Basil Vance

Google now rewards named authors with better rankings and reader engagement.

Enterprise deals need content built for consensus, not one buyer.

Google's AI Overviews are eating organic traffic from content that answers questions directly.

Plan your site's structure before writing content to avoid disconnected pages and wasted resources.

Most attribution models systematically undercount content's role in B2B buyer journeys.

Most B2B thought leadership fails because it ignores the hidden buyers who actually block deals.

Coordinated messaging across channels compounds reach more than isolated assets ever could.

Learn which aging posts deserve updates and which ones to retire entirely.

Most B2B teams pick attribution models that systematically hide what content actually does.

System and strategy matter more than just hiring more writers to hit 20 monthly posts.

Marketers are using AI to draft faster, but humans still handle the final edit.

Align content with product value, not just search traffic, to drive user activation.

More noise from AI-powered content makes differentiation harder without a clear competitive map.

Comparison pages and case studies drive conversions by addressing buyer doubts before deals stall.