Content and copy are frequently treated as separate skillsets, and sometimes content gets broken down even further by channel, fragmenting messaging and making it hard to align on how to talk about the brand, the product, and its benefits.

But what if instead we treated all of the content, from ads to knowledge base articles, as one ecosystem?

This is how Erika Kramarik and Daniel Prindii approach this task in their work. In our conversation, they’ll take us behind the scenes of helping Omnivore (now acquired and shut down) go from speaking predominantly to early adopters start attracting, converting, and retaining early majority users.