Expertise notes
Content Marketing Notes
Content fails at one of two ends: nobody defined the audience precisely enough, or nobody planned how it would be read.
The pattern
What usually goes wrong here
The first failure produces content that is technically fine and speaks to no one. The second produces genuinely good work published into a void. Both get blamed on "content not working", and both are fixable before a single word is written.
What I look at
The things that actually move it
- Audience research that names the segments, the objections and the questions people actually ask
- A brand storyline the whole company can repeat without drifting
- An editorial calendar built on topic clusters and tied to the keyword map, not to whatever seems interesting that week
- Long-form assets that carry weight — pillar pages, case studies, the piece a salesperson forwards
- Adaptation, so one asset earns its keep across several channels
- A distribution plan written at the same time as the brief
- Review against traffic, leads and assisted conversions
FAQ
Content Marketing — questions I get asked
How does content marketing connect to SEO?
They are the same project. The keyword map decides what gets written and the content is what makes the SEO work. Running them separately is how you end up with well-optimised pages nobody wants to read.
How much content is enough?
Fewer pieces, planned as a cluster, beat a high-volume calendar of unrelated posts. One well-researched pillar with four supporting articles will out-earn twenty scattered ones, and it is far less work to keep current.
Should a founder write it themselves?
For the high-stakes pieces, usually yes, at least in draft. The specifics that make content credible — the numbers, the objections, the story about the deal that went wrong — live in the founder’s head and rarely survive a briefing document.
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Read the notes →Say hello
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