This is too much

CMI just dropped its 2025 B2B Content Marketing Report, and I couldn’t help but notice a theme: “Too many” is overwhelming us.

Here’s what marketers are saying:

• “Too many diverse business units.”
• “Too many brands and products without clear priority.”
• “Too many cooks in the kitchen.”

It’s no wonder the top challenge is a lack of resources. When everything’s a priority, nothing is.

This isn’t just a resource problem—it’s a focus problem. And focus is something we can fix.

How to Fight Back Against “Too Many”

Spot the Bright Spots.

What’s actually working in your content strategy?

• Dig into the data and identify content that’s driving real results— conversions, sales, etc.
• Use those success stories to educate your team. Compare winning and losing campaigns and content in meetings. Make it fun—turn it into a guessing game if you have to.
• Bottom line: Not all content deserves the same energy.

Share Your Plan (Loudly).

Too often, editorial calendars stay locked in silos or buried in spreadsheets.

• Map out your priorities, resources, and expected outcomes in a plan everyone can see.
• Use it to force tough conversations. What actually gets funded? What doesn’t?
• Pro tip: This plan isn’t about perfection—it’s about alignment.

Embrace Formats (and Guardrails).
​If you’re reinventing the wheel for every request, you’re setting yourself up for burnout.

• Build “content formats.” Think specific, like 60-second expert videos answering FAQs. Define the editorial structure, workflow and timeline.
• Show your team what’s possible within your resources—and what’s not.
• When in doubt, standardize

Tighten Your Editing Process.
​Raise your hand if you’ve ever spent weeks chasing down approvals. (Yeah, me too.)

• Cut through the noise. Pick one person to own the feedback process and make the final call.
• Shift responsibility to the teams providing feedback—not just your content creators.
• Simplify the pipeline. Fewer cooks, better soup.

Breaking free from the “too many” trap is about prioritization and clarity. You don’t need to do it all—you need to do what matters.

KRYSTLE KOPACZ CEO, Revmade krystle@revmade.com

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PS. Speaking of 0:60 SME videos… Our partners at Northwell Health just won two awards for their medical expert-focused Instagram (if you prefer TikTok, they’ve got that too!)