Content that compounds. Ranks. Converts.
SEO-optimized blog posts, thought-leadership articles, case studies, email sequences, video scripts. Every piece built around a measurable outcome — ranking a keyword, generating a lead, moving a prospect down the funnel. Not content for content's sake.
Why content marketing beats outbound
Content marketing is the only acquisition channel where the asset keeps working after you stop paying. A blog post that ranks produces traffic for years; a cold email stops the moment you stop sending it. The long game compounds.
Content is an asset
Every ranking blog post is a paid asset on your balance sheet. A typical article keeps driving traffic for 3–5 years, often more. The ROI math is unbeatable once the infrastructure's in place.
Attention before conversion
95% of your market isn't ready to buy today. Content marketing is how you earn attention from the 95%, so you're top-of-mind when they become the 5%.
Trust compounds trust
Every piece that genuinely helps a reader earns credibility. Credibility shortens sales cycles, reduces price objections, increases referrals — and it all comes from consistency.
The formats that actually drive results
Not all content is equal. Here are the formats I rely on, and what they're actually good at.
SEO blog posts
Long-form, keyword-targeted articles that own SERP real estate. The backbone of any content strategy with a 12-month horizon.
- Keyword-mapped topic clusters
- 2,000+ words for competitive queries
- FAQ sections for featured snippets
Thought leadership
Opinion-driven pieces with a strong point of view. Less search volume, higher credibility. Best for founder-led brands and B2B consulting.
- Personal narrative + data + stance
- LinkedIn-first distribution
- Repurposed into newsletter segments
Case studies
The highest-converting content type on any B2B site. Specific, numeric, outcome-focused — no fluff.
- Challenge → approach → result structure
- Real numbers with full context
- Direct client quotes with attribution
Email newsletters
Own your audience instead of renting it from algorithms. The highest-LTV channel in marketing, full stop.
- Weekly or bi-weekly cadence
- Single-topic depth over round-up filler
- Plain-text first for deliverability
Video scripts
Scripts for YouTube long-form, Shorts, Reels, and explainer videos. Hook, promise, content, CTA — structure is 80% of the result.
- 2-second hook frameworks
- Pattern interrupts every 20–30 seconds
- Pay-off + CTA stacking at the end
White papers & reports
Gated long-form that generates qualified leads. Most impactful when they're genuine primary research, not repackaged blog content.
- Original data or analysis as the hook
- Designed landing page + nurture sequence
- Press + LinkedIn-first distribution
Content mapped to funnel stage
Every content piece needs a home in the funnel. Without intent mapping, you end up with a blog full of TOFU content and a sales team starving for MOFU material.
Content that ranks because it earns the rank
SEO content isn't keyword stuffing — it's matching search intent with better depth than anything already ranking. Get intent right, and everything else is tuning.
Intent-first briefs
Every brief starts with SERP analysis — what format does Google reward for this query, what questions does the content need to answer, what angle is missing.
Topic cluster architecture
Pillar pages target high-volume head terms; cluster pages target long-tails that link back. The structure alone lifts rankings 20–40% for the pillar.
Content refreshing
The highest-ROI SEO work: updating old posts that rank 4–10 to rank 1–3. Minimum 25% of content budget goes to refreshing, not new creation.
Email sequences that do the sales work
Email is the only channel where you get permission to interrupt. That permission is an asset — use it to teach, not to spam.
Welcome sequences
The first 5 emails set the tone for the entire relationship. Most brands waste them on discount codes — the best use them to teach and build identity.
- Email 1: expectation-setting + best-of content
- Email 2–3: framework or origin story
- Email 4: soft offer tied to the teaching
- Email 5: specific case study with numbers
Nurture & reactivation
Most lists have 40–60% disengaged subscribers. A well-run reactivation sequence revives 15–25% of them before deliverability suffers.
- Behavior-triggered sequences
- Segment by engagement recency + depth
- Re-engagement + "last chance" sunset flows
- Win-back campaigns for churned customers
The content metrics that matter
Organic traffic trajectory
Total sessions is weak. I track organic growth by topic cluster, content age, and funnel stage — so we can see exactly which bets are paying off.
Content-assisted conversions
Last-click reports punish content unfairly. Data-driven attribution in GA4 reveals content's real influence on conversion paths.
Revenue per piece
The ultimate content metric: tie every piece to the pipeline it influenced. Requires proper UTM discipline + closed-loop reporting.
Content engagement playbook
Audit & strategy
Content inventory, competitor gap analysis, topic cluster mapping, 90-day editorial roadmap.
Brand voice & briefs
Voice guidelines, style guide, brief templates. Every future piece produced against consistent standards.
Production system
Writers onboarded, editorial calendar live, approval workflow defined. Ship predictable volume from month 1.
Distribution & amplification
Every piece distributed across owned, earned, and paid channels. No content orphaned after publish.
Refresh & iterate
Monthly content-refresh sprint on ranking 4–10. Consolidate cannibalized posts, update outdated stats.
Report & strategy review
Monthly performance review tied to pipeline. Quarterly strategy updates based on what moved the needle.
Content marketing packages
Starter
For solopreneurs and small businesses starting a content engine.
- 4 SEO-optimized blog posts / month
- Keyword research + content brief
- Monthly editorial calendar
- Email newsletter (monthly)
Growth
For scaling brands that need a full content system.
- Everything in Starter, plus:
- 8 blog posts + 1 pillar / month
- Weekly newsletter
- 2 case studies / quarter
- Content distribution on social
Enterprise
For established brands scaling multi-market content ops.
- Everything in Growth, plus:
- Unlimited content volume
- Video scripts + thought leadership
- Multi-market / language support
- Dedicated editor + weekly strategy