Editorial content production: ROI, scalability and SEO performance

Large-scale editorial content production is essential for businesses looking to optimise their organic search rankings. Once you've defined your editorial strategy, this approach becomes vital in a fiercely competitive market for achieving strong positions in search engine results. By 2026, 76% of marketers will be using AI to create content, delivering productivity gains of over 32%. This revolution now makes it possible to produce thousands of quality pieces in just a few months, fundamentally transforming the economics of editorial content production.

Selecting keywords, briefing, assigning tasks to a pool of writers and integrating content onto a website all require a precise methodology, particularly at scale. You need a holistic view of the process to fully grasp the different stages, requirements and enabling solutions. Drawing on our extensive expertise, this article shares our know-how based on numerous client experiences.

Why produce content at scale?

The semantic cluster principle

A main keyword such as "garden furniture" (165,000 searches/month) actually conceals over a million cumulative searches when you include all its variants: "wooden garden furniture", "metal garden furniture", "rattan garden furniture", and so on. The SEO challenge isn't just to capture traffic from the main keyword, but to attract all the traffic from every related search.

This reality demands mass production of targeted content. The semantic cluster enables you to organise your content around a main keyword and its variants, creating an architecture that strengthens your authority across an entire topic.

When does volume become 'mass production' or 'large-scale'?

Once you're creating more than 10 articles per week, or 500 per year, it makes sense to focus on best practices for automation and working at scale. Our most ambitious clients produce several thousand pieces annually using personalised AI, fully covering their semantic territory.

Aligning content with search intent

Every Google search is driven by a specific intent. For efficient production, each piece must match the right page type:

 
• Navigational intent → homepage (the user is looking for a specific site)
 
• Informational intent → blog articles, guides (the user wants information)
 
• Transactional intent → product pages (the user is ready to buy)
 
• Commercial intent → category pages, comparisons (the user is comparing before purchasing)

Traffic distribution varies by site: some businesses focus up to 60% of their efforts on informational content, whilst others devote up to 40% to transactional pages. This distribution should be defined in your editorial strategy before you begin production.

The modern equation: quantity, quality, price

The traditional quantity-quality-price equation has been radically transformed by the emergence of personalised AI. Historically, increasing quantity meant sacrificing quality or significantly raising costs. By 2026, this logic no longer applies.

Content factory and personalised AI: the new paradigm

Hybridisation, not replacement

By 2026, editorial content production at scale will no longer be a binary choice between humans and AI, but rather a strategic blend of both. 75% of marketing professionals use AI daily, and 85% of marketing tasks can now be automated thanks to this technology.

This hybrid approach allows you to combine the best of both worlds: strategic vision, creativity and sector expertise from humans, alongside the scalability, consistency and speed of AI.

Strategic allocation by page type

The crucial question is deciding what should be produced by humans and what can be delegated to personalised AI:

Humans focus on high-value content and core structural elements, whilst personalised AI handles the high-volume output that would be economically impossible with a fully human approach.

Generic AI vs personalised AI: the key differences

Generic AI (ChatGPT, Gemini, Claude in playground mode) produces content without brand identity. The training data isn't controlled by the user, resulting in texts that lack relevance and require significant manual rewriting.

Personalised AI is designed to produce content that's ready for publication:

 
• Integrated brand identity: tone of voice (target market, tone, formality, values) is configured once and automatically applied to all content
 
• Learning from your existing content: the AI analyses your best pieces to understand your editorial structure and quality standards
 
• Automated SEO templates: each piece strictly meets SEO requirements (Title and Description tags, Hn structure, internal linking, keyword density)

How personalised AI changes prioritisation

Two misconceptions have historically limited content production:

Misconception #1: "You must optimise existing content before creating new"
This view ignores the vast potential of untapped keywords. Your 1,000 best opportunities may well be keywords you've never targeted. Many SEO tools rely mainly on Google Search Console data, which traps users in an approach focused solely on existing content.

Misconception #2: "You should prioritise by ROI for each keyword"
With personalised AI, the marginal cost of production becomes so low that this prioritisation becomes outdated. A human writer might spend three hours on an article, costing several hundred euros. With personalised AI, hundreds of articles can be generated in the same time for a negligible cost. You can now seize all opportunities without painful trade-offs.

Using a content factory

The term 'content factory' refers to a writing team led by editors-in-chief. The strength of a content factory lies in its firepower: an effective content factory can rapidly handle the production of substantial volumes of content.

A good content factory is distinguished by two essential points: deadlines are met and quality remains consistent. Content factories focus on high-value content: homepages, key category pages, in-depth articles, template creation for AI replication, and technical content requiring sector expertise (health, law, finance).

The Incremys content factory

Over the years, Incremys has supported several brands with large-scale editorial content production projects:

 
• More than 200 writers guaranteeing exceptionally high text quality
 
• 20 countries represented
 
• 45 languages available to support your SEO strategy
 
• Around 20,000 articles written each year by our content factory
 
• Several thousand pieces generated annually by our personalised AI

SEO guaranteed

Thanks to the SEO writing assistant in our editor module, all articles are written according to best practice for organic search. Each criterion is individually analysed and scored:

 
• URL quality
 
• Essential tags: Title, Description, H1, Hn
 
• Various topics to be covered in the text
 
• Keyword density
 
• Presence of links
 
• Article length
 
• Duplicate content detection

The summary displays an overall score out of 100. We recommend reaching a minimum score of 80 before publishing content.

Large-scale production workflow with Incremys

Here are the different stages of an editorial production project managed by Incremys:

1. Large-scale keyword selection

Incremys offers a "Keyword Add" module that takes the best from all existing solutions. You can research simple keywords, combined keywords, or analyse a domain to extract its semantic field.

The Incremys difficulty score is a probability of ranking on the first SERP page. Generally speaking, we ensure a balanced distribution of keywords between those that are "Almost certain" and "Very likely" and those in the "Likely" and "Less likely" categories. It only takes a few minutes to build a database of several hundred keywords.

2. Large-scale briefing

Writing a brief is time-consuming. Rolling it out for dozens of articles requires a suitable tool. With Incremys, you can duplicate briefs and edit them collectively or individually. The tool allows you to open several dozen briefs simultaneously and then save them all in one go.

3. Large-scale assignment

Once the briefs are ready, you can allocate them with ease. Assign briefs on the fly to your internal teams, Incremys content factory writers, or our personalised AI. The interface lets you batch actions, set deadlines, and track progress for each article.

4. Production tracking

The editor-in-chief tracks the project in real time with a comprehensive view of production. Article status is clearly indicated using colour codes. Word counts are visible in the listing. Comments can be added directly in the interface, with no need for emails or external exchanges.

5. Large-scale integration

Integration involves extracting the article's HTML code in a downloadable .csv file, then uploading it to the live site. The Incremys team develops specific templates for 100% CMS-compatible integration. Some clients publish hundreds of articles every month, in just a few clicks.

Client case studies: measurable results

Spartoo: 1,100 pieces in 6 months, across 10 languages

Spartoo, a European leader in online shoe and accessories sales, operates in over 20 countries with 20 websites in 10 languages. Facing the challenge of producing thousands of brand and category pages to cover the full semantic field of each market, Spartoo chose Incremys personalised AI.

Personalised AI configuration:

 
• Defining tone of voice: B2C target, friendly and accessible tone, informal style
 
• Learning from the best existing category and brand pages
 
• Creating dynamic templates with mandatory sections and optimal Hn structure

Results achieved:

 
• 1,100 pieces written in 6 months (530,000 words generated)
 
• +100% keywords in Google top 10 in Germany
 
• +40% keywords in Google top 10 in Spain
 
• €150,000 saved over 8 months of writing

 "For us, Incremys means X16 acceleration: I produce 4 times more content, it costs 4 times less and is 4 times quicker. Honestly, I couldn't even tell the difference between a text I wrote and one generated by Incremys personalised AI."— Corentin Fremy, Acquisition Manager, Spartoo

Naturalforme: 5,000 products and 250 categories optimised

Naturalforme, an e-commerce retailer specialising in dietary supplements and parapharmacy products, needed to generate content for 5,000 products and 250 categories with a small team. The pace was intense between the blog and the online shop.

Solution implemented:

 
• Using personalised AI to rephrase existing content and add missing trending keywords
 
• Mass production of category content whilst maintaining brand consistency
 
• The human team focuses on checking compliance with current regulations (health sector)

 "Thanks to Incremys, we resolved our biggest pain point: lack of time and human capacity to analyse competitors, find the right keyword opportunities and create relevant content at scale. The personalised AI draws inspiration from our content to maintain brand consistency."— Fanny Magréault, Product Manager, Naturalforme

Maison Berger Paris: writing time cut by five

Maison Berger Paris, a French premium home fragrance brand, wanted to develop its SEO acquisition channel whilst maintaining editorial quality in line with its luxury positioning.

Results achieved:

 
• Writing time divided by five, thanks to personalised AI
 
• SEO became the 2nd acquisition channel (around 20% of turnover)
 
• Double-digit growth on the French site in 2024

 "We cut our writing time by five with personalised AI, whilst keeping quality high. Incremys personalised AI has become the core engine, transforming how we approach SEO."— Nancy Hardy, Digital Manager, Maison Berger Paris

Discover more case studies: Giphar, First Stop, MyFormality.

Conclusion

Editorial content production at scale requires a rigorous methodology and the right tools. In 2026, the key to success lies in the intelligent combination of human expertise and the power of personalised AI.

The modern approach is to allocate your resources strategically: humans define the strategy, create premium content and templates, whilst personalised AI handles high-volume execution to cover your entire semantic territory. This complementarity enables you to seize every SEO opportunity without traditional budget constraints.

To define your editorial strategy before you start producing, see our comprehensive guide. Ready to industrialise your content production? Contact our team to discover how we can transform your approach.

FAQ: editorial content production at scale

Production and volume

When does production count as large-scale?

Producing over 10 articles a week, or 500 a year, means you should implement a structured methodology and automation tools.

How long does it take to produce 1,000 articles?

With a traditional approach (human writers), it would take around 10 full-time writers six months. With personalised AI, this volume can be achieved in the same timeframe with a smaller team focusing on strategic direction and validation.

What does large-scale production cost?

With human writers, expect to pay €150-300 per article, depending on complexity. For 1,000 articles, that's €150,000 to €300,000. Personalised AI can reduce these costs by a factor of four whilst quadrupling the output.

Semantic clusters and keywords

What is a semantic cluster?

A semantic cluster is a content structure built around a main keyword and all its variants. For example, "garden furniture" generates over a million cumulative searches with its variants: "wooden", "metal", "rattan", etc. The aim is to create hundreds of targeted pieces to capture all this traffic.

How do you identify which keywords to produce first?

The Incremys difficulty score calculates the likelihood of ranking on Google's first page. We suggest spreading keywords between those with high probability (quick wins) and those with higher competition (long-term leadership). The analysis should also consider search volume and intent.

How do you tailor content to search intent?

Each intent matches a page type: homepages for navigational intent, blogs and guides for informational, product pages for transactional, and category/comparison pages for commercial intent. The production brief should specify the target intent for each piece.

Human vs AI production

Which content should humans produce, and which should AI handle?

Humans produce homepages, main category pages (main keyword), best sellers, content requiring deep sector expertise, and templates. Personalised AI takes over for semantic cluster facets, the rest of the product catalogue, local pages, and optimising existing content.

What's the difference between generic and personalised AI?

Generic AI (ChatGPT, Gemini, Claude in playground mode) produces brandless, often generic content that needs significant rewriting. Personalised AI integrates your brand identity from the start (tone of voice, templates, learning from your existing content) and generates content that's ready to publish.

Does Google penalise AI-generated content?

No, Google has always stated that what matters is content quality, whether it's produced by humans or AI. Personalised AI produces high-value content that meets Google's quality standards. Our clients see increases of +15% to +100% more keywords in the top 10 after deploying AI-generated content.

Quality and methodology

How do you ensure quality at scale?

Quality rests on three pillars: a detailed brief with structured templates, an SEO writing assistant that analyses each piece in real time (scored out of 100), and a validation process before publication. We recommend a minimum score of 80/100 before publishing.

How do you avoid duplicate content at scale?

Personalised AI includes automatic duplicate content checks. By working from dynamic templates and unique input data (product name, brand, specific features), each piece is naturally differentiated.

Should you optimise existing pages first or create new ones?

It's a misconception that you must always optimise existing pages first. Your best opportunities may be keywords you've never targeted. With personalised AI, the marginal cost of production is so low that you can optimise existing content and create new pieces simultaneously.

Multilingual and international

Can you manage multiple languages at once?

Yes, our clients produce content in 10 or more languages simultaneously, with linguistic and cultural adaptation for each market. With 45 languages available via Incremys, large-scale multilingual production is accessible even to mid-sized businesses.

How do you adapt content to each local market?

Personalised AI includes linguistic and cultural adaptation for each country. Teams focus on targeting and adapting keywords, taking local search specifics into account. The AI then generates content according to these guidelines whilst maintaining global brand consistency.

Organisation and tools

How do you organise production of 1,000 articles a year?

The Incremys method in 5 steps: 1) Large-scale keyword selection via data analysis, 2) Large-scale briefing with duplication and group editing, 3) Assignment to writers or personalised AI, 4) Real-time production monitoring with colour codes and centralisation, 5) Large-scale integration via CSV export and bulk publication.

Should you brief differently for large-scale production?

Yes, the brief should be more structured. For personalised AI, define: tone of voice, structure templates (page blueprints), input data (product, brand, features), SEO requirements (tags, length, keywords). The initial investment in a robust brief pays off across large-scale output.

How do you integrate 100 articles at once?

Incremys enables large-scale integration via CSV export containing the HTML code for each article. This file is uploaded to your live site. The Incremys team develops custom templates 100% compatible with your CMS.

ROI and results

What ROI can you expect from large-scale production?

Companies using the hybrid content factory + personalised AI approach see: productivity multiplied by four, costs divided by four, and measurable SEO results (+15% to +100% more keywords in the top 10 depending on the market). ROI can increase fivefold thanks to comprehensive semantic coverage.

How long to see SEO results?

Without Incremys, initial results may appear within 3-6 months of publication and only 5.7% of pages reach the top 10 within a year of publication, but structured, large-scale production multiplies opportunities and speeds up this process considerably. With Incremys, results are visible within 1 month.

‍

Find more advice and best practice in our webmarketing, SEO, content strategy and automation blog.