Einstein didn’t discover relativity alone — he built upon Hendrik Lorentz’s mathematical principles. Yet, when it comes to content creation, too many marketers ignore this fundamental truth: genius rarely works in isolation.
Even if you’re the Einstein of content marketing, flying solo means you might be missing out on critical perspectives.
Think about it:
- Social media teams understand which content formats drive the most engagement.
- Sales teams know which pain points drive conversions.
- Research and development understand the differentiators that make web copy more effective.
Combine these viewpoints, and you’ll make your content more powerful than any single perspective could.
Here’s why a multi-lens approach is essential for content success and how to implement it at your organization — no matter the size.
How a Single-Lens Perspective Limits Your Content Success
Viewing anything from a single lens limits your perspective.
Case in point?
HubSpot’s dramatic traffic decline. After losing 4.9 million web visitors in a month, everyone — from writers to entrepreneurs — had an opinion on what happened.
- SEO specialists pointed to irrelevant keywords, which led to Google penalizing HubSpot for publishing content outside their expertise.
- Content creators said it was due to declining quality standards, as volume took precedence over creativity and value.
- Marketing leaders said HubSpot cut corners because they believed they were too big and successful to fail.
In reality, it was likely a combination of all of the above (and more).
As the chatter around HubSpot illustrates, we all view things through different lenses colored by our experiences.
Solo perspectives have value on their own, but when combined with others, the full picture develops.
Now, think about this in terms of content, from analysis to creation. Diverse perspectives can help you create higher-performing content and make stronger connections with your audience.
But which perspectives should you bring to the table?
8 Essential Viewpoints in Content Creation
It takes a village to create great content — especially content that attracts, retains, and converts your audience (while ranking highly in search engines).
So, bring various team members into different areas of the content creation process to benefit from fresh perspectives.
Consider including:
1. Content and Marketing Leaders
With a “big picture” perspective, marketing leaders will focus on one question: “How does this advance our business priorities?” Their insights shape long-term direction, prioritizing high-impact initiatives over short-term trends. They’ll help you determine which content investments will deliver the most significant ROI.
2. Content Strategists
This viewpoint will help you understand what your audience needs from your content and what your current strategies might be missing. Their expertise helps prioritize content that meets users at every stage of the marketing funnel and solves their pain points.
3. SEO and Analytics
How can you ensure your content displays E-E-A-T signals and matches search intent? How can you avoid duplicate content when scaling? Whether it’s filling out your content calendar or coming up with a new campaign, SEO and analytics’ perspectives will help you create content that search engines and readers love.
4. Writers
Writers can turn anything into an engaging story using an impressive blend of creativity, strategy, and critical thinking. They also have a deep understanding of your audience, which means they can help with content ideation, outline creation, and overall strategy. They also can help you understand why content succeeds and fails.
5. Sales and Demand Generation Teams
These professionals make sure your content supports lead-generation efforts and drives conversions. Their insights can help prospects move through the funnel effectively. They can look at your content through this lens, helping it turn more web visitors into customers.
6. Customer Support Teams
Customer support staff input ensures your content is engaging and practical, reducing friction in the customer journey. They know which topics will resonate (and which will fall flat). Plus, they can help assess success by tracking whether content reduces support inquiries or enhances customer satisfaction.
7. Subject Matter Experts (SMEs)
Whether in-house or freelance, having SMEs review topics, briefs, and content brings invaluable expertise to your business. Bonus: It’ll also boost credibility and trust. Accurate, helpful content is non-negotiable — bringing experts into your content review process will improve your content’s quality and can even improve your rankings.
8. Editors
Typically, editors step in after content has already been made. But why limit their expertise and talent to one stage in the content creation process? Asking editors to provide input on topics, briefs, and content successes and failures is an excellent way to gain a new perspective.
7 Ways to Include Different Viewpoints in Your Content Creation
Ready to turn your team’s insights into higher-performing content? These seven ideas will give your content a powerful competitive advantage.
1. Require Input From Different Departments on Content Briefs
Create a standardized content brief template that requires insights from at least three different departments before approval. Include sections for departments like sales, customer success, and product to get feedback on briefs and outlines from various team members without the need for additional meetings.
It may also be a good idea to switch up the departments you go to for ideas (depending on the size of your company). Encourage your team to avoid using the same department more than a few times in a row.
2. Implement Structured Feedback Methods
Create dedicated feedback channels that don’t require real-time meetings. (Notice a theme here?) Extra meetings are hard on everyone, so make it easy and realistic to gather team feedback by using Google Docs. Whether it’s a content strategy, retroactive, or BOFU blog post, team members can add insights on their own schedule.
Alternatively, establish a dedicated Slack channel where stakeholders can add quick thoughts about upcoming content. Send automated reminders to specific departments on a rotating schedule (e.g., Product team on Mondays, Sales on Tuesdays) so everyone knows exactly when their input is needed.
3. Use Data to Validate Internal Assumptions
When collecting viewpoints, don’t just document them — ask teams to provide supporting data.
For example, if the sales team believes a certain topic would drive conversions, ask them to include relevant funnel analytics. If customer success claims certain messaging doesn’t resonate, ask them to reference specific support tickets or sentiment analysis scores.
Creating a “perspectives + proof” framework for content planning allows all team members to be heard (not just the loudest voices in the room).
4. Establish Pre- and Post-Publication Content Review Systems
Instead of gathering insights only at the ideation stage, create a structured feedback system where teams review content before and after publication. This can be a meeting, survey, or dedicated Slack feedback channel.
However you gather the info, have different teams — like SEO, leadership, and product — analyze engagement data, customer reactions, and business impact using a scorecard that tracks how diverse insights influenced performance.
5. Create Multi-Perspective Content Formats
Instead of diluting different viewpoints into a single consensus-driven piece, use them to create layered, multi-perspective content.
For example, if your sales and product teams have differing takes on a trend, produce a split-screen video, an interactive infographic showing both sides, or a “debunk vs. defend” style blog post. This creates more engaging and nuanced content that stands out from the competition.
6. Implement Departmental Shadowing for Content Creators
Schedule content team members for half-day shadowing sessions with other departments. Have them sit in on sales calls, join product planning sessions, or participate in customer support interactions.
Have freelancers? Ask them to join brainstorming sessions and video meetings instead.
This will give your content creators a deeper understanding of your company, customers, and product, which will lead to higher-performing content. When your content team has a more comprehensive view, they’re in a better position to create innovative content campaigns.
7. Create Cross-Functional Content Planning Committees
Form content committees that bring a few people from different departments together for content planning and reviews. Select committee members who represent diverse perspectives and rotate them quarterly.
This can be a valuable way to get feedback on everything from web copy and blog content to your overall content strategy. Have this committee provide insights on what they think you’re doing well and areas of improvement. Then, review the feedback and consider implementing some of the suggestions. You may be surprised at where some of the best ideas come from — whether it’s software developers or sales teams.
Elevate Your Content with Diverse Perspectives
Even if you’re a content genius, you can still benefit from a room full of Einsteins. Cross-team content collaboration makes this possible.
Whether you own a small business or manage content for a global enterprise, integrated content planning breaks down silos and maximizes your strategy’s impact.
Need help creating a multi-lens content strategy? ClearVoice can provide multiple professional perspectives through our network of writers, editors, strategists, SEO specialists, and diverse fractional experts. Connect with a ClearVoice content specialist to learn more.
