if they need to know about the physics that drives your company’s latest gadget, they could simply shoot a quick message to one of the engineers that designed it. And, even better, citing your top engineer rather than some random physics paper would position your brand – and its engineering staff – as a trusted authority in its field.
Bring in the Reinforcements
Does your budget give you any wiggle room to hire new creatives? If so, you might want to consider bringing more people on. Hiring part-time or temporary workers can help ease the budget while increasing your content capacity.
If you don’t have the time or budget to hire more personnel for your in-house teams, consider hiring blog writers or working with a content marketing agency to fill in the gap. That way, if you need to scale back during slow times, you’re not obligated to maintain them on your payroll.
Repurpose Current Content in Another Form
Most of the work on a piece of content occurs behind the scenes. Before a writer taps out her first draft, before a videographer first sketches out his storyboard, before a graphic designer pencils out her first sketch of an infographic, a lot of research and thought occurs.
Why not put all that work to use a second or third time by repurposing it in a new form? Creating a video and infographic out of the information in that high-performing blog post saves time and gives you two new pieces of content.
Repurposing older pieces increases your content velocity to warp speed without spending half the time or money you’d spend on new content.
Get a Digital Asset Management System
Content teams, especially writers, waste a lot of time searching for just the right visuals to illustrate their blog posts, ebooks, or other written content. With a digital asset management (DAM) system, they can find visuals quickly by keyword, audience segment, or other key characteristics, giving them more time to create compelling content.
Use Content Strategy Metadata Management
Like with visual assets, you need a comprehensive metadata management system to classify, organize, and store past written content. With a metadata management system integrated into your content platform, your teams can easily find past content to update or repurpose, discover how well the content performed, and conduct gap analyses to find topics they need to beef up with more content.
With DivvyHQ’s content marketing platform, you’ll have that convenience right out of the box. With its third-party integration capacity, you can easily incorporate visual asset management, sync your data, and have both internal reporting and external performance analytics at your fingertips.
Add to that its dedicated content ideation space, a content calendar designed for content planning across the entire enterprise, content automation and production within the platform, and so much more, and you’ll have everything you need to increase content velocity at scale.
The best part? You can try it for 14 days absolutely free to see how it helps your teams produce quality content faster than ever. Start your free trial today!