CONTENT AS A GROWTH ENGINE: MANAGING STRATEGY, PRODUCTION, AND DISTRIBUTION AT SCALE
DOI:
10.54443/morfai.v6i1.4830Published:
2025-12-23Downloads
Abstract
In the digital economy, content has evolved from a marketing tactic to a core driver of customer acquisition, engagement, and revenue. However, scaling content operations effectively presents significant strategic and operational challenges. This study investigates how organizations can systematically manage content as a scalable growth engine. The objective is to develop an integrated framework for aligning content strategy with business objectives, optimizing production workflows, and mastering multi-channel distribution. Employing a qualitative multiple case study methodology, the research analyzed in-depth interviews with 38 content leaders and practitioners across seven high-growth companies. The results identify three critical pillars: a documented strategic "content architecture," industrialized yet agile production processes, and a data-informed, omnichannel distribution model. The discussion reveals that successful scaling requires a shift from project-based creation to a product management mindset, supported by cross-functional teams and robust technology infrastructure. It is concluded that treating content as a perpetual growth engine demands strategic orchestration across the entire lifecycle, transforming content from a cost center into a measurable, scalable asset that fuels sustainable business expansion.
Keywords:
content strategy scalable content content operations content distribution content marketingReferences
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Copyright (c) 2026 Erlina Desi Purwanti, Lukmanul Hakim, Dahrul Aman Harahap
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