It’s tempting to say “everyone creates content.” And technically, that’s true, ideas can come from anywhere. But content operations fall apart when responsibilities are unclear. What lean teams need isn’t always more hands – it’s more clarity. And this is why roles actually matter more than headcount.
Yes,sSkills matter, but a strong content engine doesn’t start there. It really starts with roles.
The 5 Roles That Keep the Content Engine Running
Think of these as functions, not job titles. In a small team, one person might wear two hats. But the system only works if each role has an owner.
1. The Strategist
Owns direction, messaging, and priorities.
- Defines themes and narrative arcs
- Decides what gets made and why
- Aligns content with business goals
2. The Creative
Brings the content to life.
- Writes, designs, edits
- Crafts voice and tone
- Ensures assets are on-brand and engaging
3. The Producer
Keeps the engine on track.
- Manages deadlines and workflows
- Publishes across channels
- QA and cross-functional sync
4. The Operator
Owns infrastructure, tooling, and velocity.
- Maintains templates and systems
- Integrates AI where it adds speed
- Tracks performance and iteration
How We Do This at Scaale
We’re a lean team, but our engine runs fast because we’ve mapped these roles clearly. And we’ve built Big Brajn to give us leverage. Big Brajn is our system of AI agents that surfaces external market signals – competitor moves, narrative shifts, emerging pain points.
These insights fuel our entire content engine:
– Giving the Strategist sharper direction
– Guiding the Creative with real-world trends
– Supporting the Producer with faster inputs
– Powering the Operator with structure and automation
It’s not magic, it’s simply how we connect signals to execution.
Why This Matters
Ideas are easy. And ideas are cheap. Especially within marketing, where there often is an abundance of creators with great ideas. So, most teams don’t fail because they lack ideas. They fail because no one owns the system to support those ideas.
When roles are mapped – and agents are embedded – content flows faster, works harder, and stays aligned. Even in small teams.
