A content engine, not a posting quota
Content with a point of view, run like a product: strategy tied to positioning, an AI-assisted workflow with editorial standards, and reporting on pipeline instead of pageviews.
Publishing a lot, getting nothing back
Content without consequences
You publish constantly and get nothing back: no rankings, no pipeline, and sales never sends a single piece to a prospect.
It all sounds like AI
Because it was. Volume went up, distinctiveness went to zero, and buyers can smell it.
Freelancers without a spine
You can't justify a full-time head of content, but writers without a strategy are just an invoice with a byline.
Strategy, production, distribution, proof
Content strategy
Tied to positioning and funnel stage, documented and owned. What you're the definitive voice on, and why.
AI-assisted production
A workflow that uses AI for leverage with editorial standards that keep the output from reading like everyone else's.
Writer management
Hiring, briefing, and managing the writers and freelancers, so quality doesn't depend on your attention.
Distribution built in
Search, social, email, and sales enablement planned before the first draft, not bolted on after.
Pipeline reporting
Content's contribution to pipeline, not just traffic. If a pillar doesn't influence revenue in two quarters, it gets rethought.
The in-house owner
I build the engine and coach the person who'll run it. The engagement ends; the cadence doesn't.
Audit, build, hand off
Audit and strategy (weeks 1 to 4)
What's working, what isn't, and what you should own. A documented plan with pillars, cadence, and owners.
Engine build (weeks 5 to 10)
Workflow live, writers hired and briefed, calendar running, first flagship pieces shipped.
Run and hand off (months 3 to 6)
Cadence humming, distribution loops tuned, in-house owner coached and ready.
Content run as an operation, not a quota
At Blockwiz, content was a production system serving 120+ clients: briefs, standards, editors with authority, and AI-integrated dashboards that cut campaign deployment time by roughly 50%. Volume without a point of view was the one thing we refused to sell.
Read the case study →"A content engine has three parts: a point of view, a production system, and distribution built in from the start. Most teams only budget for the middle one."
Built a 120-client content operation
Common questions
Do you write the content yourselves?
Yes. My team writes and ships it: strategy, briefs, drafts, and distribution, with me editing the flagship pieces personally. Your in-house owner takes over a running engine at handoff, not a style guide and good wishes.
How do you use AI without everything sounding generic?
AI drafts from strong briefs and real source material (customer calls, your data, your point of view), and a human editor with standing to reject work enforces the standards. The point of view is the moat; AI just shortens the distance from it to a published piece.
What's a fractional head of content versus a content agency?
An agency sells you volume against a scope. A fractional head of content owns the outcome: strategy, the writers, distribution, and the pipeline number, then hands the system to someone in-house. Agencies can slot into that system fine; they just don't build it.
How long before content shows up in pipeline?
Sales enablement pieces pull weight in weeks. Search-led pillars take two to three quarters to compound. Anyone promising faster is measuring traffic, not pipeline.
What should you be the voice on?
Bring your last quarter of content to a 20-minute call. I'll tell you what I'd keep, kill, and double.