The Content Plug-In: Rethinking How Content Teams Work
I’ve realized over the years that many content programs and strategy teams aren’t as effective as they could be. Don’t get me wrong. I’ve always loved being part of these teams. But sometimes, inefficiencies pop up, or stakeholders aren’t clear on how they fit into the bigger picture. In today’s rapidly evolving digital landscape, that gap can cost brands time, money, and significant energy.
Flexibility is the future of content.
You have to empower your team to adapt confidently to evolving digital landscapes and customer needs. The traditional model of full-time, in-house content teams is changing. With AI tools and outsourced creative talent, businesses are learning to hire differently, in real time.
Fractional and freelance talent can plug directly into your team, work seamlessly alongside internal staff, and help create, plan, and produce content—all while reducing overhead costs. They bring flexibility without sacrificing quality, expertise without long-term commitment.
Brands need trusted content partners.
Content touches every part of a customer’s journey—from awareness to conversion, retention, and advocacy. To truly deliver impact, your content partners should:
Understand your business goals.
Collaborate fluidly with your internal teams.
Provide both strategic guidance and hands-on execution.
Keep pace with trends, tech, and audience expectations.
With a few trusted partners who can do this, content stops being “stuff to post” and becomes a strategic driver for growth. Establish clear KPIs and regular review processes to measure the impact of these partnerships and demonstrate their value to your overall strategy.
Make 2026 the year of smarter growth.
The new year is almost here. It’s the perfect time to rethink how your content team—or your content partners—fits into your bigger strategy. Consider criteria like expertise, flexibility, and track record when choosing partners to make your programs more efficient, effective, and inspiring.
