As the Senior Content Manager at , I’ve spent years navigating the ever-evolving world of content production. I’ve worn every hat—from blog writer to campaign strategist—and I’ve seen firsthand how the right processes and tools can make or break a content team’s success.
Today, I want to share my perspective on the biggest challenges in content production, how we overcame them, and why has become our single source of truth for content operations and the content production process.
The Content Production Challenge: More Than Just Words
Content production isn’t just about writing blogs or launching campaigns. It’s about aligning strategy, managing workflows, collaborating across teams, and ensuring every asset drives measurable results.
But let’s be honest: most content teams struggle with three core pain points:
- Lack of Goal Alignment: Too often, teams create content for content’s sake—without clear objectives, a clear understanding of their target audience’s needs, or measurable KPIs. This leads to wasted effort and missed opportunities.
- Fragmented Tools and Processes: The modern digital content stack is a patchwork of docs, chats, project boards, and review tools. Jumping between platforms kills efficiency and makes collaboration a headache.
- Content Management Chaos: After publishing, content often disappears into the void. Teams lose track of assets, miss opportunities to repurpose, ignore valuable user generated content, and waste time recreating what already exists.
Sound familiar? I’ve been there. But it doesn’t have to be this way.
Our Turning Point: Building a Unified Content Engine
At , we decided to tackle these challenges head-on. Here’s how we did it:
1. Documenting Strategy and Goals
Everything starts with clarity. We use Docs to outline our content strategy, campaign goals, and project briefs. This documentation isn’t buried in someone’s inbox—it’s accessible to everyone, so every team member knows what we’re working toward and why.
Goals are visible, actionable, and directly tied to our marketing objectives.
2. Streamlining Creation and Collaboration
Content creation used to mean bouncing between Google Docs, Slack, project management tools, and endless email threads. Now, 90% of our work happens inside . Docs, tasks, and chat are all connected. I can draft a blog, assign tasks, and collaborate with stakeholders—all without leaving the platform.
Automated triggers keep our review cycles tight, and everyone knows exactly where to find the latest version.
3. Managing and Repurposing Content
Once content is live, the journey doesn’t end. acts as our content database, making it easy to track, update, and redistribute assets. Need that landing page from last quarter? It’s a search away. Want to repurpose a case study for a new campaign?
No more reinventing the wheel.
Real-World Workflow: Full-Funnel Campaigns—Just by Talking to
Recently, I produced an entire full-funnel content campaign—literally just by talking to and Brain.
Here’s how the process unfolded, showing how a single marketer can move at the speed of a team of ten or twenty:
Campaign Planning with Whiteboards:
- I started by mapping out the campaign on Whiteboards. It’s the easiest way to visualize the funnel, align stakeholders, and make sure everything looks polished for approvals.
Generating Copy with Brain:
- With our thought leadership report as the anchor, I asked Brain to analyze the report, extract key themes, and generate three scroll-stopping meta ads targeting our audience. Brain cited stats from the report and rewrote the ads using our best practices—no manual formatting needed.
Seamless Doc Creation and Collaboration:
- The generated ads were instantly dropped into a Doc, which I embedded right into the whiteboard. The doc is fully interactive—my team can scroll, edit, and comment in real time, all within .
Ad Creative and Asset Management:
- After generating ad images, I uploaded them to the doc and embedded everything into the whiteboard. Finding and managing creative assets is effortless when everything lives in one place.
Bottom-of-Funnel Nurture Campaign:
- Next, I asked Brain to write an email nurture sequence for leads who download the report, following our email copywriting best practices. The AI pulled facts from the report, formatted the emails, and ensured everything matched our style guide.
Automated Content Review:
- I sent the nurture emails to our Content Review Agent in Chat. The agent reviewed the copy in real time, provided actionable suggestions based on our style guide, and I quickly updated the doc with the improved version—no copy-pasting required.
The Result:
In just one workflow, I planned, created, reviewed, and finalized a full-funnel campaign—without ever leaving or switching tools. Everything was voice-driven, AI-powered, and fully collaborative.
Managing Your Content Database: Repurpose and Redistribute with Ease
One of the most powerful aspects of is how easy it is to manage your entire content database:
- List View: Organize all your content assets in a single, customizable view. Filter, group, and sort by any criteria—status, owner, campaign, or publish date.
- Tasks in Multiple Lists: Assign a single content asset to multiple lists (e.g., “Blog Posts,” “Case Studies,” and “Campaigns”) for maximum visibility and cross-team collaboration—without duplication.
- Custom Fields & AI Custom Fields: Track every detail, from content type and funnel stage to SEO keywords and performance metrics. AI Custom Fields can automatically extract and update metadata, saving time and improving accuracy.
- Connected Search: Instantly find any asset, regardless of where it lives in your workspace. Connected Search surfaces related content, making it easy to identify repurposing and redistribution opportunities.
With these features, you can maximize the longevity and impact of every piece of content—ensuring nothing gets lost and every asset can be leveraged across your marketing programs.
The Difference: AI and Automation
What truly sets apart is how deeply it integrates AI into our workflows. AI isn’t just a writing assistant—it’s trained on our brand, messaging, and best practices. When I draft content, the AI already understands our voice and goals, saving hours of rework and ensuring consistency.
We’ve even built a custom Content Review Agent in Chat.
Drop in your draft, and the agent provides instant feedback, scoring, and suggested improvements—based on our style guide and campaign objectives. This has dramatically reduced review cycles and boosted our confidence in every asset we ship.
Conclusion: Content Production, Reimagined
Content production will always be complex, but it doesn’t have to be chaotic. By centralizing our strategy, streamlining collaboration, and leveraging AI-powered tools, has transformed how we create, manage, and measure content.
If you’re ready to bring clarity and efficiency to your content operations, it’s time to try . Start your journey today and see how much more your team can achieve—together.
Ready to level up your content production? Get started with now!
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