Cohort 4

The Science, Psychology, and Philosophy of High-Peforming Content Programs 

Tommy Walker

Founder @ The Content Studio

Content Theory

Shopify.com

QuickBooks

LinkedIn

Vimeo

Twitch

“This is the underpinning of how this industry-wide conversation needs to be.”—Sarah Sher, Director of Content @ Codeless Are you unsure of how to approach audience research—or what it really even is? Do you struggle to get approval on strategies that are outside leadership’s limited view of content? Does the content you’re producing feel irrelevant, disconnected, or ineffective? You’re not alone. In fact: 🔸 60% of content marketers are unsure or unconfident their content stands out on voice and tone. 🔸 41.3% of content marketers report not doing nearly enough research. 🔸 Only 30% of in-house content marketers feel their leadership is fully bought-in. Many content marketers are stuck “playing content”: They’re stuck using outdated playbooks—where leaders see the medium (podcasts, blogs, social media) as the strategy. Without a distinct process to prove ROI, marketing is often treated as an arts-and-crafts department rather than a critical business function. And with AI looming overhead, many marketers are too afraid to propose big ideas in case they don’t pan out. Content Theory solves this problem It offers a series of durable, repeatable frameworks for developing standout strategies—plus the communication skills to get buy-in from even the most skeptical executive. Whether you’re a Head of Content, in-house content marketer, or part of the c-suite, you’ll leave with a proven approach you can put to work immediately. “Everything I thought I knew about creating differentiated content, and all the advice I hear daily now feels very weak, unconvincing, and basic. Tommy showed us dimensions to content that I never knew existed.”—Haris Spahić, Brand &amp; Content Marketer @ Supermove

Rules to create, analyze, interpret, and build high-performing content programs.

60% of content marketers are unsure or unconfident their content stands out on voice and tone.

43% of content marketers report not doing their research nearly enough.

Only 30% of in-house content marketers feel their leadership is fully bought-in.

Most content marketers are stuck “playing content”
 

What do you get out of Content Theory?
 

﻿"It's almost impossible to create a similar piece of content." - Erica Schneider - Cut The Fluff You’ll learn the exact systems and frameworks used to create wildly differentiated content for Fortune 1,000 brands.

Proven-Frameworks For Creating Differentiated, High-Performing Content

﻿"Everyone is rethinking their approach to content marketing and I think your approach digs into things that are eternal." - Emily Epstein - Sigma We're at an inflection point. If we keep doing things the same way, we're toast. It's time to adapt and rethink what's possible.

An Entirely New Way of Thinking

﻿"When you come out of it, you'll realize it is B2B's moment, I'm feeling refreshed again, I'm feeling like this industry is possible, and we're not just selling degrees of differentation." - Sara Sher - Codeless I love this stuff and I want to help you fall back in love too.

A Reinvigorated Passion For The Work

"I have never met anyone in my career that is more passionate about content marketing than Tommy is." - Josh Briggs - QuickBooks We're not selling a course, we're starting a movement. This only works if we get specific about your business and how these principles work for you.

3 Hours of Private 1:1 Consultation

﻿"Very, very few, if any courses are as nutritional in terms of value-per-minute as what Tommy put together." - Ryan Baum&nbsp;- Content Consultant Four jam-packed interactive group-based lessons and a day to reflect and discuss learnings and how to apply them.

An Intimate Five-Day Virtual Event:

🔸 Lifetime access to session recordings 🔸 Worksheets, templates, and guided lessons you can reuse and share with your teams and clients. 🔸 The foundation for your personal “content manifesto” to guide future strategies.

Lasting Resources:

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

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Senior SEO & Content Marketing Manager at LinkedIn
 

Social Media & Digital Marketing, QuickBooks

What people say about working with Tommy

Meet your Instructor

Coming Soon

Event schedule

This is the beginning of a movement. We want to set the new standard for what content marketing can be, and we can only do that if these principles are applied to your specific company to solve your specific challenges. "Tommy's intuition, creative eye and insight in the marketing space sets him unto a category all his own." - Mai Overton - Sr. Research Data Analyst, State of California

3 Hour-Long Private 1:1 Sessions 

Developed to help you pinpoint precisely where your brand sits in the larger competitive landscape, this process ensures you understand your customers’ motivations and your industry’s pulse. By exploring your company, customers, competitors, search competitors, industry-adjacent players, influencers, news outlets, and automations to keep track of everyone in real-time, you’ll see opportunities to differentiate that no one else sees. "Tommy believes in quality marketing content and can identify blossoming trends and bring his writers' material to the next level." - Tia Fomenoff - VP of People - PurposeMed

The 8-Layer Market Research Model

Stop guessing if an idea will succeed. By validating your concept and securing distribution partners before you produce a single deliverable, you’ll ensure that every new piece of content has a waiting audience. This is a game-changer for resource allocation and executive buy-in. "Tommy is the ultimate content marketer. He understands how to get the best ROI for content marketing dollars and understands how to optimize content for maximum results." Mackenzie Pedroza - Head of Marketing - Brightflow AI

The Creative Ideation & Distribution-First Validation Model

From Self-Determination Theory (decoding intrinsic vs. extrinsic motivation) to leveraging screenwriting and acting frameworks, you’ll learn how to craft content that captivates and drives action. These principles help you build trust, anticipation, and genuine excitement around your brand—while making your content impossible to ignore. "Tommy has an artistic sense of what makes great content and an insistence on achieving it. I'll put it bluntly: many content strategists can talk about analytics but are totally clueless about how to create content that's truly remarkable." - Jon Morrow - Founder - Smart Blogger

Several Behavioral Psychology & Storytelling Principles

Even the most brilliant content strategy can stall if no one else sees its potential. Learn stakeholder management, buy-in techniques, and a blueprint for leading change from within, so you can usher your organization forward—especially if they’ve been stuck using outdated playbooks. "Tommy possesses the ability to lead complex editorial processes with multiple moving parts. He's able to look at projects with a 30,000-foot view while managing through the granular details." - Ying Shen - QuickBooks

The Power to Lead Change & Build a Coalition

When you enroll in Content Theory you'll get:

The Time to Elevate Your Content Strategy is Now

I’ll be straight with you: This event isn't just another item on your calendar. It's a turning point. It's where you step away from the uncertainty of the "Big Ole' Keyword List" and hit-or-miss content strategies and step into a world where your content consistently hits the mark.&nbsp;I've been where you are. That's why I've tailored this event to not just impart knowledge, but to give you frameworks you can put into action immediately and bring together others who are ready to explore what's next for our industry. I truly believe in the power of these strategies and tools. They are my life’s work,&nbsp;the culmination of years of experience and success. I am confident they will help you as they have helped others, and I look forward to celebrating with you when they do. Warm regards, Tommy Walker

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