Write for the Person Who Signs, and the One Who Doesn’t
Your champion forwards the post. Their CFO reads two paragraphs. Both need to find what they came for.
BLOG / PILLAR 03 · CONTENT MARKETING
Content that turns into pipeline.
Content as a growth channel, not a calendar to feed. Strategy, distribution, and building an owned audience, written for the person who signs and the person who forwards it to them.
APR 22, 2026 · 6 MIN
It’s January. Please Don’t Publish Anything Yet.
Give this a read. It’ll make your January(s) so much better.
The Other Way: Our Content Strategy
Six months ago, Tim and I made a bet that would either validate everything we believed about content marketing or prove us spectacularly wrong.
The One Content Marketing Tweak That Can Drive 1,000+ Users (By Breaking a Sacred Rule)
Most content advice tells you to “write for your audience.” Here’s why that mindset quietly kills pipeline, and how writing for buyers instead can turn a single blog post into a revenue-generating asset.