creating content worth publishing

Before you can understand how to reach your customers, you need to understand how they work. Not just the sliver of their job that your product touches, but the full picture — their responsibilities, pressures, and strategic priorities.

This is why audience research starts with a conversation about their daily reality. What are they responsible... See more

Content adds strategic value when it equips the reader with a new conceptual framework, a new first principle, or a new perspective.

Successful content aims to provide one single type of value—tactical or strategic

Content marketing is not intended to convert as a primary focus, but rather to create memory structures, associate the solution with the problem set and buying situations, and to reduce perceived risks around purchasing.