‘What should we write about?’: Stop leaving content opportunities on the table

Brand publishers frequently run into challenges with consistently producing content, yet often leave opportunities to create high-quality content on the table.To avoid this, brand publishers must adjust their mindsets and change organizational structures to maximize content production. One of the most common challenges for any brand publishing operation is figuring out how to consistently create valuable content. Publishing teams face a recurring question: What should we write about today? This isn’t a challenge unique to brand publishers. Our experience inside a range of major newsrooms has demonstrated that even the most seasoned writers and editors often run up against a wall when it comes to generating new ideas.  One common assumption is that ideas must be consist