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Tommy Walker is the founder of The Content Studio, a content marketing consultancy for Fortune 1,000 companies and fast growing B2B startups. The Studio Insider blends filmmaking principles with B2B marketing advice to help marketers create meaningful content that connects and converts.
When I was a freelance writer, I can't tell you how many times I wrote about the same topic over and over again. Same when I was an in-house editor, and global content lead. One topic that comes to mind—and I think it's a rite of passage for anyone who works in Martech—is "How to build a landing page." I counted recently, and I've been involved with that topic no less than 7 times. Yet... every time it's been an entirely new perspective that feels nothing like what I did before, or how anyone...
25 narrative principles Live workshop option Early bird sale starts June 27th, 2025 The problem with most content programs Most content marketers are stuck "playing content." You know the cycle: Write "good enough" content. Get vague feedback ("I don't like this"). Make random changes. Repeat until exhausted. Publish anyway. Wonder why it underperforms. Sound familiar? In the two decades I’ve worked in content marketing, I hear the same frustrations over and over again: "Leadership doesn't...
Hey Reader,We don't think in keywords. We think in arcs. We wrestle with big, layered problems and go down rabbit holes when we think we’re onto something. We binge. We compare. We revisit. We want to make sense of things, and we want to be taken seriously while doing it. So when your content is structured as disconnected articles, you’re forcing the audience to do the heavy lifting of stitching the narrative together. What Narrative Planning Changes A narrative-driven content calendar treats...