Content Strategy

This is how you create great content for your customers - be specific, generous, and valuable. Elizabeth Greenfield runs a functional wellness practice. Her ideal clients are people dealing with exhaustion, weight gain, and feeling wired despite doing everything right. Classic signs of chronic stress. She could post generic wellness tips. Drink more water. Get more sleep. Eat better. Instead, she publishes content that connects stress to something most people don't know about: how cortisol alters DNA methylation and accelerates biological aging at the cellular level. That level of specificity does two things. First, it signals expertise. It shows she understands the root cause, not just the symptoms. Second, it attracts the right people. Someone who's tried everything and still feels terrible is going to stop scrolling when they see content that explains why nothing has worked. This is the pattern I see in content that actually converts. It's not about being everywhere or posting every day. It's about understanding your audience well enough to name the problem they're experiencing in a way that makes them feel seen. If you're struggling to figure out what to post, start here: What's the specific problem your ideal customer is dealing with right now? Not the surface-level frustration. The underlying issue they might not even have words for yet. Then create content that connects the dots. You don't need a big budget or a content team. You need clarity on what your audience is trying to solve. If you want help translating that into a repeatable content workflow, comment and I'll reach out. https://www.lizgreenfield.com/blog-1-1/h08r5dhgllb0kfyalh0zrty7ukbgic …more

Most founders I work with are genuinely compelling in conversation. They can hold a room, tell a story, make you lean in. Then they sit down to write a post and it becomes a press release. Here's the framework I keep coming back to — I use it in my peer groups, in my advisory work, and in my own content. Three parts: 1. The moment you identified the problem. Not "I noticed a gap in the market." The actual moment — specific, concrete, a little uncomfortable. That's where people trust you. 2. What you tried that didn't work. This is the part most founders skip. It's also where the trust gets built. Showing your failed attempts tells people you arrived at your answer honestly, not theoretically. 3. What you discovered that did work. Not "here's the solution." Here's what I found, tested, and now actually use. The reason this works: it's the structure of every good story ever told. Problem, struggle, resolution. Your audience has heard a thousand "here's a tip" posts. They haven't heard your specific version of steps 1 and 2. Try it on your next post. Start with the moment, not the lesson. Comment "voice" and I'll send you the full one-page framework I share with founders. …more

I've worked with hundreds of founders through my accelerator and peer groups. And when I look at why their marketing isn't converting, it almost always comes down to the same thing. They built the campaign before they validated the message. Here's what that looks like in practice: they spend two or three weeks building out a content calendar, designing assets, writing emails, setting up scheduling. Then they launch. And then they find out — through low engagement, no clicks, no replies — that the message doesn't resonate. All of that work, wasted. Not because the campaign was bad. Because the message was untested. The fix is simpler than most people think. Before you build a campaign, send 5 DMs or have 3 sales conversations using your core message. Pay attention to the responses. Do people light up? Do they ask follow-up questions? Do they forward it to someone else? Or do they politely change the subject? What you learn in those conversations is worth more than any A/B test you'll run later. Real humans responding to a real message in real time will tell you everything you need to know about whether your campaign is worth building. Build the conversation first. Build the campaign second. Book a free audit with me — I'll look at your current messaging and tell you exactly where I'd focus first. …more

In every founder peer group I run, someone says some version of this: "I know I need to be posting more, but I don't want to sound like I'm just selling all the time." I hear this constantly. And I understand it. Nobody wants to be that person. Here's what I tell them. Salesy content isn't caused by selling. It's caused by skipping the value step. Look at your last 10 posts. How many of them taught something, shared a hard-won lesson, or gave your audience something they could use today? How many were asking for something — a click, a follow, a demo? The ratio matters more than the message. When your feed is mostly valuable, your promotional posts don't feel like interruptions. They feel like a natural next step from someone your audience already trusts. The rule I follow: for every post that promotes something, publish two that teach or share something genuinely useful. Not rephrased common knowledge. Something specific to your experience. It's not about being less promotional. It's about earning the right to promote. What's your biggest challenge when it comes to showing up consistently? Comment or DM me — I'm genuinely curious. …more

Marketers are hitting an AI content wall. Feeds are full of generic, unoriginal posts and attention is eroding. The only way to break through is deep brand context. I’ve been building a comprehensive brand context engine into Radi8 to make sure the content you create is authentic and aligned with your actual brand. I’m running pilots with small marketing teams right now. If you’re interested in boosting your content marketing outcomes, send me a message. #contentstrategy …more

From running small growth experiments at startups, I learned that local businesses do best when attention is tied to action. Flip's approach, building simple systems that link social posts, customer data, and basic automation, turns organic interest into predictable, trackable revenue without paid ads. Practical steps: map the post-to-sale journey, capture contact data early, automate low-friction follow-up, and measure conversions not impressions. If you are testing organic channels, send me a message. #startups https://www.santacruzworks.org/news/flip-commerce-rethinking …more