As a CEO or marketing professional, scaling your publication can be a daunting task, but with the right approach, it can be done. Here are some tips for beginners on how to scale your publication:
1. Launch a writer's program
One of the easiest ways to scale your publication is to invite guest writers to contribute content. Create an outline for how to apply and a content outline for people to follow, so you always get high-value content that aligns with your strategy.
2. Create a team
To effectively scale your publication, you'll need a team of dedicated professionals. This should include a head of content (to create and execute strategy), an editorial team, a design and production team, and SEO professionals. In our experience, it doesn't take a village - sometimes all it takes is a team of 4 dedicated members, or you can employ an agency like Circuit that will do it all for you.
3. Buy or partner with other blogs
Another way to reach new audiences is to buy or partner with other blogs that have a similar target audience to your own. This will allow you to cross-pollinate to other relevant audiences and increase your reach.
4. Mind your metrics
Following standard metrics like click-through rates and unique visitors is great, but to grow you need to find ways to entice the market share you haven't cracked yet. Look at the number and type of visitors who aren't customers, and focus on topics you haven't touched on before. This ties into the outline you give for your writer's program- lead people to write about the segment of the market you're interested in conquering, rather than any and all software pieces.
5. Utilize canonical URL changes intelligently
The way you handle duplicate content is important. When you have multiple URLs for the same page, you want to utilize canonical URL to avoid any duplicate content issues and make it easy for search engine to understand the relationship between those pages and return the most relevant pages to users.
6. Use Social Media
Social media is a great way to get your content seen by a large audience. Share your content on social media and make sure to optimize your posts for engagement.
7. Use Influencer Marketing
Collaborating with influencers is a great way to grow your audience. Influencers already have a following and can introduce your content to new people.
8. Optimize for SEO
Make sure your website is optimized for search engines. Use keywords, meta tags and alt tags to make your website more visible on search engines.
Summary
In summary, scaling your publication requires a combination of creating high-value content, building a dedicated team, buying or partnering with other blogs, and using the right metrics to track your progress. With the right approach, you'll be able to increase your reach and grow your publication.