Content strategy
Audience and search intent research. Topic architecture and editorial priorities. Content models, briefing standards, and governance. Workflow design, including review cycles that clear legal and compliance without stalling.
Content Strategy · SEO · AEO
I build the content programs. I also write the content.
Most of what gets published now is average. Average doesn't get cited.
Strategy, editorial standards, and production for companies that need their expertise to show up in search results, AI answers, and their buyers' actual decisions.
Start a conversation or email contact@scottspjut.com
Content and editorial work shaped by roles and engagements with ADP, Bayer Crop Science, Cincinnati Children's Hospital, ENGIE Impact, ExxonMobil, Fifth Third Bank, and P&G.
Context
What's happening
Generative AI made content production cheap, so volume went up and distinction went down. Search engines and answer engines now sit between your expertise and your buyer, and both reward the same things: clear structure, specific claims, verifiable sourcing, and a recognizable point of view.
That requires two things most companies handle badly. A strategy that decides what's worth saying, and someone who can actually write it.
Services
What I do
Search, AEO, and GEO
Technical and on-page fundamentals. Structuring content so answer engines can extract and attribute it. Entity and authorship signals. Measurement that tracks visibility in AI results, not just blue links.
Content development
Bylines, long-form reports, executive thought leadership, site and product copy, sales enablement. Written or edited by me. Interviews with your subject matter experts to get the thinking out of their heads and onto the page.
Editorial standards and brand voice
Voice guidelines, style standards, and copyediting workflows that a distributed team can actually use.
Engagements
How it works
Three defined engagements, so scope and cost are clear before we start.
01
Content audit and roadmap
Fixed scope, a few weeks. Where you stand in search and AI answers, what to publish, in what order, and what has to be true operationally to sustain it.
02
Program build
Strategy, editorial standards, workflow, and calendar, plus a first batch of published content to prove the system works.
03
Ongoing content development
Monthly retainer. I write and edit against the roadmap.
Background
Twenty years of editorial discipline
Trained as a journalist at Newsweek and the Las Vegas Review-Journal. Writing professionally since 2006, and applying that editorial discipline inside marketing since 2010.
Built Fifth Third Bank's first enterprise content and SEO program, consolidating 10-plus business units into one editorial strategy. Grew organic traffic roughly 10% a year and built compliance approval workflows that sped up production.
At ENGIE Impact, wrote editorial standards and content governance adopted across the Americas, EMEA, and APAC. Rebuilt planning and production to deliver five times the output on 25% shorter timelines.
At Barefoot Proximity, led content strategy for P&G, ExxonMobil, and Bayer Crop Science inside strict brand and regulatory requirements.
Currently leading thought leadership, SEO/AEO, and organic social strategy for a financial services client.
Author of Marketing Isn't Special, on why marketing works better when it's treated like every other business function.
FAQ
Common questions
What is AEO, and how is it different from SEO?
SEO optimizes for position in a ranked list of links. Answer engine optimization optimizes for being extracted, summarized, and cited inside an AI-generated answer. The two overlap on fundamentals like clean structure, crawlability, and internal linking. They diverge on direct-answer formatting, entity and authorship signals, and how verifiable your sourcing is. GEO, or generative engine optimization, is the same practice under a different label.
Can't AI write our content?
It produces competent drafts quickly. It also regresses toward the average of everything already published, which is the wrong target when the goal is being cited as a credible source. Useful for scale, unreliable for distinction. Deciding what is worth saying stays a human job.
Do you advise, or do you write?
Both. The strategy work and the writing are usually the same engagement, because a content plan nobody can execute is just a document.
What kinds of companies do you work with?
B2B and regulated industries, including financial services, energy, sustainability, professional services, and consumer goods. Comfortable working inside legal and compliance review.
How does an engagement start?
Usually with a content audit and roadmap. Fixed scope, a defined deliverable, and enough clarity to decide whether ongoing work makes sense.
Next step
Start a conversation
If you have subject matter experts with something to say but they don't know how to say it, or a content program producing volume that isn't landing anywhere, let's talk.
Book a call or email contact@scottspjut.com