The authors of the blog have learned several lessons while running their content marketing strategy over nearly four years. They found that creating a successful blog takes time, as it's not an instant return on investment and its value is often measured in months or years rather than days. The quality of the content is crucial, and "average" content won't work, instead, articles with fresh, authentic opinions tend to perform better. Writing regularly requires practice and making time for it, even if it means finding extra hours. Not every company should be a publisher, as it's essential to have an opinion about how the world works and create products that reflect that opinion. The key to scaling content production is to have a clear content strategy in place, defining subject areas, article quality, writer types, and more, and attaching an editor who can impact the quality of the content. By following these lessons, businesses can create effective content marketing strategies that attract and engage their target audience.