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Tools and Techniques for Producing Content at Scale

Content at scale is an incredible way to maximize your brand’s reach and enables effective communication with customers at the right time. But to produce content at scale, organizations need to have a well-organized process for creating, optimizing, and publishing content.

What is content at scale?

Content at scale is the production of high-quality marketing content in large volumes efficiently and quickly. The aim is for your organization to be able to communicate with customers at the right time and create unique customer experiences, all while enhancing personalization and communication tactics. Assessing your content house can help your brand and marketing teams effectively reach your content at scale goals. Organizations often devalue the importance of their content processes, strategy, and the technology used within their content house, underestimating the consequence this can have on achieving content at scale.

Common challenges

Challenges to producing content at scale could reside in multiple areas of your content house. We’ve divided the content house into four parts: Content strategy, Content production, Personalization technology, and Content reporting.

Content at scale

It’s important to note that trouble in one of these areas can affect your entire content house and limit your brand’s ability to achieve content at scale.

Understand your brand voice

To analyze your content strategy, organizations need to explain their brand identity to determine effective communication with their audiences, while also mastering their customer base to communicate authentically and effectively with them. Organizations often use outdated or ineffective strategies, so it is imperative to reevaluate your strategy as it influences all aspects of your content house. Your organization can centralize marketing initiatives on shared calendars or planning boards to ensure future campaigns have enough content to meet strategy demands.

The right team and process

Most brands struggle with wasted efforts and resources when producing content. It is vital to remember people and processes can be a challenge to creating content at scale. Your organization should analyze their content production processes by assessing approval processes, time used to create content, tools used to create content, and how content is centralized across the organization. For instance, utilizing tech management tools to codify processes and utilize content templates can help brands move faster when producing content. A digital asset manager can also help content production by centralizing all assets to be reused, updated, or evaluated.

Navigating personalization technology

Personalization technology can be difficult for marketers to grasp, thus many organizations don’t use them to their full potential. As the personalization technology landscape is so large, it is important to remember that these tools collect customer data to help create individualized experiences and accelerate real-time one-to-one personalization through dynamic content. Personalization technology can also aid in content production by utilizing the best content for various audience personas. To fully realize investments, your organization should conduct a data audit to review data gaps and data needs to fulfill personalization and shift towards dynamic content to help facilitate personalization features.   

Analyze and learn

Content reporting is often neglected within marketing, effective content reporting can provide various metrics to inform content performance. These metrics can range from content views to content interactions or engagement. All metrics should be robust to help your brand determine your content strategy as well as inform the types of content that are most appealing to audiences, which can alleviate your organization’s effort on creating ineffective content.

Content at scale in action

Implementing content at scale can look different in all areas of your content house because different strategies or technologies can be used to enhance each stage. Content at scale could take form in digital content templates, shared marketing calendars, content automation tools, and content reporting dashboards. Content at scale can help your organization save time and resources when it comes to producing content, optimizing, publishing content, and creating unique customer experiences.

Ultimately, content at scale is important to your organization, and marketing initiatives as it can help maintain a loyal customer base by establishing trust and messaging consistency, while also helping your organization stay relevant with diverse content and strengthen brand recognition.

Conducting a holistic assessment of your content house can help provide solutions to achieving content at scale. Please reach out to the technology strategy team to aid in evaluating your content house.

Want to learn more? Merkle’s tech strategy team can help. Reach out to our experts here.