Category: Outsourcing

Understanding the ins and outs of content scaling

Content scaling refers to creating and distributing large volumes of content across various channels and platforms. It’s a critical aspect of brand strategy in the digital landscape, where content is king.

But what’s the goal?

Aside from scaling your brand’s content volume, this marketing strategy helps to:

• Expand your brand’s reach across differing audiences;
• Enhance your Search Engine Rankings;
• Drive traffic to your website;
• Boost conversions and sales.

All these elements contribute to delivering more significant brand growth. But even so, many brands are stuck in the past using traditional content scaling methods.

Traditional content scaling: what challenges do brands face

Traditional content scaling methods, aka without AI, will leave brands facing these types of challenges:

• Time and Resources: From brainstorming to publishing, each step requires significant effort and assistance.
• Consistency: With increased content volume, maintaining a consistent brand voice and message becomes more difficult.
• Diversity and Engagement: Keeping content varied and engaging is demanding, with repetition leading to audience disinterest.

Originally, content scaling was a manual process until new technology transformed this process. Digital tools like automation, now help brands schedule posts, analyze performance, and curate content. Still, these technologies have limitations, which opened the door for AI to revolutionize the process.

How AI and content creation interact to power your brand

Using advanced technology like Natural Language Processing (NLP) and Machine Learning (ML), AI is capable of generating content, proofreading, suggesting improvements, and even personalizing content for targeted audiences.

Here’s a snapshot of some AI-driven tools brands use today:

• Grammarly: This AI-powered writing assistant helps improve grammar, spelling, punctuation, and style in real time – it’s like having an English teacher on stand-by as you write.
• Quill: Powered by Advanced NLP, Quill analyzes data to generate insightful narratives and reports.
• Jasper AI: Using AI language models, Jasper generates text, translates languages, and writes various creative materials.
• Heliograf: The Washington Post uses AI technology to generate short reports on local football games, allowing the newspaper to cover a wider sports area while freeing reporters to work on other stories.

How AI content scaling will benefit you

By using artificial intelligence, you’ll automate and enhance the process of creating, organizing, and distributing content.

Let’s take a look at the significant benefits:

• Speed: AI can generate content faster than any human. It can analyze data, identify trends, and produce content in seconds. This speed is crucial in real-time marketing.
• Consistency: AI can be programmed to follow specific writing styles and tones, ensuring brand consistency – no matter the content volume.
• Personalization: By understanding user behavior and preferences, AI can generate content that resonates with customers on a deep, personal level.
• Analytics: AI can provide detailed analytics. This helps companies make data-driven decisions about what type of content to produce and how and when it should go live.
• Cost savings: With AI-supported insights, brands can use their resources better, improving marketing performance.

It’s important to remember that AI should complement, not replace, human creativity and judgment. The most effective content strategies combine the two, advancing our capabilities to become more efficient and powerful.

Enhancing your AI content scaling with centralized marketing

Let’s look at the case of BoConcept. This Danish furniture brand creates master campaigns scaled across multiple products, channels, sub-brands, markets, and languages. One campaign asset master transforms into countless final assets ready for global publication.

But what’s the secret to BoConcept’s success?

Centralization of production.

BoConcept realized local production agencies wouldn’t adapt correctly or have enough resources to deliver campaigns. So, they centralized their brand marketing.

By trusting a third-party agency that’s AI-powered for speed, scale and quality, BoConcept now has the power to deliver multiple campaigns across different markets and channels, efficiently and effectively across 64 languages.

What’s on the horizon line for AI content scaling?

From producing eye-catching articles to delivering multiple assets from one master, AI is changing how content is created, distributed, and consumed. But AI is no silver bullet.

Here are some things to consider moving forward:

• Quality vs. Quantity: While AI can deliver hundreds of articles per day, maintaining the quality of this content is significantly challenging.
• Lack of Creativity: AI can generate based on data and algorithms, but it lacks human creativity and emotional intelligence.
• Data Privacy: With more regulations protecting customer data, AI’s abilities might become limited as it relies heavily on user data for personalization.

Although some challenges lie ahead, several exciting developments are happening within AI that will shape the future of content creation and scaling:

• AI and Multimodal Content: As content creation broadens to include audio and video, AI will likely evolve to create and scale such content.
• Continuous Learning and Adaptation: AI will continue to learn and adapt, becoming better at creating high-quality, relevant, and personalized content.
• Greater Integration: AI will become increasingly integrated into content management systems, making AI-powered content creation and scaling more accessible.

The future will be about harnessing AI’s potential to develop a better, more efficient content ecosystem, responsibly and ethically.

My final thoughts

AI is a powerful tool – one that’s transforming content marketing. But the technology isn’t the be-all and end-all. It’s an enabler, not a replacement. We should use AI to advance our work as we move forward, not define it. After all, at the centre of every great brand isn’t an algorithm but a dedicated, resourceful and intelligent group of humans. And they’re the ones that deliver marketing magic.

Remember, like any tool, AI’s effectiveness will depend on how you use it. When introduced into your brand, analyze AI’s effects and see if you can adapt and grow. The potential benefits are vast, from speed and consistency to personalization and analytics, and they’re there for you to seize today.

If you have any questions about the topic, don’t hesitate to contact me.

Why combining local experience with global production matters

Partners with local expertise offer invaluable insights into local consumer behavior, cultural nuances, and market dynamics that can seriously influence the success of a product or service. This knowledge and understanding of local markets will help you build marketing strategies that resonate more strongly with audiences.

With global production capabilities, these partners can also bring in efficiency, scale, and standardization, which are critical for maintaining brand consistency across different markets. They’ll help you streamline operations, reduce costs, and ensure consistent quality, propelling you forward with sustained growth.

Top reasons why you should consider a local partner

Regulatory Knowledge

Local agencies are well-versed in the rules and regulations of their home market. They’ll help you navigate legal requirements, manage paperwork, and ensure compliance, which can be particularly beneficial in markets with complex or unfamiliar regulatory environments.

Connections and Partnerships

Local agencies often have extensive networks within their markets. They can introduce you to potential partners, influencers, and key industry figures. This can speed up your market entry and boost your credibility.

Cost Effectiveness

Working with a local agency can often be more cost-effective than setting up your own local office, especially in the early stages of expansion. You can use their existing infrastructure and resources, saving on overheads and operational costs.

Alignment with Your Business Values and Goals

Ensure the agency understands your business values and goals. They should be able to align their services with your strategic objectives and brand identity. If there’s a disconnect here, it’s unlikely the partnership will deliver the results you desire.

How do you know if a local agency is right for you?

To determine if a local agency is right for your business:

• Conduct thorough research;
• ask for referrals;
• speak to agencies directly;
• run a small pilot project.

Remember, the right agency can be a valuable asset in your expansion journey, providing local expertise and resources to help you succeed in a new market.

The Power of a Local-Global Partnership in Action

Let’s look at a real-world example showcasing such a partnership’s transformative power. Denmark’s leading cycle e-commerce company, CykelGear, had set its sights on expansion into neighboring European countries. However, it faced a significant hurdle – distinguishing itself in a crowded market.

They joined forces with a global marketing agency with local experience to tackle this challenge. This partnership developed a new brand name – Bikable, with powerful taglines like “It’s Bikable”, “I’m Bikable”, “We’re Bikable”. They also developed a comprehensive visual identity, including a flexible logo, typography, and photographic style that reflected the brand’s ethos.

Before launching Bikable, the partnership ensured all necessary brand elements were in place, along with a seamless e-commerce site and complete brand guidelines covering everything from color schemes to packaging. With all these elements, Bikable geared up for success in Northern Europe and beyond.

Our Final Thoughts

International expansion is a challenging yet rewarding journey. It demands substantial investment, meticulous planning, and strategic decision-making. However, by collaborating with partners who bring together local experience and global reach, companies can significantly improve their chances of success.

When setting your sights globally, it’s not just about finding a partner; it’s about finding the right partner. One that understands your brand, shares your vision, and has the ability to bring your ideas to life in new markets.

As you plan for global expansion, consider the benefits of a local-global partnership. For more insights on how to navigate the challenges of international expansion, make sure to visit The Color Club.