Your team is producing a lot of content.

But it’s not delivering the business result you wanted.

If this sounds familiar, you’re not alone. It’s one of the most common challenges we see marketing and comms teams face.

The instinct is to do more. But the fix isn’t volume — it’s alignment.

Here’s how to get your content operation back on track:

1. Create ONE simple business goal and make sure everyone knows it. Content teams have too many goals. Pick one – the closer the tie to the metrics that power your business, the better – and force everyone to address how a piece of content will help reach that goal before you do anything else. Purpose → Production → then Publish
2. Figure out which content is actually working toward that business goal. If you’re producing a lot of content, chances are there are a few bright spots. Audit your content with your business goal in mind and deconstruct why some are working and others aren’t. Then, double down on those formats, topics and distribution methods to see if you can replicate results.
3. Don’t reference vanity metrics. Create a shared dashboard that maps content performance to your key goal – pipeline, inbound leads, etc. – and share it with your sales, product and leadership teams. If likes do not matter, do not put them on this dashboard.
4. Build a content coalition. Bring together a cross-functional group of people from different units to review performance, prioritize upcoming topics and greenlight killing low-impact work. This helps with focus and political alignment.
5. Create a “stop doing this” list. With a stronger focus, it’s time to get ruthless. Reclaim your team’s time and put it toward fewer, higher performing efforts.

You don’t need more content. You need a better connection between what you’re making and what the business needs.

KRYSTLE KOPACZ CEO, Revmade krystle@revmade.com

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P.S.: This newsletter is part of a 9-part series on the biggest challenges marketers face when they’re trying to get people to pay attention, engage and act. Next week: We’re posting on social … and getting crickets.