how to scale content creation with timestamps YoutubeScribe.com

[0:00] We all like the concept of scaling
content creation.
[0:03] You publish more pages, rank for a ton of
keywords, and as a result, you grow faster
[0:09] what seems to be less effort.
[0:11] But there are two huge problems
that often come with this.
[0:14] #1. As you publish more content,
the quality tends to degrade.
[0:19] And with around 7.5 million blog posts being
published everyday, it's tough to stand out
[0:25] with mediocre content.
[0:27] And #2. It can get expensive.
[0:29] But that's often because a lot of companies
build systems in a very inefficient way.
[0:34] So in this tutorial, I'm going to show you how
to scale content creation with maximum
[0:39] output and cost efficiency all while
controlling the quality of your content.
[0:44] Stay tuned.
[0:45] [music]
[0:49] What's up everyone?
[0:50] It's Sam Oh and before we get started, I want
to note that today's tutorial isn't so much
[0:54] about SEO or marketing like our other videos.
[0:57] But I want to take some time to talk about
systems and management because the efficiency
[1:02] of our marketing is usually dictated
based on these things.
[1:06] So if you'd like to see more of this type
of content, let me know in the comments
[1:09] because your feedback is always appreciated.
[1:12] Alright, so first, we need to talk about two reasons
why scaling content is super important today.
[1:18] Because it's not easy to do it well, it's
not cheap, so in order for you to succeed,
[1:23] you have to understand why you're doing it.
[1:26] So #1. On average, it takes somewhere
between 8 to 60 touchpoints to make a sale.
[1:32] Meaning, someone has to interact with
your business whether that be via content,
[1:36] word of mouth, a sales team or whatever
before they'll actually buy something.
[1:42] And of these touch points, helpful content
is probably the easiest, cheapest and least
[1:47] intrusive way to reach a mass
audiences on a consistent basis.
[1:52] And #2.  Your competitors are probably doing it.
[1:55] And if they are there helping and serving
your audience then prospects will probably
[2:00] choose them over you.
[2:01] Now, in order to understand how to create a
scalable content system, without massively
[2:06] degrading the quality of content, we need to
look at the basic process of content creation.
[2:12] So, you'll usually start with an outline that's
based around a topic you've discovered when
[2:16] doing keyword research.
[2:18] You'll write the draft, edit it, get any media
together like a featured image, social images,
[2:24] custom images, videos or whatever,
and then hit the publish button.
[2:28] Now, you might be thinking in order to scale
this process, you just need to add more rows
[2:32] running in parallel.
[2:34] But that's probably the worst thing you can do
because you're assuming that each person will
[2:38] produce articles with the same level of quality
and operate at the same level of efficiency.
[2:44] It's unrealistic because people are different
and so are the different tasks in the system.
[2:49] Plus, if you're hiring individual people full
time to do all of these steps is going to be
[2:55] way more expensive than it has to be.
[2:57] Instead, you want something that resembles
an assembly line, where each person in
[3:02] the workflow is working in the same direction,
with the same guidelines, at a balanced pace.
[3:08] And when this happens, each person is contributing
to what becomes a well oiled machine.
[3:14] Now, while this might not seem like a crazy
improvement at first glance, there's a lot of
[3:18] things that go into each part
to make them efficient.
[3:21] So let's walk through each step and go through
some tips to maximize efficiency all while
[3:26] controlling your quality lever.
[3:28] Alright, the first step is to set up your
system for project management.
[3:32] Now, this is what your team will be using
on a daily basis to create content.
[3:36] And its purpose is twofold.
[3:38] #1. It systemizes the workflow for
your content creation process;
[3:42] and #2. It gives everyone on the team a high level
view of the status of any post at any given time.
[3:50] At Ahrefs, we use Kanban boards in Notion,
where each card represents a post or video.
[3:55] Now, we start by assigning a post
to a member of our team.
[3:59] And when they've done their part, they'll
leave any necessary comments, reassign
[4:03] the card to the next person in the process,
and then move it down the assembly line.
[4:07] If you want to create something similar, you
can use project management tools like Notion,
[4:12] Trello, or Airtable.
[4:14] And the main columns you'll want to create
are outlining, drafting, editing, and publishing.
[4:21] Now, if your organization has other steps
you want to add in, then feel free to.
[4:25] For example, we have a pretty heavy
feedback and review process.
[4:29] So we have two columns for that
in our Notion board.
[4:32] Alternatively, you can use Google Sheets to
create a similar effect where you'd have details
[4:37] about each post and update the stage fields
as it progresses through your pipeline.
[4:42] Bottomline: there's no reason not to set this
up even if you're a one-person show.
[4:48] It'll help you stay organized and have a solid
foundation for a future content system.
[4:53] Alright, the next step is to create SOPs.
[4:56] SOP stands for standard operating procedure.
[4:59] And these are detailed documents and
videos that explain how to carry out a task
[5:04] from start to finish.
[5:05] Now, SOPs are absolutely critical
for 5 main reasons.
[5:10] #1. If someone quits or you let them go, SOPs
make it super-easy to hire and onboard new help.
[5:17] #2. They ensure that the writing style and
formatting are consistent across your site.
[5:23] #3. They help to get tasks done faster.
[5:26] Reason being, as you identify inefficiencies in
your processes, your SOPs should get updated
[5:32] with the modified methods.
[5:34] And this also keeps everyone in the loop
and your content consistent.
[5:38] #4. It saves you time from answering
the same questions over and over again.
[5:43] And #5. It allows you to eventually remove
yourself from the process while still maintaining
[5:49] full efficiency.
[5:50] And I could give you 10 more
reasons, but I'll spare you the rant.
[5:54] The bottomline is that you need to create SOPs
for each task so things are done the way you
[6:00] want them to get done.
[6:01] And these will help with quality control too.
[6:04] Now, in order to create SOPs in such great
detail, you need to learn and document
[6:09] the steps for each process.
[6:11] Meaning, you or a team lead should learn how
to do keyword research, create content briefs,
[6:16] write content, edit it, and upload
it to your CMS.
[6:20] So for us, we have SOPs for writers where
we cover style guidelines, content guidelines,
[6:26] and more.
[6:26] And then we have an SOP for an editor where
we cover how they can best do their job.
[6:32] And for a task like content briefs and keyword
research, Josh, the person in charge of our
[6:36] blog, is still doing this.
[6:38] But you can bet your bottom dollar that if
and when someone takes over these tasks,
[6:43] they'll be thoroughly documented.
[6:45] Alright, the next step is to prepare
your content assets.
[6:49] In addition to SOPs, you'll need to do keyword
research to build a bank of topics and create
[6:54] content briefs for writers before
you assign them topics.
[6:57] Now, I won't get into keyword research because
we have tons of tutorials that walk you through
[7:01] how to do it, but I do want to talk about
the importance of content briefs and how
[7:06] to create them.
[7:08] So a content brief is basically an outline
you'd create for writers on what you expect
[7:12] to see in your piece.
[7:14] And briefs are usually
accompanied with an SOP.
[7:17] Now, the reason they're important is
because writers aren't necessarily
[7:21] familiar with SEO copywriting.
[7:23] And when you're scaling content, search engines
are definitely a place you want to get traffic from
[7:28] because it's free, consistent, and passive.
[7:32] So by creating a brief, you can actually guide
the writer to create something that's better
[7:37] optimized for search - especially in
the area of matching searcher intent.
[7:42] So if I wanted to outsource a post on a topic
like "what are high quality backlinks," I'd start
[7:47] with a working title, ask for an intro where
I'd basically reiterate what we have in our
[7:51] SOP, I'd have all my heading tags filled in
to guide the flow, and I'd make notes under
[7:57] each section if there were specific
areas I wanted discussed.
[8:02] Now, what this does is it helps writers to create
an article in the structure we expect to see, it
[8:07] formats the HTML with proper heading tags,
it helps the writers to produce content quickly,
[8:13] and it saves the editor a ton of
time from editing posts.
[8:17] And all of these benefits come at the cost
of spending around 15-45 minutes per brief.
[8:23] Now, if you're not an SEO, we have a full
video on SEO copywriting, so feel free to
[8:28] watch that tutorial and create
your own SOP from it.
[8:32] Alright on to the most difficult part of
this whole process and that's hiring.
[8:38] So coming back to our flow chart, you can
see that you'll need someone to do keyword
[8:41] research and create content briefs.
[8:44] You'll likely need multiple freelance writers.
[8:46] You'll need at least one editor, and then
someone to upload and publish your content
[8:51] to your CMS.
[8:52] Now, you might be tempted to go
and hire one person for each role.
[8:57] But as I mentioned before, people
work at different paces.
[9:01] And if one person or group of people work
significantly slower or faster than another,
[9:07] then you end up with bottlenecks
in your system.
[9:09] So if efficiency is your goal, you'll want to hire
based on creating an equal flow in your system.
[9:15] For example, let's say that a junior SEO spends
1 day per month to do keyword research.
[9:20] And on a weekly basis, they can comfortably
put together 15 content briefs or approximately
[9:26] three per day.
[9:27] Then that means, in order to reach an equal
flow and have a smooth-flowing content system,
[9:33] you need to have enough writers
who can keep up with this person.
[9:37] Now, assuming each freelance writer, on average,
can write two posts per week, then you'd need
[9:42] 7-8 freelance writers to keep up.
[9:45] Now, onto the editing stage.
[9:47] If one full-time editor can review and edit
15 posts per week or 3 per day, then we're
[9:53] in a good cycle.
[9:54] And assuming the uploader can upload 25 posts
per week or 5 posts per day, then you'd only need
[10:00] them for part-time hours.
[10:02] The system is in almost perfect flow,
reaching almost its maximum potential.
[10:09] So now we have a general idea of how many
people we'd need to hire and of course, you
[10:13] can adjust these numbers based on
your organization's goals, processes,
[10:17] and productivity levels.
[10:19] Now, hiring an SEO, an editor, and
an uploader is pretty easy.
[10:24] You just put together a job post, publish them
on various networks, interview people who
[10:29] seem to be good candidates, hire,
train and move on.
[10:34] Now, the tricky part is hiring freelance writers
because a) you need a lot of them; b) you'll
[10:40] probably get the most applications for this
position; and c) writing is probably the most
[10:46] subjective part of this process.
[10:48] So let me walk you through a system we've
used to filter through over 350 applications
[10:54] in around an hour.
[10:56] Now, much like the other job listings, you'll want
to create a detailed job post about the position.
[11:01] And you can post these on sites like Problogger
jobs, Upwork, LinkedIn, your website's job page,
[11:07] or wherever.
[11:09] But the key part to this application
is the way writers should apply.
[11:13] And that's through a Google form.
[11:15] And there are three main advantages to using
a Google form when hiring freelance writers
[11:20] or for any position where you'll get hundreds
or even thousands of applications.
[11:25] #1. You won't get spammed with emails.
[11:27] And this usually results in annoyance and
you end up missing out on potentially good
[11:32] applications because you just
mark emails as read.
[11:35] #2. Google Forms has a direct integration
with Google Sheets.
[11:40] Meaning, every time someone fills out the form,
it'll automatically get fed into Google Sheets.
[11:46] And this allows you to create scoring mechanisms
to automatically qualify or disqualify candidates.
[11:52] For example, one of the questions in our
freelance writer form is: "Define SEO and
[11:57] explain its importance in 50 words or less."
[12:01] So we created a formula to count
the number of words.
[12:04] And if it's over 50, then we won't
even see the application.
[12:08] And #3. You can test writers' knowledge,
skills, and styles at scale.
[12:13] And we do this with both paragraph questions,
which requires manual review, and some multiple
[12:18] choice skill-testing questions which
automatically gets graded.
[12:22] Alright, once you have a pool of vetted candidates,
you don't want to just hire them and send your
[12:27] content briefs.
[12:28] These people have just passed a sniff test.
[12:31] What I highly recommend doing is
to send them a paid writing test.
[12:36] And each writer should get the exact same test
so you can get an apples to apples comparison.
[12:41] So what we'll do is send a sample content
brief and any relevant SOPs.
[12:46] And each writer will be asked to write
a somewhat fragmented article that's
[12:51] similar to what we post on our blog.
[12:53] We'll then review their work using a set of
criteria that we're looking for which we call
[12:58] our "quality writer guidelines."
[13:00] And having these guidelines in place allows
us to fairly assess each writer's skills, style,
[13:06] and ability to follow instructions.
[13:08] Now, for the writers that pass this test,
they'll be sent a content brief for an article
[13:13] that we plan to publish.
[13:14] And we'll send them as many so-called "beta
articles" before we actually commit to making
[13:19] them a regular writer for our blog.
[13:22] The process isn't short, but it ensures that
we uphold the quality of our content which
[13:27] is super-important for us.
[13:29] Now, just because your system tells you that
you should have 10 people to work on your
[13:32] site, it doesn't mean you should
go and hire 10 people today.
[13:36] I highly recommend that you start as SEO,
editor, and/or project manager and focus on
[13:42] hiring solid writers first because that's
usually the hardest part to fill.
[13:47] And once you have a team of writers, you
can look to fill other roles which shouldn't
[13:51] be as challenging.
[13:53] Alright, so now that you've created your SOPs
and hired people for tasks you're not involved
[13:57] in, the final step is to optimize your processes.
[14:01] Now, as your system runs, you're going to
find imperfections and inefficiencies.
[14:07] And just as you would do regular maintenance
for a vehicle, you'll want to do the same for your
[14:11] content system.
[14:12] For example, if multiple people in your team
ask the same questions, then that's a sign
[14:17] to document it in your SOPs.
[14:20] Or if you find an inefficiency in your system,
speak with the people who are involved in
[14:24] those stages and brainstorm how
you can make them better.
[14:28] Now, the final thing I want to show you is
what this system looks like in action and
[14:32] how easily it can be scaled.
[14:34] So let's go back to our previous example.
[14:36] If we have one SEO who can produce 15 content
briefs per week, seven writers who are outputting
[14:41] two articles per week per writer, or 14 in total,
one editor that can edit 15 posts per week, and
[14:49] a part-time uploader who can upload five pieces
per day, or a maximum potential of 25 posts per
[14:55] week, then we have a total of 14 published
articles per week or two per day.
[15:01] This is quite a lot for a single blog.
[15:04] Now, let's add another SEO in here
to create content briefs.
[15:07] We now get 30 of them per week.
[15:09] We'll actually add nine new freelance writers,
for a total of 16 freelance writers or 32
[15:15] articles per week.
[15:17] And now we're actually going to offer one
of our best technical writers a full time
[15:20] position as an editor.
[15:22] So our output now drops to 30 articles per
week and we have two editors that can edit
[15:27] all of them.
[15:29] Finally, we employ the uploader full time and
either pay them overtime to work another
[15:33] day's worth of uploading, reprioritize their
workload, or bring on another person who
[15:38] can upload our posts to WordPress.
[15:41] And we're now publishing 30 pieces of content
per week which is six posts per business day.
[15:47] And if you want more, then just do the math
and hire more help as needed.
[15:51] And at this point, you should be able to act
as project manager just to make sure that
[15:56] everything is continuing to run
in a smooth way.
[15:59] Now, as you add more steps to this process,
it'll slow down the output which is totally fine.
[16:04] But a way to avoid unnecessary bottlenecks
is to prioritize appropriately.
[16:09] For example, if you create custom graphics
for featured images, I'd recommend doing that
[16:14] at the content brief stage.
[16:16] This way, your designer has sufficient time
to create your graphic, get feedback, and
[16:21] make any necessary revisions.
[16:23] Now, while this system should make sense
conceptually, it's not as easy as it looks.
[16:28] It takes time to find good writers, train
multiple people for multiple roles, and
[16:33] to build a team that really works well together.
[16:36] So if you want to get started with this system,
I again highly recommend that you try all
[16:41] the different steps until you've
really mastered them.
[16:45] Start slow, build out, and with enough commitment
and hard work, you should be able to build out
[16:51] a scalable content system
that works for you.
[16:54] Now, if you enjoyed this video, make sure to
like, share, and subscribe for more actionable
[16:58] SEO and marketing tutorials.
[17:01] I'll see you in the next one.

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