Writing on writing
Notes from close to a decade of writing — on what makes content rank, what makes it read, and why the difference between the two matters more than most people think.
Everyone's talking about AI replacing writers. Here's what's actually happening — and why the writers who can do what AI can't are becoming more valuable, not less.
Read Post"The floor for content has dropped. The ceiling hasn't. The clients worth working with know the difference."
Most SEO content fails before the writer types a single word. The brief starts with a keyword — not a question. Here's why that distinction changes everything.
5 min read Read PostFrom Woodley Park DC to Middleburg Virginia to Wyoming — the same content type, three entirely different readers. What 50+ guides taught me about meeting buyers where they are.
6 min read Read PostWriting white papers for government agencies and blog posts for real estate brands looks like opposites. The underlying skill is identical — and it makes both better.
4 min read Read PostThe first sentence of your blog post is doing more work than the rest of the article combined. Not because it needs to be clever — because it has to answer one question.
3 min read Read PostBy the time most early-stage companies think about content, the homepage is already doing the wrong job. Writing isn't decoration — it's infrastructure.
4 min read Read PostThe second draft is where the writing actually starts. Five editing moves I use on every piece before it goes to a client — and why reading aloud catches what reading silently misses.
5 min read Read PostIt's not length. It's not keywords. It's not format. The content that survives Google's helpful content era has one thing the rest doesn't — a point of view.
4 min read Read PostA piece I wrote for a government biotechnology project reached 3,800 people and was republished by a national daily. Here's what made it spread — and what I'd do differently now.
5 min read Read Post