Content Team (Anon)
A busy content department, supporting a 12,000-person enterprise operating across multiple industries and markets.
Content Team (Anon)
A busy content department, supporting a 12,000-person enterprise operating across multiple industries and markets.
Content Team (Anon)
A busy content department, supporting a 12,000-person enterprise operating across multiple industries and markets.
The Challenge
The global, 12,000-person organisation relied on a central writing team to produce high-volume content for stakeholders across multiple departments, regions, and industries.
The global, 12,000-person organisation relied on a central writing team to produce high-volume content for stakeholders across multiple departments, regions, and industries.
Demand for content was constant, varied, and often urgent — but the systems supporting this workflow were fragmented and increasingly difficult to scale. Teams across the business struggled to discover existing content relevant to their needs. Articles, insights, and thought leadership were scattered across spaces, with inconsistent tagging and limited visibility. As a result, stakeholders frequently requested new content without knowing similar work already existed, leading to duplicated effort and unnecessary strain on the writing team. At the same time, the writers were managing a growing number of inbound requests from different teams, each with their own priorities and expectations. Briefs arrived in different formats and levels of clarity, making it difficult to triage work, apply consistent standards, or move quickly without rework. Writers needed the freedom to think creatively, but also clear guardrails to ensure brand consistency, accuracy, and speed at enterprise scale. The organisation needed a system that could serve both sides of the workflow: giving non-writing teams a simple way to find and request content, while enabling the central writing team to operate efficiently, collaboratively, and at pace.
Demand for content was constant, varied, and often urgent — but the systems supporting this workflow were fragmented and increasingly difficult to scale. Teams across the business struggled to discover existing content relevant to their needs. Articles, insights, and thought leadership were scattered across spaces, with inconsistent tagging and limited visibility. As a result, stakeholders frequently requested new content without knowing similar work already existed, leading to duplicated effort and unnecessary strain on the writing team. At the same time, the writers were managing a growing number of inbound requests from different teams, each with their own priorities and expectations. Briefs arrived in different formats and levels of clarity, making it difficult to triage work, apply consistent standards, or move quickly without rework. Writers needed the freedom to think creatively, but also clear guardrails to ensure brand consistency, accuracy, and speed at enterprise scale. The organisation needed a system that could serve both sides of the workflow: giving non-writing teams a simple way to find and request content, while enabling the central writing team to operate efficiently, collaboratively, and at pace.
Our Strategy
We designed a dual-sided content operating system in Notion that connected cross-department demand with a single, high-performing writer team.
We designed a dual-sided content operating system in Notion that connected cross-department demand with a single, high-performing writer team.
For non-writing teams, we created a clean, intuitive interface where stakeholders could browse content by topic, industry, author, date, and theme. Notion AI automatically tagged content on creation, making discovery fast and reliable even as the library scaled. Stakeholders could also submit structured content requests directly through the system, ensuring briefs were clear, consistent, and immediately actionable. For the writing team, we built a delivery workspace designed to support focus and flow. Incoming requests were routed into clear workflows, giving writers shared visibility over priorities and progress. Existing content could be easily reused or adapted, reducing duplication and speeding up delivery. Interview transcripts and research were stored centrally, allowing insights to be shared across writers rather than siloed in individual projects. Approved boilerplate copy was verified at the page level, ensuring accuracy and consistency across all outputs. At the heart of the system was a custom AI orchestration model. Instead of relying on generic prompts, the AI identified the type of content being produced and selected the appropriate “content mode.” Each mode referenced carefully designed instructions covering structure, tone, constraints, and expectations specific to that content type. This allowed writers to produce high-quality work faster, without sacrificing creativity or brand standards. The organisation gained a scalable content system that balanced speed, consistency, and creative autonomy. Stakeholders found and requested content more effectively, while the central writing team significantly reduced setup time, rework, and context switching. Content production became faster, more predictable, and easier to govern across the enterprise.
For non-writing teams, we created a clean, intuitive interface where stakeholders could browse content by topic, industry, author, date, and theme. Notion AI automatically tagged content on creation, making discovery fast and reliable even as the library scaled. Stakeholders could also submit structured content requests directly through the system, ensuring briefs were clear, consistent, and immediately actionable. For the writing team, we built a delivery workspace designed to support focus and flow. Incoming requests were routed into clear workflows, giving writers shared visibility over priorities and progress. Existing content could be easily reused or adapted, reducing duplication and speeding up delivery. Interview transcripts and research were stored centrally, allowing insights to be shared across writers rather than siloed in individual projects. Approved boilerplate copy was verified at the page level, ensuring accuracy and consistency across all outputs. At the heart of the system was a custom AI orchestration model. Instead of relying on generic prompts, the AI identified the type of content being produced and selected the appropriate “content mode.” Each mode referenced carefully designed instructions covering structure, tone, constraints, and expectations specific to that content type. This allowed writers to produce high-quality work faster, without sacrificing creativity or brand standards. The organisation gained a scalable content system that balanced speed, consistency, and creative autonomy. Stakeholders found and requested content more effectively, while the central writing team significantly reduced setup time, rework, and context switching. Content production became faster, more predictable, and easier to govern across the enterprise.
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Turn chaos into clarity with Uncommonplace
Book a quick discovery call and we'll show you exactly where a systems upgrade can save you time and money.
Download services guide
Services
By submitting, you agree to our terms of service.
Turn chaos into clarity with Uncommonplace
Book a quick discovery call and we'll show you exactly where a systems upgrade can save you time and money.
Download services guide
Explore our services
By submitting, you agree to our terms of service.