If you think about traditional digital marketing, almost all the marketing materials and content are created by the company or organization.
Copywriters are hired to write Facebook ads and Google ads, email sequences, landing pages, sales pages, shopping carts, and more.
On the content side, writers are tasked with writing articles, blog posts, newsletter issues, social media posts, and so on.
A typical launch package comprises many thousands of words of professionally written copy and content.
As for the customers or audience… in the traditional marketing model, they are rarely required to write anything at all. Although a comment on a Facebook post is nice to see from time to time.