In this article I will show you how to scale your content marketing.
(Step by Step)
In fact, this process has helped me publish 326,649 words of blog content in the past year.
In addition: a new flagship course, dozens of publications on social networks, email newsletters, YouTube video scripts, etc.
And in today's article, I will show you exactly how I evolved.
Step # 1: Break your writing process down into tiny steps
I was thinking of "writing content" as one step.
But I recently learned that content creation is actually made up of several smaller steps .
Back then, I was doing all these steps myself. Which meant that I could only publish a new article every 4 to 6 weeks. Fortunately, because I focused 100% on quality rather than quantity, the Backlinko blog went crazy … even if I haven't published it often. ] Backlinko – Initial growth of the blog ” style=”max-width: 600px !important”/>
But at a certain point, the traffic towards the blog started to slow down.
And I realized that it was practically impossible to develop a blog past a certain point with only 10 to 12 posts per year.
I also realized that I didn't need to perform each step myself .
In other words:
I could focus on the things I was good at (like keyword research and writing). And get help for the things I wasn't good at (editing, design, visuals). What helped my content creation process move from this:
To this:  Process with tasks assigned to Brian 39 others ” style=”max-width: 700px !important”/>
Now that I have a team that helps me with the content, we published 3 times more blog content last year than ever before . Without sacrificing quality.  That said:
Your content creation process will likely be different from mine. There can be several stages. Or less steps. The idea here is not to follow the same process that we use here at Backlinko.
Instead, your goal should be to document all of the steps you take to create content. Then, call on experts for some of these steps.
Step # 2: Creating an Organized Content Calendar
Here's another lesson that I had to learn the hard way.
When I first started Backlinko, I wrote, edited and published everything myself. Which meant that Backlinko's editorial calendar was living in my head. I was literally saying to myself: "OK, the SEO infographic on the page comes out on Tuesday. And then I have to send the newsletter on link building next Tuesday. And on March 5, we have the study cases that will come out. "
It was a nightmare.
The closest thing I had to a content calendar was a Blog Post Content Ideas spreadsheet that listed the Topics I Wanted
And once I started getting help with content, I got emails from my team at least one times a week:
"Hey Brian, what's the status on the case study? It comes out on March 5, right? I don't see it written anywhere."
Even if I started to create a content team, I was still the bottleneck .
So I decided to create a simple Google sheet that presents the next months of content for the blog.
As you can see, this worksheet is not very organized. But at least we had one place to coordinate and plan the content for the blog ahead.
Which was progress.
But over the past year, I have learned that having a content schedule was not enough. .
In order for your content calendar to do its job, it must be SUPER organized.
(This is especially true if you publish a lot of 10x content like the ultimate guides, the industry
As I mentioned in step 1, "Content Creation" is a process with dozens of smaller steps.
And if you want to evolve, you need a way to 39; list each step that needs to be done. And the current status of those steps.
Otherwise, and believe me, something will fall between the cracks.
Today, our schedule content is more project management than an actual calendar (we use Notion):
So yes, if you already have a content calendar, this is perfect .
Otherwise, I would make it a top priority.
And even if you have a calendar, I would throw a second glance to see if there is room for improvement.
More specifically, try to present each small step in the form of a checklist. In this way, nothing goes through the cracks.
Step # 3: Plan your content calendar for the next 6-8 months
Content planning for the Backlinko blog has made a difference for us.
(In fact, sometimes I only started writing a post AFTER the last one came out).
This led to rushed, stressed projects
Today, we have 6-8 months of planned content .
Which is a HUGE stress reducer. Everyone on the team knows exactly what's coming. So there is no stress in wondering what the future will look like. The other great thing about having a 6 to 8 month plan is that you can group things together.
Especially the keyword search . So instead of logging into a keyword research tool every time you want to write something, you can spend a day fully focused on researching topics and keywords.
Then map these topics to your content calendar for the next few months.
Now, there is one thing I should point out here:
This plan is not frozen. You can always change, add, delete, or mix things up.
For example, we recently relaunched one of our popular guides on the calendar.
But one day, I thought of something that would work even better: a list publication of content marketing tips .
So I replaced the stimulus with that. It doesn’t matter. Obviously, you don't want to play with the program every day.
Otherwise it goes a bit against the goal of having a program in the first place. But it's fine from time to time to replace or change something from time to time. Especially if you make the change very far in advance.
Step # 4: Create plans for future posts
At this point, you have a documented process for creating content. And a content calendar that is filled for the next 6 months. Nice work.
Your next step is to start working on your messages.
And if there is any advice I can give you for this step, here is:
Create detailed plans before writing . I used to write blog articles like I was Ernest Hemingway. I would take a cup of strong coffee, open WordPress and start typing on my keyboard.
Well, it could work for a genius like Ernest Hemingway. But for normal people like you and me, writing freestyle like that is SUPER slow. And, from my experience, the end product doesn't turn out so good. Today, I am writing everything (including this article you are reading right now) from a detailed blueprint. Not only is WAY faster than writing on a blank page, it also makes your content more organized and structured.
A plan gives you a high level overview of what you want to cover.
This way you can see if you are missing important steps or strategies … before writing a single word.
For example, here is the plan of: The definitive guide to content marketing in 2020 . This plan made it easy for me to see if I had covered the key points that I needed to cover.
Also, once I started writing, all I had to do was fill in the blanks with details. In fact, I wrote the entire guide in two days. This is the power of a detailed plan.
Step # 5: Write content based on first-hand knowledge and experience
Or in other words:
"Document. Do not create".
The "Document. The mantra" Do not create "was HUGE for me.
It not only helped me create better content. But I can write content 2 to 3 times faster than before.
Let me illustrate how it works with a real example.
A few years ago, "optimizing the conversion rate Was all the
So I decided to get into action with a series of messages on the CROs:
There was only one problem:
I didn't know anything about CRO!
Sure, I had done some A / B testing before. I was far from being an expert.
These articles took forever to write (I had to research just about everything I wrote).
In addition, they did not prove s so good
Today & # 39;. hui, I don & # 39; write content that if c & # 39; is something with which I & # 39; have personal experience with . No exceptions.
For example, The YouTube Marketing Hub displays more than 40,000 words.
And yes, it was a massive project that took
But because the YouTube Marketing Hub covered things that I had to First hand, I basically documented things that I knew and already knew.
Which meant I was able to launch at least two entries a day.
( Note: The message you are reading right now is a meta-example of this approach in action. The steps in this message are based on my own experience of scaling up producing content from Backlinko (which made writing this SUPER post quick and easy. In fact, it only took me a day to describe and write).
Step # 6: Hire writers with real experience  I write every word posted on Backlinko.
But if you are like most companies who want to develop content marketing, you may need to hire copywriters.
At a high level, hiring a freelance writer is easy:
Post a job on Upwork. Hiring someone who can chain a few words together.
Unfortunately, this is how most people outsource writing. This is why 99.9% of all online content is in the trash.
Instead of hiring hikes outside of Upwork, I recommend working with experts in the field .
In other words: people who have first-hand
For example, NerdFitness came out of nowhere in a competitive space. And a big reason for his success was the fact that Steve only wrote about things he knew.
The question is:
HOW do you find experts in the field?
find people who manage blogs in your area. And offer to hire them.
For example, suppose you run a personal finance blog. Well, if you search Google for the "best personal finance blogs," you'll find organized lists of awesome blogs in this niche:
Then ask the people who run these blogs. 39; they are available to write content for your site.
Second look for people who contribute to other sites in your niche. BuzzSumo has a cool feature called "Top Authors" which makes finding published writers super easy.
Just type in a keyword … and get a list of people who have posted on this topic.
I already said it and I repeat it:
"If you want an article on unclogging toilets, don't hire a freelance writer. Hire a plumber. "
So if you want content that is REALLY good, then you need to work with the plumbers in your space.
Step # 7: Build Your Content Team
Until Now, I
And to hire copywriters who produce world class stuff.
But for your content marketing to really evolve, you will need staff.
Whether you hire freelancers.
Or full-time staff.
Or a mix of the two.
Once the process is in place, scaling content is a matter of people.
And I'm not just talking about writers.
As you grow, you will need people to handle the 87 tasks that go into publishing high-quality content.
(Like design, publishing, layout, promotion, etc.)
The people you hire depend on the content format you focus on.
For example, hiring a team of people for a podcast will be VERY different than a blog.
But just to give you an example, here are the key roles that have helped us to increase the content production of Backlinko:
- Content coordinator: It is essentially a project manager specializing in content production. They are responsible for ensuring that all boxes are checked before a message is posted.
- Designer: Someone who can create illustrations, visuals, screenshots, social media images… or any other design element than your
- Publisher: A second pair of eyes to examine your content. In this way, your final message is free of typos and phrases that are not 100% clear.
- Developer: Someone who can make code changes to your blog. WordPress themes have their place. But if you want to make the kinds of changes that make your blog look unique, you'll need a professional developer.
- Data Person: If you are doing studies or surveys on the industry, you will need someone who can run the numbers. And to make sure that your copywriting accurately represents the data. Content promoter: As its name suggests, the job of a content promoter is to make your message known. This can include writing email newsletters, setting up Facebook-boosted post-advertising campaigns, email awareness and more.
- Performance analyzer: This role consists in discovering what works in order to be able to double it. The metrics here depend on your goals. But for us, we assess the short-term performance of an article mainly on the quality and quantity of blog comments that come in. And long-term performance relates to links and organic traffic.
- SEO expert: Someone who is in charge of finding the right keywords and making sure that each publication is optimized by keywords (Guess who does this job at
You don't necessarily need to hire a specific person to fill each role. In fact, most of the time, you will have one person on your team in charge of several different roles.
But from my experience, it is SUPER important to have someone in charge of each of them.
Bonus: reallocating Content to new formats
Content reuse is where you take a single piece of awesome content … and reuse that same content in multiple different formats.
And when done right, reuse is a BIG
For example, one of our most popular posts on Backlinko ; calls: The complete SEO checklist .
Yes, this content was executed
But I also knew that this same content had a lot of potential … as a video .
I knew I couldn't just read my blog post in front of a camera.
In order for content reuse to work, you must modify the original content so that it matches 100% the new format.
So, with my SEO checklist video, I ended up deleting 60% of the publication content (otherwise, the video would have lasted 45 minutes).
Instead, I only covered the key steps in this publication.
I also added a handful of new tips and examples to make the video
The end product was this video:
And because I took more time to get my content original works as a video, people really liked it.
Now, I would like to hear from you
There you go, my 7-Step Process to evolve content marketing.
I would now like to hear what you have to say:
Have you tried to ur content production before?
If so, how did it go?
Let me know by leaving a comment below now.