Gerry Carpenter

Strategy is more than deciding what to publish.

Good content strategy starts with the business and audience problem—not the content calendar.

I use audience research, search behavior, analytics, brand strategy, and customer-journey analysis to determine what content should exist, what role it should play, and how it should contribute to broader marketing objectives.

Content strategy
From annual and quarterly planning to channel strategy and editorial recommendations.

Full-funnel thinking
Connecting content across the customer journey and identifying gaps, dead ends, and missed handoffs.

Data-informed decisions
Using performance data to determine what to optimize, elevate, consolidate, retire, or reinvest in.

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The best content operation is one that gets better over time.

Managing content at scale requires more than talented writers and editors. It requires the right processes, tools, standards, and operating rhythms.

I work on the infrastructure behind content marketing—from intake and prioritization to analytics, QA, content libraries, digital assets, reporting, and cross-functional collaboration.

The goal is simple:

Make it easier for good people to do good work consistently.

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AI should scale the team—not just the individual.

I’ve been using AI to turn repetitive content-marketing work into reusable team capabilities.

Rather than treating AI as simply a faster way to produce content, I’ve built and institutionalized workflows to:

• Evaluate content performance and inventory data to determine where to optimize, consolidate, retire, or reinvest.
• Connect content inventory, brand strategy, analytics, and customer journeys to identify gaps and opportunities.
• Turn complex content-performance data into clear insights and leadership-ready recommendations.

The important part isn’t the tool.

It’s turning something that works once into a system the team can use repeatedly.

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