Introduction

A strong content culture means everyone shares ideas and writes real stories that match the brand. These three maxims guide you to build it.

What’s the problem it solves?

Many companies write content that feels flat or off-brand because only the marketing team makes it. This causes readers to ignore posts and keeps content from helping the business.

Quick Summary

A content culture is when everyone in a company believes that sharing original ideas is key. You see this in budgets, leadership focus, team meetings, and how success is measured. When a company has this belief, it turns their best thoughts into clear, trustworthy content.

Sara Coggin shares three main rules. First, your team must truly believe in the company’s values and know the product well. That makes writing feel honest and unique. Second, content is more than marketing’s job - it needs backing from leaders and input from experts across the company. Third, you must track results that matter to the business, not just clicks or likes, so content gets the support it needs to last.

Key Takeaways

• Authentic belief shows in every piece of content.
• Content must link to company strategy and experts.
• Leaders need to champion and protect the work.
• Easy ways for anyone to share ideas keep content fresh.
• Measure how content helps real goals, not just views.

What to do

• Write down your brand’s key values and share them with the team.
• Find a leader who cares about content and will back your work.
• Invite experts from product, support, and engineering to suggest topics.
• Set up a regular ritual for idea sharing, like a weekly chat thread.
• Choose clear business metrics to track content success and report on them.

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