What is your top tactical suggestion to make content creation scalable and efficient? Includes content for internal enablement, external launches/content, and more.

Lots to unpack here! My main takeaway--start with AI, then stretch your content as far as you can!To start, I love a good template. Once you have a good template in place, you can build out "sub-sections" to build from your key content piece. For example, you are writing a messaging doc for a seasonal product launch, but you also want to translate that into: a blog post, a social post, an email template for sales, new web copy, etc.This "source of truth" doc can also be shared with other teams l ...Read More

The most important thing to be able to scale content is to create a messaging framework that can be a north star for all your sister teams in marketing, product, and sales e.g. social team, campaign team, sales enablement, product management etc. There are many templates for messaging framework - so use whatever is most suitable for your organization. This framework can multiply your efforts by providing a guiding document that you and your colleagues can rely on. Beyond that following are some ...Read More

When I think about scaling content creation (this could be sales decks, collateral, long-form content, etc), my best tactical suggestion is to create a self-service template. Here's an example: Several years ago, we had a process at SurveyMonkey for creating sales one-pagers that involved PMM writing copy, Content Strategy proof-reading, then Design creating a PDF. The PDFs were difficult to edit/personalize, so we kept having to go back to Design for versions. Then we created a project where De ...Read More

At Zendesk, we spend a lot of energy up on the core narrative up front before we ever start building assets. When you have a strong foundation, it’s much easier to adapt, repackage, and apply it consistently across sales, web, product, and enablement without starting from scratch every time. Investing the time up front can work really well, but a tight feedback loop with the field is critical to make it successful. If something isn’t landing or resonating the way you anticipated, adjust the core ...Read More

Let's start with a fact: despite our wishes, a Product Marketing team cannot create tailored content for every sales opportunity or match every account executive’s style and preferred content format. Time and resources are and will remain constrained. Assess your capacity (personal and team), whether you are already using AI to asset you or not. From there, you can strategize on maximizing your impact within your capacity limits. A few tips which could apply to any organization and team size: Pr ...Read More

Allocate adequate resources to it — in other words, get someone on board whose job is to create content. Unless there is a person or a team directly in charge of content creation, you’ll find it difficult to scale and run a smooth process. Reasoning for this is: creating content is frequently hard and tedious. It’s rarely a smooth process, especially in B2B context with lots of stakeholders, and particularly in a technical domain. If a person who’s supposed to create content is also supposed to ...Read More