50 Guides

Strategy-led guides for brands that want content to build authority and drive results

No recycled advice. These are the same playbooks we use with clients. Covering thought leadership, content strategy, copywriting, B2B content, and measuring what actually works. Read them, use them, and talk to us when you'd rather have it built for you.

Thought Leadership & PR. 10 guides
Thought Leadership
What Is Thought Leadership?
A clear definition, what it is not, the qualities that set it apart, examples, why it matters, common myths and how to start.
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Thought Leadership
How to Write Thought Leadership
Find an idea worth arguing, develop it through interviews, structure the argument, use evidence and stories, and edit for credibility.
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Executive Brand
CEO Brand Building
Why a leader's reputation matters to the company, how to choose a point of view, which channels to prioritize and a weekly routine that fits a CEO's diary.
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Executive Brand
Executive Ghostwriting
What ghostwriters write, the interview-led process, capturing a leader's voice, approvals, ethics and how to choose a ghostwriter.
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Thought Leadership
Guest Article Pitch and Writing Guide
Research the publication, use a pitch email template, write an article editors accept, handle bios and links, and promote the result.
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PR
How to Pitch Journalists
Find newsworthy angles, build a targeted media list, time pitches to news hooks, offer exclusives and expert commentary, and build relationships.
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Thought Leadership
How to Write an Op-Ed
Find a timely argument, follow the classic structure, pitch the right editor and avoid the mistakes that get op-eds rejected.
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PR
PR and SEO
How coverage and links support search, digital PR tactics, data-led campaigns, expert commentary, what to avoid and how to measure.
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Measurement
Thought Leadership Metrics
Reach among the right audience, influence signals, earned media and citations, sales impact, brand perception and a quarterly scorecard.
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Brand Strategy
Brand Authority Building
Consistent expertise, original research, earned media, partnerships, customer proof and search visibility, and how to measure authority over time.
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Content Strategy. 9 guides
Content Strategy
How to Build a Content Strategy
A 30-day plan: research, goals and audience, themes and formats, then workflow, measurement and launch, with a template for each week.
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Content Strategy
Content Strategy vs Content Marketing
What each discipline covers, how they work together, who owns them, and the signs you have one without the other.
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Strategy
How to Set Content Goals
Start from business objectives, choose outcome, output and leading indicators, write SMART goals and review them, with examples.
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Content Strategy
How to Choose Content Formats
Compare articles, guides, video, podcasts, webinars, research, newsletters and tools against your audience, goals and capacity.
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Content Operations
Editorial Calendar Template
The fields to include, a monthly planning meeting, balancing themes and formats, owners and deadlines, and keeping the plan realistic.
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Content Strategy
How to Map Content to the Buyer Journey
A mapping exercise: define roles, map stages, questions and touchpoints, audit existing content and build a matrix to fill the gaps.
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Content Operations
How to Scale Content Production
When to scale, standard briefs and templates, a writer bench, expert interviews, editing layers, responsible AI use and quality controls.
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Content Operations
Content Operations
Roles, the production workflow, briefs and approvals, tools, governance, capacity planning and the metrics that show your content system is healthy.
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Content Strategy
B2B Content Marketing Strategy
Eight steps from business goals and buying committees to pillars, channels, resourcing and measurement, with a one-page template.
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Copywriting & Messaging. 11 guides
Brand Voice
Brand Voice Guidelines
Voice traits, tone by situation, vocabulary, style rules and before-and-after examples, with a template and a roll-out plan.
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Brand Strategy
Brand Positioning Framework
Market and competitor analysis, target, frame of reference, points of difference, proof and a positioning statement, tested with customers.
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Brand Messaging
Unique Value Proposition
What a value proposition is and is not, research inputs, a simple template, tests for clarity and difference, and examples.
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Brand Messaging
How to Write a Brand Messaging Document
An outline of every section, the message house format, a sample, writing for internal readers, approvals and keeping it current.
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Website Copy
Homepage Copywriting
The job of a homepage, the hero headline, section-by-section structure, proof, calls to action and writing for visitors who scan.
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Website Copy
How to Write Website Copy
What each key page needs, from homepage and about to services, pricing, contact and FAQ, plus research, calls to action and SEO basics.
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Copywriting
Sales Page Copywriting
Research the buyer, write the headline and opening, build problem, solution, offer, proof and objection sections, then test.
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Copywriting
Product Description Copywriting
Know the buyer, put benefits before features, structure for scanning, handle specifications, add proof and write for search.
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Copywriting
Copywriting Formulas
Twelve frameworks, from AIDA and PAS to Before-After-Bridge and the 4 Us, each with a worked example and the job it suits best.
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Copywriting
Ad Copywriting Tips
Awareness levels, headline techniques, specificity, proof and calls to action for search, social and display ads, plus how to test variations.
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Brand Messaging
How to Refresh Your Brand Copy
Signs your copy is outdated, auditing it, refresh or rewrite, prioritizing pages, updating messaging and voice, and rolling out changes.
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Copywriting
How to Write an About Us Page
A structure, opening formula and proof checklist for an About page that turns curious visitors into enquiries.
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Brand Messaging
How to Write a Brand Story
A five-part framework with the customer as the hero, how to find your real material, and versions from one line to a full page.
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Copywriting
How to Write FAQ Page Copy
Find the questions customers really ask and write honest, direct answers that remove objections and cut support emails.
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PR Writing
How to Write a Company Boilerplate
What to include, a fill-in template, examples at 25, 50 and 100 words, and how to keep it accurate as the business grows.
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Content Types & Formats. 10 guides
Content Writing
Long-Form Blog Posts
Choose topics that deserve depth, research, outline, write introductions and sections, keep readers engaged and edit in passes.
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Content Writing
Anatomy of a High-Performing Blog Post
The twelve elements that make a post rank, get read and convert, from search intent and the first paragraph to internal links and updates.
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Case Studies
How to Write a Case Study
Short and long formats for service businesses, the story structure, writing results when numbers are limited, examples and where to use each.
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Long-Form Content
How to Write a White Paper
Define the reader and argument, research and interview experts, outline, draft each section, write the executive summary and edit.
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PR
How to Write a Press Release
When to issue one, the standard format, headline and lead, quotes, boilerplate, a sample structure and how to distribute it.
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Email Marketing
How to Write Email Sequences
Welcome, nurture, onboarding and sales sequences, each email's job, subject lines, timing, a sample sequence and measurement.
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Content Writing
How to Write for B2B
Understand busy, skeptical readers, write for buying committees, choose clarity over jargon, use evidence and structure for scanning.
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Distribution
How to Repurpose Content
Choose pillar pieces, plan derivatives before you create, capture raw material, adapt for each channel, schedule and measure.
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Distribution
Content Repurposing Ideas
Forty ideas grouped by what you start with, from blog posts and webinars to research reports, case studies and customer questions.
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Content Operations
How to Brief a Content Writer
The essential fields, angle and audience, sources and experts, SEO guidance and examples, with a brief template and feedback tips.
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Content ROI & Measurement. 10 guides
Measurement
How to Measure Content Marketing ROI
Define conversions, tag links, connect analytics and CRM, track costs and build a simple ROI spreadsheet, adapted for different business types.
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Measurement
Content Marketing Metrics
Consumption, engagement, conversion and revenue metrics by funnel stage, plus a simple dashboard and the vanity numbers to stop reporting.
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Measurement
How to Report Content Performance
Tailor reports to each audience, structure a monthly report, choose what to show, explain results and use a ready template.
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Distribution
Content Distribution Strategy
Owned, earned and paid channels, matching channels to audiences, a launch checklist for each piece, repurposing and employee advocacy.
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Strategy
Content Marketing Results Timeline
What to expect in months one to three, three to six, six to twelve and beyond, what speeds results up, and the indicators to watch at each stage.
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Content Strategy
Data-Driven Content Strategy
Data sources worth using, finding topics from search and customer data, a prioritization model, measurement and the limits of data.
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Content Strategy
Why Content Marketing Fails
Nine common causes, from no strategy to weak distribution and impatience, with a diagnosis checklist and a practical fix for each.
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Strategy
Business Case for Content Marketing
The problem, opportunity, costs, expected returns, timeline, risks and measures, with a one-page template leadership can approve.
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Content Strategy
What Is a Content Audit?
Build an inventory, collect the right data, score every page, decide to keep, update, merge or remove, and turn the findings into a plan.
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Working With Agencies
When to Hire a Content Agency
Signs you need outside help, when an agency is the wrong answer, alternatives, a cost comparison and how to prepare.
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B2B Strategy, Brand & Agencies. 13 guides
B2B Marketing
ABM Content
Tiers of personalization, account research, content for each member of the buying committee, formats that work and how to measure engagement.
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Measurement
B2B Content ROI
The ROI formula, full content costs, attributing revenue across long sales cycles, a worked example and how to present the numbers to finance.
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SEO
B2B SEO Strategy
Buyer keywords, intent mapping, topic clusters, solution pages, technical basics, links that matter and measuring pipeline from search.
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Thought Leadership
B2B Thought Leadership
Finding a defensible point of view, sources of original insight, formats, using it in the sales process and avoiding generic content.
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Brand Messaging
Brand Messaging Framework
Positioning, value proposition, pillars, proof points and audience messages in one framework, with a worked example and template.
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Brand Voice
How to Find Your Brand Voice
A workshop method: audit your copy, listen to customers, choose voice traits, run the this-not-that exercise and test with sample copy.
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Case Studies
B2B Case Study Writing
Choosing customers, securing approval, interview questions, the challenge, solution and results structure, numbers, quotes and sales formats.
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Working With Agencies
How to Choose a Content Agency
Define what you need, compare agency types, evaluate samples and expertise, ask the right questions and spot the red flags before you sign.
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Content Strategy
The Content Marketing Funnel
Top, middle and bottom of funnel content, the formats and questions for each stage, how to measure them and where the funnel model falls short.
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B2B Marketing
Demand Generation vs Lead Generation
How the two differ, the role of content in each, gated versus ungated content, metrics, budget balance and how they work together.
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Social Media
LinkedIn Content Strategy
Company page versus personal profiles, content pillars, post formats, a weekly cadence, writing posts, comments and measurement.
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SaaS
SaaS Content Marketing
Content across the SaaS lifecycle: search for acquisition, comparison and integration pages, trial activation, onboarding, help and expansion.
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Long-Form Content
White Paper Guide
The main types of white paper, choosing the right one, length and format, design, gating, promotion and measurement.
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