For large brands that publish a great deal of content to maintain a hefty enterprise content strategy, figuring out how to develop a consistent voice can be difficult.
It’s easy to think of how to direct content creation if you have a blog or two to write, but creating great content gets much harder as your blogs or articles start numbering over 100 each month if you’re doing enterprise level content productive.
Luckily, just because consistency may be difficult, that doesn’t mean it’s impossible.
Massive brands with lots of content can develop a consistent, productive content strategy that returns in huge ROI, fans, readers, and interactions.
Here’s a few that write a lot, and have a great presence:
- The Huffington Post–back in 2013–was reported to be creating over 1,200 articles per day.
- BuzzFeed published over 6,100 posts this April 2016.
(More volume content stats from Buzzsumo’s recent study on why the future is more content, not less.)
Let’s explore how enterprise level brands can win at great online content production.
Why A Lot of Content Works For The Enterprise Content Brand
If you’re a major brand not creating a great deal of solid online content, you could be significantly missing out.
In 2013, Hubspot found out that 82% of marketers who blog daily won a new customer solely from their blog; as opposed to 57% of marketers who blog per month.
With an average of 54% more leads generated by inbound rather than outbound, and $20,000 saved per year by investing in content marketing instead of outbound, there’s big reasons why brands should favor investing big-time in content creation rather than other marketing methods today.
And Here’s Why Quality Still Matters More Than Quantity
While modern brands understand that posting often is critical to online visibility and success in the search engines, it’s imperative to keep in mind that quality is still more important than quantity.
All too often, the big brands of today get in a hurry to pump out content, and then they get sloppy.
While it’s happened to virtually every company at some point or another, it’s bad form that can ultimately harm the company’s reputation and even cost an enormous amount of money.
Need an example? Consider some of the most expensive spelling and grammar mistakes ever to befall major companies.
While it’s all well and good to pump out a lot of content, the content you publish is only worth as much as its quality, and little things like proofreading and hiring an editor truly make all the difference.
Because of this, enterprise brands that want to excel in the world of online marketing and advertising must take a pointer from their smaller counterparts: quality over quantity.
Rule of thumb, even for the massive brands: you can’t afford to publish sloppy content. A big body of bad content never helped anyone, and a small collection of great content is worth its weight in gold.
5 Tips for Developing a Consistent Enterprise Content Strategy
As the process of living life and running a business gets crazier, creating a consistent content strategy can get even harder.
Luckily, there are several tools enterprise-level companies can use to streamline their content creation and help things run more smoothly from the get-go.
1. Develop an editorial calendar & rely on a content crew to organize efforts
Editorial calendars are some of the most valuable and under-appreciated tools in all of online marketing.
Designed to help companies organize their content efforts and plan content well in advance, editorial calendars are a great way for a company to see, at a glance, what it has going on with various distribution platforms at any given point.
What’s more, a well-planned editorial calendar can also take a significant amount of the daily planning out of a good content strategy.
Good tools for editorial calendar management:
- Google Docs (don’t underestimate the power of a live, shared Google doc – it’s what I use to keep our consistent content scheduled and topics created)
- Scheduling & management from CoSchedule can help big content brands efficiently plan, develop, and post their content
Here’s an example of what the Minnesota Business Magazine’s editorial calendar looks like. I love how cleanly everything is divided into months, with a focus, industry watch topics, and it even includes events to cover for the month:
Hand-in-hand with a great tool is a great content crew.
Let’s face it: you can’t create massive amounts of content without massive amounts of content writers!
At our company, we’ve written as many as 300 pages all in a week – if you can count press releases, social media posts, a bio or two, blogs for dozens of companies, web pages, a resume… as “pages.” We write a lot of content that’s consistently varied–and we’ve built a massive, proven team over the past five years who handle every single project with creative care. Our team is relied on by many brands who need a variety of content amounts. If you’re looking for a content backup crew, ours is the one–we’ll prove it! See more about us.
In the long-term, having a great process and a solid crew to rely on helps nail down a consistent, predictable content schedule upon which readers can rely.
2. Conduct relevant keyword research for your brand
Keyword research is not a tool often associated with brand consistency, but it’s a critical piece of the puzzle.
By conducting quality keyword research, brands can target (a lot of) long-tail keywords that are most relevant to their company and their message.
This, in turn, helps the company create consistency by ensuring it’s always on the cutting edge of the industry and that the keywords posts and other content focus on are relevant and interesting to readers.
And, the ranking results are huge when you create lots of consistent long-form keyword focused content (we’re living proof).
For best results, use a powerful keyword research tool like KWFinder or BuzzSumo.
3. Build unique, custom graphics for your content
Custom graphics are essential for any brand that’s serious about creating a consistent content strategy. In addition to doing simple things like perpetuating your company’s branding, design, and color scheme, custom graphics also help you create a predictable online presence across all of your various social and web platforms.
What’s more, custom graphics can help you provide value to readers and make it easier to disseminate information in a useful and digestible way.
Check out this custom graphic one of our team artists drew for this post:
At scale, custom drawings like the above may not be easy to create, unless you have a team helping out.
For best results, create a unique mix of infographics, social graphics, and headers for blogs and other content.
While this may seem like a simple thing, it’s one step that many small enterprise-level businesses forget about.
By taking the time to develop custom graphics, it’s easy to set your content apart from the rest and ensure that all content creation is as consistent and relevant as possible.
4. Make the customer the center of your mission
While it may sound odd that making the customer the center of your content strategy could serve to make it more consistent, it’s true.
This doesn’t matter if you’re small potatoes or if you’re a huge brand like Buzzfeed serving up thousands of articles a day–you can do this.
(If you follow Buzzfeed, they really nail their audience type… check out these topics: “22 God-Awful Freshman Roommates,” “Someone’s Heart was Found in a Ziplock Bag in a Field,” and “23 Tumblr Posts That Make Perfect Sense To Food Network Addicts.”)
When the customer is a company’s primary concern, it has the immediate and widespread effect of making the distribution channels and content creation methods more streamlined.
This, in turn, helps brands create content that resonates with a target audience and fulfills a specific set of purposes or objectives.
What’s more, developing a content strategy in which customers feature prominently is a wonderful way to boost the effectiveness and relevance of online content.
5. Use a management tool to streamline creation and distribution
Without the help of an excellent content management tool, it’s easy for all of your various channels and creation efforts to get away from you.
Luckily, a content management tool can help mitigate this in a big way. By allowing you to keep track of, schedule, and post content across various platforms from a single dashboard, a great content management tool is the one thing that can truly overhaul and streamline your content strategy.
Docurated has a good list of 50 top content management tools for the enterprise creator.
Streamlined Content, Made Simple
While optimized content is something many big brands dream of, few understand how to create it.
Luckily, these simple tips can help facilitate more efficient enterprise-level content that serves not only a company’s customers but the brand as a whole.
By streamlining content as much as possible, companies can easily provide more value to their readers, and offer a more cohesive and individualized continue strategy from beginning to end.
Do you need help creating great content for enterprise needs? Contact our writing team for professional assistance today!