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Joel Nihlean

Content
Strategist

 

PORTFOLIO

Shaping big, messy
ideas into sharp,
compelling
narrative

I create and execute on strategies that connect brand goals to audience needs—bridging big-picture vision with the right words, visuals, and channels. From campaign concepts to content ecosystems, I help B2B and B2G brands communicate with purpose and impact.

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THE BIO

A writer at heart and content marketer by trade, I take complex ideas and building bold, precise narratives that move people. Years drumming for a touring punk band taught me timing, intensity, and how to keep an audience locked in—skills I now bring to brand storytelling. Drawing on influences from music, policy, outsider art, and political persuasion, I build frameworks that cut through the noise and make brands impossible to ignore.

THE APPROACH

Content is only powerful if it works on every level— message, medium, and moment. I start by finding the story worth telling, then build a framework that ensures it lands with the right people in the right way. Throughout, the focus remains on clarity, cohesion, and creative spark to make sure every piece supports the bigger narrative.

Strategic Insights

B2Boring

Don't B2Boring: Facts May Seal the Deal, But Feelings Win the Shortlist

Emotions drive decisions first and data justifies them—here’s how marketers can leverage the heart to close the loop.

AIBlender

Google’s a Mooch. Don’t Feed The AI Blender (Do This Instead)

Zero-click AI search is breaking the SEO deal. Content marketers must stop chasing rankings and work to reach real audiences.

ThoughtLeadershipDead

AI Killed Thought Leadership — Long Live the Thought Leader!

With AI leveling the knowledge field, thought leadership isn’t about facts—it’s about authenticity, perspective, and meaning.

AINoise

Your Brilliant Content Is Drowning in AI Noise

Just creating B2B content isn’t enough—marketing it with smart distribution, repurposing, and positioning helps you drive demand and results.

Work that works.

See how I connect brand goals with audience needs through smart strategy and creative execution.