Content and copy are frequently treated as separate skillsets, and sometimes content gets broken down even further by channel, fragmenting messaging and making it hard to align on how to talk about the brand, the product, and its benefits.

But what if instead we treated all of the content, from ads to knowledge base articles, as one ecosystem?

This is how Erika Kramarik and Daniel Prindii approach this task in their work. In our conversation, they’ll take us behind the scenes of helping Omnivore (now acquired and shut down) go from speaking predominantly to early adopters start attracting, converting, and retaining early majority users.

If you want to use Wynter for optimizing your website messaging, this episode is for you. I break down how I set up tests to validate copy before launch, explore messaging for new audiences, and make sure my clients’ homepage copy speaks to their target customers. I share tips on prepping your pages, what questions to focus on, and how to actually analyze the results to find blind spots and boost conversions.

Alex Atkins, VP of Marketing at Sturdy, walks us through the process of continuously optimizing the homepage variations by combining message testing, reaching out to target ICPs for feedback, and (sometimes) asking for help.

In this episode:

• How Sturdy messaging changed with the rise of "AI-powered" messaging everywhere

• How Alex combined outreach and running messaging test

• His approach to increasing messaging stickiness without sacrificing clarity

Before you start building a category of one (please don’t), listen to this conversation about positioning against incumbents. It’ll save you a lot of sweat and tears.

In this episode:

• How B2B buyers think about shopping (hint: they don’t think it’s fun)

• What startups can do to go against “big guys” and win

• Examples of great positioning in the wild

Competitor comparison pages are a must-have for every startup that’s ready to grow. Or are they? 

In this episode:

• When startups should consider building competitor comparison pages

• How to think about framing the conversation

• How competitor research can help with future differentiation and product development

• Pros and cons of 2 popular frameworks: “Us vs everybody else” and “Why we’re better than {X}”