This summer, I started playing tennis again after a 12-year hiatus. After many hours on the courts and a few refresher lessons, my game is coming back. (Finally!) Perhaps the biggest challenge has been to regain consistency. It’s one thing to keep the ball in play and zing a winner during a point. It’s a whole other thing to do it over and over again for two or three sets…. In the same way, doing content well once—such as for a campaign, a redesign, or a new media product—is one accomplishment. It’s quite another feat to do content well all of the time across a large organization or enterprise. To accomplish that, you need to scale. At first, the idea of content scaling might bring a “content factory” to mind. Churn out more quality content across the organization regularly and cost effectively. But, I find expanding content creation isn’t necessarily part of scaling.

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The Author

Colleen Jones is the CEO of Content Science and cofounder of ContentWRX. She regularly consults with executives and practitioners to improve their strategy and processes for content. Colleen shares insights and guidance from her experience in these highly rated books:

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