Let’s turn your forgettable content into a competitive advantage
I help founders and marketing leaders like you turn your biggest asset—your earned experience and perspective—into your biggest competitive advantage: a differentiated content program that makes you the obvious choice.
The Content Brand Program
A hands on consulting program to uncover your content advantage and create the messaging, ideas, and content that show it.
Step 1: Build your narrative foundation
Collaborative workshops and interviews to define your unique perspective, the problem you own and the position that sets you apart, and build your Content Brand Blueprint with clear editorial themes and the foundation for all content.
Step 2: Turn your narrative into content
We help you and your team bring your new narrative to life — providing prompts, hooks, and outlines that make it easy to create posts, articles, and other pieces that introduce your perspective and start building audience recognition.
Step 3: Turn your content into a signature series
We build on your early content and turn your strongest ideas into a premise for a signature series — like a newsletter, podcast, or both — that becomes the home for your best thinking and the source material for content everywhere else. It’s where you build both original thinking and original research that no one else can replicate.
Step 4: Package and expand your content
A structured repurposing process that pulls insights from your signature content (stories and insights from your newsletter, podcast, etc.) and packages them natively for social and other channels to grow reach and reinforce your message across the market.
“Before, we just published content. Now, we’re creating unique content across different mediums and distributing it in a way that’s more native to each medium. On LinkedIn alone, we’ve generated over 1 million impressions based on his guidance—3x more than we were getting before we worked with him. John just gets content better than everyone else.”
Natalie Marcotullio
Head of Growth & Product Marketing, Navattic
“Before working with John our content felt very one-off and less creative. He has such a clear understanding on not just how to create content but how to make it stand out, speak to your specific audience, and scale that content up to create a whole strategic narrative and campaign.”
John Short
Founder, Compound Growth Marketing
Your content isn’t you.
You’re publishing. Posting. Showing up.
But it’s not representative of your brand.
Anyone in your space could’ve published it. It’s forgettable.
Anyone consuming it couldn’t tell it came from you. It’s undifferentiated.
Your competitive advantage –– the experiences, observations, and points of view that shape your solution –– never makes it to market.
So you default to secondhand content –– strategies and ideas that are borrowed from others in your space.
The result?
Your pipeline is unpredictable. Leads come in fits and starts, forcing you to rely on referrals and paid acquisition to bridge the gaps.
Your spend goes up. You didn’t give people a reason to follow you earlier, so you’re forced to buy attention later when it’s most expensive.
Your sales cycles drag out. You’re not the obvious choice. People can’t immediately tell how you’re different. So, they slow down to compare, research, and perform their own diligence.
Your brand feels interchangeable even when your product or service isn’t. Without a clear position or perspective, even a strong product or service blends into the noise.
What’s missing isn’t more content. It’s a content program built on something defensible.
The experiences, observations, and insights that make your difference obvious and make your solution the obvious choice.
A sharp problem you own.
A clear position on the solution.
First principles that guide and differentiate your message.
A strong premise that makes your content memorable.
Packaging that carries your best insights into every channel.
When you build around that, your content doesn’t just fill space.
It becomes a content brand all its own. One people follow long before they’re ready to buy.
“Working with John completely changed how we approach content. He helped us launch a true media brand — from our podcast to our broader content strategy — and build a program that empowers our internal experts to grow their presence on LinkedIn.
Personally, it gave me the clarity and confidence to start posting consistently, and in just a few months I’ve gone from 4,000 to over 15,000 followers, generating podcast invitations, speaking opportunities, and inbound interest for Kandji. Every session with John sparks new ideas and sharper angles we hadn’t considered before — the whole team says it after every call.
He’s been a creative and strategic force behind how we tell our story.”
— Sylvia LePoidevin, CMO at Kandji
The Content Brand Approach
“We didn’t need to time the moment people needed a video marketing platform because they already knew and had a connection to us.”
Chris Savage, Founder & CEO, Wistia (via Louder Than Words)
The brands that win don’t have to time the moment.
They build their audience long before it’s time to buy with an editorial narrative rooted in earned experience and perspective that creates a sense of shared beliefs and challenges with their audience.
The Content Brand approach helps you do the same.
Frame your Problem
Define the sharp, ownable problem your brand exists to solve — the narrative anchor that cuts through noise and makes your message instantly relevant.
Define your Position
Clarify how your approach to solving the problem is different and why it matters. This becomes the backbone of your messaging and the story your marketing tells.
Build from first Principles
Define the beliefs and truths that guide your brand and use them to shape content that stands apart from generic best practices.
Develop your Premise
Build the unique hook or concept behind your flagship content — the idea that makes your podcast, newsletter, or social presence memorable.
Package your content
Turn insights, stories, and earned ideas into content across all the channels you care about. Repurpose and distribute natively across LinkedIn, email, and other channels to grow reach and reinforce your message.
“Working with John paid off huge dividends in audience and signup growth. The TLDR is that he’s a legend and the top content operator I’ve seen or worked with in SaaS.”
Trevor Larson, CEO at Nectar
“Now our content is getting us more MQLs, SQLs, more speaking opportunities, journalists reaching out for comments/quotes, and people organically talking about us online. I had big goals and dreams for working with John and we got to an even bigger point than I initially imagined. John is amazing, brilliant, strategic, and a true all-star.”
Sarah Bedrick, VP of Marketing, Compt
“John has gone above and beyond content strategy and has become a true advisor to our business. It’s rare that you find these really strong working relationships and John has been an amazing partner for us."
– Theresa Brinkman
Chief of Staff at Denamico
“John helped put Databox on the map. He knows how to build an engaged audience while also collaborating with that audience for content. This allowed us to scale up our content program in a novel way. We wouldn’t be where we are today without him; he’s the best content marketer in the world.”
– Pete Caputa, CEO at Databox
Hey there. I’m John 👋
I’ve spent the last 15+ years working for content-driven B2B brands in order to drive growth.
First running marketing teams in the agency world, then, I spent 10+ years in B2B SaaS, leading growth and marketing at Litmus and Databox.
I’ve been on both sides of it.
I’ve been on the venture-backed side working for a company that raised 8 figures to accelerate growth. There was no inside sales team, so that growth had to come from content.
I’ve also been on the bootstrapped side, implementing programs and building a lean team that would allow us to grow efficiently in order to hit and maintain profitability.
In both cases, following the traditional playbook wouldn’t have worked.
Now, I get to take what I’ve learned and help other B2B companies grow through content. As a consultant, I help you develop your strategic narrative, launch and/or level up your content channels, develop differentiated topics and angles, implement distribution plans, and tie all of your content together under one editorial strategy.
Need help? Let’s talk.
Ann Handley, Chief Content Officer at MarketingProfs and bestselling author of Everybody Writes
“John is like a Portkey into the content marketing world — transporting your ordinary content into something far more magical. No actual magic is involved, of course: He just knows a lot more about the specifics and mechanics of content than most Muggles.”