Banning the traditional content-first approach, a marketing leader emphasizes that distribution must be the primary focus in content creation. By prioritizing how content will reach the audience and addressing their needs, teams can ensure their efforts are effective and avoid producing content that fails to engage. The article advocates for integrating distribution strategy from the outset to drive meaningful engagement and results.

Kay-Kay Clapp, Head of Content & Social at Typeform, emphasizes the importance of clarity and audience engagement in enterprise content creation. She advocates for combining operational discipline with creative empathy, using customer feedback to drive content ideas, and focusing on building a loyal audience rather than chasing vanity metrics. Her insights provide a practical framework for balancing efficiency and creativity in large-scale content operations.