Resources for content teams

A reading list. Frameworks and guides on the parts of content writing that usually need work — briefs, audits, KPIs, style guides, editorial process.

Last reviewed on 2026-05-12.

Briefing and scoping

Most bad content starts at the brief. These pieces are about getting that bit right.

How to write a content brief that actually gets used — what a useful brief contains, who fills in which part, and the structural problems that show up when a piece arrives without one.
B2B vs B2C content writing: what actually changes — the differences that matter for tone, structure, sales cycle, and review process.

Editorial process

How writing gets from idea to publish-ready.

Running a content audit without losing a week — a workable scope, what to look at on each page, and how to turn an audit into a backlog rather than a deck.
Ghostwriting: how engagements actually work — voice extraction, review cycles, attribution, and where confidentiality matters.

Measurement

What to track, and what to ignore.

Content KPIs by content type — which metrics matter for blog programmes, copywriting, technical content, and email, and where teams pick the wrong ones.

Strategy and distribution

The bigger picture: where content lives, how it travels, and what changes in 2026.

E-E-A-T as a content strategy lens — Experience, Expertise, Authoritativeness, Trustworthiness, and what they actually demand of a piece.
Multi-platform content distribution — when one core piece becomes many, without losing coherence.
Structured data and schema for content discovery — how to be readable by both Google and AI surfaces.
AI in the editorial workflow — what AI tools are good at, where they fall short, and how to integrate them without flattening voice.

Case studies

How the principles in those resources play out in real engagements:

Subscribing

If you would rather receive new resources by email, the newsletter goes out occasionally. No marketing automation, no drip sequences — just a note when something new is worth reading.

Unsubscribe at any time. See the privacy policy for how subscriber data is handled.

Want help applying any of this?

If a piece of this aligns with a problem you are working on, the next step is a short conversation.