Evergreen anchor
The Playbook
This started as a lead magnet. Now it’s the closest thing I have to a manifesto — seven steps, in order, from goals to measurement. No fluff. No invented ROI percentages.
1. Know why you’re doing this
Before you write anything, decide what the content is for — brand awareness, leads, retention or just credibility. Pick one primary goal. If you can’t say it in a sentence, you’re not ready to write.
2. Know who you’re writing for
Skip the elaborate persona deck. Talk to five actual customers, note the words they use and write for the person most likely to buy — not the broadest possible audience.
3. Audit what you already have
Most sites are sitting on more than they think. List everything you’ve published, mark what is actually working — traffic, rankings or just pride — and be honest about what to cut.
4. Decide what to say, not just what to publish
A content strategy is a small number of ideas you’re willing to repeat for years, not a calendar of unrelated topics. Pick your two or three, and say no to everything else.
5. Write for people, then fix it for search
Write the thing a human would want to read first. Then make sure the structure, headings and keywords give it a fair shot in search — in that order, not the reverse.
6. Publish once, distribute everywhere
Your website is the canonical home for anything you write. Social, email and everywhere else is distribution — reposting, not rewriting.
7. Watch what actually happens
Ignore vanity metrics. Track whether the right people are reading, whether it is leading anywhere and whether you’d still stand behind it in six months. Adjust from there.
If you want help building yours, work with me.