How to Build a Scalable Content Engine That Boosts Visibility and Saves Budget

The Business Of Marketing

In this special internal episode, A. Lee Judge and Marc Raco from Content Monsta unpack how companies can build content engines that deliver consistent visibility, authority, and demand—without burning out their teams.

They reveal why framing matters when selling marketing initiatives internally, how to build a content engine from expert conversations, resulting in multiple formats and a steady cadence of content creation.

Conversation points:

• The difference between a content engine and a visibility engine
• Why “raw material” is your most valuable marketing asset
• Get budget! How to frame marketing projects around benefits, not features
• Strategies for turning one conversation into dozens of content assets
• Why regular cadence (like podcasts) builds consistency and momentum

0:00 - Intro: Framing the Conversation on Content Engines
0:42 - What is a Content Engine? Evolution of Content Strategy
2:37 - Content Engine vs. Visibility Engine: Defining Your Mission
5:07 - Real-World Example: Leveraging Expert Interviews
8:17 - Naming & Framing Raw Content: Getting Internal Buy-In
10:53 - Selling Content Creation Internally: Focus on Benefits, Not Features
14:10 - Building Output: Multi-Format Content from a Single Session
18:08 - Shifting Mindsets: From “We Want a Podcast” to Content Ecosystem
20:09 - Repurposing Content: Long-Form, Mid-Form, Shorts, Podcasts, and Articles
21:40 - The Value of Cadence: Keeping the Engine Running
23:55 - Capture What You’re Already Doing: Internal Conversations as Content
25:32 - Final Advice: Framing Content Engines for Approval & Success

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.