Content that moves the business.
Not just engagement.
Name what you need people to do, like book a demo. Structural Content reads your sales calls, CRM, support chats and more to find what's stopping them, and tells you which content to make to get them there.
Built by Sebastian Messerer, who scaled an AI-driven content system across 13 countries at Amazon
Try it on your number.
See Structural Content work through a company's own data, from the number you pick to the content worth making right now. It takes two minutes.
Your keyword list looks like your competitors'? It doesn't have to.
Most content plans start from keyword tools and competitor research, so everyone ends up with the same plan. Add what your own buyers have told you, and here's what changes.
Example: CloudBox, online backup for businesses (fictional).
Same team, same channels, different bets. Before, your content brought in traffic. Now it brings in customers.
How it works
It does what a great content strategist would, if they could read every call, chat and deal, and never stopped.
Pick the number you need to move.
Demo requests, trial sign-ups, qualified pipeline: the one under the most pressure.
Connect everything you know about your buyers,
from sales calls to support chats, plus outside data like search volumes.
Get the campaigns that move it.
Structural Content finds who has to move for your number to move, and what's stopping them, and turns each group into a content campaign: a brief, and the pieces to make, in your content board.
Publish them, and watch the number that matters.
Each campaign reports what it did to demo requests, sign-ups or pipeline. Structural Content keeps track of how close you are to your number, and suggests what to do next until you get there.
Be taken seriously by your CFO.
Lots of traffic is great. But when your CFO asks, "And what did that traffic bring us, for five figures a month?", things get awkward. With Structural Content, you can answer: "This campaign was aimed at the enterprise prospects who visit our site. 25 more of them booked a demo than the quarter before. That's worth about $150,000 a year in new revenue."
New ways to win customers, hidden in your own data.
Win more of your best customers.
Find the customers who buy fastest and stay longest, and what made them buy, in their words. Aim your campaigns at more companies like them.
Find the customers you didn't know you had.
Spot the group that keeps buying from you without ever being targeted: a role, an industry, a company size. Give them a campaign of their own.
Win back the near-misses.
Find the people who look like your best customers but never asked for a demo or started a trial, and what held them back.
Answer the first question before they ask it.
Find the question your buyers ask first on every call and chat, and answer it in your content, so more of them ask for the call.
Stop paying for people who never buy.
Find the groups that click and sign up but never become customers, and move that budget to the groups that do.
Say what only you can say.
Find why buyers chose you over the alternative, from won deals. Your competitors can't copy that message, because they don't have those calls.
Opportunities like these were always in your data. But finding them meant reading thousands of calls, tickets and CRM records, and no team had the time. With the help of AI, Structural Content reads all of it, all the time, and tells you which opportunities will move your number most.
Built on what worked at Amazon.
Hi, I'm Sebastian, a content strategist in Berlin. For more than ten years I've made content that gets people to act, for brands like Amazon, Adobe, Allianz and Corning: international campaigns, measurement frameworks, multi-million-euro video budgets, and award-winning work.
Most recently, at Amazon, I led B2B content strategy for Germany, the UK and Ireland, and ran the international channel strategy for Amazon Logistics' delivery partners. There I built AI-driven planning systems that scaled across 13 markets and more than doubled conversion on the actions they targeted. They started from what Amazon needed its partners to do, and found what was stopping them in Amazon's own data.
Structural Content is a new, much better version of that approach, built from scratch for B2B marketing teams. When you ask for an audit, I run it with you, using the software. After that, Structural Content runs on its own, and you still have me to talk to.
Worked with Amazon · Adobe · Allianz · Corning
Read the founding essay, as featured in TLDR Marketing →
Connect with me on LinkedIn →Fair questions
Isn't this just an attribution tool?
No. Attribution looks back at which content worked. Structural Content looks ahead: it finds what's stopping your buyers, tells you what to make about it, and then checks whether it moved your number.
Does this mean I stop doing what I do now?
No. Same channels, same team, same tools. What changes is where your money goes. You keep the search terms and campaigns that bring in customers, add the ones only your buyers use, and stop spending time and money competing for terms that only bring in engagement that doesn't convert.
Couldn't we build this ourselves? Isn't it just Gong with an LLM?
You could try: drop your sales calls into an LLM and ask what's stopping your buyers. You'll get answers that sound good. Getting campaign briefs your team would use as they are is the hard part: connecting everything reliably, deep content strategy and AI engineering working together, months of work, and upkeep after that. Not convinced? The free audit lets you compare what Structural Content finds with what you could build yourself.
Isn't this just an SEO tool?
SEO tools start from what everyone searches for, so you get the same list as your competitors. Structural Content starts from what's stopping your buyers, which only your data knows, then finds the searches that reach them.
Is it an AI writing tool?
No, on purpose: there are plenty of good ones already. Structural Content gives you unusually rich briefs, so whoever makes your content, your AI tools, your agency, your team or a mix, knows exactly what to make and can make it fast.
Isn't this an intent-data or ABM tool?
Those start from outside signals about who might be in the market. Structural Content starts from your own customers, finds who to win and why they'd buy, and can then use outside signals to find more like them.
Isn't this stepping on sales' or CS's toes?
No. Sales and CS work one-to-one, especially with your biggest accounts. Marketing reaches whole groups at once: before the sale, and after it in lifecycle marketing, from onboarding to cross-sell. Structural Content does the group part, using what sales and CS already know. Say your CS notes show that customers who back up the whole company in their first week stay three times longer. It can suggest a campaign that brings in more companies like them, and an onboarding series that gets every new customer there in their first week.
Is it more work for my team?
Less than today. Deciding what to make usually takes research, workshops and debate, or briefing an agency and reviewing what comes back. With Structural Content, you connect your data once, and campaigns arrive in your content board as tickets, already briefed and ranked. Your team reviews them and makes the pieces, as it does now.
Is our data safe?
Here's exactly how we handle it. Your data stays in the EU, on Amazon's servers in Frankfurt. The AI runs on Amazon Bedrock, which stores nothing, and your data is never used to train any model. One sub-processor (Amazon), everything deleted within 30 days of the end, with written confirmation. No SOC 2 yet; you can review our full data processing agreement and security measures instead. See how we handle your data →
Get a free content audit for your 2027 plan.
Pick the number that needs to move most next year. Send the buyer data you're comfortable sharing, with names taken out. Within a week, get back the campaigns that would move it.
Free for the first 10 teams, because I run each one myself · Data processing agreement signed first · After the audit: from $2,500 a month