Test me out!
Let me transform one key section of your AI-generated content to show you what strategic refinement looks like — for free.
Content problems have changed.
Old problem: Not enough content.
New problem: Content doesn’t resonate.
Buyers today behave differently than they did a few years ago. They’re using AI to research and analyze more and clicking through to websites less — 60 to 69% of searches are now zero-click. At the same time, brands are publishing volumes of AI-generated content that all sound the same.
So while your content needs to be as compelling as ever for humans who read it, it now has to be more unique and authoritative to break through all that noise, and structured so AI can surface and cite it. And it has to answer specific questions at precisely the right time.
These are big challenges. Let’s solve them.
Challenge 1:
Your AI-assisted content isn’t connecting with your buyers.
Cookie-cutter content doesn’t convert.
Even though your team may be producing 3x more content with AI tools, engagement is flat (or declining), and your prospects aren’t taking the next step. Here’s what AI-generated content typically lacks:
- Story and narrative flow
- Rhythm
- Strategic callouts for emphasis
- Human-sounding voice with a personality
Generic output convinces no one. Thoughtful content does.
Buyers can spot AI-generated content, and so can AI search engines.
- Buyers use the same AI tools you do — they know exactly what they’re reading
- Reciting information without sentence-structure variety, touchstones, and a through line feels dense and lifeless
- Content that AI cites is often written more for LLMs than humans, so when prospects click through, it makes for super-dull reading, and they bounce
I write content that works for both buyers and AI search.
- Create engaging, compelling narratives that buyers want to read (in my world, this is table stakes)
- Ensure your content sounds like it came from your most experienced people and not a prompt
- Structure your content for AI citation while maintaining your authentic brand voice
- Use data and authority signals that LLMs can process and humans can trust
Challenge 2:
You’re not sure what content to invest in next.
The wrong direction wastes time and money.
Your team and AI assistants have topic ideas, but no clear strategic framework that connects your existing library, growth roadmap, and your buyers’ current concerns. You’re uncertain about where to focus your content budget right now — what to produce and in what order takes a lot of forethought and cross-departmental buy-in.
What’s more, the content that’s resonating most right now addresses niche topics and questions. Chatbots can address generalities.
Your team doesn’t have experience with strategic content planning.
- Your AI-generated strategies mirror your competitors’ because you’re all using the same AI tools
- Reacting to competitors or churning out rushed content because “we should have more thought leadership” wastes limited resources
- Uncertainty about what resonates with your specific audiences at each stage can lead to decision paralysis
- Realistic production plans based on your team’s bandwidth have you concerned about falling behind
I build roadmaps based on practical knowledge and today’s reality.
- Conduct content audits to identify gaps, opportunities, and repurposing potential in your current library
- Map content to your business objectives and buyer journey stage
- Prioritize assets that will produce the outcomes that are most important to you
- Develop messaging frameworks for consistency across all assets
Test me out!
Let’s book a 30-minute content strategy consultation. I’ll review what you already have, tell you three things to create next, and what you should probably stop doing. No charge.
Challenge 3:
Your existing content library is gathering dust.
Starting from scratch every time is wasting existing resources.
You have years of white papers, case studies, and research reports that represent hundreds of hours of work and expertise. But the formats are outdated (static PDFs), the messaging is stale, and you haven’t optimized them for AI discovery.
Meanwhile, your team is creating new content from scratch with AI, ignoring the unique expertise in your archives, and producing content that sounds like everyone else’s.
Your archive is costing you money.
- Stale messaging doesn’t reflect your current positioning or latest proof points
- Outdated formats aren’t mobile-friendly and LLMs can’t scrape them
- Prospects aren’t seeing it in AI output because it lacks the structure that LLMs need
- Your sales team won’t share it because the design seems dated and the stats are old
I help you get more ROI from the content investment you’ve already made.
- Collect and incorporate your latest messaging priorities, proof points, stats, and examples to appeal to both LLMs and humans
- Re-interview SMEs and sales as needed
- Update storytelling and get rid of momentum-killers like jargon and passive voice
- Strengthen the narrative structure and spice up your headers, callouts, and CTAs
- Modernize outdated formats into dynamic, interactive experiences that B2B prospects prefer by a 3:1 ratio
Test me out!
Let’s do a mini archive audit. Send me five pieces from your library, and I’ll tell you which two are worth modernizing (including how and why) and which three should be retired — free.
Challenge 4:
Your thought leadership is falling flat.
AI has commoditized opinion — it’s everywhere.
Your executives publish bylined articles and LinkedIn posts, but traction is weak, and comments are minimal, even when they write them themselves. Anyone can now use AI to draft industry trend pieces, which crowds out authentic insights. Your buyers are exhausted by the sameness.
While 73% of B2B buyers say thought leadership is more trustworthy than marketing materials for assessing capabilities, true thought leadership provides “leadership” that is grounded in original “thought.”
Generic thought leadership is worse than no thought leadership.
- AI-drafted content actively hurts your credibility as a trusted resource because it demotes the value of your byline
- Rushed content on predictable topics doesn’t break through (originality takes time)
- Executives can spend hours on original content, but it gets ignored because it lacks an authentic voice and specific examples
- The fear of being specific or using internal data produces vanilla content
I help thought leadership break through.
- Build trust by focusing on insights that can only come from lived experience
- Interviews are casual and extract honest opinions and colorful details (not just industry talking points)
- Guide executives in stating their positions on ambiguities — sophisticated audiences respect differing viewpoints even if they don’t agree
- Ghostwriting uses your executives’ voices and reflects their authentic energy, engagement style, and communication nuances
Test me out!
Let me review one thought leadership piece based on your target audience and send you a summary explaining what I think is and isn’t working, and how you can make the next one stronger (for free).
Challenge 5:
Your content doesn’t speak to specific audiences.
You can’t make an impact by speaking in generalities or being verbose.
Your content covers broad topics and industry trends that everyone’s talking about. Or it offers unique insights, but the presentation is bone-dry. Buyers aren’t searching for generic insights anymore because AI can handle that, and they won’t wade through dense, academic presentations. They want hyper-specific answers to the niche questions, and content that cuts to the chase while providing depth for those who want it.
This is the most common problem I come across — boring content (sorry).
Buyers want content tailored to their specific context.
- Your content isn’t speaking directly to the CFO, operations manager, and end-users, who all have different concerns, timelines, and decision criteria
- One-size-fits-all content forces everyone to do translation work: “Does this apply to me?”
- When your content feels like it’s written for someone else’s situation, your buyers move on
I create content that speaks directly to each buyer’s reality.
- Tailor messaging and address use cases to match each persona’s priorities, just like you would if you were in the room
- Fine-tune content for each pipeline stage (e.g., infographics for awareness, detailed guides for evaluation, case studies for decision)
- Build modular content libraries so personalized snippets are ready to drop in when needed
- Make even the most complex topic engaging by using storytelling techniques and narrative rhythm
Test me out!
Let me do a persona content gap analysis. Send me your most recent content and your top three personas, and I’ll identify the places where you can convert generic content into persona-specific messaging — free.