B2B Content Marketing Strategy

12 Building a Content Culture: Cross-Functional Collaboration

The second time I was fired, I was a mid-career marketer and decided to give freelancing a try.

My biggest worry when I embarked on this journey wasn’t getting clients—that was just hitting the pavement-type stuff. The thing that had me worried: Would my creativity stall working alone?

Without the benefit of corporate constraints, a boss, and coworkers to collaborate with, would I still be able to come up with good ideas for my clients?

I shared this problem with my dad, and he had a different take. And, typical of my father, who’s a huge music buff, he described it through the history of a song: “With a Little Help from My Friends.”

He told me that the version of the song we all ...