How Can Small Businesses Manage and Publish Content Faster

By Gaurav Belani

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Small businesses like yours can leverage content to grow their web presence and drive leads. Creating content may often seem like a daunting task for small businesses because of the effort involved. 

You can hire content marketing teams to manage the heavy burden of content. But why do that when can unlock efficiency by adopting a repeatable method with simple tools? You can quickly provide relevant content for your followers and clients across many media channels. 

A typical American adult spends more than 11 hours per day consuming online content. This means they'll go elsewhere to find value-adding content if you don't give your audience what they want. Therefore, being relevant is the key.

However, the notion that ‘content is hard’ frequently indicates the loopholes in your content strategy. Many small businesses attempt to get around this by using pre-made content written by a third party but licensed to an infinite number of users who may use it repeatedly. Else, they succumb to low-quality content from freelancers who’d write off without much research. Both approaches demand efforts and resources but fail to deliver the desired results.

Therefore, it is crucial to regularly balance the quality and speed of publishing content. But first, let’s define what we mean by high-quality content.

What is high-quality content?

High-quality content achieves desired marketing objectives while being —

  • Comprehensive
  • Relevant
  • Helpful
  • Informational
  • Accurate
  • Reliable

This speaks volumes about your content. However, if your goal is to increase lead generation, think of creating quality content for different stages. Set content goals for the conversion funnel's top, middle, and bottom.

Once you are ready, a content policy aligned to different stages and clearly defined content goals can get you started. Let’s explore different ways to manage and publish your content faster.

1. Create and follow a content calendar

Many small businesses adopt an ad-hoc content writing policy. They will have writers wondering what to write and doing the research. This boggles your writer's thinking about the subject, and its vis-à-vis relevancy with your daily goals is a productivity killer. 

Additionally, if you choose a subject that your writers are unfamiliar with, they will be wasting a huge amount of sifting between browser tabs to research. 

Knowing topics beforehand can go a long way in offering a much-needed organization. Therefore, create an editorial calendar with topics, keywords, and goals. 

WordPress can be a savior and a partner for you here. Besides, with its flexible and extensible nature, collaborative editing in WordPress ensures multiple writers work on the same piece and contribute easily for a faster turnaround.

Also, create an editing schedule based on your requirements and objectives to keep the editorial team proactive. Such an approach helps you prioritize certain topics, and lets writers plan their research.

2. Have plenty of headlines on hand

Given the quantity of digital noise today, headlines are much more crucial for content marketers than ever in marketing. Your content calendar should not only have topic ideas but also a lot of other headline options to choose from. This helps plan your social media, emails, and SERP activities.

Unfortunately, many small businesses fail to succeed immediately with content marketing since their headlines aren't correctly optimized. This causes them to create more irrelevant content than is necessary to achieve their marketing objectives. 

Therefore, once you've created your list of potential content piece themes, start brainstorming potential headline ideas to choose the one that is most likely to be shared. 

Before choosing one headline for publishing, content marketing strategists at BuzzFeed, Upworthy, and some of the top marketing agencies frequently write 25 or more.

It seems like a lot of time is wasted, but it is the other way around. This way, you will ensure driving desired results with content.

3. Templatize and follow that works

You'll get a feel of which postings connect with your audience when you publish fresh branded content on your channels. Whatever generates the most engagement should take up the most space on your account. This includes your popular work that tends toward bold and inspiring quote graphics or more sophisticated, instructive designs. 

Try blending best-performing designs or content to give these posts a new life, and then expand on those projects to create your upcoming batch of content.

Often, this involves using a WordPress editorial plugin to get your job done intuitively and easily. This includes setting up the WordPress template, defining editorial and formatting standards, and sticking to your brand's color palette for consistency. Your content development process will go more quickly and effectively if you start publishing from scratch every time.

Scale your multimedia content 

People process and recall visual content far more easily than simple text. Because they remember 65% of what they see as opposed to 10% of what they hear. 

You can use the written text and convert it into visual content for better retention. Following are some of the different types of visual assets you can create using the existing text content or create a new one: 

  • Screenshots
  • Charts
  • Infographics
  • Photos
  • Videos
  • Memes
  • GIFs

In many circumstances, using multimedia to enhance your content is an excellent approach to conveying the message and retaining the audience’s attention. 

Bottomline

Small businesses often find it challenging to produce the finest content and attract the eyeballs of the most targeted audience. 

As a small business, you want to be your best version when attracting and engaging your target audience. Therefore, try showing what your business stands for through quality content. People love authentic content as long as you cater to what they are looking for. 

The newest buzzwords don't need you to pursue skyscraper content, 10X content, or anything else. Offer content that can create a difference in the market and help you stand out against your rivals.

Following the tips mentioned above can help you stay on top of the content game with a consistent, quality content week in and week out.

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