The power of content marketing to propel brands forward in this new anti-interruption era is clear. The jury has returned with a verdict, and it’s guilty. Content marketing is guilty of attracting people who have real interest in the solutions a brand can provide. This reality is reflected in the Content Marketing Institute’s 2013 B2B Content Marketing Benchmarks, Budgets and Trends report and HubSpot’s Marketing Benchmarks from 7,000+ Businesses report.

Deploying a continuous content marketing campaign can be a daunting task for some companies. However, with the right plan in place it can be efficient, fun and profitable.  For this to happen, marketing departments must scale content production to allow for maximum throughput and employee contribution without sacrificing quality or brand standards.

To do this requires three things – people, process and software. All of which must work together synergistically to get the most out of content marketing.


There are five content contributor personas that can be leveraged by brands. They include employees, ghost writers, brand advocates, experts and professional copywriters. Leveraging the employee persona in a robust fashion organically grows industry thought leadership from within without blowing up the budget and is the most critical contributor to the persona mix.

Every company should experiment to find out which persona mix works the best for production, quality, engagement, traffic and conversions.

Blog Post Optimization Guide


Crafting a process for creating, editing, publishing and tracking content is critical for campaigns to remain efficient and profitable. Many content marketing deployments fail, not because there is no process for editing, publishing and tracking, but because there is no process for creating content to begin with.

The process for creating content should include guidance on article titles, structure, optimization, repurposing and content governance.

For a deep dive into content marketing process download The Enterprise Blog Post Optimization Guide in PDF or Kindle format.


There are many software platforms that can empower brands to efficiently create, edit, publish and track content. HubSpot, WordPress, Kapost, Joomla and Compendium represent possible software solutions for companies to deploy and manage their content marketing.

The best solution will depend on the goals of the deployment and the content contributor persona mix. Some solutions offer turn-key guest contributor features while others may not.

Scaling content marketing requires the appropriate mix of people, process and software. Understanding this enables brands to properly plan, deploy and track their inbound efforts. The more efficient companies can be when deploying content marketing the lower the customer acquisition cost (CAC) becomes. The company with the lowest CAC has a major competitive advantage in the marketplace.

The Enterprise Blog Post Optimization Guide in its entirety is available for free in both Kindle and PDF format.


Chad Pollitt

Chad Pollitt

Director of Marketing at digitalrelevance
Chad is a decorated veteran of Operation Iraqi Freedom and former Army Commander; member of a Forbes Top 100 List and the VP of Marketing at DigitalRelevance. He authored "51 Things Your Mother Taught You About Inbound Marketing" in 2013 and is a regular contributor to the Huffington Post and LinkedIn Pulse.
Chad Pollitt
Chad Pollitt

Blogging Tips, Content, Strategy | 2 Comments

2 thoughts on “How the Enterprise Can Scale Content Marketing

  1. Chad, came across this searching for “scaling content teams” – many thanks for writing it! I am SO glad to see you write about what essentially should be called BALANCE. I’ve read too many ‘thought leaders’ stumping for one single solution across three areas: hiring freelancers, hiring full-time teams, or figuring out the right tech and/or process. Truth be told, especially at the enterprise level, you need to experiment with a lot of it.

    Whereas a small company might be able to use a free workflow tool and a free organization tool (e.g. Trello and Google Drive, respectively), a big organization may need to purchase an all-in-one platform to plan, produce, distribute and analyze content.

    Same goes for WHO is creating the content. Freelancers alone or even hiring one single type of persona alone inevitably makes your content seem stale. Unlike other jobs, no 2 writers will execute the same blog post the same, for instance. The mentality, perspectives, biases, and voice of each individual matters so much more on a content team because they’re creating something original.

    Thanks for the writeup. Refreshing as hell. Appreciate it!

  2. Pingback: 59 Benefits Of Content Marketing From 50 Expert Marketers

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>