Conviction

July 2, 2025

Quality, volume, cost: escaping the content Bermuda triangle

More channels, higher publishing frequency and the search for profitability mean producing better, more, and cheaper. Finding the balance is not a fantasy, but it is settled in the organization before it is settled in the content.

Romain Brignier, President

A brand’s value is built as much by its products as by the content it publishes. More channels, the need to publish frequently and the search for profitability all demand quality, at volume, under cost control. How do you hold all four without sacrificing one?

The starting point

Design the organization before you design the content

Before starting production, structure the organization: a clear org chart to steer it, a firm line between what is brought in house and what is not, and process that protects quality without slowing the pace.

And plan multichannel distribution from the design stage, not after it.

01 · Process and tools

Quality must not be sacrificed to volume. Centralize briefs and approvals to cut review cycles, write clear and shared editorial guidelines, and automate distribution along with the low-value tasks.

  • Centralized briefs
  • Shared guidelines
  • A tooled editorial calendar
  • Automated distribution

02 · Skills

The balance between in-house teams and external partners is essential. Build a pool of freelancers or agencies able to meet demand without sacrificing quality, and train your in-house teams on new formats, tools and editorial project management.

03 · Steering

Producing is good. Generating engagement and business is better. Set clear indicators, analyze, test, adjust. Drop the formats that do not work to concentrate effort on those that do, and measure the return on each piece to arbitrate investment.

  • Reach
  • Engagement
  • Leads
  • Conversions
  • Return

In short

It is a balancing act, and it demands thinking about organization, process, skills and tools as one whole.
  • The organization comes before the content
  • Process protects quality under volume
  • Hybrid teams absorb the load
  • What is not measured cannot be arbitrated