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Balancing content with other marketing initiatives

When we sit down with our partners and split our initiatives into short and long term strategies, content creation is always a topic of discussion.

Content is by far one of the most resource-intensive investments a marketing team can have.

We all know we should be doing it yet it’s the first thing to get put on the backburner when the day gets busy. As teams get larger, it becomes increasingly easier to calendar out our time and what content we’re expecting to create but for marketing teams less than 5, it can be a nightmare.

This week while our tiny team is on the road, we’re thinking a lot about this. As we’re in the early stages of our year-long content experiment, we continue to ask ourselves, “how in the world are we going to make this happen?”


We’ve all heard “the enemy of success is procrastination” and that’s definitely the case when it comes to content. We often think about content in terms of beautiful landing pages, 3,000-word blogs, designer-intensive downloadables, and infographics. But that doesn’t have to be the case with video.

Nothing stops you or any of your teammates from pulling out your cellphone during a moment of enlightenment and creating a sharable bit of wisdom in less than 60 seconds. You don’t need to worry about audio or lighting, just share value. As video becomes more and more critical as part of your strategy, you can think about building a studio and investing in equipment. Until then, steal a page from Nike and Just Do It.