Content marketing, copywriting and SEO resources

Content earns attention when it answers a real buyer question better than what already ranks. The system: plan topics against search intent, brief each piece before writing, tie the copy to your positioning, and repurpose every pillar asset across channels. The Content Creation Playbook covers the full cycle.

Covers: Content strategy, editorial calendars, SEO briefs, programmatic SEO, copywriting, repurposing.

Learn the method

Content Creation Playbook — Create, distribute and optimise a multi-channel content system.
Brand Voice Playbook — Eight steps that turn a brand voice into rules a sentence can fail, and put them where AI tools read them. (from Brand & Voice)
Founder-Led LinkedIn Playbook — Eight steps for founders who are their startup's only voice: what to post before proof, a cadence that lasts, and when to hand it on. (from Social, Community & Creators)
GEO & AEO Playbook — Get your brand cited by ChatGPT, Perplexity and Google AI Overviews. (from AI Search & Agent Readiness)

Run the numbers

Content Brief Builder — Spec a page before it is written: intent from the SERP, an answer block, coverage and named sources.
Headline and Subject Line Scorer — Check subject lines, headlines, search titles and ad headlines against published limits, claims that need proof and spam patterns.
Agent Buyability Check — Score whether an AI agent acting for a buyer can find you, evaluate you and act. (from AI Search & Agent Readiness)
AI Referral Share Reader — See the visits and key events AI assistants sent you, and whether they really convert differently. (from AI Search & Agent Readiness)
AI Visibility Significance Test — Measure whether AI answer engines name you, and whether the change since last run is real. (from AI Search & Agent Readiness)
Crawl-to-Citation Scorer — A 100-point check of whether an agent can reach your page, read it and understand it. (from AI Search & Agent Readiness)
Website Conversion Audit — Audit a URL across 8 categories, weighted by what each gap costs in conversions, with fixes ranked by impact and effort. (from Website & Conversion)
Brand Voice Checker — Check a draft against your own voice rules, block by block, with every finding quoted. (from Brand & Voice)
Claims & Proof Checker — Flag every claim in your copy that needs proof or consent, with what to keep on file and the regulator's own guidance. (from Website & Conversion)
Schema, Meta Tag and llms.txt Generator — JSON-LD, title, description, canonical and Open Graph tags, and an llms.txt file from a short form, checked against Google's rules and your page's own text. (from AI Search & Agent Readiness)
Social Studio — Plan, draft and schedule posts across channels with character meters and .ics export. (from Social, Community & Creators)

Build it

The Content Calendar & Repurposing Tracker — Pillar strategy, a monthly calendar, a repurposing tracker and a performance log.
The AI Visibility Starter Kit — A runnable AI citation audit, prompt set, schema templates and decision rules. (from AI Search & Agent Readiness)
The Brand Voice Guide — Voice rules specific enough to check against - plus the block your AI tools read, so the rules can actually be enforced. (from Brand & Voice)
The PR Pitch & Media Tracker — Pitch stories, not announcements: a story bank, a reporter list, a pitch writer and a log that says when to stop. (from PR, Partnerships & Events)
The AI Tool Policy for Marketing — Approved tools by task, what never goes into a prompt, and a named review gate before anything publishes. (from Marketing Ops, AI & Team)

Run it with your AI agent

Content Decay — Sorts a Search Console export into decaying, demand-drop, snippet-loss, rising and stable pages, and ranks what to refresh by clicks lost.
Search Demand Reader — Reads a Search Console Queries export by intent and topic, and names the demand you already appear for but do not yet win.
Developer Marketing — Treats docs and the first working call as the marketing, and measures it.
Programmatic SEO — Model whether a template-page build pays back, then spec it.
SEO Content Brief — A writer-ready brief with intent, answer block and structure.
Comparison Pages — Builds vs and alternatives pages with sourced, dated rival facts, and checks they admit where the rival wins.
Content Calendar Planning — Topic clusters, cadence, formats and a capacity check.
Content Repurposing — Turn one pillar asset into channel-ready derivatives.
Copywriting — Write and score copy that ladders to your positioning.
AI Referral Share — Separates ChatGPT, Perplexity, Gemini and Copilot visits in a GA4 export, and says whether they really convert differently. (from AI Search & Agent Readiness)
Competitor Messaging Matrix — Reads rival homepages side by side and says which claims are crowded, which are open, and whether your headline blends in. (from Strategy & Positioning)
Review Mining — Codes pasted reviews of you and your rivals into themes, switching reasons, feature asks and buyer language. (from Audience & Customer Research)
SEO/GEO/AEO Audit — Score a page for search and answer-engine readiness. (from AI Search & Agent Readiness)
Brand Voice Definition — Derives the measurable half of a voice guide from writing you agree sounds right, as a checkable profile. (from Brand & Voice)
Lead Magnet & Free Tool Design — Scores lead-magnet and free-tool ideas on the job they do against build effort, and judges live ones on qualified leads. (from Website & Conversion)
AI Marketing Governance — Approved tools, what never goes into a prompt, and the review gate before publish. (from Marketing Ops, AI & Team)
Brand Voice Governance — Check content block by block against your brand's do and don't rules. (from Brand & Voice)
Case Study & Proof — Scores whether a case study would convince a sceptic, and whether you can publish it. (from Website & Conversion)
Claims & Proof Check — Check copy sentence by sentence for claims that need proof or consent, with regulator guidance links. (from Website & Conversion)
Community & Dark Social — Maps where buyers already talk, decides whether to open your own community, and measures dark social by asking. (from Social, Community & Creators)
Founder-Led Content — Three themes only you can own, a bank before you start, and a cadence that survives a bad quarter. (from Social, Community & Creators)
GEO Content Optimization — Rewrite pages so AI engines are more likely to cite them. (from AI Search & Agent Readiness)
Sales Enablement — Audits sales assets against what each deal stage needs, and ranks what to build by the revenue being lost. (from Sales & Pipeline)
Structured Data for AI Search — Maps schema types to pages, then checks each page's JSON-LD against Google's docs and the visible text. (from AI Search & Agent Readiness)

Read the research

SEO, GEO and AEO: How B2B Companies Get Found Online
App Store Optimization for Startups — How to get an app found and chosen on the App Store and Google Play: metadata, keywords, screenshots, tests, reviews and metrics.
How to Create Engaging Content That Attracts and Converts Customers
How to Get Your Clinic Found on Google Maps — Eight checks for a clinic's Google Business Profile, built on Google's own rules on ranking, reviews and listings.
How to Grow a Startup Newsletter That Brings in Customers — Five steps to grow a newsletter: one reader and promise, consent and sending, issue format, trusted sources, measure.
Same Message, Different Medium: How to Tailor Content to Every Marketing Channel
SEO for Startups: When to Start and What to Do First — Five steps to start SEO on a young site: what to start now, technical basics, buyers' words, one cluster, early signals.
Video Marketing for B2B Startups: What to Make First and How to Use It — Five steps for a first B2B video: one job per video, information first, the first 30 seconds, claims and patient data, measure.
Agent Readiness Study 2026 — Can an AI agent buy from a YC B2B startup? Ten website checks across 295 companies, with the data. (from AI Search & Agent Readiness)
AI Answer Visibility Index — What Perplexity, Claude and GPT-4.1 cite when founders ask 40 marketing questions. First edition, September 2026. (from AI Search & Agent Readiness)
Clinical Evidence in Medical Device Marketing — What FDA and the FTC allow a device company to say about its studies, and what a pivotal study costs on average. (from Industry Playbooks)
What Is GEO? What the Evidence Actually Says About AI Citations (from AI Search & Agent Readiness)
Why AI-written content doesn't sound like you — AI drafts converge on the average of your category. Why adjectives in a prompt don't fix it, and the four rules a sentence can fail that do. (from Brand & Voice)
Stop chasing the click: how startups can win with zero-click marketing (from AI Search & Agent Readiness)
How to pitch a journalist when nobody has heard of your startup — A worked example of a cold pitch that gets a reply: how to find the right reporter, what to put in the opening lines, and what to do when nobody answers. (from PR, Partnerships & Events)
Podcasts for B2B Startups: Guest on Shows First, Then Decide Whether to Host — Five steps for podcasts: pick a role, find shows buyers hear, pitch a topic, reuse every episode, test before hosting. (from PR, Partnerships & Events)
Why Your Brand's Voice Matters More in the Age of AI — Pick a human or AI voice for video, audio and learning content: a voice brief, listener tests and trust checks. (from Brand & Voice)

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