Enterprise content marketing is about much more than just creating blog posts or whitepapers. It can be a strategic tool for increasing brand awareness, generating more leads, and turning customers into loyal advocates.
Unlike small or mid-sized companies, enterprises need to coordinate their content marketing efforts across multiple teams, regions, and even industries. This can be a complex exercise, requiring a well-thought-out content strategy and structured processes, as well as tools built to handle an enterprise-level organization’s larger content footprint.
In this guide, we’ll explore what makes enterprise content marketing unique, a few common challenges, and some best practices to help your team deliver results with content.
What makes enterprise content marketing unique?
As we’ve already hinted, content marketing is a bit of a different ball game for enterprises. This is largely to do with the scale of these organizations. More people means more moving parts, which means need for alignment. Here are a few things that make enterprise content marketing different:
Large teams and lots of stakeholders
Content is rarely a one-person job. And this is even more true for enterprises, who may have entire teams dedicated to content marketing. But enterprise content teams also have to deal with more stakeholders, more departments who need to give input, and more compliance teams asking to review content before it goes live.
Global audiences and localization needs
Most enterprises operate in several regions, so their content needs to serve a multilingual and multicultural audience. This means that localization is an especially important consideration for enterprise content marketing teams.
Brand consistency struggles
It’s no secret that branding is one of the most important drivers of revenue. In order to build trust and be recognizable, your brand has to look, feel, and sound the same everywhere. If you’re a small company producing a few white papers, it’s easy for a brand guardian to review everything. But for enterprises that are producing marketing collateral at a significantly higher volume, staying consistent can become a real challenge.
Trends in enterprise content marketing
Enterprise content marketing is ever-evolving. Here are a few trends that enterprise organizations are jumping on at the moment:
AI-powered content creation
GenAI tools like ChatGPT and Dall-E have become almost ubiquitous in business, and enterprise organizations are no exception. According to research by CMI, 75% of enterprise marketers report that they and their colleagues are using generative AI tools in their work — up from just 58% in 2024.
Interactive multimedia content
Static content has had its day. Buyers have spoken: 42% of them prefer media-rich, interactive content over more traditional formats, according to DemanGen’s Content Preferences report. Because of this, enterprises are starting to ditch static types of content like PDF and print for more engaging content formats.
Video content
Video is everywhere. According to research by Wyzeowl, a whopping 89% of businesses are using video as a marketing tool. And according to CMI’s research, most enterprise marketers say that they’ve seen the best results from video content in the last year.
Challenges in enterprise content marketing
Enterprise content marketing also comes with its own unique set of challenges. Here are a few common difficulties that enterprise marketers run into when it comes to content:
Maintaining consistency across teams and regions
The larger an organization is, the more of a challenge maintaining consistency becomes. Imagine you’re a global enterprise with a team in North America, one in Europe, and another in Asia. Each team creates locally relevant content for their particular audience. But because they’re working separately, things quickly get out of hand. Branded elements look different, their tone of voice isn’t consistent, and important pieces of information like product descriptions or privacy policies are different — or even left out entirely.
While these inconsistencies might seem small, they can seriously damage brand recognition and end up confusing audiences. Not a great look.
Meeting content demands without losing out on quality
Many enterprise marketers feel like they’re on a content treadmill, constantly needing to produce more assets without more time and resources. With teams under pressure to churn out more content, quality often takes a hit.
Check out: How To Scale Content Production Successfully
Measuring content ROI and performance
A major frustration for enterprise marketing teams is hearing leadership say: “We’re spending way too many resources on creating content, how do we know it’s even driving revenue?” Without proper visibility into how their content marketing impacts the bottom line, it can be a struggle to prove its value.
Long and inefficient content reviews and approvals
Enterprise organizations usually require several rounds of reviews and approvals before content can go live. Content creators end up on a wild goose chase: Stakeholders need to give feedback, subject-matter experts need to give their OK, legal needs to approve — the list goes on. This can make for very long-winded and confusing review cycles, especially if feedback is scattered across email, Microsoft Teams messages, and comments.
Personalizing content at scale
Enterprise buyers expect personalized, tailored experiences — and that goes for content, too. But creating customized content pieces for different individuals or audiences can be seriously time consuming, not to mention expensive.
Content gets outdated quickly
In fast-moving industries like finance, healthcare, or tech, information changes overnight. Because of this, static content formats like PDFs can easily become outdated shortly after publication. For enterprises producing these content pieces in huge numbers, manually updating every content piece for the sake of accuracy can be a serious time drain.
Scaling enterprise content marketing: A step-by-step guide
Scaling enterprise content is about more than just increasing content output. Without the right infrastructure in place, simply ramping up production can easily descend into chaos. To truly set up your enterprise content team for success, you’ve got to take a strategic approach. Here’s our step-by-step guide to scaling up your enterprise content:
Step 1: Develop your enterprise content strategy — and document it
We all know that a great strategy is the key to success. So, why do only 28% of enterprise marketers consider their content strategy to be very effective? It all comes down to goal-setting.
Define your content goals
According to the CMI, a whopping 47% of marketers say that their enterprise content marketing strategy isn’t as effective as it could be because the goals simply aren’t clear enough. Start by looking at your business goals and making sure these inform your content strategy.
Are you aiming to increase brand awareness? Then you should invest in creating digital content that speaks to the 95% of potential buyers who aren’t currently in the market and helps your brand stick in their minds. Or if customer expansion is a top priority? Then it’s probably wise to invest in creating more engaging, educational content for your current users. Setting clear goals makes allocating content resources and planning way easier.
Check out: The 2025 Complete Guide to: Building and Applying a Content Marketing Strategy
Audit your existing content
It's tempting to jump right in and start creating brand new content — after all, that’s the fun part. But before you can dive into making new stuff, it’s worth taking stock of your existing content, identifying gaps or outdated content, and looking at smart ways to repurpose what you already have.
Map your content to the buyer's journey
An effective content strategy should consider every stage of the buyer’s journey. Something that works well at a very early stage of awareness is probably going to miss the mark with prospects who are already in the decision-making stage. Think about which kinds of content are going to help your audience solve their specific problems at different stages of the journey, and make sure you’ve got all areas covered.
Discover: How To Map Your Content To The Buyer’s Journey
Step 2: Set up smart content production workflows
With a well-defined content plan, you should have a clear idea of all the content you’ve got to create (and the goals behind it). Now, it’s time to think about your content creation process.
Create a content calendar
Setting up a content calendar is a great way bring some structure to your content creation process. Making it clear to all stakeholders when you’re going to create and publish which content (and on what channels) makes setting deadlines, balancing workloads, and allocating resources much more straightforward.
Define your content review and approvals process
As we’ve already mentioned, getting content reviewed and approved at an enterprise organization can be a painfully slow process.
The key to speeding things up? Setting clear expectations.
Clearly define which stakeholders need to review content when, how long they have to give their input, and whether their approval is an actual dependency or just a nice-to-have. It’s also worth looking at ways to centralize your content reviews and approvals, for instance, with content software that allows in-platform commenting or automatic approval workflows for compliance teams like legal or IT.
Step 3: Bring enterprise content teams closer together with shared tools
Enterprise marketing teams are notorious for using a huge number of tools for content, which don’t always integrate well with one another. Of course, there’s a very good reason for this: Enterprise content teams usually have a higher number of specialists, who all bring their own highly specialized tools to the table. And with different content teams spread across the business, the number of tools only multiplies. The issue with using disparate tools is that it quickly creates technology siloes: Teams work on their own content with no visibility into what others are making. Most of the time, this leads to double work, miscommunication, and wasted efforts.
Equipping teams with shared tools that are built for content collaboration isn’t just a great way to get more out of your technology spend — it can help improve communication, encourage smarter content repurposing, and make it easier for teams to align on things like messaging.
Rather than having content spread across countless tools, drives, and downloads folders, why not set up a shared content hub that’s accessible to everyone involved in content? With an organized overview of everything that’s being created, content teams will be less likely to waste time on creating material that’s redundant or contradicts your messaging.
Step 4: Set up a content governance framework
When you’re creating at scale, the last thing you want is to turn your content into a free-for-all. Keeping your content on brand and compliant means setting up some ground rules — and making it as easy as possible for everyone to follow them. A content governance framework is your friend here. Here are a few of the key elements of a content governance framework:
Clear guidelines for brand and messaging
Your brand’s style guide should cover all of your brand elements like colors, logo, tone of voice, and messaging frameworks — and make it clear how to use them in your content. Making your brand guidelines easily accessible to everyone involved in content creation will keep your content consistent and unified across the board — and help prevent embarrassing mishaps like contradictory messaging or off-brand visuals.
Standardized content workflows
Establishing defined workflows for content production can cut save your content team a whole lot of back-and-forth with stakeholders. Ensuring all parties involved have a clear understanding of what’s expected of them (and when) removes a whole lot of friction from your enterprise content process and can significantly speed up production times.
How Foleon supports enterprise content marketing
Enterprise content marketing requires both speed and control. But too often enterprise organizations get stuck choosing between the flexibility they need to meet content demands and the governance they need to safeguard their brand reputation.
Foleon’s platform is built to help enterprises take the pain out of their content creation process, and scale production sustainably. Combining an intuitive, no-code content creation platform with enterprise-grade governance, non-designers can create freely and compliance teams can rest easy knowing that content is on-brand and compliant.
Want to know more about how Foleon can set your enterprise up for success? Let’s talk.
