About this field guide
Every marketing team has one content planner. Most have three. The Calendar Keeper never misses a Tuesday. The Traffic Chaser keeps the sessions chart pinned in Slack. The Budget Defender wants the ROI, then wants it again.
This field guide profiles each species by its search history, its habitat and the meeting that exposes it. Each one is right about something, and each one leaves some buyers with nothing. The guide shows where, and what to do about it on Monday.
What's inside
- A nine-question quiz: score yourself, then hand it to the team. Most teams are a mix.
- Eight species profiles: the Calendar Keeper, Template Collector, Tool Shopper, Traffic Chaser, AI Whisperer, Budget Defender, Framework Borrower and the rarely sighted Coverage Planner.
- A field kit for each: what they can't see, the instinct worth keeping and a one-hour play to run on Monday.
- A 30-minute coverage audit: a worksheet that maps the last two quarters of content by buying role and funnel stage.
- Your team, by species: what your mix of planners says about your blind spots.
The TL;DR
- Every species is right about something. Calendars, templates, tools, search data, AI visibility, ROI and scoring frameworks are all useful inputs.
- Trouble starts when one input decides everything. Your species' blind spot becomes the whole team's.
- Search volume isn't buyer need. Some of the most valuable questions in a B2B deal get almost no monthly searches.
- Tools move work faster. They don't decide which work matters, so a faster workflow can ship the wrong content sooner.
- The revenue plan is the tiebreaker. Keep every input, and build where the plan is exposed first.
