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: Marketing
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...
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...
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...
Content Strategy: Let Your Audience Write Your Editorial Calendar
Most content calendars are built on assumptions. Someone in a planning meeting decides what the audience probably cares about, based on gut instinct, last...
Content Strategy: Why Your Best Defense Is Content Nobody Else Can Make
For most of content marketing’s history, the primary competitive advantage was volume and consistency. Showing up regularly with useful, well-structured information was enough to...
Content Strategy: The Guest-to-Creator Feedback Loop
When I was working for a couple of large ISVs earlier in my career, one of the most reliable plays in our marketing toolkit...
Content Strategy: The Cross-Department Storytelling Hub
Most organizations share information across departments in formats that were designed for efficiency but end up producing the opposite. The sales team logs a...
Content Strategy: Making Content a Game Worth Playing
If you’ve ever watched someone spend three hours grinding through Duolingo lessons but abandon a corporate training module after twelve minutes, you already understand...
Content Strategy: For the Subject Matter Expert Who Hates Writing
Early in my career, before I got into product marketing and technology evangelism, I spent several years as a Business Analyst and Technical Writer....
