Why small teams are beating big companies at content
And it’s not about AI writing content for you.
“Big companies have bigger budgets, bigger teams, and more content power.” This is the old world. That advantage is disappearing fast. And yes AI is a bit part in this. But maybe not the way you think. When it comes to AI the difference is in the more intelligent use of it. But big companies are struggling for different reasons.
The big battle
Content matters more than ever, especially authentic content. Content used to be about just marketing. But no more. It is also about: sales enablement, employer branding, customer education, product adoption and so much more. And attention has become scarce, while distribution of content has become crowded. Yes speed and consistency matter here, but so does relevance and authenticity. And maybe most importantly trust.
So why do big companies struggle?
Big companies are big organism with long approval chains and legal & compliance matters. So communication is very different and complicated and on top of that they often prioritize to play it safe! This friction often kills the momentum and the creativity that leads to innovation and problem solving.
So why are small companies more advantaged
Fewer people means fewer descision makers and shorter feedback loops. These companies often have direct acces to customers and their message and positioning is more clear. And maybe one the key advantage factors is the willingness to experiment. This naturally leads to more leverage in a time when technology means we need less people to run a project or company.
The intelligent bit about AI
This is when a company understands that AI is leverage, not human replacement. It is an amplifier both for thinking, strategy and production. Winning companies use AI as a co-pilot rather than an auto-pilot. Leading to easier adoption of new workflows, faster learning, faster and more experimenting and a clearer ownership of content and tone. The technology helps in turning ideas into first drafts and then repurposing the created content across formats and in various iterations.
Because in the end we know that something like taste or clarity are ingredients that make your positioning unique, and let’s not forget knowing what not to publish is really a human thing.
So ho does this show in webinar development for smaller companies
One webinar now leads to various other content like articles, clips, summaries, posts etc. So an interview with one expert can lead to content for months. And when you get an idea for something you can develop this much faster than before and for multiple channels with fewer people. AI turns raw expertise into scalable output if you are able to make decision fast.