Managing Content Touchpoints in a Mid-Sized Company

Content is everywhere these days, and for businesses, it’s the backbone of communication. Websites, social media, email campaigns, product pages, blogs—you name it. Even for mid-sized companies, keeping up with content for every touchpoint feels like an impossible task.

Why It’s More Complex Than It Looks

You’d think creating content would be simple: write it, publish it, and move on. But the reality is different. Each channel demands a unique tone, format, and strategy. What works on LinkedIn won’t necessarily work on Instagram, and an email campaign that hits the mark might feel out of place on a blog. The result? An ever-growing list of content tasks that don’t always fit neatly into your team’s already-packed schedule.

The Hidden Costs of Content Chaos

When every department has its own idea of what content should look like, consistency takes a hit. Marketing wants catchy slogans, sales needs detailed explanations, and customer support needs FAQs. Without a clear strategy, you end up with fragmented messaging that confuses customers and doesn’t reflect your brand. Distribution adds another layer of complexity. Knowing when and where to share content to reach the right audience is just as important as creating it in the first place.

How to Simplify the Process

The key to managing content for all touchpoints is alignment. Start by identifying your priority channels—those that deliver the most value to your audience. Next, develop a unified content strategy that sets guidelines for tone, format, and messaging across platforms. Finally, consider tools or partners (hello, Kontent+!) that can help you streamline your workflows, align teams, repurpose content efficiently, and handle distribution seamlessly. With the right setup, you can reduce complexity without compromising quality.

Creating content for every touchpoint is hard, but it doesn’t have to feel overwhelming. With the right focus and systems in place, even mid-sized companies can turn content challenges into opportunities for growth.