CONTENT MARKETINGFRESH OFF THE DESK
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.
NELSON ANSAH · APR 22, 2026 · 6 MIN READ
THE TOG BLOG · WRITTEN BY HANDESSAYS, TEARDOWNS & FULL REPORTS · PUBLISHED WHEN IT’S WORTH YOUR TIME
Content, marketing, and all the icky bits between.
Everything here is written by the two of us, by hand, about work we’ve done. The newsletter is a different beast: everything we’re learning as we build this agency, sent while it’s still warm.
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.
Or start with a pillar.
SIX FOLDERS. NO WADDLING THROUGH THE ARCHIVE.PILLAR 01
SEO
Technical fixes, on-page work, and the fundamentals that still drive organic traffic.
PILLAR 02AI Search
How brands show up when a machine does the recommending.
PILLAR 03Content Marketing
Strategy, distribution, and an owned audience that turns writing into pipeline.
PILLAR 04The Craft
Writing, voice, and editing. Good enough that people and machines want to cite it.
PILLAR 05Did You Notice
Small, clever, overlooked details on real websites, noticed out loud.
PILLAR 06Between Us
Candid, opinionated musings on the industry. Every piece opens the same way.
We’re building this agency in public.
The newsletter is what we’re learning as we go. Wins, faceplants, receipts.