Give AI the brand context your marketing team never documented
We help tech companies turn scattered knowledge into a practical context system for AI-assisted marketing. Keep your brand consistent as you scale.
AI can only work with the context you give it
Your team is using AI to create more across channels. But if your company knowledge is scattered, it becomes harder to produce quality outputs and keep your brand consistent.
Company and product knowledge is scattered across people and docs.
Core knowledge is documented in one structured, usable system.
Core knowledge is documented in one structured, usable system.
Messaging shifts depending on who prompts and does the work.
Teams and AI tools work from the same positioning and messaging standards.
Teams and AI tools work from the same positioning and messaging standards.
AI-assisted content sounds like slop.
Content starts from richer inputs — output becomes specific and on-brand.
Content starts from richer inputs — output becomes specific and on-brand.
Product nuance gets lost or oversimplified.
AI and your team can explain the product with more clarity and precision.
AI and your team can explain the product with more clarity and precision.
How ready is your brand context?
You probably have pieces of brand context here and there. The question is whether that context is documented, current, and usable enough for your team and your AI workflows to rely on it.
What goes into your context kit
We work from ten areas of company knowledge — mining what is already written down and interviewing for what is not, then compressing it into your kit:
Positioning and messaging
Positioning statements, value propositions, messaging frameworks, and category narratives. A shared answer to what the company does, whom it serves, and what makes it different.
Voice, tone, and style guides
Voice and tone guidelines, writing style guides, and editorial standards your team and AI tools can actually follow in real content work.
Customer research
ICPs, buyer personas, customer interviews, and jobs-to-be-done. Helps marketing reflect how buyers actually evaluate and decide.
Product information
Product specs, feature docs, release notes, pricing pages, comparison sheets. Enough depth to explain complex offers accurately instead of flattening them.
Competitive intelligence
Competitor battlecards, market analyses, positioning matrices. Keeps your team clear on where the brand fits and which differences are worth emphasizing.
High-performing content samples
Your best blog posts, case studies, landing pages, and campaigns. Shows what strong, on-brand work already looks like in practice.
Thought leadership and POVs
Founder perspectives, company POVs, conference talks, webinar decks. Preserves the ideas that make your brand worth paying attention to.
Social proof
Case studies, testimonials, G2 reviews, and ROI data. Gives your marketing stronger evidence behind the claims it makes.
Internal wikis and docs
Notion pages, Confluence spaces, playbooks, onboarding materials, SOPs. Pulls scattered company knowledge into a context layer your team can use.
Undocumented knowledge
Unwritten brand rules, founder preferences, and norms that live in people's heads. The context that usually shapes the work most and is easiest to lose.
Want to see what you actually get?
See the full scope and priceDelivered as a real working system
Six documents, delivered as polished files for your team and markdown for Claude, ChatGPT, Gemini, or a custom GPT.
Voice, Tone & Style
Concrete writing guidance your team and AI tools can follow in real content work — not broad adjectives, but specific rules with examples.
Voice character
Sounds like a sharp, experienced practitioner — someone who has done this work, knows what "at-risk" feels like before a QBR, and has strong opinions about what actually works. Not academic. Not sales-y.
Voice attributes
Say what you mean without hedging or padding. Precision over politeness.
Use numbers, scenarios, and real customer language. Name the thing.
We have a point of view and we share it. Not the loudest — the most prepared.
We write for people already in the work — not buyers who need convincing.
Apply it across your AI-assisted marketing and sales workflows
Content creation
AI gets the background it needs before writing, so the output starts closer to your actual positioning and editorial standards — not generic slop.
Campaign planning
Explore campaign angles, audience-specific messaging, and channel variations without drifting away from your brand strategy.
Content repurposing
Turn webinars, interviews, sales calls, and long-form assets into channel-specific content without flattening the original nuance.
Sales enablement
Create better follow-up emails, one-pagers, objection-handling content, and battlecards tied to real customer concerns.
Thought leadership
Capture the company's real point of view so AI can support posts and articles without making them sound generic.
Team onboarding
Help new team members and contractors understand your company faster with a clear working foundation, not scattered links.
How we build your brand context system
A structured 2–3 week process from intake to handoff. You get a working kit your team can use from day one.
Intake & review
Days 1–2You fill a short intake form. We review your existing brand documentation to understand what context already exists, where it sits, and what is missing. Most reviews reveal more gaps than teams expect.
Gap map + interview guideInterviews
Days 3–5Two or three 60-minute interviews with the people who hold the missing context — founders, PMs, sales, customer success. The goal is to surface what has never been written down.
Recorded insights + raw materialBuild
Days 6–10We combine your existing materials with insights from the interviews to write the six documents: positioning, voice, buyer context, product brief, AI setup, and workflow guidance.
First drafts of the full kitReview
Days 11–14Two rounds of review with your team. We adjust wording, sharpen the examples, and make sure every document reflects how you actually talk about your product.
Revised, approved documentsHandoff
Day 15You get polished docs for the team plus markdown files ready to drop into Claude, ChatGPT, Gemini, or a custom GPT — with the prompt library and review checklist set up.
Working kit + prompt library
Pricing
One fixed-scope engagement, one price. Everything your team and your AI tools need to produce consistent, specific, on-brand output — no phases, no open-ended retainer.
Brand Context Kit
The context your AI workflows need to produce more consistent, specific, on-brand output, delivered in one fixed-scope engagement.
Every engagement starts with a short call — no commitment.
Positioning statement, category framing, value propositions, messaging pillars, and differentiation angles.
Voice attributes with examples and anti-examples, tone by channel, vocabulary, banned phrases, and the writing rules your team never wrote down.
Goals, pains, objections, buying triggers, and the language buyers actually use.
A clear, accurate description of your primary offer that your team can use in any format or channel without flattening its nuance.
Prompt-ready context blocks, a starter prompt library, and a content review checklist.
How to use the kit in your day-to-day AI workflows, plus what to update, when, and how to keep your context current.
Polished docs for your team, plus markdown files ready for Claude, ChatGPT, Gemini, or a custom GPT.
A short intake form, two or three 60-minute interviews, and two rounds of review.
More than one product or audience? Let us scope it together — additional products are quoted at a reduced rate.
Built for tech companies that want better AI output instead of slop
This service is a fit if your team is running into any of these situations:
Who's behind Groundwork
Hey, we are the founders of YEM, a brand strategy and content agency built exclusively for tech companies. Many of our clients kept hitting the same wall. They were trying to scale marketing before they had the brand context to support it. Groundwork is here to close that gap.
& content expertise
companies served
in B2B tech
Growth strategist with 10+ years helping tech companies clarify their positioning and go-to-market story. At Groundwork, he leads discovery: surfacing the commercial logic, customer insight, and internal knowledge that rarely make it into formal brand documents.
LinkedIn
Content strategist and editor with 10+ years in B2B tech. At Groundwork, he turns product nuance, SME knowledge, customer language, and unwritten editorial preferences into clear context that marketing teams and AI tools can actually use.
LinkedInCommon questions
Before you ask AI to create more content, give it better context
AI will not magically understand your brand, customers, product, positioning, or editorial standards. You need to give it the context your best marketers and writers already use — and make that context reusable across your team.
We'll help you document and structure the brand and marketing knowledge your AI workflows need to produce better content.