The Storytelling Lab The Real Work Behind a Great Content Strategy with Kristen Sweeney
Mar 2, 2026
Kristen Sweeney, founder of Every Little Word and specialist in B2B, life sciences, and higher education communications, breaks down the invisible work behind strong content. She discusses messaging frameworks, content operations, extracting real insight from experts, differentiating in regulated industries, and making perspective-driven work instead of generic information.
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Use Individual Voices In Regulated Sectors
- Regulated industries like pharma must weight accuracy over personality, limiting corporate-level differentiation.
- Kristen suggests using individual thought leaders to surface unique perspectives without breaking corporate compliance.
Expertise Hidden In Heads Blocks Scale
- B2B professional services often struggle to codify their expertise into repeatable frameworks.
- Kristen notes their 'secret sauce' lives in people's heads, making clear start-to-finish processes rare but essential.
How Client Guidelines Fixed Misfires
- Kristen recounts creating a detailed Client Communication Guidelines doc after early misfires.
- It included email phrasing, approval assumptions, highlight colors, and 'ask one question per email' rules.