Content-DNA is your brand knowledge base, included in the Grow plan.
What it is
Content-DNA is a structured document we build by extracting what makes your business unique: your expertise, your story, your voice, your positions on key topics, and the way you communicate with clients.
It becomes the foundation for everything we write.
Why it matters
Without Content-DNA, AI generates content that's technically correct but generic. It sounds like it could be from any company in your industry.
With Content-DNA, content sounds like you. The perspective is yours. The examples are from your experience. The voice matches how you talk to clients.
What goes into it
We build Content-DNA through a structured intake process, typically combining:
- An initial conversation or voice interview
- Review of your existing materials (website, presentations, proposals)
- Expert Loop exchanges over time
From this we extract:
- Brand voice — How formal, how direct, what you avoid saying
- Core expertise — What you know that others don't
- Your story — Origin, clients, key moments
- Positions — Where you stand on industry debates
- Proof points — Cases, results, credentials
How it's used
Every piece of content we create is checked against Content-DNA. Blog posts, FAQ entries, landing pages — all carry your voice and reference your experience, not generic AI boilerplate.
Content-DNA grows over time. As we work with you, it gets richer and content gets better.