The Content Studio

Workshop 1

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Round 1

Cohort 3

Cohort 4

Round 3

Cohort 5

Round 6

The Studio Insider is a weekly newsletter that explores B2B Content through the lens of Screenwriting and time-tested Storytelling techniques.

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

Tommy Walker

Founder @ The Content Studio

Content Theory

Fractional CMO for climate tech startups 

Founder

Co-founder

Content writer

Copywriter & Content Strategist

Freelance writer|Data analyst

B2B SaaS Freelance Content Writer

Brand and Content Marketer

Content Strategist and Freelance Writer 

“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 Many content marketers are stuck “playing content”: They’re stuck using outdated playbooks—where leaders see the medium (podcasts, blogs, social media) as the strategy.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.

Course syllabus

Coming Soon

Event schedule

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:

You've been conditioned to believe a lie. That if we're to stand a chance at ranking in the SERPS, content has to be written a certain way. Unmemorable, keyword optimized fodder designed to do one thing and one thing only... Rank. That somehow "Search Content" has to be uninteresting to read and that somehow "Thought Leadership" is a format, not an outcome. It's not your fault though. From my experiences as a freelance writer, consultant, and content leader at companies like Shopify Plus and QuickBooks, this is for three reasons: 1. Management is skittish about saying anything that might upset readers. 2. Content leads are pressured to care more about volume than craft. 3. Writers aren't given a strong direction on POV. Add to that many businesses are re-evaluating the unit economics of a blog post, and AI's ability to create exponentially more at a fraction of a cost, it's no wonder the content industry feels so uneasy. But there is a better way. Make no mistake, the days of providing only the basic bits of information on a topic are coming to an end. It's essential to our survival as strategists, writers, and editors to share ideas, insights, and experiences that's both profitable for the business and valuable to the reader. In this workshop, we'll explore a criminally ignored screenwriting concept that will elevate B2B content into something that will stick with your reader forever. You will walk away from this workshop fully equipped with the language and strategies to talk to your employer or client about how to create content with more "soul" without risking the business's reputation.

For Content Folks Who Want To Create More Resonate Work

One Day Only

June 6th, 2024

Course schedule

B2B Content Strategists who want their content to travel further.

Content Writers who want their work to resonate with their audience more.

Content Editors who want to get better at developmental editing.

Who is this workshop is for:

What you’ll get out of this workshop

This will be a small group setting so attendees can get personalized attention and conversation around their specific needs.

An intimate group setting

Bring your own article to the workshop and to get hands on editing from the former Editor-in-Chief at Shopify Plus and Global Editor-in-Chief at QuickBooks.

Hands on instruction

Have better conversations with colleagues and clients on how to include more original ideas and insights on whatever topic you're covering.

Learn how to defend ideas

Time-tested techniques to create content that gets people scrolling further, reading more, and returning frequently.

Antagonists & Allies: How to Make Every Character Count

Founder @ The Content Studio / Formerly Shopify Plus & QuickBooks

Nobody is alone. We all have allies and antagonists as we pursue our goals. We discuss how to find them for you reader.

Identify your audience's real life supporting "cast"

What does your reader want? Who help them get it? Who gets in their way and can we help them overcome those challenges?

How to navigate cast dynamics

Bringing in the supporting cast adds a layer of realism by using all of the competing voices on any given topic.

How to make content infinitely more grounded

How to Create Cinematic Endings For B2B Content

Founder @ The Content Studio / Formerly Shopify Plus, QuickBooks

Learn how strong conclusions set the stage for deeper engagement, future content consumption, and long-term engagement.

Why endings are really only the beginning

Use storytelling techniques that provide closure while leaving readers with a clear next step, so your message lingers.

How to create satisfying conclusions for B2B content

Master the art of leaving just enough unresolved tension to keep readers anticipating your next piece of content.

The anatomy of a cliffhanger ending

How to Edit B2B Content Like a TV Screenwriter

Learn how to structure posts using narrative techniques to keep readers engaged and create memorable content moments

How to use Chekov's Gun to keep audiences hooked

Apply TV writing principles to create decision points that guide readers through your content and drive specific actions

Design strategic content choices

Transform flat content by alternating emotional charges between sections, (just like Breaking Bad's scene structure)

Build dynamic narrative charges

The First 200 Words: How to Write Compelling Intros

Founder @ The Content Studio / Ex-Shopify Plus, QuickBooks

Transform intros from "clearing your throat" to setting the scene and showing the reader you understand their world.

3 screenwriting principles to instantly elevate B2B content

Replace generic openers with relatable tension that signals you get their challenges—and their stakes.

The storytelling shift that makes readers lean in

Build instant connection by addressing your reader's internal questions before they even ask.

Learn directly from The Content Studio

The Content Studio

Courses

Content Theory

Debunking The ''SEO Content'' Myth

Lightning Lessons

Antagonists & Allies: How to Make Every Character Count

How to Create Cinematic Endings For B2B Content

How to Edit B2B Content Like a TV Screenwriter

The First 200 Words: How to Write Compelling Intros

How to Create a Strategic Content Calendar for 2025

Resources

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