How many times does something need to occur before it takes hold? Many people chase being viral but as far as I can see it's quite random what captures the public's attention. Something's hot one minute and then not. Then something else comes into focus and gets all the attention.
I've written a few times about the importance of being consistent. This is crucial when it comes to content production and the need to create consistent content. If you creat channels that need content the worst thing you can do is not feed them regularly with content. By all means create yourself a timeline and stick to it. The consistency is what matters and what helps to get attention for your effort. There are many examples where consistent content production has paid off. I won't lie to you though - there are times too where you might want to give it up if you find you've been doing something for years and it's just not paying off. Notice I said years. I said this to make a point that it takes time and patience on your part for your content to get noticed. Now you're going to tell me that you're under pressure to make things work quickly, sure I get that, but that's part of the education piece you need to do internally to help your management understand that going viral isn't going to happen in a hurry.
If you don't believe me about patience then look at Gary Vaynerchuck, or Gary V. He produced a YouTube series called Wine Library TV that ran for 5 years and reached 1001 episodes. He kept cranking them out even when he didn't have a massive audience like he does today. You only have to watch some of his #AskGaryVee clips to hear him rant about how patient he is, and how he keeps going at something for a long time before he has any expectation of any return. Now that's not to say producing regular content won't get you any regular return. You just have to define that return in the right way. For example, regular content on your website helps your SEO and that helps to bring awareness to your website and keep it top ranked. Google loves fresh content whether that's video or words. If you have a website you've already made a commitment to keep it up to date and plied with new content. So that's one thing you can tell your management about the importance of content.
Another reason for regular content is to constantly be addressing the concerns and issues of your audience. Today the buyer does a lot of their own research before they even want to talk to you. They go to the internet to do this research and they will certainly go to your website and other sources you manage to check out what you say. It's in your interest to give them content that addresses their issues and shows you understand them. This isn't about content that's going to go viral, it's about content that does the selling for you before your sales team need to go into action. This type of content helps the sales team point to examples or provide background for a potential customer to digest at their leisure. Yet another point you need to make clear to your management. Your content assists the buyer's journey and, if it's good enough, it actually enhances their experience with your organisation.
So my point is to not give up on your content production if you don't see immediate results. Instead recognise it is working for you on many levels and influencing perceptions when you're not in the room. Your content can be working for you when you're asleep. Don't try and be a one hit wonder, stay the course and produce content like you're a media empire. Do it to a timetable that makes sense for you and your existing resources or outsource to get more done.