Insights

Notes, guides, and strong opinions

On content strategy for B2B, finance, and tech.

Deep dives

Content strategy15 min read

How to create content for multiple audiences (without talking to none of them)

Most businesses have more than one audience, and are trying to talk to all of them at once. This guide explains why that doesn't work, and gives you a step-by-step framework for fixing it.

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Content foundations10 min read

The 6 brains you need to build a content team.

A practical guide for founders and marketing leaders who want content that actually works, not just content that exists.

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Latest articles

Content foundations

The EOFY content audit (what to keep, kill, or rework)

Your accountant reviews everything before EOFY, so why does your content get a free pass?

Content strategy

Justifying your content marketing budget when leadership wants to cut

Content is the easiest budget to cut and the hardest to defend, so here's how to justify the spend when the people upstairs are counting every dollar.

Content strategy

What should CEOs post on LinkedIn? A guide to content that builds trust

Being a founder or CEO comes with expectations, including showing up online. But what do you actually post on LinkedIn if you're not into self-promotion?

Content strategy

How to plan your B2B content for FY26-27 before 1 July

The June checklist for B2B marketing leaders who want to start FY26-27 with a real plan, not a blank page.

Content strategy

What is a content audit? (And when you actually need one)

Content audit is one of the most confused terms in marketing. Here's what it actually means, who needs one, and what it costs.

Content strategy

How to repurpose content: turn one big idea into months of material

Most people teach one direction. There are two, they work differently, and one might be better for your business right now.

Website copy & conversion

How to fix your AI-generated content

AI-written content has a tell. Several, actually. Once you know what to look for, you can't unsee them.

Content foundations

Why content teams fail: it's rarely a writing problem

The reason most content teams underperform has nothing to do with how good the writing is.

Website copy & conversion

The true cost of rewriting your website

Real numbers, no guesswork — what website copywriting actually costs in Australia and what it's costing you to leave it.

Thought leadership

Your audience can spot AI-written content. They just can't explain how.

How AI-written content loses readers before it makes its point, and why human writing is becoming a competitive advantage

Content foundations

The 5 pieces of content every SME needs

A clear breakdown of the five content pieces SMEs actually need, and how they work together to support real buyer decisions.

Thought leadership

Expert-led content: why B2B companies need it in 2026

In a market flooded with content but short on trust, expert-led insight is becoming the most reliable driver of B2B authority and growth.

Content strategy

Fractional content lead vs content agency: what you’re really choosing

Understand the difference between fractional content leadership and agency execution, and why confusing the two could be holding your content back.

Content strategy

What is a fractional content lead? (And when your business actually needs one)

Putting someone in charge of your content strategy and operations is the fastest way to streamline production, and drive results.

Content foundations

11 common content issues (and how a content audit fixes them)

Learn about 11 common content issues, why they happen, and how a structured content audit eliminates them.

Content strategy

Content audit for financial services: A clarity-led approach for regulated industries

Get a financial services content audit that improves clarity, accuracy, trust and search performance.

Blog audit: Improve rankings, readability and conversion

A blog audit shows whether your articles are actually helping buyers understand you, trust you and move toward working with you.

Content strategy

B2B website content audit checklist: pinpoint and fix what’s holding back your site

A practical, B2B-focused website content audit checklist for teams in finance, SaaS and complex industries.

Content foundations

The modern content funnel: how buyers actually make decisions today

Here’s how AI reshaped awareness, comparison and decision-making, and what it means for your content.

SEO isn’t dead, it just grew up: understanding AEO, AIO and GEO

Learn how AEO, AIO and GEO work, why traditional SEO fails, and how to create clear, useful content that performs across AI and search.

Content strategy

If I were starting with too much content: how I’d turn volume into value

Here’s how to audit, cut, consolidate and rebuild your library so it’s accurate, consistent and valuable for search, AI and your buyers.

Content foundations

The 5 content foundations every B2B SaaS business needs

Discover the five foundational content topics every SaaS business needs to build visibility, trust, and demand.

Content strategy

How to build a content strategy that aligns with business goals

Learn how to build a clear, customer-focused content strategy that drives alignment and real results.

Content foundations

If I were starting from scratch: how I’d build a content engine from the ground up

Starting from zero? Here’s how to build a clear, sustainable content engine from scratch.

AEO vs SEO: what’s changed (and what hasn’t)

Generative engine optimisation (AEO) is reshaping how people find information online. Learn what’s changed from SEO, and how to make your content AEO-ready.

Content strategy

It’s not the length of the content; it’s the complexity that makes it expensive

Learn how accuracy, approvals, compliance and technical depth drive cost, especially in finance and regulated industries.

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