# Timothy Truxell
> Enterprise content strategy leader
Public Ghost content for AI and LLM tooling. Use `/llms-full.txt` for consolidated page and post context.
Append `.md` to any post or page URL to get the content in Markdown (for example, `/example-post.md`).

## Pages
- [About Me](https://www.truxell.net/about.md) - Enterprise Content Strategy Leader 25+ years building scalable content operations for Fortune 500 companies helping them transform how they approach content My CV I've been working in content strategy since 1998, when the discipline was just beginning to emerge at various agencies independently. I'…
- [Contact Me](https://www.truxell.net/contact-me.md) - Let's have a conversation I'd love to hear from you. I'm currently pursuing senior content roles—VP of Content Strategy, Chief Content Officer, or Director-level positions. If you're hiring for one of these roles, or if you'd just like to discuss content strategy, Contact me a variety of ways: Dire…
- [Home](https://www.truxell.net/home.md) - Enterprise content strategy leader 25+ years building scalable content operations and governance frameworks for Fortune 500 companies Hello. I'm a content strategy leader with 25+ years experience. In that time, I've built scalable content operations for some of the world's biggest brands. I've man…
- [My portfolio](https://www.truxell.net/portfolio.md) - Examples The breadth and depth of work I have brought to bear for my clients. See example deliverables for clients in many industries. Below you will find examples of the work I've produced for my clients. Some of it is necessarily sanitized to preserve client confidentiality, but the gist should s…
- [Services](https://www.truxell.net/services.md) - A breakdown of the services I provide by area: content experience, content delivery, and content governance.
- [Tags](https://www.truxell.net/tags.md)
- [Timothy Truxell CV](https://www.truxell.net/timothy-truxell-cv.md) - Content and experience strategy executive with 25+ years leading enterprise content practices for global brands.
- [Work](https://www.truxell.net/work.md) - Representative examples of my work across industries and activities.

## Posts
- [Narrative and meaning](https://www.truxell.net/narrative-and-meaning.md) - Meaning isn't made from scratch. It's received— differently by everyone who encounters it. Narrative is the work of reconciling those differences without flattening them into something false.
- [Content is a platform](https://www.truxell.net/content-is-a-platform.md) - Content isn't a campaign, a style guide, a CMS default interface, or a governance afterthought. It's the platform other things run on—and the experience is the only thing that proves it's working.
- [AEO and GEO aren't a tactics problem. They're a platform problem.](https://www.truxell.net/aeo-and-geo-arent-a-tactics-problem-theyre-a-platform-problem.md) - AEO and GEO aren't a tactics problem. They're a platform problem. Schema markup doesn't create structure—it reports it. Here's what it actually does.
- [The experience is the platform's only job](https://www.truxell.net/the-experience-is-the-platforms-only-job.md) - The platform, the voice system, the content model, the governance structure—none of it is the point. The experience a person actually inhabits and remembers is the only reason any of it is worth building.
- [The operating model problem isn't new](https://www.truxell.net/the-operating-model-problem-isnt-new.md) - CMOs are told their AI problem is really an operating model problem. Content strategists have argued this for twenty years. AI didn't create the gap between governance and accountability—it just made ignoring it expensive.
- [The content strategist as maker](https://www.truxell.net/the-content-strategist-as-maker.md) - Most content strategy fails not because the analysis was wrong. It fails because no one in the room could hear what the content was actually saying.
- [We gave everything a new name and called it progress](https://www.truxell.net/we-gave-everything-a-new-name-and-called-it-progress.md) - The content field has been naming and renaming itself for two decades. Content strategist, content designer, UX writer, content marketer. Different titles, overlapping work, growing confusion. Here's what the proliferation cost, and what coherence would actually look like.
- [Lions and tigers and bears, oh my! A Field Guide to content practitioners](https://www.truxell.net/lions-and-tigers-and-bears-oh-my-a-field-guide-to-content-practitioners.md) - Content strategists, content designers, UX writers, content marketers—same forest, different animals. A field guide to content for executives who keep getting lost.
- [A content model is architecture](https://www.truxell.net/a-content-model-is-architecture.md) - A content model isn't a CMS configuration or a spreadsheet of content types. It's the architecture that determines whether your content platform scales or fragments. Here's what that means in practice.
- [What a fractional content leader actually does (and what they don't)](https://www.truxell.net/what-a-fractional-content-leader-actually-does-and-what-they-dont.md) - Most organizations hit an inflection point where content stops being a production problem and starts being a leadership problem. Here's what a fractional content leader does—and whether you need one.
- [Content is a platform, not a campaign](https://www.truxell.net/content-is-a-platform-not-a-campaign.md) - Most organizations budget content as a marketing expense. That's the misclassification. Content isn't a campaign deliverable—it's a platform.
- [Voice is a system, not a style guide](https://www.truxell.net/voice-is-a-system-not-a-style-guide.md) - Brand voice consistency doesn't fail because of bad writing. It fails because most organizations treat voice as a documentation instead of an infrastructure. A style guide captures intent—but it doesn't create behavior. Learn what a real brand voice system contains.
- [The history of content strategy and me](https://www.truxell.net/the-history-of-content-strategy-and-me.md) - A brief history of content strategy as I lived it from the beginning.
- [Is generative AI the answer for content?](https://www.truxell.net/is-generative-ai-the-answer-for-content.md) - AI models are powerful and can do a lot of things. But should one of those things be creating a deluge of contents?
- [The power of taxonomy](https://www.truxell.net/the-power-of-taxonomy.md) - How taxonomy powers modern customer experiences and is the foundation of Digital Success.
- [The great AI copyright heist](https://www.truxell.net/the-great-ai-copyright-heist.md) - How big tech stole everything to build AI empires, trampling creator's rights along the way.
- [All the brands](https://www.truxell.net/all-the-brands-2.md) - Some of the brands I've worked with over the many years. These span over 25 years of work, both on the agency and client side. 7 agencies 5 names for one of those agencies (Sape folks know) 3 client side positions 1 Open for work sign, with "Gone Fishin'" on the back
- [Lots of tech](https://www.truxell.net/all-the-brands.md) - So many content management systems. So many ways to think about content. One real driving principle—content lives separate from the design from a tech perspective. From headless to WYSIWYG back to headless (and now headless and naked!)
- [Where else can you find me?](https://www.truxell.net/coming-soon.md) - Ok, so I'm launching this site to represent me as a contract resource or a fractional solution to your content problems. Call this an AB test. What works better? Do I lead with a corporate and agency approach? I have rubicon.cx for that. Personally, I experiment with things and natter on about musi…
- [ChatGPT, or how I learned to stop worrying and not hate AI](https://www.truxell.net/chatgpt-or-how-i-learned-to-stop-worrying-and-not-hate-ai.md) - ChatGPT has kicked off a fresh round of hand wringing by content professionals, but I'm not sure the news is all bad.
- [Incredible infographic](https://www.truxell.net/incredible-infographic.md) - This infographic posted to Facebeook by the Baltimore City Health Department is briliant
- [Truly immersive content has arrived](https://www.truxell.net/immersive-content-strategy-becomes-more-real.md) - With the quarantine, users began to look to bring those richer...
- [My city burned last night](https://www.truxell.net/my-city-burned-last-night.md) - I'm not sure how to really approach this. I'm angry. I'm sad. I'm outraged. I'm depressed. I'm using this image way too much these days, but the alternative is a black block.
- [Content in a Plague Year](https://www.truxell.net/content-in-a-plague-year.md) - As the entire planet struggles to come to terms with its new reality in the phase of the novel COVID-19 pandemic, I’ve begun to reflect a bit on the ramifications for what it is that we do. It would be very easy right now to pat ourselves on the backs and say something like “your content is now more
- [The end of personalization?](https://www.truxell.net/the-end-of-personalization.md) - At least that what the headline of this report from Gartner implies. Ignore the headline folks, only a few companies are even equipped to deal with the level of personalization that they are talking about, and that requires deep data and lots of smart systems running on the back-end. Only a couple o
- [Where is the brand in SharePoint Modern?](https://www.truxell.net/where-is-the-brand-in-sharepoint-modern.md) - I spent a fair amount of time on SharePoint Modern projects in the last year of so, and you know what, I often found myself asking this same question. In the quest for easy implementation and out-of-the-box functionality, a lot is often left by the wayside. Look, I get it. Companies have to deal wit
- [Brand and experience](https://www.truxell.net/brand-and-experience.md) - Interesting discussion about customer experience vs. brand...
- [Wal-Mart has a blog](https://www.truxell.net/583-2.md) - Believe it or not, I come not to bury Wal-Mart, but to praise it.
- [Brand Obama](https://www.truxell.net/brand-obama.md) - A Newsweek blog has an interesting post describing how Obama's branding efforts are more thorough and complete than any campaign thus far
- [Don't "Click Here"](https://www.truxell.net/dont-click-here.md) - One of the things that it seems that I always have to tell my clients is avoiding using "Click Here" as a link
- [This is my career on drugs](https://www.truxell.net/this-is-my-career-on-drugs.md) - Here is the full text of a legitimate business e-mail I just sent in response to a request for helping out with a couple of hours of content work for a project I'm not assigned to:
- [What I am going on about here anyways?](https://www.truxell.net/what-i-am-going-on-about-here-anyways.md) - I've found that I repeat myself a lot from engagement to engagement, so this became a thing...

## Optional
- [RSS Feed](https://www.truxell.net/rss/)
- [Sitemap](https://www.truxell.net/sitemap.xml)
- [Full content of pages and posts](https://www.truxell.net/llms-full.txt)