Your Content Should Be
As Great as Your Product
Dan Woods:
Fractional Head of Content for B2B Tech Companies
CTO / Journalist / Agency Founder / Enterprise Software Analyst
Content That Tells
Every Story You Need
Your product has a technology story, a value story, a marketing story, and a sales story.
Each story has its own audience and voice — but all must hold together to convey your message.
That takes an editorial owner who makes sure the technology story reinforces the value story, the marketing story attracts attention, and the sales story moves people through the pipeline.
A Fractional Head of Content puts that owner in place — without the cost or timing of a full-time hire.
One senior editorial owner.
A managed, responsive calendar.
A steady stream of content that gets sharper every month.
As Head of Content, Dan Woods:
Owns the editorial strategy and calendar.
Ships a steady stream of high-quality content — starting week one.
Sharpens the message, teaches the message, mines what your company is learning, and monitors the category — so the content keeps improving.
Costs a fraction of a full-time VP of Content, engaged monthly, no long-term commitment.
Founder-to-Founder Understanding: Led by Dan Woods— former CTO, startup strategist, and editorial veteran—we get what matters to you.
Tone-Perfect Delivery: From the rigor of The Economist to the accessibility of For Dummies, we tailor your voice to your audience.
Five coordinated practices that make the content stream sharper every month.
Message sharpening, together. Collaborative refinement of your positioning, informed by deep product understanding.
The Message Runner method. Techniques from theater, film, and TV production for aligning teams around a shared, well-rehearsed message. (From a forthcoming book.)
Mining what you're learning. Reporter-style interviews with your engineers, architects, and support team — turning discoveries into content competitors can't produce.
Category and competitive monitoring. Ongoing intelligence on where the conversation is moving, wired directly into your editorial calendar.
Product-informed content strategy. Stories that explain what the product actually does to create value.
The reason the strategy holds together:
Four careers most content people never combine.
Columbia MS in Journalism. Ten years writing five monthly columns for Forbes.com on Big Data, Analytics, Data Science. The skill that finds the story inside a company.
Two CTO roles plus editorial-technology leadership at Time Inc. and SAP. The reason Dan can talk to the CTO and translate the tech stack into a story the market cares about.
Evolved Media has produced content for Snowflake, Teradata, Neo4j, Salesforce, Microsoft, SAP, Oracle, Intel, MongoDB, Fortinet, and more. Over 30 books. Deep experience creating on-message content machines.
Dan has lived through trends from before the dot com era to the current world of AI. Dan knows who the buyers are, what they care about, and can see what is really new about a product.
To Do His Best Work,
Dan Needs to Join Your Team
Working from the inside, taking responsibility, earning trust: reduces friction.
- Hands on the keyboard. You're hiring Dan. Not an agency. A solo fractional Head of Content — with 20 years of tech content experience. Senior person doing senior work, not managing juniors to do it.
- Journalist's instinct for what's actually a story. Dan reports on what everyone is learning and what the market is saying. Trained to find the stories worth writing — and to skip the ones that would just be noise.
- Technical depth most Heads of Content don't have. Former CTO. Dives deeply into the tech stack. Writes credibly about data infrastructure, AI agents, MCP, semantics.
- Keeps the Messaging Process Alive: Dan puts the messaging to work every week, understands it, teaches it, and tracks what is working. This conversation stays active so messaging improves.
Every product company is a research organization.
As Head of Content Dan will discover stories based on what you are learning.
No product vision survives contact with the market. As people use what you have created, the Jobs to Be Done they are hiring you for and how to do them become clear. Product managers, engineers, product marketers, sales, PR, customer success are learning every day. Almost none of that gets out of Slack.
As a reporter Dan knows how to interview technical and business people and find the compelling stories that are going untold. As your Head of Content, Dan has the standing to do this systematically — turning what your company is learning into content nobody else can produce.
The core content problem gets solved first.
Everything else is what becomes possible once it is
Supporting content stream. Blogs, contributed articles, newsletters. The steady weekly output. Where week one begins.
Long-form and flagship content. Research reports, POV pieces, technical explainers, ghost-authored exec bylines. The monthly anchor.
Category and competitive monitoring. Monthly briefs, quarterly maps. Wired into the editorial calendar.
Braintrust mining. Regular reporter-style interviews with your team. Source material for content competitors can't produce.
Founder-Led Marketing. Ghostwritten LinkedIn posts, commenting strategy, reactive content. Works best on top of a functioning stream.
Books, comics, videos, infographics. When the strategy calls for a signature asset, Dan can get it done.
One weekly sync. One monthly flagship.
Two to four supporting pieces.
A running intelligence layer. Repeat.
30–45 min exec sync. Surface new ideas, review top-performing content, discuss post/comment strategy.
One flagship piece. Two to four supporting pieces. One competitive brief or category note. Editorial calendar updated.
Business review. Performance analysis. Renew scope. Add capabilities as the engagement matures.
Founder-Led Marketing, books, and other higher-lift formats brought in once the core stream is running.
20 years. 30+ books.
Clients from early-stage to Fortune 500.
Ready to hire a Head of Content
who ships from week one?
Let’s talk about your content stream,
your message, and what’s most
worth writing about next quarter.
Contact
Dan Woods
dwoods@evolvedmedia.com
