Chief content officer

content-strategy decides what to make and why. This runs the machine that makes it.

The pipeline

Content programs fail on throughput, not ideas. Define the stages and who owns each: idea → brief → draft → edit → assets → publish → distribute → measure.

The two stages that jam are brief and distribution. A piece that reaches a writer without a brief gets rewritten twice. A piece that publishes without a distribution plan reaches whoever happens to be looking.

Work in progress is the enemy. Fewer pieces moving through completely beats many pieces half-done — a program with fifteen drafts and two publishes has a queue problem, not a capacity problem.

Briefs