1. Content Demand Grows Faster Than Capacity

As organisations expand, content requests multiply across functions.

This leads to:

• Competing priorities from different business units

• Increased pressure on small central teams

• Constant context switching

Without capacity planning, scale becomes reactive.

2. Strategy Is Clear, Execution Is Fragmented

Many corporate teams have strong strategies but weak execution models. Common gaps include:

• No shared content planning process

• Inconsistent ownership across teams

• Repeated reinvention of formats and messages

Fragmentation slows output and reduces quality.

3. Too Many Stakeholders, Too Few Decisions

Content often touches legal, brand, regional, and leadership teams.

Challenges include:

• Unclear approval authority

• Feedback that conflicts or arrives late

• Excessive revisions to reach consensus

Scale breaks down when decisions are not clearly owned.

4. Campaign-Led Thinking Limits Reuse

Content created for campaigns is often short-lived. As a result:

• Assets expire quickly

• Teams start from scratch repeatedly

• Effort does not compound over time

This makes scaling inefficient and costly.

5. Quality Controls Do Not Scale

Manual reviews work at low volume but struggle at scale. Common issues:

• Over-reliance on a few senior reviewers

• Inconsistent quality standards

• Bottlenecks caused by final-stage approvals

Quality needs systems, not heroics.

6. What Needs to Change

Content scale improves when organisations focus on operations.

This includes:

• Clear prioritisation and intake processes

• Standardised formats and workflows

• Separation of strategy from execution

• Selective use of external support

Scale is a design problem, not a capability problem.