We’re in the business of solving problems. How do we know what they are? If you want to build something that earns attention, you have to understand what your audience is struggling with. It’s the surest path to marketing success: Find a pain point, and solve it. Here’s how to find those pain points: 1. Talk to people. This is a surprisingly rare tactic in a world driven by digital metrics. But it will be the most illuminating part of your research, getting a human reaction, in words humans...
21 days ago • 2 min read
How Do I Pick An Audience To Focus On? An audience focus that’s too broad means you’ll never be special to anyone. It seems obvious, right? But the wrong answer to “Who’s your target audience?” can waste a bunch of time and resources. And I hate that. When I ask marketing, comms and editorial leaders about their target audience, what I’m trying to get to is: For your most consequential growth opportunity, how are purchase decisions made, and who makes them? How do we make a case for focusing...
28 days ago • 1 min read
The Easy Formula For Content Strategies That Work Fast research and creative problem-solving can transform how you serve your audiences. We don’t need to overcomplicate content strategy. Here’s a simple formula that works every time: Pick an audience that’s important to you. Identify a problem that’s important to them. Work to solve that problem. The best content strategies, in my opinion, focus on utility for their audiences. They solve problems. Digging a layer deeper can sometimes surface...
about 1 month ago • 1 min read
We’ve got data, but we don’t know what it’s telling us. Every dashboard is full. Every platform has its own metrics platform. Every campaign spits out charts. And somehow, instead of getting smarter, we just get… stuck. Too many teams are drowning in data and starving for insight. Here’s how to fix that: Start with the question. Before you look at a single number, ask: What do I actually want to know?Are we reaching the right audience? Is this content moving people to act? Is this worth doing...
about 1 month ago • 1 min read
We’re so busy, we never get time to think. For most content leaders, thinking time has become a luxury item. But strategy can’t just be a quarterly offsite or an annual planning doc. It’s a practice. A mindset. Here’s how I’ve learned to effectively make time for it—before my calendar fills up with someone else’s priorities: Block time like you mean it. Your calendar reflects your priorities—so if there’s no space for thinking, it’s not really a priority. Carve out blocks for deep work,...
about 2 months ago • 1 min read
If it’s working, it’s time to build a system around it. Getting from success to scale isn’t about doing more. It’s about building systems that can flex with your team, your resources, and your audience. Here’s what that looks like: 1. Build repeatable formats. Serialized content—newsletters, videos, explainers—gives your team structure, sets audience expectations, and creates efficiency. New ideas get plugged into known containers. That’s how scale begins. 2. Plan like it’s your job. Planning...
2 months ago • 1 min read
Your strategy is great on paper. But is it getting traction? If it feels like your team is jumping from priority to priority, you’re not alone. But here’s the truth: most strategies don’t fail because they’re bad. They fail because they don’t stick. Here’s how to fix that: 1. Set a strategy. Not just any strategy—a focused one. A strategy with a clearly defined audience, an unmet need, a unique way you’re going to meet it, and the most important metric it will move. If you feel like you’re...
2 months ago • 1 min read
How do I find my target audience online? If you’re pouring time and money into content but not seeing real business results, the issue might not be the content — it might be the channel. We recently spoke to a cloud company that’s putting 100% of their spend into 40 live events. This is a deliberate strategy: They believe this is the highest conversion vehicle for their product. But this is rare. Most brands sprinkle budgets around, and that can cause a real drain on your cash. If you know...
3 months ago • 1 min read
“The internal content requests are non-stop. And my team can’t keep up.” Sound familiar? Some weeks it feels like you're running an internal agency with an audience of one: Whoever last emailed you with a content request: ✅ Sales needs a deck ✅ Product wants a launch campaign ✅ Events needs a landing page … yesterday. Everyone's request is urgent, but the result is the same: content overload, low impact. Feel overwhelmed? If you’re stuck in this cycle, there’s one big problem you need to...
3 months ago • 1 min read
