Insights

Notes, guides, and strong opinions

On content for industries where every word gets checked: financial services, super, legaltech, HR tech and payroll.

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 foundations

The 5 content foundations every super fund needs

Here are the five foundational topics every super fund should cover to build trust, improve visibility, and help members actually understand their money.

Content foundations

The 5 content foundations every HR & recruitment tech business needs

Here are the five foundational topics every HR platform needs to educate, build trust, and win better clients.

Content foundations

The 5 content foundations every fintech needs

Here are the five foundational content pillars every fintech needs — for both B2B and B2C audiences.

Content foundations

The 5 content foundations every broker firm needs

Here are the five foundational topics every broker firm needs to explain what they do, build trust, and attract better clients.

Content foundations

The 5 content foundations every lender needs

Here are the five foundational topics every lender needs to build confidence and credibility.

Content foundations

The 5 content foundations every insurer needs

Here are the five foundational topics every insurer needs to build trust, confidence, and visibility.

Content foundations

The 5 content foundations every bank needs

Here are the five foundational topics every bank needs to build trust, improve visibility, and stop starting from scratch every quarter.

What AI search actually looks for (and why your content doesn't show up)

AI doesn’t rank content the way Google does. It analyses clarity, depth, consistency and meaning across your entire site.

How AI rewrote the content funnel

AI didn’t kill the funnel, it rewired it completely. Learn how AI adjusted awareness, comparison, and decision-making, and what this means for your content strategy.

Content strategy

Why your content strategy isn’t working (and what to do instead)

Most content strategies fail because they’re content plans, not strategic decisions. Here’s why your strategy isn’t working — and what to do instead to fix it.

Website copy & conversion

The ultimate SaaS glossary: 100+ terms, acronyms and buzzwords — explained simply

Struggling to tell your PLG from your NPS? This glossary breaks down 100+ SaaS terms, acronyms and buzzwords with simple definitions and plain-English alternatives.

Freelancing & collaboration

How much does SaaS content really cost? (2026 Guide)

SaaS content isn’t expensive because it’s SaaS. It’s expensive because clarity, expertise and accuracy take time. Here’s what high-quality SaaS content really costs.

Freelancing & collaboration

Do you need a content retainer? Here’s how to know

Not sure if a content retainer is right for your team? Learn what retainers actually include, when they’re valuable, and how to decide if ongoing support makes sense.

Thought leadership

LinkedIn ghostwriting: what it is and why it’s not cheating

LinkedIn ghostwriting isn’t cheating. It’s a strategic way for founders and leaders to share their ideas clearly and consistently. Here’s how it actually works.

Content strategy

6 LinkedIn post ideas for founders and execs who don't have time to think

Here are six simple, high-impact post ideas for founders and execs — plus ways to reduce friction and make posting easier.

How to write compliant content that still connects

Learn how to write clear, confident content that meets regulatory requirements and still connects with your audience.

Website copy & conversion

Why your tone of voice sounds vague — and how to fix it

Tone guides should help people write like your brand. Most just serve up adjective soup. Here’s how to fix that.

Freelancing & collaboration

Content writer vs copywriter: the real difference (and how to know which one you need)

The real difference between content writers and copywriters, what each one does, and how to choose the right one for your business.

Content strategy

The ultimate guide to eBooks and whitepapers for B2B marketing

Not all lead magnets are created equal. This guide walks you through when to use an eBook, when to use a whitepaper, and how to create content that actually works in a B2B marketing funnel.

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Notes on content for industries where every word gets checked. Strategy, execution, and the occasional hard truth about what works.

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