Less Hustle, More Strategy: How to Scale Content That Converts
- Dorien Morin-van Dam
- Jul 22
- 3 min read
If you’re a business owner trying to scale your content without scaling your stress, you’re not alone. In a recent episode of Strategy Talks, I had a truly insightful conversation with Donna Mostrom about what it actually takes to scale content that works, without burning out.
Donna is the Co-Founder and CEO of Damn Smart Marketing, an Arizona-based agency that provides high-level content and copywriting services for mid-sized and enterprise businesses. She also runs the business with her husband, Stephen, and is raising two little boys while doing it all. (Yes, she’s that impressive.)
Donna shared practical, tested strategies that help brands scale content sustainably and intentionally. Whether you're building a marketing engine or just trying to stay visible without losing your voice, her advice is worth bookmarking.
Content Scaling Isn’t About Volume, It’s About Systems
"Content creation is exhausting when there’s no plan behind it,"
Donna told me. And wow, does that resonate.
One of the biggest myths about scaling content is that you just need to do more: more blogs, more videos, more social posts. But Donna was clear:
"If you’re not strategic about the systems behind your content, you’re just setting yourself up to burn out."
Her team helps clients scale by focusing on systems first. That means creating templates, guidelines, approval processes, and timelines that reduce decision fatigue and improve quality.
Think Bigger Than the Blog Post
Donna emphasized the importance of seeing your content not as a one-and-done activity but as a source of reusable value.
"A single blog post can become a video script, five social posts, an email nurture sequence… even sales enablement content,"
she explained.
"The key is identifying where else the message belongs and making sure you adapt it, not just copy-paste it."
This kind of smart repurposing means fewer new ideas, but more mileage from each one. That saves time and builds consistency across channels.
Collaborate Like a Team of Pros (Even If You’re Small)
Donna works with both lean in-house marketing teams and larger enterprises. But her advice applies to businesses of all sizes:
"If your subject matter experts and marketing team aren't collaborating, you're missing gold."
She recommends building editorial calendars that pull in input from across the organization, not just marketing. Ask the sales team what objections they’re hearing. Get insights from your product managers. Then build content around those real-world insights.
Make Content Work Harder, Not You
One of the smartest strategies Donna shared was how to make content do multiple jobs at once.
"Great content should support sales, answer customer questions, attract traffic, and build trust—all at the same time,"
The trick? Map your content to your customer journey.
That means knowing what someone needs at each stage (awareness, consideration, decision) and making sure your content leads them forward.
"If it just sits on a blog with no call to action, it's not doing its job,"
Donna pointed out.
Don’t Start with Tools, Start with Strategy
When I asked about her favorite tools, Donna was candid: tools are great, but they won't save you from poor planning.
"A tool can streamline a process, but it can't build the process for you," she said. Before investing in software, she recommends documenting your workflow. Who creates content? Who approves it? What’s the timeline? How is performance tracked?
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"Once you have that, then you can look at tech that fits your needs."
Actionable Tips for Scaling Smarter
Donna left us with four incredibly useful takeaways:
Start with a quarterly content plan. Don’t overdo it. Focus on 3-5 big content pieces you can repurpose.
Build a library of reusable assets. Templates, messaging docs, FAQs: these save time and increase consistency.
Use feedback loops. Involve sales, support, and leadership in shaping your topics.
Be realistic about output. "Sustainable content isn't about hustle, it's about rhythm," Donna said.
These are the kinds of smart, grounded strategies that actually help brands grow.
10 Smart follow up Prompts to Ask your favorite AI Based on This Blog
How can I repurpose one blog post into a full content calendar?
What tools help with repurposing long-form content?
What is a content scaling strategy for a small marketing team?
How do I create a quarterly content plan?
What templates should I create to speed up content production?
How can I align content with the sales process?
What kind of content supports each stage of the buyer journey?
How do I build a content collaboration process?
How can I scale content without hiring a huge team?
What metrics should I use to track content performance?
Watch the full video interview with Donna Mostrom below. It’s full of practical advice and relatable examples for any business ready to scale content intentionally.
