Blog · 78 articles
Field notes from the marketing trenches.
Honest takes on B2B marketing, AEO/LLMO, editorial craft, and what it actually looks like to drive pipeline as a senior practitioner.
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01Content marketing lasts exactly as long as the buyer is humanCareer & Perspective02How long content actually takes to work (and the timeline I give leadership on day one)Content Operations03Nobody reads your whitepaper. Here’s what they do with it instead.Content Strategy04Three companies collapsed under me. Now I read the financials first.Career & Perspective05I found out my company was filing for bankruptcy from a Teams recordingCareer & Perspective06The solo marketer’s AI org chart: what I delegate to machines and what I’d neverAI & Search07Your help docs are getting cited more than your blog. Act accordingly.AI & Search08I have the receipts and I still feel like a fraudCareer & Perspective09How to optimise content for ChatGPT, Perplexity, and AI OverviewsAI & Search10Prompt research is the new keyword research. Here’s my process.AI & Search11Building Social Media from Scratch: 200 Posts, One Marketer, 18 MonthsContent Strategy12You don’t need a personal brand. You need to be good at your job.Career & Perspective13The comparison page is the most under-built asset in B2B right nowContent Strategy14Most full-funnel content strategies are just 3 disconnected blog postsContent Strategy15The content repurposing strategy I write before the article existsContent Strategy16Most of your AI visibility never shows up in analyticsAI & Search17Google isn’t the front door anymore. Your blog still has a job.Content Strategy18The AI traffic number your analytics is hiding, and the one it’s oversellingContent Operations19The race weekend that pulled 3x my normal impressions, and what B2B should steal from itContent Strategy20On 15 September, Cloudflare picks your AI crawler policy for youAI & Search216 months of publishing. 14 organic clicks.Content Strategy22I ran my own site through my own framework. It scored 7.8.AI & Search23You have one sentence. Everything depends on it.Editorial Craft24They expect you to research them. Most won’t research you.Career & Perspective25The EU AI Act starts labelling content in August. What applies to marketers.AI & Search26The tools and workflows that let me run content solo (without burning out)Content Operations27Product launch content that drove 35% of total website traffic (with no paid budget)Content Strategy28Performance reviews are corporate astrologyCareer & Perspective29Your company blog reads like every other company blogContent Strategy30The job I kept off my CV, and the man who told me I’d never work in marketingCareer & Perspective31What 14 years of freelance marketing taught me that my full-time roles didn’tCareer & Perspective32Stop running a blog. Start running a media property.Content Strategy33SEO vs AEO vs LLMO: which to invest in first for SaaS contentAI & Search34“Quiet quitting” was just people reading their job descriptionCareer & Perspective35How I kept 700 people aligned on a brand that didn’t exist yetContent Operations36Your next buyer might be a botAI & Search37Content distribution for B2B SaaS when you have no budgetContent Strategy38Original research is the one content asset AI can’t copyContent Strategy39Most “thought leadership” has no thought and no leadershipEditorial Craft40Everyone’s adding an llms.txt file. I checked whether it actually does anything.AI & Search41The fundraising campaign that beat its target by €150K (and what content had to do with it)Content Strategy42How to audit your content library for AI readiness (without losing your mind)AI & Search43How I moved priority keywords up 12 SERP positions at a company that had never done SEOContent Strategy44Content strategy when your product is hard to explainContent Strategy45What managing a distributed marketing team across four countries taught me (when I’d never done it before)Career & Perspective46The best content marketers are editors firstEditorial Craft47How I overhauled 40+ brand assets and built positioning that didn’t exist beforeContent Operations48The metrics that actually tell you if your content strategy is workingContent Strategy4980 articles across 6 technical verticals: what writing for defence, aerospace and healthcare taught me about expertiseEditorial Craft50The contract negotiation told me everything the interviews didn’tCareer & Perspective51I rebuilt a company’s content function in 90 days. Here’s the playbook.Content Strategy5228% open rates and 6.5% CTR: how I made B2B email convertContent Strategy53Stop writing “awareness” content. Start writing content people actually use.Content Strategy54Building brand positioning from scratch when there’s nothing to build onContent Strategy55How I decide what not to write: a content prioritisation frameworkContent Strategy56Content marketing through a rebrand: nobody warns you about the middle partContent Strategy57The AEO hype is real, but most teams run the playbook backwardsAI & Search58Social media resurrection: how I got 217% reach growth in 5 months at a company nobody was talking aboutContent Operations5960+ marketing pieces in 18 months as a solo digital marketer: what I actually shipped at CleanwattsContent Operations60I took a career break to care for family. Here’s why I put it on my CV.Career & Perspective61The PMM and content marketing Venn diagram: why the best people live in the overlapCareer & Perspective62Six industries, one framework: what actually transfers when you switch sectorsCareer & Perspective63Content marketing didn’t get worse. The bar just went up.Career & Perspective64Context engineering for content marketers: what agentic AI actually means for your jobAI & Search65Every company wants ownership until you actually take itCareer & Perspective66The LinkedIn playbook that hit 12% engagement in B2B SaaSContent Operations67AEO won’t save your content strategy. Here’s what will.AI & Search68How I track whether AI is citing my content (and what I do when it isn’t)AI & Search69AI in content marketing: the honest breakdown after 1 yearAI & Search70What 48% marketing-sourced pipeline looks like when you’re the only content personContent Operations71We pivoted our entire ICP mid-quarter. Here’s how I rebuilt the content strategy in real time.Content Strategy72You don’t need to be technical to write for technical buyers. You need to be rigorous.Content Strategy73Good writing isn’t a “nice to have” in B2B. It’s your competitive moat.Editorial Craft74How I built editorial standards from zero (and why it was the most strategic thing I did all year)Editorial Craft75You don’t need a content team. You need a content system.Content Operations76Five buyer personas, one content marketer: how I built a full-funnel strategy without a teamContent Strategy77Write for humans, structure for machines: a tactical guide to AI-citable contentAI & Search78Most B2B content is invisible to AI search. I built a framework to change that.Content Strategy
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