Scaled content is a type of content creation where the focus is on the right content for the right audience at the right time in the right form. That’s a lot of rights.
What is means, basically, is that your content shapes and transforms its container based on the medium and the market and the message.
Your basic concepts and principles stay intact; just the way you present them might differ.
In a sense, scaled content represents a method of segmentation- you are, essentially, treating different people distinctly through the method and format of your content.
So for instance, if you are creating content for a podcast, you might take your content idea, but then inspire it with action verbs, shorter sentences, and more interaction to keep the podcast interesting to listen to. If you are building a video, you might keep the text minimal and focus more on images. If you are writing a full length blog post, maybe you include graphics or images to make the content easier to understand and digest.
The benefits of tailoring your content to the medium enable you to track, specifically, how well the content is working in terms of leads and sales.
Let me give you an example.
If I publish this blog post, and it posts to Twitter, I can see how many people click through from Twitter to read the blog post. I can also track how many sign up for my email list. These are important, but large measures. There is often a great deal of loss between the time someone clicks on a link and takes action on your website.
However, if I create a very focused tweet, to a very specific article, which has a very specific benefit- and maybe even makes an offer- then I can see, with greater precision, whether this message reaches the right people, how it is amplified with retweets, and whether it gets favorited. If I can find the right tweet that is shared, and that tweet results in people visiting my article, and maybe I make sales, I can then ‘scale up’ this type of tweet, article, offer combination and create more leads and sales.
In a sense, scaled content pushes you to refine your message and to become very specific and very targeted in your approach. So you must be able to read your analytics and respond to the data.
If you’ve ever tried to grow your audience on social media or on your blog, you know that increasing the reach and impact of your content can be difficult. This is especially true when your content is broad or non-specific.
Now, more than ever, marketing to everyone means that you’re reaching no one.
Aim to provide amazing content and to take active part in your online communities. The better the fit of the message to the market and the medium, the more likely it is to be shared.
You need to test this out and see what kind of content performs best with your audience.
And then to scale up your content marketing, you can curate content, refresh your original content, send one message on multiple platforms repeatedly over time, and focus on real time issues as often as possible.
When you do these 4 things, the range of your content will grow and spread.
Always seek to get the most out of all content you produce.
