Many teams see low content velocity as a production problem. But in our experience, stalled production usually stems from a lack of trust. In a study by McKinsey, 40% of participants blamed inefficiency on complicated organizational structures, while a similar number cited a lack of clarity around roles. While those elements play a role in content slowdowns, our work with enterprise clients shows they’re often symptoms rather than root causes.
Low trust leads to organizational breakdowns
Most of our writers come from backgrounds in freelancing, agencies, or in-house creative teams. As such, we’ve all witnessed first-hand the breakdown that occurs when teams don’t trust each other. In these situations, creative briefs grow longer, approval processes grind to a halt, and content production stalls as teams argue back and forth.
Despite the real issue being a lack of trust, we’ve seen brands blame content slowdowns on outdated tools, broken approval processes, and workforce shortages. Misdiagnosing the problem only weighs down content production further, as more moving parts get added and the creative process grows ever more complicated.
Trust is more than a value—it’s a critical piece of infrastructure
When trust is operational, maintaining momentum is easy. And that’s true across the board. In a well-known Harvard Business Review study, employees who experienced high trust at work were 74% less stressed and 50% more productive. Clearly, trust is part of the bedrock for high-momentum brands.
At MarketSmiths, we operate as a lean team with fast turnarounds. Our writers and content strategists use a proven process to draft, refine, and polish every piece without wasting a single second. We deliver that same high standard of trust and consistency to our clients.
Strategic alignment instills confidence
One of our B2B clients came to us after a failed collaboration with another creative agency. As the partnership began, it was clear their last experience had left them with reservations. Initially, the client expressed hesitancy about some of our ideas. Each time they did, we responded to their feedback and pushed the content in a different direction.
After the first few deliverables had been completed to the client’s satisfaction, their tone changed. Soon, they trusted us not only to provide content recommendations, but to create and post the content on their behalf. Revision cycles tightened and launching became part of the process, increasing momentum for our client.
In this situation, the client was right to withhold their trust until we’d proven we could deliver along the lines they wanted. It was a case of not only producing high-quality content, but understanding the client’s needs and aligning with them. Once that fell into place, velocity picked up.
Trust translates to revenue
At MarketSmiths, Our process moves deliverables swiftly down the pipeline, increasing conversions and building revenue through a flow of steady, consistent content. MarketSmiths’ clients trust us to deliver pieces that support high velocity in long-term partnerships. Reach out to explore how we can sustain your enterprise momentum.
