Creating great content and building a business require different skills. Someone who writes A-level material might be B- or C-level at marketing and sales. The fix: build systems around your best creators so their work can scale and make money.
The last thing that we do is develop business, because developing content is different than developing business, particularly in the B2B. And I find a lot of people that are really good at developing content are okay at marketing, and they're okay at sales, and they're mediocre at social media. And it's like they're A+ here, and they're struggling here where they're Bs and Cs. They shouldn't even be there. You should build a moat around them and say, we're gonna— my organization is gonna build a moat so I can create killer content. But I need the systems and processes and people and methodologies in place to help me scale and leverage and monetize that.
