The hard thing about content marketing in a large organization

Animalz, a content marketing agency, recently shared trends they’ve encountered over 160+ sales calls.

The writeup offers a glimpse into the world of content marketing for software companies. It also offers some great advice on overcoming common challenges.

This excerpt caught my attention…

“Budget can’t replace elbow grease—and this same paradox is alive and well today. In fact, budget occasionally works against its spenders. We’ve seen plenty of companies that spend lavishly on content marketing but are outperformed by a single writer with a WordPress blog and a Twitter handle. Some of the best examples of content marketing started with a $5/month hosting plan and an appetite for hard work.”


You don’t need a ton of infrastructure to get started with content marketing. You can spin up a simple WordPress site in ten minutes and start publishing.

It’s the behind-the-scenes work that determines your success with content. The planning, the research, the production (writing/filming/editing). Then there’s the promotion and usage of content after the content gets made.

It’s all a balance of craft and process.

The content marketing team in a large organization may have more resources than a scrappy startup. But they may also have a lot more to manage. There’s more administrative overhead, more inter-departmental relationships, more bureaucracy.

And all of those things take time and attention away from actually working on the content.

Meanwhile, a scrappy startup or solopreneur can keep their head down and crank out good stuff in a fraction of the time.

It’s not all bad, though. Content marketing in a large organization has its own perks.

You have a bigger brand to leverage, opportunities to help other teams solve problems, and a support network of very smart people. Not to mention stable employment and benefits.

I’ve worked on content in startups, agencies, and big companies. There are upsides and downsides for all of them. The best you can hope for is an environment that feels like a good fit for you.

Featured image credit: Photo by Sean Pollock on Unsplash

Leave a Comment