As a marketing leader building a content team, you may often wonder – how much content is enough?

At what rate do I need to produce high-quality, engaging content to grow my audience, leads, and sales? The answer lies in understanding your content velocity.

What is Content Velocity?

Your content velocity is the amount of content you publish over a set period, whether that’s daily, weekly, monthly, or yearly.

Calculating your content velocity allows you to benchmark where you are now, set goals for where you want to be, and monitor your progress.

It also enables you to analyse what’s working and what isn’t in terms of content volume for your business.

For example, if your content marketing strategy involves publishing 2 blog posts per week but your main competitor is churning out 5, that velocity gap may explain why they’re pulling ahead.

On the flip side, producing content too rapidly can also dilute quality and effectiveness. Finding the right cadence is key.

Understanding factors like competition and audience expectations will help you pinpoint your optimal content velocity – the rate that keeps your content on track to smash your business goals.

Why Content Velocity Matters in an SEO-Led Strategy

Content velocity is key when it comes to SEO and ranking high in Google.

The more high-quality, relevant content you can publish, the more signals and opportunities you give Google to understand your site’s topical authority and content expertise.

This matters because Google wants to surface websites that offer the most in-depth, up-to-date information on a given topic to best serve searchers.

Sites that publish content more rapidly on a topic demonstrate greater commitment and authority (obviously depending on content quality too).

Content velocity is especially important if your website is new. Building strong foundations will stand you in good stead to attract organic traffic in the future. Remember, SEO takes time to start working.

In addition to giving Google more pages to index and assess for relevance, a faster content velocity also helps you:

  • Build links more quickly – The more content you have, the more opportunities there are for others to find and link back to your useful, informative content. Quality backlinks are powerful SEO signals.
  • Keep visitors engaged – Fresh, regular content keeps bringing visitors back to see what’s new. This boosts time on site metrics and reduces bounce rates.
  • Outpace competitors – Competitors may struggle to keep up with your content output, while you pull ahead by actively expanding your site’s footprint.
  • Scale topic targeting – Releasing more content gives you opportunities to target more keywords and questions within your topics of expertise.

In an increasingly competitive content landscape, content velocity gives you the best chance of standing out in SEO and becoming a go-to authority site.

Maintaining velocity has to be balanced with producing truly high-quality, useful content. But overall, a faster velocity will power your organic growth.

Monitoring Your Content Velocity

As a marketing leader, keeping a close eye on your content velocity is essential for several strategic reasons:

Stay on Track with Goals

Tracking content output allows you to monitor progress toward goals and key performance indicators related to content.

This includes goals for the number of blog posts, videos, podcasts, etc over set time frames. Without monitoring velocity, it’s impossible to know if your efforts and resources invested are paying dividends.

Optimise Content Plans

By diligently monitoring your team’s content velocity week-over-week or month-over-month, you can spot trends and make any needed adjustments to your content strategy and production.

For instance, you may observe certain months where velocity slows. In that case, you can put in place better frameworks to counteract planning or creative bottlenecks.

Assess Performance by Channel

You can break down velocity metrics by content type – blog posts, social media posts, videos, etc.

This granular view shows you the performance within each content channel and where you may need more focus to fulfill output targets. It also helps identify your fastest, most efficient content channels.

Stay Ahead of Competitors

Keeping tabs on competitor content velocity is equally crucial to inform your own velocity benchmarks and goals.

If rivals in your space are ramping up their blog posts or video content while your velocity stagnates, you risk losing visibility and traffic. Using tools to monitor changes and fluctuations allows you to react faster.

How To Calculate Content Velocity

Here’s the process Content Foundations uses to calculate content velocity:

  1. Choose a set period for analysis such as per week, month, quarter, or year. Be consistent with whatever timeframe you pick.
  2. Decide which content types and channels you will include in your calculation. For example, blog posts, videos, podcasts, social media, etc.
  3. Using a spreadsheet or velocity tracking tool, record the actual number of content pieces published across selected channels during your set period.
  4. Add up the total number of content pieces made live across the channels over the full time period that you want to analyse.
  5. Divide the total number of pieces by the time frame. For instance, if you published 20 blog posts in a month, your blog post velocity = 20 posts / 1 month = 5 blog posts per week.
  6. Compare averages week-over-week or month-over-month to identify trends in output and engagement. Identify differences across channels as well.
  7. Use insights to set goals and make resource or process changes to optimise content operations. Continuously track your content velocity moving forward.

5 Tips to Boost Your Content Velocity (Without Churning Out Junk)

#1. Embrace AI Tools (The Smart Way)

AI-powered writing tools like Claude or ChatGPT can significantly boost your content velocity when used strategically.

By auto-generating initial outlines and drafts, these tools support the human writer. They streamline the production process so you can achieve your output goals faster.

But don’t forget – these tools should complement rather than replace skilled writers. As helpful as AI tools are, human insight is still indispensable when creating high-quality, engaging content.

Here are some key areas where humans work best with AI tools for content:

  • Planning content strategy and shaping the briefs that AI tools use as prompts for drafts
  • Providing clarity to AI tools on parameters, guidelines and specific points to cover
  • Adding a human touch by elaborating or rewriting pieces of AI-generated content
  • Making sure that brand tone and voice are consistent
  • Fact-checking and citing sources
  • Structuring content and choosing descriptive titles/headers
  • Curating related visual assets to reinforce blog content
  • Integrating quotes and insights from subject matter experts

Combining AI tools with human writer oversight produces a highly optimised content creation workflow.

This allows your team to achieve ambitious content velocity KPIs – without compromising quality or value for your audience.

The key is finding the right balance of leveraging AI’s output ability, while having humans handle writing tasks that call for emotional intelligence, nuance, and strategic storytelling.

#2. Use Templates to Streamline Common Formats

Another way to accelerate content velocity without sacrificing quality is to create templates for any blogs or articles that follow a repeated format.

For example, posts that provide comparison grids of top competitors in your space, roundups highlighting product alternatives, or head-to-head product reviews. These can all work well with templates.

Each post needs custom information and research tailored to the specific brands/products covered. But the overall structure and sections stay fairly consistent.

Having pre-made templates for these common formats saves your team from needing to write from scratch each time.

Writers can simply open the template and plug in the latest research, pros/cons, feature grids, and so on.

Sections that never require changes like introductions, formatting, and calls to action can all be pre-written. This allows your writing team to focus on the variable middle sections.

Some template examples could include:

  • 5 Best [Niche] Alternatives to [Brand] in 2024
  • [Brand A] vs. [Brand B]: Which is Better in 2024?
  • Top 10 [Product] Competitors & Alternatives

Whatever post types you create most frequently that follow a pattern are prime candidates for template development.

This streamlines your process, so your content teams can shift their focus to research and rapid drafting, rather than wasting valuable time on tedious formatting.

#3. Do Keyword Research In Advance

One of the biggest bottlenecks in content creation can be deciding on target keywords and research questions. But you can streamline this part of the process with just a little advance preparation.

To succeed here, make keyword research an integral part of your quarterly or annual planning.

Spend time identifying business-relevant search terms and buyer questions around your topics and products. Then add these to spreadsheets or your CMS so they’re banked and ready for writers to use.

When it comes time to create a new blog, ebook, or video, you’ll already have a pre-researched list of keyword opportunities waiting to tap into. This eliminates writers wasting time on keyword research.

Aiming to have at least 2-3X more researched keywords than your actual projected volume of content is ideal. This overflow buffer means writers never have to start from scratch researching.

You should also aim to categorise your banked keywords around business-relevant topic clusters and subtopics. Organise these into supporting documents or pages that writers can easily reference to align with content in development.

With target terms pre-determined long before drafting begins, writers can simply reference keyword/subtopic docs to select terms that align. This progress fuels a continuous high-velocity content engine.

#4. Repurpose From Other Platforms

One often overlooked way to accelerate your team’s content output is to repurpose what you’re already creating for other platforms.

For example, if your company produces live trainings, workshops or roundtable discussions, rework that content into a blog post.

Tip: if you want this content to rank organically, you’ll have to reverse-engineer it to be geared toward an existing keyword.

The same goes for any in-depth social media or community posts your team publishes on Facebook Groups, LinkedIn feed etc.

Take the core idea and try to find an existing keyword that makes sense. Then repurpose the content into a search-optimised blog post.

Expert Q&As can also be repurposed from webinars, podcasts or interview transcripts. You can easily turn what experts share via other channels into valuable quotes for blog posts that feature their insights.

One helpful tip is to store and organise all of your team’s content in a central repository, so writers can easily discover and reuse quality information.

With the content details and outline already fleshed out somewhere else, the blog/recap is then simply a case of compiling the highlights rather than starting from zero. This allows repurposing content much more rapidly to fuel consistent output.

So before investing effort into new ideas, always check if existing distribution channels already have content worth integrating. Repurposing should be step one of any content creation workflow aiming for velocity.

And even better, modern AI tools are an essential companion to help you re-purpose better and faster.

#5. Build Your Revenue-Driving Foundations First

When aiming for content velocity, it’s tempting to pump out as much content as possible, as fast as possible.

But we recommend being more strategic, by laying down your revenue-driving foundations first before scaling toward volume.

That means prioritising bottom-of-the-funnel, commercial keywords in the beginning. Target terms with high purchase intent, such as:

  • “[product] pricing”
  • “[product] reviews”
  • “[product] vs competitors”

Though these may not drive a ton of initial traffic, they build strong foundations for monetisation.

Having content that targets these terms means your content starts driving ROI through lead generation once your site gains visibility in search.

You must resist the urge to flood your company blog with only informational, top-funnel content, in the hope of getting tons of traffic. It’s a common mistake among content teams.

But without monetary foundations, all that traffic hits a dead-end in terms of supporting the bottom line.

So focus your first wave of content on commercial terms. Then intersperse these with informational content as you accelerate output.

For example, you might create 5 buyer-intent pieces, then 2 trafficky informationals, then 5 more commercial, and so on. This sustains revenue even as you scale.

Actionable Next Steps

Now you understand why content velocity is critical. You’ve also got some tips to boost your output without sacrificing value. Here are some actionable next steps:

  1. Audit of what your current velocity benchmarks are by content type and channel. Identify strengths and gaps.
  2. Use the strategies outlined to establish an optimised workflow and realistic velocity goals for your team and resources.
  3. Invest in AI tools and templates to increase what your team can produce without getting overburdened.
  4. Prioritise revenue-driving keywords first before scaling informational content.
  5. Continuously analyse performance by leads, sales, and traffic as you work towards velocity goals. Refine your workflows as necessary.
  6. Stay on top of shifts in competitor velocity using monitoring tools, like Semrush or Ahrefs.

Committing to consistent tracking, reporting and process improvements is key to balancing high output with high quality. By putting in place the right frameworks early on, you’ll find that accelerating content velocity delivers compounding returns over time.