Category
Content: strategy, briefs, and the calendar that actually ships
Strategy, briefs, calendars and the brief-to-publish workflow. What a team needs to hold one voice across every page, keep a calendar that people actually follow, and measure what each page earned instead of how many were published.
38 articles
Message Testing: How to Test Your Own Copy Before You Ship It
Somewhere in your drive is a headline nobody objected to, which is not the same as a headline that worked. You had a deadline, so it shipped, and the only person who read it cold was a stranger. What did that stranger understand?
Martin H.ContentOct 27, 2026Content Distribution Strategy: The Channels You Can Actually Sustain
Adding a channel takes an afternoon. Keeping it takes hours every week. So which two would you keep if the rest had to go tomorrow? The hours decide, and nobody has ever counted them.
Martin H.ContentOct 25, 2026Content Governance: The Rules That Survive a Reorg
Which rule in your content process exists because one person once insisted on it? If that person is gone next quarter, your governance has an expiry date. What survives is smaller than any framework on your shelf.
Martin H.ContentOct 25, 2026B2B Content Marketing Strategy: The Buyer Committee Nobody Writes For
You wrote the content for the person who signs. The people the article never addressed are the reason it did not move.
Martin H.ContentOct 24, 2026
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Editorial Calendar Template: The One Field Every Free Template Leaves Out
Free editorial calendar templates give you every date except the day the work arrived. Without it, a row waiting two months looks like one that landed on Friday. Which of your open rows is older than you think?
Martin H.ContentOct 22, 2026Content Brief: The Field That Decides Whether the Writer Guesses
You sent a brief you were proud of, and the draft came back generic. Every field was filled in and the document still decided nothing. The difference is one line, and no template has a place for it.
Martin H.ContentOct 21, 2026Website Content Strategy: The Audit That Tells You What to Delete
Every page on your site is there because somebody once argued for it. Nobody has ever argued for deleting one, and that is the whole strategy.
Martin J.ContentOct 17, 2026Content Marketing as a Service: Two Businesses Share the Name, and You Are Buying From One of Them
The term you searched sits on top of two businesses. Four of the twenty results answer the one you did not ask about, and nothing on those pages tells you that. Which one did your shortlist price, the architecture or the engagement?
Martin J.ContentOct 12, 2026
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