Do you drive content or does your client do the driving?

I’m sure that we run into this from time to time, but in your experience, do you:

A: drive content creation (blogs, social, and email)

B: the client drives content creation (they decide and you execute)

C: a hybrid approach where you both collaborate on content but you execute

For your client or business?

Interesting conversation topic! I think for our businesses it’s a combination of both. I am always listening to what our clients and audience are saying they’re struggling with or why they are not buying. Then we create content to address each one (so this content is driven by them). And we are also mixing in content that we create that educates our audience about us and what we do (this wokld be content driven by us… but keeping in mind their pain points).