Hey friends 👋
I spent 90 minutes last week teaching startups how to build a content strategy that actually works in the age of AI search.
Over the past few months, I’ve been seeing the same pattern in almost every startup I talk to or see on LinkedIn. And that’s exactly what I wanted to address in my workshop.
Since not all of you could join me there in person, I want to share the key takeaways here, just with you, my dearest subscribers.
So, what’s this pattern I’m talking about?
Startups and new creators are often confused about what actually works right now.
Some are quietly wondering if it’s even worth investing in content marketing at the moment.
And honestly, I get it.
A lot is changing at the same time:
Google keeps rolling out AI Overviews and AI Search
People want faster, clearer answers and they’re asking longer, more contextual questions instead of traditional keywords
AI tools and even Google often give answers without people needing to click through your website (unless they’d really like to learn more)
And social algorithms feel… well, unpredictable at best
So the question becomes: “Does content still make sense or are we late to the party?”
(If you’ve thought this at least once, you’re very much not alone.)
Here’s the shift I wanted everyone in the room to walk away with:
Content today isn’t about making more content.
It’s about being the clearest answer in the right moment.
That’s why strategy matters more than ever right now.
Not a 20-page document. Not a complicated system.
Just a clear plan that answers a few key questions:
Who’s the specific person you’re trying to reach and help with your product/service?
What do you want your content to do?
And how can you make discovery, trust, and sales work together?
This is the core part of the 1-page content strategy I walked people through in the workshop.
At a high level, it covers:
your audience and positioning
your core content themes (what you’ll be known for)
the role of each piece of content (discover, build trust, convert)
and a realistic execution plan you can actually stick to
Once this is clear, content stops feeling random.
You’re no longer guessing what to post, you’re following a system and content ideas come to you naturally as well.
So, if you do just one thing after closing this email, do this:
Write one sentence:
“I help [this specific person] achieve [this specific outcome].”
This sentence matters because it becomes your filter. It helps you decide what content ideas are aligned with your brand and are worth pursuing.
When you create any kind of content with one specific person in mind, you naturally start answering their questions, worries, and problems. Instead of posting just to stay visible.
And when you do that consistently, algorithm changes matter a lot less.
You’ll still need to adjust formats or distribution over time, of course. But genuinely helpful, high-quality content keeps performing because it’s rooted in a clear strategy and real audience needs.
That’s what makes content sustainable.
If you need help to figure out your brand strategy, my Content Strategy Accelerator is where we build this together.
It’s a 1:1 working session where we take this exact framework successful brands are using and adapt it to your business: your audience, your goals, your channels. We cut through the noise, decide what actually matters for you, and leave you with a clear plan you can start using right away.
As always, see you next Friday,
Kate 🌟
