Who Needs to Be Involved in the Content Creation Process?

Buyers do most of their research before they ever talk to a human at your business. At the same time, search results are increasingly answering questions without a click.

Add to that a tidal wave of bland, generic content that reads like it was written by committee. The result is a noisy internet where sameness disappears.

The Endless Customers System™ is the antidote. It's a principle-driven approach that raises the bar with honesty, specificity, and usefulness.

The brands that win are the ones willing to say what others won’t say, show what others won’t show, sell in ways others won’t sell, and be more human than others are willing to be. That’s the mindset shift your whole company must embrace. and it’s why content can’t just be “a marketing thing.”

What People Within a Business Must Own Content Creation?

1) Your In-House Content Team

To become truly known and trusted, you need a content team that lives inside your walls. 

Many leaders consider outsourcing marketing to an agency, but often, an outsourced writer knows only what they can find online or gather from a few kickoff calls. They rarely hear the nuance on your shop floor, sit in on real sales calls, or absorb how your team explains trade-offs day to day.

An in-house content team lives and breathes your business. They capture the texture of your language, your standards, and your customers’ realities. 

That is how you avoid "sameness" and publish the kinds of insights only you can share.

For many organizations, the minimal in-house build includes a Content Manager and a Videographer. The exact headcount depends on your size, but there are a few helpful benchmarks to consider before you decide what is right for you.

• $3–5M in revenue: at least one full-time hire dedicated to Endless Customers, often a hybrid creator who writes, edits, and handles video.
• $5M and up: 3–5 people across content, video, web, design, and analysis, with a clear marketing manager.
• Under $3M: the founder or a key leader wears the content hat early on.

Right-size your team so you can capture, publish, and repurpose real expertise consistently.

What these creators actually do: They orchestrate production. They do not invent your expertise; your people do. The content manager runs interviews, turns raw know-how into polished articles, and keeps the trains running. The videographer produces high-trust video assets and coaches teammates to be confident on camera so your brand feels human.

2) The Sales Team

Guess who hears the questions, objections, comparisons, and trade-offs that your customers are talking about every single day? It is your sales team.

When sales participates, everything improves. Content gets practical, it plugs directly into the sales process, and Assignment Selling becomes natural instead of forced.

Here’s why sales’ fingerprints must be on your content:

• They hear pain points first, in the buyer’s own words, and know what actually moves deals forward.
• They’ve pressure-tested explanations that land, and when they help create content they use it, which shortens cycles and raises win rates.

Having your sales team on board is one of the fastest ways to see growth with Endless Customers. As a bonus, when sales shows up in the content, prospects feel like they already know your team before the first call, which builds trust.

3) The Revenue Team

Even with great creators and engaged reps, silos kill momentum. The solution inside Endless Customers is a Revenue Team. A cross-functional group that includes marketing, sales, and leadership.

Their shared mission is to make your brand the most known and trusted in your market. Think of this team as the leadership committee of your internal media company.

A Revenue Team meeting covers:

• Current buyer questions, objections, and friction sales is hearing
• Prioritized content topics and clear ownership
• Review of what shipped and how it’s performing
• Cross-team challenges that need removing

These meetings are not meetings for meetings’ sake. They make sure everyone is aware of what the other teams need, and that everyone is accountable and knows what needs to be done next.

It's also the brainstorming session for new content ideas, where marketing can ask sales follow-up questions to create even better content.

Skip the Revenue Team, and you’ll end up with “marketing content” no one uses or “sales requests” that never get published. Don’t make that mistake.

4) Leadership

Cultural change is a leadership job. If this is “just marketing,” it won’t stick. Leaders must champion the goal to become the most known and trusted brand in your market.

They also must set the expectation that everyone participates in making that happen. In practice, that can be as simple (and powerful) as declaring: “If you work here, you help create content.”

Employees need to see leaders actively participating in content creation. That means contributing to articles and videos, posting on social media, and sending internal video updates to the company.

When teams see leaders doing these things, they recognize content as important. If they don’t see that commitment from the top, they will not see it as something worth prioritizing.

Don't Forget Your Frontline Teams

Beyond sales, the people closest to the work. service, success, implementation, field teams. hold details buyers crave: what really happens after purchase, the trade-offs in different scenarios, the common pitfalls and how to avoid them. Your in-house creators should interview these SMEs often. It’s how you turn real-world nuance into trust-building clarity.

And again, this is company-wide. Everyone has expertise, and everyone plays a role in earning trust and removing friction.

What Makes Great Content?

Step one is having everyone in your company participate. Step two is creating the right content. That can feel overwhelming if you think you are starting your content marketing strategy from scratch. Where should you start when creating content for a business?

One of the best places to start (which will give you unlimited content ideas and also happens to be the most effective) is with what we call The Big 5. These are topics that every buyer wants to know more about before making a purchase.

The Big 5:

1. Cost & Price: Everyone wants to know what they can expect to pay. They also want to understand what constitutes “value.” Such behavior is universal amongst all buyers.
2. Problems: A desire to buy something is often accompanied by fears and worries. What are the drawbacks? How could this purchase go wrong?
3. Versus & Comparisons: As humans, we love to compare. It is how we make informed decisions, stacking one option against another to find the best solution for our needs.
4. Reviews: Buyers want the good, the bad, and the ugly. And, importantly, they want to know who a product or service is and is not a good fit for.
5. Best in Class: Everyone searches for the “best,” “most,” “top,” or whatever extreme they can find. Even if they do not end up choosing the top-rated option, they want to clearly understand all the possibilities available to them.

When you embrace The Big 5, you give people the information they really need. This builds huge amounts of trust and turns your content into a powerful tool for getting leads and making sales.

Start with your most important offering, creating articles and videos that cover topics within The Big 5. After that, you can move on to your next important offering, and so on.

Who This Approach Is For

The Endless Customers in-house content approach is a strong fit if:

• Your buyers research heavily before reaching out and you are not showing up enough.
• You already have (or are interested in building) an in-house marketing team.
• You need more sales opportunities, shorter sales cycles, and better close rates.
• You are tired of outsourcing content or marketing and seeing little to no return.
• You are looking for practical ways to use AI while maintaining trust with your buyers.
• You want to be the most known, trusted, and recommended brand in your market.

Industries that thrive with Endless Customers include home improvement, construction, B2B services, professional services, manufacturing, insurance, healthcare, and more.

It’s less suited for impulse-buy environments with short sales cycles (think restaurants or convenience retail), where educational content does not play as central a role in the decision. Even then, pieces of the system can still help, but it will not be your primary growth engine.

Frequently Asked Questions

Why is video important for business content creation?
Video is how you show what others won’t show, and it humanizes your brand at scale. A dedicated videographer partnering with your content manager will multiply trust and reach, especially when they coach teammates to be great on camera.

Does every employee need to write articles for content marketing?
No. Everyone needs to contribute knowledge. Your content manager can interview SMEs and turn conversations into articles. That’s how you get authentic insights without overloading busy teammates.

Do we really need more meetings for content creation?
You will need Revenue Team meetings to keep a simple rhythm focused on what buyers need now, what shipped, and what’s next. The goal is shared ownership of the buyer’s journey.

What is leadership’s role in company-wide content creation?
Leadership's role is to set the mandate, lead by example, and remove friction. When leadership goes first, the culture follows.

Your Whole Company Can Create Trust-Building Content

If you want endless customers, act like the most trusted teacher in your market. That means content creation belongs to everyone: in-house creators who orchestrate, sales reps and SME's who bring the truth from the front lines, a Revenue Team that aligns effort to outcomes, and leaders who set the standard and clear the path.

When everyone understands why the content exists, participation becomes a point of pride, not a chore.

If you want help building this muscle in-house, explore the Endless Customers Coaching & Training Program or get the free Endless Customers minibook to learn more about building trust through your sales and marketing strategy.