Content
Articles and guides on content strategy, briefs and production workflows that turn a content calendar into a demand engine.
- Content
ChatGPT Prompts for Marketing: 36 Templates With Inputs
36 copy-ready ChatGPT prompts for marketing work, each with the material to paste, plus the rules that decide whether a prompt works.
19 min read - Content
Content Distribution: A Strategy Guide for Search and AI
A decision rule for choosing distribution channels, plus the Google mechanism linking distribution to crawl priority and AI Overview citation.
12 min read - Content
B2B Copywriting Guide: Claims That Survive AI Summaries
Your B2B copy has a second reader now: the AI chatbot that summarizes it before the buying committee ever clicks through.
10 min read - Content
Messaging Framework: Build One, With a Worked Example
The pillars-and-proof-points structure is already table stakes. What's missing everywhere is a filled-in example and the mechanism behind why AI systems need it.
12 min read - Content
Copywriting Formulas: The AIDA Formula and How to Pick One
AIDA, PAS, BAB and more: what each copywriting formula does, when it breaks, and a two-question rule for picking (and testing) the right one.
14 min read - Content
How to Measure Content ROI: Formula, Benchmarks, Models
The formula is the easy part. What decides whether the number means anything is the model, the dedup, and the pipeline stage behind it.
15 min read - Content
Content Repurposing Strategy: What to Convert, What Not
Repurposing fails less from picking the wrong format and more from two unexamined defaults. Here's the filter that fixes both.
13 min read - Content
Content Decay: What It Is and How to Actually Fix It
Content decay isn't one problem with one fix. Here is the detection test, the real mechanism, and how to choose refresh, rewrite, consolidate, or retire.
13 min read - Content
Content Brief Template: What to Include, What to Skip
A field only belongs in a content brief if it removes a decision the writer would otherwise make alone. Here is the test, and the template.
14 min read
