Earlier this year, based on my work at Adobe and my career, I wrote Is Time Really the Problem? Break the Bottlenecks in Content Production to challenge readers to discover and address the real hurdle in their content production cycle.

One particular reader’s comment ended up challenging me. It came from Michael Aldea, a small-business owner: “Fantastic post … so, what happens when you look at your systems and find out YOU are the bottleneck. For smaller companies like mine, creating content is a matter of sheer workload spread over just a few. Any suggestions for this?”Continue Reading

Simplifying the process is a primary concern for content marketers. As organizations get larger and more complex, they switch from having one person who handles social and PR to hiring whole teams to handle different aspects of the content marketing process. These might include search teams, SEO teams, and PR teams.

The problem arises when these teams get tunnel vision, focusing on what their metrics are without understanding and contributing to the whole vision of the marketing department. Silos develop, creating a domino effect of increasing complexity. In my role at Adobe, one of my major initiatives focuses on breaking down these silos.Continue Reading