Stop publishing.
Start experimenting.
We believe content that performs in 2025 will be original, in-depth, and sometimes a little weird.
Good Content is a writing and research agency that helps B2B tech companies create original, LLM-friendly content and product messaging. We'll work with you to test theories, push boundaries, and get ready for what's next.
Designing content strategies for an AI-first world
Karen Spinner
Founder, Good Content
Hi, I'm Karen Spinner, founder of Good Content. Over the past 15 years, I've helped B2B tech companies create high-value content for prospects and customers at every stage of the sales cycle, from first contact to closed deal.
I used to spend about 70% of my time creating helpful, top-of-the-funnel (TOFU) content. I'm not recommending that anymore.
AI is changing how buyers learn about technologies and choose products. Broadly speaking, conversations with large language models (LLMS) like ChatGPT are increasing, and impressions from Google are delivering fewer and fewer clicks.
Buyers are more likely to get a generic, unlinked, and unattributed answer to a basic category question ("What is a CRM?") from a chatbot or an AI overview than to see your TOFU content. This means traditional approaches to organic, content-powered growth are less effective.
While I don't have all the answers (nobody does), I think content that moves the needle in the coming months will:
- Answer specific questions about your people, your product, and your organization
- Offer insights and data that aren't already part of LLM's training data
- Stake out and defend a unique and compelling point of view
Building this kind of content will require experimentation and a laser focus on results. It will be a journey filled with ups and downs and surprises.
And I would be thrilled to walk it with you.
Our approach to delivering
valuable content in 2025
We're committed to meeting the current moment and partnering with our clients to extract opportunity from change.
Capture a SPARK of excellence
We recommend that clients assess every piece of content according to the SPARK criteria. If a content idea does not tick most of these boxes, it shouldn't be published.
Specific
Personal
Actionable or Analytical
Revealing
Keyed to Your Product or Purpose
Always be experimenting
Experimentation is baked into all of our projects. During the scoping phase of every project, we look at ways your content can test a theory or break new ground.
For example, maybe the blog post you request could add more value if it were actually a library of prompts, a framework, or a tool. Or maybe your think piece could be even stronger with fresh data and machine-learning analysis.
Also, we believe experiments don't work without data. We insist that you capture performance data for all of your content, so we will know when to double down—and when to pivot.
Use AI, but put humans first
We believe AI works best in the hands of human experts. While we build AI-enhanced processes and tools, they are intended to augment our work, not replace our creativity or our judgment.
In practice, this looks like using AI to help research and write a draft, and then manually checking every claim. Or asking AI to analyze a dataset and also write a Python script so we can more easily check its work.
We also always disclose how we use AI in client work—and never use it without your prior knowledge and consent.
What we create
The word content can mean a lot of things. Our work helping B2B tech companies "create content" covers a lot of ground:
We also offer graphic design, surveys, and video production through our network of partners.
Let's compare notes
We'd love to hear about your content challenges and share our experiences.