6x
Content output
Ektha Surana
Good marketing is a thinking problem
With so much advice about what works, knowing what matters is half the work.
Marketing has no shortage of advice. There's always a new tactic to try, a new channel to master, or a new metric to chase. Marketing has become very good at giving us more things to do and numbers to watch.
I'm interested particularly in these questions: what are we trying to achieve, what will get us there, and how will we know?
80%
Editor load reduced
BUILD
My approach to content comes down to five things.
I call it BUILD.
B — Brand
What do you want to be known for?
A brand is more than what a company says about itself. It's the idea people come to associate with it, the problems they trust it to solve, and the reasons they choose it over the alternatives. That kind of recognition doesn't come from saying everything to everyone. It comes from knowing what you stand for, whom you serve, and what you want people to remember. Before deciding what to publish or promote, you need to know what you're trying to make known.
What I work on
What I work on
Field Notes
Field Notes
This is my corner of the internet for the work, ideas, and questions I'm exploring along the way.
01
Content teams still don't know what success looks like
We have plenty of metrics. What we need is a clearer link between what the content was meant to do, the evidence, and the decision.
02
Content teams are confusing activity with progress
AI makes it easier to build new things. That doesn't make every idea worth doing.
About
A little about me
I'm a content and SEO marketer who enjoys the intersection of language, strategy, and systems.
My work has made me increasingly interested in the questions beyond the page: how companies position themselves, how buyers discover and evaluate products, how marketing teams work together, and how we can use AI thoughtfully without sacrificing editorial quality.
I enjoy making complicated things easier to understand, finding the sharper argument, and asking whether the work we're producing is actually solving the problem.
This is my corner of the internet where I bring together the work, ideas, and questions I'm exploring along the way.
Testimonials
I've outsourced the bragging.
Writing about yourself is easily the worst part of having a website like this. So I asked people I've worked with to do it for me.
“
One of the most capable content marketers I've worked with. Strong grasp of ICPs and the fundamentals of content marketing and a real sense of ownership. She consistently creates SEO-driven content that is strategically aligned and delivers measurable impact.
Jainam Desai — SEO Manager, Uniqode
“
Ektha is very professional and versatile with her content writing. I was very impressed with her content. Highly recommend her for content writing and SEO writing services.
CA Ayush Mehta — Founder, HireGenie
“
Ektha is the rare content leader who can architect an AI workflow, lead a pod, and still write the flagship piece herself. She raised the editorial standard for the whole team.
Namita — Content Manager
Have a good question?
I'm always interested in thoughtful conversations about content, search, brand, and the evolving craft of marketing.
If something here made you think, I'd love to hear about it.