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Content teams are constantly bombarded with requests—demand gen wants campaign assets, sales needs case studies, customer success asks for product content.
But producing more content doesn’t always solve the problem. Instead, you need strategic content that works harder across teams.
Not all content is created equal. It typically falls into four quadrants:
- Low quality, low volume: Ineffective and invisible.
- Low quality, high volume: Easy to produce but lacks originality.
- High quality, high volume: The dream, but rarely feasible.
- High quality, low volume: A strategic approach that maximizes impact.
And high-quality content is…
- Data-driven, expert-backed, and impossible to replicate.
- Optimized for multiple teams and stages of the buyer journey.
So, here’s how to make it:
- Focus on key audience insights.
- Partner with ops to define impact.
- Build content pillars on customer data.
- Collaborate with GTM teams.
- Avoid transactional, sales-heavy content.
- Work within your constraints to maximize output.
Get the full scoop from BEAM.
