These are the actual systems I use. Not theory. Frameworks developed over 14 years and refined under the pressure of being a one-person team responsible for pipeline.
Every piece of content passes three gates before it ships. This isn't a checklist — it's a mental model for deciding whether content deserves to exist at all.
Interesting: Does this earn attention? Not because it's entertaining, but because it's genuinely useful to someone who is already paying attention to your category. If it's not interesting, no one reads it. Full stop.
Smart: Does this build credibility? Content that's interesting but shallow is worse than no content — it signals that you're not worth trusting. Smartness means a distinct point of view, informed by real experience or data.
Optimized: Can the right person find it? SEO, distribution, format — all of this matters. A brilliant piece of content that no one discovers is a hobby project, not a pipeline asset.
Before most B2B teams knew to care, I built a custom dashboard tracking where brands appear — and where they don't — across the major AI platforms.
The tracker monitors brand presence across ChatGPT, Claude, Perplexity, Gemini, AI Overview, and Microsoft Copilot. It's custom-built in Google Sheets, costs nothing to run, and replaces commercial tools that charge $3,500+ annually for the same output.
The real value isn't the tool — it's the methodology. Knowing where you appear, what queries surface your competitors, and how AI models describe your category gives you a competitive signal that most teams aren't even measuring yet.
The framework that connects every piece of content to a demo, a deal stage, or a closed-won opportunity. If you can't draw the line from content to CRM, you're flying blind.
Most content teams can't answer the question: "What did our blog generate last quarter?" Not because they don't care — because they haven't built the attribution layer that makes it answerable.
This framework builds that layer. It maps content assets to funnel stages, assigns attribution logic, and connects publishing activity to CRM data. The result: a content operation that can defend its budget, prioritize rationally, and earn a seat at the revenue table.
How to systematically distribute content across owned, earned, and AI-indexed channels — without a dedicated distribution team.
Every tool, automation, and workflow I use to run a full content operation solo — built for B2B SaaS marketers who don't have a team yet.