INTERNAL TESTING: We’ve put decades of experience into every worksheet you’ll find here and, more importantly, we use them ourselves! With every single client, we’ve stress-tested these worksheets to the limit and tweaked and perfected them to make sure their brand publications run like a well-oiled machine.

SCIENTIFIC INSIGHTS: Behind every successful brand publishing strategy is a crazy amount of research. We’ve pored over case studies from publishing heavyweights, like The New York Times and Buzzfeed, to find out what makes content shareable and engaging. We’ve applied insights from marketing experts like Jonah Berger and Nilofer Merchant — as well as case studies from top brand publications like Adobe’s CMO.com and even Snoop Doggy Dogg’s Merry Jane — to find out what makes them so successful. We’ve even studied social and psychological practices (why do people share things? What does your tone + voice say about your brand personality?) to help you write dope copy for your audience, just like Snoop.