Have you been thinking about scaling your content marketing to support your search engine optimization initiatives? If you haven’t, it’s time to start considering it. The thing is, having a content marketing strategy for e-commerce businesses is a must. Even if you don’t have a big budget, making it a priority is important. Read on to find out the next steps and ideas for a successful expansion process.

Scaling Your Content Marketing

You’ve established your goals, published some content, and seen some good results. Now it’s time to consider how you can scale your content marketing for even more growth. This doesn’t mean that you go from three blog posts a week to 30, but it does mean that there is some space for growth that you should take advantage of in order to see an even greater ROI.

Scaling your content marketing might look like hiring freelance writers and editors to create more content. It might mean hiring some full-time employees to expand your content marketing team, or perhaps hiring specialists to explore new kinds of content. It’s important to maintain momentum with where you’ve seen success but also to maintain an open mind and look for areas where you can explore new ideas. 

Keep in mind that scaling your content marketing doesn’t necessarily mean looking for more opportunities for traffic. While this is important, it shouldn’t be your sole focus. It should also be about getting more content and more high-quality content, as well as consistently improving on the content and resources that you already have readily available to you.

Here are some ideas you might consider when looking to scale your content marketing:

  • Hire specialists – these are individuals who excel in their niche and can be an incredible asset for your team. This could include everything from writers to video content creators!
  • Go back and check your previous work – double check and make sure your links are up to date and that your anchor text is still high-quality. Double-check your keywords. Make sure it’s all in good shape
  • Take some time to reassess your brand voice – consider, is your team making this a priority? Is there anything that needs to change since you last evaluated everything? Reassessing every few months is key to a good content strategy.  

Once you’ve done all of this, you should be in a much better place to continue to scale your content marketing. You might be wondering about the cost of this all, though. So, let’s talk about that a bit more.

I Don’t Have a Big Budget or Team. Can I Still Find Success in Content Marketing?

Don’t fall for the misconception that you need an unending bucket of resources in order to be successful. You can still create success for yourself! If you don’t have the resources to create content on a regular basis, we recommend focusing on something known as “evergreen” content.

What is Evergreen Content?

Evergreen content is content that stands the test of time and is always applicable to your clients. It’s not quite as timely as other content, and often requires a minimal amount of upkeep to maintain relevance over time. You may find that you intermittently need to add a little here and there to evergreen content, but you will also find that these are pieces of content that drive traffic and success on your site.

Why Targeting Your Content Can Help

And let’s look on the bright side! In a way, you’re forced to create and target your content a bit more carefully. When you don’t have the time or money to explore every single content option, you’re able to more fully focus on what will be most effective. The end result is content that is more impressive, focused, and results-driven.

At the end of the day, the most effective tool to help people find what you have to offer is your content. Every touchpoint is an important part of the process, and discovery-level content is often far from the last touch before site visitors take the plunge and make a purchase. More on that in our section detailing the content marketing funnel.

An Example

Let’s look at an example of this more closely. Presley Couture is a business that sells little girl clothing, ranging from princess dresses to everyday outfit essentials. They have created a blog that covers a wide range of topics in their specific space. Some of their posts are more pointed toward their products, highlighting cute outfit ideas and how to put together a back-to-school wardrobe. However, they also boast blog posts talking about playdate ideas and birthday party planning. Does this directly relate to little girl clothing? Not necessarily. Could it be useful for a mother making a purchase on the site for her little girl? Absolutely it could. 

By creating blogs like this, you’ll drive more traffic to the website. Moms searching for various related topics will be drawn to your blog, and might check out the company it’s associated with while they are there. These types of blogs are also evergreen (as we mentioned above, this is very important) and are very pertinent to your target audience. This type of content helps you create more content without sounding too sales-y as well.

Scaling content for your e-commerce business is an absolute must. Without it, you’re leaving money on the table by losing out on potential customers. Hopefully, this piece has given you more insights into how to do it in a targeted manner. However, if you feel like you need a little more assistance, set up a consultation with our team. We’d love to see if we’re the right fit for your e-commerce marketing and SEO needs.

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