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.