When we talk about creating content, we have a tendency to talk a lot about creativity. Like, just because writers are right-brained thinkers or seen as “creative types,” all content created will be magically on brand and perform to our standards.
Except there’s just one problem: when there’s no direction provided and the content creation process isn’t documented, you’re really just hoping everyone understands which direction to go. What actually happens? Right or wrong, everyone will just go the direction they think they should go.