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Definition: Content at scale

What is content at scale?

Content at scale means producing high volumes of high-quality content quickly and efficiently—while always maintaining focus on quality rather than quantity. A good content at scale strategy revolves around producing, optimizing, publishing, and sharing content that is aligned with business goals and objectives. The aim of content creation at scale is to inform, educate, and entertain customers at the right time in their buyer journey in order to maximize conversions.

Content creation at scale incorporates a variety of different formats including blogs, whitepapers, videos, podcasts, case studies, and newsletters. Depending on the brand’s size and scope, creating content at scale can involve a number of team members including content strategists, marketers, copywriters, social media specialists, sales reps, and designers.

Templating and creative automation tools enable brands to create high-quality digital content quickly and get more content to market. By supporting a wide range of output formats, templating tools like Bynder's Studio allow marketing teams to produce more collateral than ever before while protecting creative bandwidth. This means content marketers can support sales teams with relevant, personalized content to address barriers to sales and convert more customers.

Are you looking to scale up your content output to gain more traction on social media? We have a guide just for that. Check out our free guide: "Fueling the feed" for tips on how to step up your social media marketing.

How to create content at scale

If you are considering creating content at scale, it is important to plan ahead to make sure your activities and tactics are optimized. Here are some tips to get you started.

Choose the right content topics
Creating content at scale can save brands a significant amount of time during the ideation and creation processes. To do this successfully, you need to pick content topics that are evergreen, relevant, valuable, and useful. Doing so means you can update and repurpose the content as your campaigns mature and evolve.

Use the best tools and technology
Creating content at scale saves time in the long run, but there is still a lot of leg work involved. A lot of this can be minimized by choosing the right platforms, tech, and tools to support your growth. This could include digital brand templates, content calendars, creative automation tools, and social media dashboards.

Don’t scale too quickly
Running before you can walk could be detrimental to your content at scale strategy. It’s easy to fall into the trap of producing too much content in a rush, rather than focusing on creating that evergreen, original content we mentioned before. During the ideation stage, always question why you are creating the content, who it is for, what stages of the buyer journey it is appropriate for, and how it can be repurposed.