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Tommy Walker is a content marketing strategist and founder of The Content Studio, who pioneered content programs at Shopify Plus and served as Global Editor-in-Chief at QuickBooks.

Here’s some of my takeaways from this week’s episode…

1/ 🎭 Want vs Need > Surface Solutions

Marketing often addresses surface wants (better landing pages, more traffic) but neglects deeper psychological needs (validation, job security, creative autonomy). Understanding and addressing both layers creates more resonant content.

2/ 🎯 Find The Common Spark

Don’t segment audiences into endless personas. Instead, identify the core motivation that unites your target customers (eg, Shopify Plus: “making their dent in the universe” vs QuickBooks: “independence on their own terms”).

3/ 🎬 Content Calendar = Story Arc

Structure content like a TV season: Break quarters into acts, months into episodes, pieces into scenes. Each needs clear objectives, conflicts, and story beats that build toward resolving your audience’s central challenge.

4/ 🎨 The 70/30 Archetype Rule

Identify your audience’s primary archetype (70%) and secondary influence (30%). Understanding their values, fears and success strategies helps craft content that truly resonates with their worldview.

5/ 👥 Map The Functional Cast

Your audience doesn’t operate in isolation. Create a “show bible” documenting the key players (allies, antagonists, mentors, gatekeepers) who influence their decisions and shape their story.

6/ 🔄 Setup & Payoff Content

Create content that references back to previous pieces and foreshadows future ones. This builds anticipation and increases retention rates 50-60% by making content more “bingeable.”

7/ 🗣️ Words Behind Words

Don’t just write surface-level content. Map the subtext and emotional undercurrents, like screenwriters do before writing dialogue. This adds depth that resonates with readers’ unstated needs.—

Where to find Tommy Walker:

* The Content Studio: https://www.thecontentstudio.com/

* LinkedIn: https://www.linkedin.com/in/tommyismyname/

* X: https://x.com/tommyismyname

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In this episode, we cover:

00:00 Opening Question on Words and Weapons02:15 Stanislavski Method and Marketing08:54 Applying Acting Methods to Landing Pages14:02 Experience at QuickBooks and Customer Personas19:52 Content Strategy and Common Threads25:04 Storytelling in Content Marketing30:15 Content Calendar Structure35:42 Breaking Down Content into Acts40:12 Strategic Content Planning Example45:26 Functional Cast Design50:18 Using AI in Content Strategy55:32 Jungian Archetypes in Marketing1:04:47 Breaking Bad Case Study1:09:10 Final Thoughts on Content Creation

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Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com