The distribution playbook
Working notes on offers, positioning, and the content engines we build for the founders and creators we partner with. No theory we haven't shipped.
1,763 articles across every niche we serve, and counting.
Samy · Sep 2, 2026
Manufacturing Content for Long Sales Cycles: Staying Present for Eighteen Months
An industrial deal can take a year or more and involve a dozen people who never meet your sales team. Here is how I would plan content for a long manufacturing sales cycle, so the supplier stays present, useful and easy to champion from first enquiry to purchase order.
Read articleSamy · Sep 2, 2026
The SME Interview Process That Gets Security Engineers on Camera Without Burning Them Out
Security companies know their engineers and researchers are their most credible voices, and most struggle to get them on camera more than once. Here is the interview process I use to get real expertise out of busy, sceptical engineers without exhausting their goodwill.
Read articleSamy · Sep 2, 2026
Insurance Content for Policyholder Retention: Filling the Silent Year
Most policyholders hear from their insurer twice a year, when the bill arrives and when something goes wrong. Here is the retention content I would build for the months in between, from onboarding and seasonal guidance to honest renewal explanations.
Read articleSamy · Sep 1, 2026
Why Operating Partners Should Be the Face of Your Private Equity Content
Deal partners usually front a fund's content, but founders trust the people who will actually help run their business. Here is why operating partners make better faces for private equity content, and how to put them on camera without eating their week.
Read articleSamy · Sep 1, 2026
Insurance Content Marketing Agency: What Carriers, MGAs and Brokers Should Expect
Most insurance content marketing is built for individual agents, but carriers, MGAs, brokerages and insurtechs have very different problems. Here is what I think an insurance content marketing agency should actually do for each of them, and how to judge one.
Read articleSamy · Sep 1, 2026
An AI Content Workflow for Regulated Industries That Compliance Can Live With
In finance, insurance, healthcare and law, AI can speed up content enormously, and it can also invent a claim, leak a confidential document or blur who approved what. Here is the AI content workflow I would set up for a regulated business, with clear rules, review gates and records.
Read articleSamy · Sep 1, 2026
What a Cybersecurity Content Agency Should Ship You Every Month
Security companies hire content agencies and then struggle to say what they actually got for the money. Here is the monthly output I think a cybersecurity content agency should deliver, who each piece is for, and how much of your experts' time it should take.
Read articleSamy · Sep 1, 2026
Business Coach Content Strategy: Building Trust With Owners Who Have Seen It All
Business owners have been pitched by more coaches than they can count, and the ones they hire are usually the ones they have watched solve real problems. Here is the content strategy I would build for a business coach, built around owner problems, real sessions and a clear path to an offer.
Read articleSamy · Aug 31, 2026
Content for High-Ticket Coaching: Earning a Big Decision Without Pressure
When a coaching program costs as much as a car, the buyer needs far more than a funnel and a sales call. Here is how I would build content for high-ticket coaching that gives prospects the depth, proof and honesty they need to make a big decision without pressure.
Read articleSamy · Aug 31, 2026
12 Questions to Ask a Cybersecurity Content Marketing Agency Before You Sign
Choosing a cybersecurity content marketing agency is hard because every pitch sounds technical and confident. These are the twelve questions I would ask, what a good answer sounds like, and the answers that should end the conversation.
Read articleSamy · Aug 31, 2026
AI Video Production for B2B Brands: Where It Helps and Where It Hurts
AI video tools can now dub, edit, generate and even present B2B videos, and some of that is genuinely useful. Here is where I think AI video production helps B2B brands, where real people and real product footage still matter, and how to handle avatars, voice cloning and disclosure.
Read articleSamy · Aug 31, 2026
Content Marketing to CISOs: Writing for the Most Skeptical Buyer in B2B
CISOs are pitched more than almost any buyer in business, and they have learned to ignore nearly all of it. Here is what actually earns a security leader's attention, from peer perspectives and board language to the practitioners who quietly shape their decisions.
Read articleSamy · Aug 30, 2026
Executive Coach Marketing Content for Leaders and the People Who Hire Them
Executive coaching is bought by senior leaders and by the HR teams who vet coaches for them, and both groups are allergic to generic coaching content. Here is the content I would build for an executive coach, from LinkedIn and a leadership podcast to material HR buyers need.
Read articleSamy · Aug 30, 2026
Manufacturing Recruitment Content: Showing People the Job Before They Apply
Manufacturers are competing hard for operators, technicians and engineers, and most recruitment marketing is a stock photo and a list of benefits. Here is how I would use real video of real work to attract people who will actually apply, show up and stay.
Read articleSamy · Aug 30, 2026
The Portfolio Company Marketing Playbook for Private Equity Operating Teams
Marketing is one of the least used levers in a value creation plan, mostly because nobody on the deal team owns it. Here is the portfolio company marketing playbook I would hand an operating partner in the first hundred days.
Read articleSamy · Aug 29, 2026
A Cybersecurity Conference Content Strategy That Outlasts the Booth
Security companies spend a fortune on conferences and come home with booth photos and a spreadsheet of badge scans. Here is how I would turn a security event into months of content, from the talk and the booth to the follow-up that sales actually needs.
Read articleSamy · Aug 29, 2026
What a Private Equity Marketing Agency Should Actually Do for Your Fund
Most private equity marketing agencies sell a website refresh and a quarterly newsletter. Here is what the work should look like when the goal is LPs, founders and intermediaries who already know your name before the first call.
Read articleSamy · Aug 29, 2026
MGA Marketing Content: Winning the Brokers Before You Win the Buyers
A managing general agent lives or dies on whether brokers think of it first for a particular risk. Here is the content I would build for an MGA, from appetite guides and underwriter videos to material brokers can use with their own clients.
Read articleSamy · Aug 29, 2026
Content Marketing AI Studio: What to Expect, and What to Watch For
AI content studios promise more content, faster and cheaper, and some of that promise is real. Here is an honest guide to what a content marketing AI studio does well, where AI-made content falls short, and the questions to ask before you hand one your brand.
Read articleSamy · Aug 29, 2026
The SEC Marketing Rule and Private Equity Content: What You Can Actually Publish
The SEC Marketing Rule changed what investment advisers can say in public, and a lot of private equity content quietly runs into it. Here is a practical, plain language view of what the rule covers and how to build a content workflow your CCO will sign off.
Read articleSamy · Aug 28, 2026
AI vs Human Content Studio: An Honest Comparison From Someone Who Runs One
The choice between an AI content studio and a human one is usually framed as cheap and fast against slow and expensive, and that framing misses most of what matters. Here is an honest comparison of where each wins, what each really costs, and how to decide.
Read articleSamy · Aug 28, 2026
Content for Proprietary Deal Flow in the Lower Middle Market
Founder-owned businesses rarely read private equity press, but their owners search for answers long before they call a banker. Here is how I would build content that puts a fund in front of those owners years before a process starts.
Read articleSamy · Aug 28, 2026
Insurance Content Compliance Review Without the Endless Bottleneck
In insurance marketing, compliance review is where good content goes to wait. Here is the workflow I recommend for insurers, MGAs and agencies, agreeing the rules before anything is made, reviewing in batches, and catching the pieces review usually misses.
Read articleSamy · Aug 28, 2026
B2B Fintech Content Marketing for CFOs, Developers and Risk Teams
A B2B fintech sells to finance leaders, developers and risk teams at once, each with different questions and very little patience for consumer-style marketing. Here is the content I would build for a B2B fintech, from CFO explainers and developer demos to security content and a finance podcast.
Read article