The Content Blueprint
Take your content program from zero to expert.
3 to 8 weeks, from $7200
A focused sprint that generates the insights, frameworks and strategy you need to reach key audiences…without sacrificing sophistication.
I’ll audit your existing content, research your landscape and work with key stakeholders to understand what makes your organization unique. Then turn those insights into everything you need to execute your ideal long-term content flow.
“Carl delivered content wins. It’s that simple…His fluency runs deep in the design industry and his commitment to putting a point of view into context for the audience created resonance we would’ve otherwise struggled to find.”
Jensie Miksich
Brand Strategy Director at
Context Partners
A PROVEN PROCESS
1. Discovery & Positioning
Existing content audit
Deep-dive stakeholder interviews
Key differentiators and strategic narrative
optional
Competitive and audience analysis
2. Messaging Architecture
Core messaging framework
Topic territory mapping
Voice and tone guidelines
Content types and channels strategy
3. Content Roadmap
3- to 12-month content calendar
Priority topics and themes
optional
Distribution strategy
Success metrics
4. Pilot Content Development
2 to 8 cornerstone content pieces
Editorial workflow setup
optional
Custom content templates / AI prompts
Training for internal teams
Ongoing Support
Your Blueprint is designed for immediate implementation by in-house or contract talent. Alternately, I can put together a team to execute on your behalf with minimal guidance—take a look at the Content Retainer option.
Featured Client:
McKinsey & Company
Unique Expertise: Combining world-class business acumen with world-class design.
Objective: Advocate for the business value of design, and establish McKinsey Design as uniquely able to deliver that value.
Custom Content Blueprint
Bi-monthly Re:Design newsletter series
3-5 minute Q&A videos with design leaders
Curated re-use of existing McKinsey content
Focused micro case studies from relevant industries
“Carl’s long experience developing content around design practice and digital technology was critical…as was his deep understanding of how design fits into business practice, especially in the technology sector.”
Marketing Director at McKinsey & Company
Is the Content Blueprint right for your organization?
Do any of the these describe your situation?
◻️ Your team spends 10+ hours per month developing pitches, posts, or articles to appeal to potential clients, investors, or customers.
◻️ You've faced challenges explaining the nature of your work and expertise to outside audiences (both technical and non-technical).
◻️ Your experience and capability put you in the top 15% of your category, but potential clients and collaborators don’t always realize that.
◻️ You've tried working with writers or agencies, but the content they developed showed an incomplete grasp of your offering, or failed to articulate it in a credible way.
◻️ You need a systematic approach to ongoing content development, not just individual pieces.
◻️ You're looking for a strategic foundation for content planning, not just execution.
If you checked more than three, the Content Blueprint can get you unstuck and generating effective, expert content in just a few weeks.