Most CMOs think their content strategy is a production problem. In reality, it’s a systems problem.

Emily Kramer, co-founder of MKT1 and former marketing leader at Asana and Carta, often talks about how content should be treated like intellectual property and not just something you publish, but something you structure, version, repurpose, and layer with intention.

If you’re a CMO looking to build a sustainable pipeline and brand equity, the key isn’t making more content. It’s building content like a product.

Content is IP, Not Just Output

Emily’s core principle is simple: content should be unique and reusable with clear differentiators. That means treating your content library like a product roadmap.

"Much like your product solves a big problem for your audience, so should your content." — Emily Kramer, Content as a Product

The best content assets aren’t blog posts for blog posts’ sake. They are proprietary data reports, frameworks, expert takes, and unique points of view that your audience can’t find anywhere else. These are the kinds of assets that earn AI search mentions, citations, drive pipeline, and get shared by both humans and agents.

GACCS™: A Strategic Filter for CMOs

Before creating any piece of content, Emily recommends applying the GACCS™ framework:

• Goals – What outcome are you driving (influence, conversion, visibility)?
• Audience – Who is this for? What specific job are they trying to do?
• Creative – What is the unique angle or asset type?
• Channels – How will it be distributed, reused, or extended?
• Stakeholders - Who is involved

“The general rule here is you need to figure out what content to bet on. What has the potential to drive a lot of traffic? What has the potential to be a “lead magnet”? What can your company create that no one else can create?” —Emily Kramer, Content as a Product

This isn't just a tool for content marketers. It's a filter CMOs can use to ensure every content investment is strategically aligned and competitively differentiated.

The 30% Juice Rule: Don’t Overdo Product Content

CMOs often default to content that revolves too closely around their product — but Emily warns against this.

“When identifying problems your audience faces, remember you aren’t limited to things your product directly solves for.” — Emily Kramer, Content as a Product

She calls this the “30% juice rule,” inspired by a juice company that focused only 10% of its content on its actual product. For B2B startups, a better balance is 30% product-focused content (“juice”) and 70% problem-solving, educational, or tactical content that addresses your audience’s broader challenges.

This kind of content mix builds trust and visibility at the top and middle of the funnel, far before a prospect is ready to buy.

Content Mileage: Don’t Let Great Ideas Die After One Post

One of Emily’s most tactical and valuable ideas is maximizing content mileage.

“Don’t stop at one post or asset per content idea. Slice it, dice it, add it together again, repurpose it, redistribute it, update it, expand on it.” — Emily Kramer, Content as a Product

This principle gives CMOs a blueprint for getting more from the content assets their team produces. A single high-quality content asset can become a webinar, a sales resource, a carousel, a customer onboarding module, and an AI-surfaced snippet.

Fuel vs. Engine: Content Powers the Whole GTM Motion

In her editorial calendar and strategy guidance, Emily reframes content as the fuel that powers the engine of go-to-market.

“Many startups make too much fuel, and lack a strong engine.” — Emily Kramer, Content Strategy Part 2

This is a mindset shift for CMOs. Content is not just for brand or SEO, it’s the connective tissue between marketing, product, and sales. When structured correctly, content becomes the bridge from awareness to revenue.

Content Is a Workflow, Not a Silo

Great CMOs build content systems that mirror product orgs, with briefs, retros, ownership, and shipping cadence. Content moves through the org like a workflow, not a series of disconnected requests.

This model supports cross-functional collaboration: PMM-led messaging, content engineer enablement, and demand gen distribution loops. It’s how modern teams ship fewer, better assets that work across the funnel.

What This Means for Brand Visibility and Pipeline

Emily’s approach is built for modern visibility. By focusing on differentiated content, reusable assets, and audience-first strategy, she ensures your content doesn’t just get published — it gets seen, cited, and trusted.

• Problem-first content aligns with how buyers actually search and learn
• Proprietary frameworks and data build authority and influence
• Systematic repurposing keeps your brand visible across every stage and surface

Content built this way shows up in the right conversations, across the right channels, at the exact moments buyers are making decisions.

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Emily Kramer is the creator of the MKT1 Newsletter (60,000+ subscribers) and Dear Marketers podcast, a former marketing executive, and a top voice on B2B startup marketing. As the founder of MKT1, she’s helped hundreds of startups build marketing from the ground up and reached millions through advising, investing, writing, and teaching. Previously, Emily led marketing at Asana, Carta, Astro (acquired by Slack), and Ticketfly (acquired by Eventbrite), joining as the first-ish marketer and scaling teams through rapid growth.

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