Why content plans fail
The calendar is out of date by week two.
Invisible to AI answers
Ranked for search, never cited by ChatGPT or Perplexity.
It sounds like AI
Generic posts nobody would attribute to the founder.
Nobody reads the results
Volume is tracked, effect on pipeline is not.
How the engine runs
Six steps, one loop every two weeks.
What we actually build
Position, production and measurement.
SEO & AEO audit, position and voice
Where you rank, where you get cited in AI answers, and where you should stand — then a written voice guide so drafts sound like you and not like a model.
Production with a human gate
A week of content produced at once across the company page and personal profiles, plus same-day commentary when something moves in your market. You approve every piece.
Measurement & the next cycle
Comments, sign-ups and AI citations logged in the CRM against the piece that produced them, so the next two weeks are aimed rather than guessed.
Recommended reading
How we think about content that gets cited.
Content-led outbound, stage by stage
The full workflow: publish expert content, watch who engages, filter to your ICP, and reach out warm.
214 campaigns. The list beat the copy by 100x.
Primary data from a quarter of a million prospects on what actually moves reply and meeting rates.
Operationalising trust in B2B buying
Why buyers judge you on thinking rather than product sheets, and how to build that into the funnel.
Questions we get asked
The Content engine, answered.
Is this AI-written content?
AI drafts from your voice guide and your own material. Nothing publishes until you accept or edit it, and the next cycle is tuned on what actually landed.
Why no three-month calendar?
A plan written in January is a guess about March. We commit to two weeks, read what landed, and point the next two weeks at it. You still get a direction, just one that keeps correcting.
How much of the founder’s time does this need?
About an hour per cycle. One short interview to feed the voice guide up front, then approvals in the queue.