Escape the Content Order-Taker Trap (Tactics from 4 Enterprise Content Leaders)

Most enterprise content leaders have heard this request from a colleague: “Can you do a blog post on this today?”

Say no and you’re not a team player. Say yes and you risk becoming a content vending machine.

4 tactics to manage those requests

Enterprise leaders at Dropbox , Klaviyo , and Adobe have developed methods to reframe how your colleagues see content and see you as a strategic partner.

1. Have strategic discovery conversations. Have conversations with colleagues when you’re developing your content roadmap. And if requests still roll in after, ask questions to dig deeper into its importance: "How will you promote it?" and "What business goal does this support?" Aditya Vempaty , VP of Marketing at MoEngage , says “If you can’t tell me how you’re going to distribute it, you’re not doing it.”
2. Develop tiered resourcing models. Create a model, visible to everyone, that informs how you prioritize content. Give strategic, high-visibility content your full attention. Handle important-but-not-critical projects with agency support. Let teams self-serve on lower-value asks through templates and tools.
3. Set company-wide content standards. Own the company voice and make it easy for every team to follow. Create clear guidelines, templates, and training so other teams can produce on-brand content without pulling you into every request.
4. Understand your customer better. Gather your own data on your customers. You’ll be better equipped to say what content should be and you can turn that data into content.

Each approach helps you graduate from order-taker to strategic partner — someone who collaborates on the company's biggest priorities rather than just cranks out blog posts.

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