Short pieces on B2B content, voice, and strategy. Written as they show up.
B2B content isn't a campaign. It's the connective tissue between product, sales, and the people who have to say yes.
How I start every new content engagement. Before a single post, a hard look at how the product is actually being talked about.
On reading audience data honestly, even when the data tells you to walk away from a platform everyone else is on.
A decade of B2B content has taught me one thing. The buyer is almost never the user, and the words have to work for both.