The real reason most companies fail at content
https://www.loom.com/share/1f9918e9b4714380a868d278138433c3?sid=47cd793c-0f19-475e-b687-2025426c61de
There's a massive gap between "we publish 3 blog posts a month" and "we're a well-oiled content machine that drives actual growth."
Most companies never bridge that gap. Here's why—and what we built instead.
I've built content engines at IBM, ServiceTitan, HP, and others. Each time, the same painful process. Let me walk you through exactly what happens when you try to do this right.
You decide you need a "head of content." Job descriptions. Headcount approval. Recruiting someone from a publication that serves your audience.
Reality check: You just spent three months to hire one person who now has to learn your business from scratch.
Your new hire goes through the same discovery you just did. Customer interviews. Listening tours. Building empathy for your audience. Drafting content strategies.
You're 5 months in and haven't published anything yet.
Now you need writers. And editors. And subject matter experts to interview. And an SEO person because your site is slow. And a designer because your graphics suck.
Suddenly you're managing a small army of freelancers. Project management becomes a full-time job. Everyone needs context. Everyone needs direction.
Here's what nobody tells you: Every piece of content you create becomes a liability.
That article from 6 months ago? It's already outdated. Those 50 pieces you published last quarter? Half need refreshing. We've worked with companies that have thousands of pages that haven't been touched in years—just sitting there, losing value every day.
The more content you create, the more you have to maintain.