You don’t necessarily need more content. But you most likely need better systems for making content work. However, here’s the problem: most teams don’t have a system. They have a calendar. Or a set of OKRs. Or a Slack thread full of vague requests.
That’s where our 3-pillar framework comes in. It’s how we structure content strategy for our clients – and for ourselves. Search Engine Journal outlines a similar model with Communication (foundation), Experiences (execution), and Operations (workflow scaling) as core pillars that must interconnect for impact.
Pillar 1: How the content system is built
This is the infrastructure layer. It answers questions like:
- What are we solving for?
- Who are we solving it for?
- What formats, messages, and channels actually matter?
Without a strong foundation, you end up publishing reactively. You chase volume instead of building rhythm. You start writing before you know why you’re writing.
Common foundational blockers:
- No clear ICP segmentation
- Messy or outdated messaging
- A “more is more” mindset
- Strategy buried in slides, not in systems
When this pillar is solid, the rest moves faster. Content Marketing Institute emphasizes starting with "Why, Who, How" to align goals, audience, and unique perspective — much like this foundational base.
Pillar 2: How the content work gets done
This is the operations layer. It defines how ideas become assets, and how those assets reach the people who need them.
Key execution questions:
- What roles exist on the team, and are they clear?
- How do we turn signals into briefs, fast?
- What’s our publishing cadence, and is it sustainable?
- Where do we measure impact?
Strong execution doesn’t mean more sprints. It means fewer blockers and clearer handoffs.
Pillar 3: How to leverage AI in content
AI, when embedded thoughtfully, helps you:
- Surface market signals faster
- Cluster angles and objections by stage or segment
- Draft, rewrite, and repurpose assets without starting from scratch
- Enforce voice and structure at scale
But none of that works in a vacuum. AI isn’t your strategy. It’s your multiplier, as we’ve written about here. It works because your foundation and execution are solid.
At Scaale, this is where Big Brajn lives, our AI system that scans market signals and brings structure to execution.
