Why brands need to create smarter and better content

Lately – especially since the mainstreaming of AI – you hear more and more about 'Content at Scale': scaling up content thanks to AI. And also about the principle of the 'Content Supply Chain': streamlining that content production on a large scale within one integrated process. 

They may sound like trendy marketing lingo, but don’t be fooled — behind the sleek labels lies a highly practical way of working. 

Put simply, Content at Scale is about scaling up your content production efficiently, often with the help of AI. The Content Supply Chain is the framework behind it — a streamlined system that connects everything from creation to distribution. The goal? Doing more with less. Less waste of time, money and creative energy. More reuse, more automation, and more focus on what truly matters. 

Think of Content at Scale like this: 

• That blog post you write and, thanks to AI, immediately transform into three social posts, a piece in your newsletter, AND a script for your podcast 

• Content that is generated in different variations through AI tools, so you can personalize endlessly 

• Reusable visual templates your team can use so that not every infographic has to be made from scratch 

• Automatic AI tools that help you with planning, publishing, and measuring your content 

But here’s the catch... scaling and personalising your content only works if your Content Supply Chain is in good shape. Without clear processes in place, it’s all too easy to go under in a sea of files, version chaos, missed deadlines and internal miscommunication. The result? Frustration, inefficiency and content that doesn’t quite meet your standards. 

If you want to personalize efficiently and at scale, you’ll need to rethink the entire content lifecycle — from campaign planning and creation, through organisation and distribution, to performance analysis. That’s how you build a content engine that keeps running — without the constant need for last-minute fixes or fire-fighting. And that gives you more space to focus on impact. 

A solid Content Supply Chain includes: 

• Smart data tools that provide real insight into what your audience actually wants 

• Automation of repetitive tasks, freeing up your creatives to focus on high-value work 

• Streamlined workflows with AI, so your brand speaks with one consistent voice — whether you’re addressing one customer or a thousand 

• Data-driven optimisations that instantly make your content smarter and more relevant for each individual user 

So, not magic — just smart. Content at Scale and Content Supply Chain aren’t silver bullets. But they do offer a smart way to keep content production manageable as you scale — without compromising on quality. 

Content at Scale promises us a world in which we can effortlessly multiply content with the help of AI. One article turns into a podcast, an infographic, ten social posts — all at the click of a button. In theory, brilliant. In practice, however, many businesses stumble at the first hurdle. They invest in expensive tools before taking the time to define their content strategy. Or they automate anything that moves, with little regard for quality or relevance. 

Another common pitfall: assuming that more content is always better. Without ever asking whether anyone actually wants it. That’s why one of the most common criticisms of Content at Scale is that it prioritises quantity over quality — and that criticism isn’t entirely unfounded. After all, the average consumer is bombarded with hundreds, sometimes thousands, of marketing messages every day. Adding another layer of lukewarm content to the pile doesn’t help anyone. 

That’s why human input still matters. A critical eye, a creative mind and a sense of empathy are what turn noise into meaningful communication. That’s what makes content not just visible, but valuable. 

Despite the pitfalls, Content at Scale is still a concept worth embracing. It forces you to think more strategically, set clear priorities and focus on what truly adds value. 

Which content is worth creating? How can you maximise its potential? And how can you streamline your internal processes, so your team gets more done with less? The technology is here. The tools are ready. And with a strong Content Supply Chain strategy, you really can do more with less. Because at its core, Content at Scale isn’t about “producing as much as possible.” It’s about working smarter, not harder. And that’s a mindset every marketer should adopt. 

Want to learn how to get started yourself? Watch our iO webinar ‘Content supply chain: maximum impact for complex content and campaigns’ or get in touch — we’re happy to help you take your content to the next level.