The Distribution Leverage Audit: Is Your Reach a System or a Sprint?
A lot of content teams treat distribution as a fresh sprint every single time something publishes: someone remembers to post it on LinkedIn, maybe...
Category: Content Strategy
The Narrative Coherence Audit: Does Your Storytelling Actually Make Sense of Anything?
Most organizations treat storytelling as something you add at the end, a warmer opening line, a customer anecdote dropped into an otherwise dry case...
The Craft and Quality Audit: Does Your Content Actually Earn Its Keep?
Most content teams don’t have a volume problem, they have a differentiation problem, and it’s easy to miss because the symptoms look identical from...
Thought Leadership in the Age of AI
I keep coming back to a question that’s more interesting to me than most of the AI-and-content debates I see online. It isn’t whether...
Content Strategy: Optimizing Content During Rebrands, M&A, and Pivots
I’ve been seeing this pattern show up more and more lately, especially across the tech sector, where mergers, acquisitions, and full-on pivots seem to...
The Content Operating System Audit: Is Anyone Actually Running This?
A lot of teams describe their content process the same way people describe their exercise routine: with more optimism than accuracy. There’s a calendar...
Content Strategy: Measuring Narrative Momentum, Not Just Engagement
A client and I were deep in a conversation about funnel development recently, working through the differences between a straightforward, transactional software sale and...
The Audience Assumptions Audit: When Did You Last Actually Listen?
Most personas get built once, in a single workshop, with a name, a stock photo, and a handful of bullet points about goals and...
Content Strategy: Creating for Internal Champions
Think about the last B2B purchase your own company made, something involving a new tool or platform. Chances are the person who found the...
Stop Trying to Write and Start Collecting
Most people envision writing as something that starts at the keyboard. Blank document, blinking cursor, empty mind. That’s actually the last step, not the...
