The Library
Resources for building content-led businesses
Frameworks, templates, playbooks, and calculators built from 16 years of content strategy consulting. Free to use. Built to be put to work — not read once and filed.
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Templates
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Frameworks
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Playbooks
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Calculators
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Tool
About this library
Everything here is built from real consulting work. These aren’t theoretical documents. They come from the diagnostic and strategy work done at the start of every client engagement. Use them as they are, or adapt them for your context.
Updated quarterly — last updated March 2026
Templates
Working documents. Built for real use.
Google Docs, Sheets, and PDFs. Each one solves a specific strategic or operational problem. Download free with email.
Template
Content Strategy Audit Template
Six dimensions. 30 scored questions. Maps your content strategy to a maturity stage and surfaces exactly where to focus first.
📄 Google Doc + PDF · ⏱ 2–3 hours
Template
Content-Led Brand Scorecard
25 questions across five brand dimensions. Know whether you’re building compounding content value — or running a content treadmill.
📄 Interactive + PDF · ⏱ 45–60 min
Template
Editorial Calendar Template
Built around content pillars and business goals — not just publishing frequency. Strategy layer first, calendar second.
📊 Google Sheets · ⏱ 2–3 hours setup
Template
ICP + Content Alignment Worksheet
Map your ideal customer to content needs at every stage of their journey. Includes profile cards, journey map, and gap analysis.
📄 Google Doc · ⏱ 3–4 hours
Template
Content Brief Template
Built around belief shift, not output. Eliminates revision cycles. Includes three completed example briefs for different content formats.
📄 Google Doc · ⏱ 30–45 min per brief
Frameworks
Named models that explain how content-led businesses work
Free and ungated. Visual models built from 16 years of practice that explain concepts no one else has named.
Framework
Content-Led Business Model
What separates a content-led business from a company that does content marketing. A visual model with three layers — and a 20-question readiness assessment.
🧭 Framework + Assessment · ⏱ 15 min
Framework
Content Moat Framework
How content creates durable competitive advantages that are hard to replicate — and how to build one deliberately. Includes a 12-question moat strength analyser.
🧭 Framework + Analyser · ⏱ 15 min
Framework · Planned
Content System Maturity Model
The five stages from tactical content production to a fully compounding content-led business system.
Playbooks
Long-form guides built from consulting practice
Deeper than a blog post, more actionable than a report. Each playbook solves one specific strategic problem end-to-end.
Playbook
Building a Content-Led Brand
The end-to-end playbook for founders and CMOs moving beyond content marketing into a full content-led business model. Six steps, 24 specific actions.
📘 6-step playbook · ⏱ 45–60 min
Playbook
B2B Content Positioning Playbook
How to find and own a specific content territory in a crowded B2B category — without competing on volume or budget. Six steps, 24 specific actions.
📘 6-step playbook · ⏱ 45–60 min
Calculators
Turn content decisions into numbers
Interactive tools that quantify what is usually left to instinct. Input your numbers, get a clear output that informs a decision.
Calculator
Content ROI Calculator
Input your content investment, traffic, conversion rates, and deal values. Get attributed revenue, ROI percentage, and your single biggest lever.
🧮 Full-funnel model · ⏱ 2 min
Calculator
Content Velocity Calculator
How many pieces do you need to hit your traffic goal — and how long will it take? Models organic compounding growth, not straight-line projections.
🧮 Compounding model · ⏱ 2 min
Calculator
Content vs Paid Acquisition
Compare the 12-month cost trajectory of content-led versus paid acquisition. Shows the crossover point where content becomes the cheaper channel.
🧮 Cost comparison · ⏱ 2 min
Tools
Interactive tools for content strategy decisions
Browser-based. No login required. Built to give you a signal in under a minute.
Tool · BUILD Framework
BUILD POV Detector
Paste any article or thought leadership piece. The BUILD framework scores it across five structural dimensions and returns your biggest gap.
🔍 Browser-based · ⏱ Under 1 min
Tool · Planned
Content Audit Scorer
Paste your website copy. Get a score out of 25 with a gap diagnosis across five dimensions — so you know exactly what to fix.
🔍 Browser-based · ⏱ Under 1 min
Tool · Planned
ICP Fit Checker
Paste any content and find out which ICP it is actually written for. Score across Role, Pain, Language, Stage, and Exclusion Clarity. Free, no login.
🔍 Browser-based · ⏱ Under 1 min
Tool · Crap Detector
B2B Crap Detector
Paste any piece of B2B copy. The detector scans it against the five patterns that make buyers roll their eyes — and tells you exactly what to fix.
🔍 Browser-based · ⏱ Under 1 min
Tool · Crap Detector
Content Maturity Score
🔍 Browser-based · ⏱ Under 1 min
Work Together
If your audit or scorecard reveals gaps you'd rather not close alone
That’s what the consulting work is for. Every engagement starts with a strategic assessment — useful whether we work together or not.