Your content doesn't sound any different from your competitors
You're publishing. You're showing up. But nothing you create makes people think 'this company gets it.' You're just adding to the noise, not cutting through it.
Drive your Wedge
Content that drives your Wedge into the market
A content strategy built around what makes you different—so every piece of content reinforces why you're the obvious choice.
Your content strategy is built around topics, not differentiation
You're chasing keywords. Filling a calendar with trends. But none of it ladders up to why you're different.
The wrong content keeps getting prioritised
You've got great ideas sitting in a backlog. But can your team deliver? Safe topics, predictable formats that fill a calendar but don't move the needle.
A content strategy that makes your Wedge impossible to miss
We put your differentiation at the center of everything you publish.
What you walk away with
Content angles anchored to your Wedge
Not generic topics. Themes only you can own—built on what makes you different.
A messaging map that reinforces your position at every stage
Every piece of content you create should reinforce your position. Each touchpoint sharpens your Wedge. One consistent story.
A playbook for showing up where your buyers and community are
We audit where your buyers and community actually spend time — AI search, TikTok, LinkedIn, and more — then build platform-specific plans that adapt your Wedge to each channel's format and audience expectations, without diluting the core message.
How we deliver your content strategy
Define content angles only you can own
Based on where the market and your Wedge overlap in your buyers' world and pain points. Topics and conversations where your differentiation gives you permission to lead.
Know exactly what social channel (and why)
It's a different mindset for every platform. TikTok, Instagram, LinkedIn, Reddit. Let's define it for your customers.
A playbook for showing up where your buyers and community are
We audit where your buyers and community actually spend time — AI search, TikTok, LinkedIn, and more — then build platform-specific plans that adapt your Wedge to each channel's format and audience expectations, without diluting the core message.
Insights and resources
October 23, 2025
Insight
Your Audience Personas Were Built For Media Targeting, Not Storytelling
Traditional demographic-based audience personas fail at content creation. Learn how to build personas around customer transformation using the Ladder of Transformation framework.
Read article
October 16, 2025
Insight
The Five Types of Bottom of Funnel Content & How to Make Them
Part four of our content funnel series. Discover five strategic lenses for bottom-of-funnel content that converts trust into revenue — without ruining the vibe or going full car salesman.
Read article
October 9, 2025
Insight
The Five Types of Middle of Funnel Content & How to Make Them
Part three of our content funnel series. Discover five strategic lenses for middle-of-funnel content that transforms followers into customers — plus the ideal content mix to build trust and drive sales.
Read article
Frequently asked questions
What does a content strategy from Wedge include?
A Wedge content strategy includes content angles anchored to your differentiation, a messaging map that reinforces your position at every stage of the buyer journey, and a platform-specific playbook for channels like LinkedIn, TikTok, Instagram, and AI search. We define 3-5 content pillars that only your brand can own, give you a publishing framework with formats and cadence, and align everything to measurable KPIs. Your team knows exactly what to create, where to publish, and how to measure impact.
How is a Wedge content strategy different from a content calendar?
A content calendar tells you when to post. A Wedge content strategy tells you why each piece of content exists and what it should achieve. We build content around your differentiation, not trending topics or generic industry themes. Every piece reinforces your market position. The calendar is one output of the strategy, but you also receive messaging pillars, format guidance per platform, and a measurement framework that ties content back to business outcomes.
Do I need a differentiation strategy before Wedge builds my content strategy?
It's recommended but not always required. Your content strategy is most effective when built on a clear Wedge because every piece of content reinforces what makes you different. If you already have documented positioning or a competitive advantage your team agrees on, we can build directly from that. If not, Wedge can run a differentiation sprint first to establish the foundation, then layer the content strategy on top.
Which platforms does a Wedge content strategy cover?
We tailor the strategy to the platforms that matter for your audience. This typically includes LinkedIn, Instagram, TikTok, YouTube, and AI search, but not every brand needs every platform. We audit where your audience actually engages and recommend where to show up and where to skip. Each platform gets its own approach — same Wedge, different execution — so your message stays consistent but your format stays native.
Can my team execute the content strategy without Wedge's ongoing involvement?
Yes, that's the goal. Wedge builds content strategies designed for your team to run independently. You receive clear content pillars, format templates, publishing frameworks, and measurement guidelines. Everything is documented so your team can create on-brand content without starting from scratch each time or needing approval on every post. If you want ongoing support, Wedge also offers organic social and content execution services.