Content strategy

Claim a territory, not a topic list

A content program works when a defined audience learns to expect a specific kind of value from you. That requires a territory narrow enough to own: the intersection of what you know unusually well, what your buyer needs help with, and what nobody else is covering properly.

Test it: could a competitor publish your last ten pieces without anyone noticing? If yes, you have a topic list.

Match format to job

Every piece should have one job, and the job dictates the format: