Content Squared
Where AI-Generated or Crafted Content Meet Brand Strategy
AI Tools
Fast. Efficient
AI Handles the Words. We Shape the Meaning.
Brand Strategy
Emotional. Aligned
AI Content Generation
Speed and Scale
Logic & Pattern Matching
At Content Squared, we believe AI is a powerful tool — but not a creative compass.
Used wisely, AI can deliver content fast: articles, summaries, social posts, even sales pages. It’s an efficient left-brain engine, helping marketing teams scale output and save time.
But content alone doesn’t build a brand.
It takes right-brain strategy — emotional intelligence, voice consistency, persuasive framing, and deep audience insight — to connect that content to your market and your mission.
That’s where we come in.
We can use AI to generate raw ideas or drafts — then refine, reshape, and elevate them into content that squares with your brand identity. Alternatively, we can craft editorial-grade content incorporating your brand messaging and brand value proposition in a nuanced manner from the outset. We shape AI where it makes sense — and craft brand-true, editorial-grade content where it counts … the kind that builds trust, not just traffic. Either way, strategy comes first, and it drives the messaging and the words that carry it.
If you're exploring how to harness AI in your marketing, we’ll help you make it smart, strategic, and aligned with your brand.
Voice Consistency
Audience Empathy
Positioning & Messaging
Emotional Nuance
Three Pillars of Service
Strategy
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Creative Briefs
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Communication Plans
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Positioning Statements
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Value Propositions
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Brand Strategy
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Merger/Acquisition Communications
Copywriting
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Product & Technical Writing
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Brand Storytelling
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Sales & Promotional
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Executive Speeches
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Press Releases
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Video Scripts
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Training Materials
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Websites & Blogs
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White Papers
Design & Production
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Brochures & Catalogs
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Case Studies
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Interactive PDFs
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Spec Sheets
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Operating and Installation Manuals
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Point-of-Purchase
Content Squared is Your One-Call Solution
About Us
At Content Squared, we bring the art of brand alignment to the science of content creation. Our name reflects our mission: to ensure every piece of content squares precisely with your brand’s voice, value proposition, and strategic goals.
Visually, this balance is captured in the spinning brain featured above, with both left and right hemispheres in motion. The left side, much like AI, excels at logic, structure, and rapid content generation. But it’s the right brain — creativity, intuition, storytelling, emotional resonance — that transforms output into meaningful brand experiences. That’s where we come in.
Rooted in journalism, marketing strategy, and editorial craft, we act as creative directors — guiding not just what’s said, but how it lands, aligns, and lasts. We shape AI where it helps, and elevate it where it doesn’t — ensuring your message isn’t just delivered, but felt. The result? Content that’s not just generated, but genuinely brand-true. And, you don't have to hold our hand.
From Strategy to Finished Piece — Without the Hand-Holding
OUR
WORK
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CLIENT
EXPERIENCE
Content Squared is trusted by local and global brands. It has been a privilege to help them with their marketing needs, small and large.
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Selected Work
Legacy Diamond Website
Continental Diamond
Luxury Goods and Services
InsulGard Product Launch
Eaton Electrical Sector
Commercial Electric Products
About Dan Sholl
Founder & Creative Director, Content Squared
For more than 25 years, I’ve helped leading B2B brands tell their stories — clearly, strategically, and in a way that moves markets. With a BA in English from Lawrence University and an MS in Integrated Marketing Communications from Northwestern University, I combine the art of storytelling with the discipline of marketing strategy.
I’ve led product launches, brand introductions, and marketing campaigns for some of the biggest names in building products, manufacturing, and industrial technology. My background spans product, marketing, and communications management at companies like Kohler Company, Marvin Windows & Doors, Eaton Hydraulics, Eaton Cutler-Hammer, and Cummins Power Generation. Today, as the founder of Content Squared, I work directly with clients ranging from Kohler Power (Rehlko), Daikin Applied, Trystar, Thern, Horton Worldwide, Gilbarco Veeder-Root, Alliance Laundry Systems (Speed Queen & Huebsch), and Nilfisk-Advance.
Career Highlights
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Launched Kohler’s Coralais Faucet line to compete head-to-head with Delta in the single-control faucet category
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Guided Marvin Windows & Doors into the replacement window market with its Integrity product line
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Introduced Cutler-Hammer’s InsulGard technology, helping utilities prevent costly forced outages
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Created and launched Cummins' QuietConnect® launch program to support its entrance into the residential generator segment, leveraging the National Treasures campaign
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Brought Horton’s value fan clutch line, Klondike by Horton, to market
From Strategy to Creative Direction
In my corporate roles, I’ve served as creative director, copywriter and program manager overseeing campaigns from concept to completion:
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Kohler Plumbing Marketing – Co-led creative for the Coralais® faucet launch, a strategic push to challenge Delta’s dominance in the single-control faucet category
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Marvin Windows & Doors – Wrote the award-winning #10 product catalog, threading the “Made to Order” brand promise through 128 pages; directed training and created campaign materials for the Integrity® product line launch
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Cutler-Hammer (now Eaton) – As marketing/product manager, doubled the InsulGard® business through the creation of targeted advertising, training, and sales promotion programs
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Cummins Power Generation – Developed and led the National Treasure campaign to support the launch of its residential standby generator line — hailed by the Division President, Tony Sattherwaite, as the best product launch program done by Cummins in three decades
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Horton – Developed creative strategy, copy, and design for the Klondike value fan clutch line launch
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Continental Diamond – Shifted from technical to emotional, crafting evocative web copy for the Legacy Diamond line
A Student of the Greats
I’ve always believed great marketing is rooted in clear strategy. My approach draws on the insights of branding leaders such as Al Ries & Jack Trout, Philip Kotler, David Aaker, Kevin Lane Keller, and Byron Sharp — balancing timeless positioning principles with modern marketing realities. That strategic grounding informs every piece I create, ensuring the message not only sounds good but works hard for the brand.
When you work with me, you get more than words on a page — you get strategic insight, creative direction, and execution that all “square” with your brand’s promise.
We can't wait to hear from you and will respond within 24 hours.
14046 Flintwood Way
St. Paul, Minnesota 55124