For eCommerce companies looking to increase organic traffic, “scaling” content production, that is, building systems to produce a higher volume of content is usually a strategy that is on their radar. We hear this often from clients: “We’re looking to scale content production”, or “In the past, we tried scaling content production, then this happened”, etc.
The logic is simple: more content for Google to index should lead to more organic traffic.
Loosely speaking, that logic is sound.
Ecommerce companies looking to “scale” content production volume need to do so carefully. If that scale in content creation comes with a reduction in quality, in Google’s eyes, then it can either (a) render your content marketing efforts fruitless or, worse, (b) actively hurt rankings.
We see these mistakes made often. For example a company “scales” by hiring a bunch of junior copywriters (and maybe junior SEO team members) generally resulting in:
- A lot of low-quality content with little authority and inaccurate information
- A lack of brand authenticity or connection
- A traffic spike without the accompanying conversions and new customers
In other words, lots of time, effort and marketing spend with little to show for it.
But there is a better way.
In this guide, we want to lay out an operational plan to scale content production while maintaining high-quality content, so you can reap the most SEO benefits possible.