How to Scale Content Production That Doesn't Suck

Soon after Local SEO Guide hired me last year, one of our multi-location retailer clients asked us to produce a few hundred buying guides for all sorts of products they sell.

Bulk napkins, refrigerators, laundry detergent, you name it. My first big project!

The timeline was about one month, on top of overlapping deadlines for other client projects. As the new content guy, I had to figure out how to make this happen without drowning.

But hot damn, that’s a lot of words to research, pay for, edit, format, and internally link in a month.

You’ve experienced some flavor of this, especially if you work for a small, scrappy agency without an existing editorial infrastructure. Sure, you can turn to Upwork, Zerys, or another content writing service to get it done.

But then how do you decide what to spend on great editors? Should they be subject matter experts, or hired guns who handle any topic? How many do you hire?

What if the client doubles or triples the project for your next engagement? Do you have the resources to…scale your content production?

How do you build an in-house content process that can be scaled 10 or 100 times over?

via GIPHY

Alas, scale. Love it or loathe it, “scale” (to me, anyway) just means delivering a proportionally bigger chunk of work while retaining high-quality content.

We’re working in a BERT environment where we don’t really optimize content. I focus on making content readable, logical, and unique…

Read More…