Content Production in the Age of AI

The pressure to produce content is relentless.

From blog posts and emails to landing pages, social campaigns, and internal docs — the demand for content is growing. But for most teams, the process hasn’t evolved to keep up.

And while generative AI has promised faster output, most teams are still stuck in slow, disconnected workflows.

• Tools are scattered
• Review cycles drag
• Strategy gets lost in handoffs

Why Content Production Feels Broken

Let’s break down where most teams lose time:

• 8 days: Average wait time for reviews
• Several weeks: From idea to publish
• 45% of teams lack a scalable content process
• 10+ tools used across creative and marketing teams

Most teams manage content in spreadsheets, feedback in Slack, drafts in Docs, and calendars in Notion. It’s no wonder velocity slows.

The biggest bottlenecks in content production aren’t creativity—they are poor systems, app sprawl, and lack of structure.

The Promise (and Limitations) of AI

There’s no doubt AI is changing the way we work. It can draft faster, summarize instantly, and help brainstorm on demand.

But AI without context just creates more noise.

If it’s not embedded in your actual workflows—briefs, tasks, reviews, goals—then it won’t solve the deeper issues.

To truly transform content production, AI must connect:

• A unified workspace
• Clear ownership and workflows
• Collaboration that happens in context
• Systems to track, manage, and optimize output

That’s the foundation we’ll walk you through in this playbook.

The best teams have shifted away from disconnected content creation to connected content systems. These systems are:

• Strategy-led
• Context-aware
• Collaborative by default
• AI-powered at every phase

At ClickUp, we built this system internally—and used it to scale from just a few blog posts per week to over 250 blog posts per month.

The results? Faster turnaround, clearer roles, better visibility — and no burnout.

This same model now powers teams like Cartoon Network, who brought their entire creative and brand operations into ClickUp to eliminate chaos and accelerate launches.

In the next sections, we’ll walk through each of the five phases in this system—and how you can put them into action.

Content production can't start without clarity around strategy and goals.

But too often, ideas live in notes, voice notes, or random Notion pages. Briefs are outdated the moment they’re written.

With ClickUp AI and Docs, strategy becomes collaborative, dynamic, and instantly actionable.

• Capture brainstorms and campaign kickoffs with AI Notetaker
• Create briefs in ClickUp Docs with clear sections for SEO, target audience, and distribution
• Use ClickUp AI to draft outlines, messaging, and topic angles
• Intake requests with structured Forms
• Organize briefs into a searchable Doc Wikis

Once you’ve aligned on strategy, it’s time to shift into focused, AI-powered content creation.

Once strategy is aligned, your team is ready to kick off AI-powered content production.

With AI that’s built into your task, brief, and content view—writers don’t need to switch tools to get started.

• Generate blogs, emails, ad copy, and social posts using ClickUp AI
• Assign work and due dates using List View
• Schedule campaigns and drafts with Calendar View
• Collaborate in real-time with ClickUp Docs
• Use AI-generated subtasks to instantly spin out next steps
• Leverage ClickUp Agents to review and optimize based on your brand guidelines

With content in motion, the next step is accelerating approvals—without compromising quality.

Most delays happen here—unclear ownership, back-and-forth in Slack, or last-minute feedback.

With contextual comments and async video feedback, you can streamline reviews without slowing down.

• Leave async notes with Clips
• Assign edits with comments directly in Docs
• Convert feedback into subtasks
• Automate notifications using ClickUp Automations
• Visualize approval blockers with Dashboards
• Use Agents to trigger project updates and handoffs proactively

Once approved, it's time to ensure delivery is seamless—and doesn’t become the next bottleneck.

Whether you’re publishing a blog or launching a full campaign, delivery is where teams can drop the ball.

Different tools, unclear ownership, and missed deadlines—unless it’s all in one place.

• Tag and link final assets with Custom Fields
• Plan publishing windows in Calendar View
• Organize all launch-ready content in a Launch Folder
• Keep creative, content, and marketing aligned in ClickUp Chat
• Assign final tasks with due dates and dependencies

With your delivery and distribution process automated, it’s time to measure and optimize.

Example: Cartoon Network used ClickUp to bring together its creative, brand, and marketing teams. With a single workspace for briefs, assets, and feedback, they launched campaigns faster and with greater alignment.

Read the full story →

Post-launch content is often forgotten.

But the best teams use performance data to improve, refresh, and optimize their entire content engine.

• Build reporting in ClickUp Dashboards to track delivery and velocity
• Set content volume goals using ClickUp Goals
• Add performance notes or feedback directly in Docs
• Maintain a Content Wiki for evergreen and underperforming content
• Summarize post-mortems or feedback with ClickUp AI

These insights fuel your next round of planning—creating a system that gets smarter every cycle.

Scaling content isn't just about creating more—it's about creating smarter.

With the right system, teams can scale output, reduce review time, and stay aligned across every channel.

At ClickUp, we did it ourselves—growing from 20 to 250+ blog posts/month.

And teams like Cartoon Network prove this system works at every scale.

Now it’s your turn to build a content engine that moves as fast as your ideas.