In a world where content is the currency of connection, speed isn't just a luxury, it's a necessity. Fast content teams aren’t chaotic; they’re strategic. They move with intent, fueled by data, aligned processes, and a relentless drive to learn. Caroline Gilbert, Director of Content and Editorial at Angi, leads a 50+ person team that manages a content library of over 10,000 pieces. Her journey, from public relations to directing content operations at scale, offers deep insights into why publishing faster doesn’t just improve workflows but builds smarter, more responsive content teams.
1. Performance Begins After Publish
“Real learning comes from measuring performance post-publication, not from drafts that offer no metrics.”
The biggest misconception in content marketing is that quality is perfected in the draft. Caroline challenges this mindset: “We don't learn anything from a draft that sits in Google Docs.” Until content is live, it’s invisible to the audience and immune to analytics. Publishing faster accelerates feedback loops, allowing teams to measure scroll depth, bounce rates, conversions, and other real-time metrics.
This approach reshapes how teams learn. By analyzing what ranks, what converts, and what gets ignored, content creators refine their instincts. Caroline’s team, for instance, uses scroll-depth data to understand what content matters. Why spend two weeks designing an infographic for the bottom of a page if only 25% of readers get there? Faster publishing speeds up this discovery process, making room for smarter decisions and better use of resources.
2. Not Every Piece Has to Win, But Some Must
“As a director or VP of content, they must ensure that a percentage of the content drives real business value, not every piece, but some.”
Caroline emphasizes the need for balance between volume and value. In content marketing, not every article will go viral or rank #1 on Google, and that’s okay. What matters is that a strategic portion of the content contributes meaningfully to business goals. This is how she approaches content at Angi: a clear understanding that a slice of the library must deliver measurable ROI, whether it's in conversions, leads, or revenue.
To make this happen, Caroline and her team integrate simple, effective metrics into their workflow—conversion rate, cost per piece, and revenue attribution. By calculating the return on content creation (ROCC), they’re able to validate decisions and secure executive buy-in. The key isn’t about tracking everything to death but focusing on what matters most. As she puts it, “We paid this much for this content. Did it deliver what we needed?”
This mindset removes the creative pressure to make every piece a home run, and instead creates a culture where experimentation is allowed, but impact is always measured.
3. Content Is Never Done, It's Evolving
“Good content is an ever-evolving thing; you don’t just create one piece and call it great.”
There’s no such thing as a perfect post, only progress. For Caroline, the pursuit of excellence in content is ongoing. At Angi, her team constantly revisits foundational content like their “cost guide” library, a data-rich series of pages based on homeowner inputs over years. It's not a one-and-done project; it's an evolving asset that gets better with every iteration.
This evolution mindset enables teams to adapt quickly to algorithm changes, user behavior, and business priorities. But it also demands a solid operational backbone: documented processes, rigorous onboarding, and ongoing learning. Caroline, who helped develop Siege Learn during her agency days, believes structured training is the foundation for scalable excellence. It reduces the onboarding time of new hires and ensures consistency across massive teams.
That’s why Caroline emphasizes training, not just at the start, but throughout an employee’s journey. Learning never stops in a content organization that wants to keep up, and keep winning.
Concluding Thoughts: Publish to Learn, Learn to Scale
Publishing faster isn’t about cutting corners, it’s about accelerating insight. It's about empowering your team to fail faster, iterate smarter, and invest their time where it counts. Caroline’s leadership at Angi exemplifies what happens when content teams shift from perfectionism to performance.
Content marketing is no longer about crafting the “perfect” piece, it’s about creating, measuring, evolving, and repeating that cycle at speed. When a team adopts this mindset, it becomes more agile, more informed, and ultimately, more impactful. The smartest content teams don’t just create, they learn. And learning only begins once you hit publish.
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