Time: the marketer’s biggest hurdle

One of the most common complaints about content marketing is that it takes too much time, and places too much pressure on the organisation. That’s not untrue. Even if you work with external partners, you’ll always need time to review drafts, assess visual assets, listen to podcasts, analyse performance, and more.

But here’s the issue: time is something most marketers simply don’t have. Teams have shrunk over the years. Many companies are too small to justify a full-scale internal marketing department. The result? One marketer juggling multiple roles.

And even when that marketer is motivated and efficient, they’re still dependent on other departments for validation – departments with completely different priorities.

Getting internal stakeholders on board

In many organisations, content can’t be published without input from legal, internal experts, or even the CEO. The reality? These people are already overloaded. Legal is drafting contracts, experts are focused on their own domain, and the CEO is running the business.

So when a marketer asks them to review a blog post or a 15-page whitepaper, it might seem like a small ask – but for them, it’s another task on an already full plate.

What often happens is this: the content sits untouched. The marketer sends a reminder. The stakeholder promises to take a look, then gets pulled into something else. Another reminder follows. Irritation starts to build. Weeks pass before the content is approved.

And one thing is clear: you can’t build a content engine on that kind of timeline.

So how do you fix it?

1. Explain the why with real examples

Start by explaining to your internal stakeholders why content marketing matters for your business. Make it concrete. Show them how competitors are successfully grabbing attention through content. Demonstrate the value, clearly and visually.

2. Bring in management support

Include members of the management team in this conversation. If they support the strategy, stakeholders are more likely to take it seriously. It also signals that content is a priority, not just a side task.

3. Define roles clearly

Tell each stakeholder exactly what’s expected of them in the content process. Be specific. Explain why their input matters, and what happens when it’s missing or delayed.

4. Show empathy, ask for input

Acknowledge that your colleagues have other responsibilities. Ask if they have suggestions to make the process easier or more efficient. Involving them in finding solutions creates goodwill and often surfaces surprisingly smart ideas.

5. Educate your stakeholders

Once everyone understands the “why”, it’s time to tackle the “how”. Don’t assume they know how to review content effectively. Train them.

That can include:

• How to give useful feedback (see our guide)
• How to use content tools (e.g. ContentRockr)
• What tone of voice your brand uses (more on tone of voice here)

Without guidance, stakeholders may feel unsure or overwhelmed, leading to slower approvals or silence.

6. Make the process simple and clear

Don’t overcomplicate your internal workflows. Be intentional about:

• Who needs to approve what
• What happens if someone doesn’t respond
• How long each step should take

And crucially: no single stakeholder should be able to block the entire process. Always build in a fallback.

7. Work with expert content creators

When your content is high-quality from the start, people are more willing to give feedback, and faster to do so. The key? A strong briefing and specialised content creators who fully understand your business.

📌 Tip: Collaborate with highly specialised content creators

A real-world example: how Luminus does it

Luminus, a major energy provider, regularly publishes and updates blog posts and e-books on their blog Lumiworld. Content Performance Manager Eline Reynders shares her approach, and three key tips:

1. Assign a single content lead

Having one person who owns the content strategy brings clarity and focus. At Luminus, that’s Eline.

“As content lead, I define the red thread across teams and ensure alignment between business priorities and audience needs. That way, content owners can focus on execution and distribution.”

The content lead also:

• oversees strategy and agency collaboration
• acts as the point of contact for content owners
• tracks KPIs and performance

2. Appoint content owners per domain

Luminus assigns content owners per product or go-to-market stream. Eline explains:

“Each owner takes responsibility for their content. When needed, they consult subject matter experts like product marketers or pricing teams.”

This reduces dependency on long approval flows, and speeds up delivery.

3. Standardise workflows and meetings

Their workflow includes:

• Regular syncs and performance reviews with agencies
• Monthly meetings with all content owners
• Campaign- or topic-specific meetings (e.g. SEO)
• Shared tools and documentation, including ContentRockr, content guidelines, UTM strategy, and dashboards tailored to different needs—from SEO metrics to lead generation KPIs
  

In summary: how to build a smooth content machine

To keep your content engine running, focus on:

✅ Informing stakeholders
✅ Providing training
✅ Involving them in the process
✅ Getting management support
✅ Keeping processes clear and manageable
✅ Avoiding process bottlenecks
✅ Using the right tools (like ContentRockr)
✅ Appointing a lead content strategist
✅ Trusting your content owners
✅ Collaborating with specialised content creators
✅ Holding regular internal meetings

Ready to get your machine up and running?