Content Squared
Where structured thinking meets human insight.
Strategic Brand Communications for Complex Markets
Content Squared partners with industrial, private equity, and premium brands to translate complexity into clear, compelling communications.
Analytical Discipline
Logic, structure, and strategic clarity.
Strategy Leads. Tools Support. Meaning Endures.
Creative Judgment
Insight, storytelling, and resonance.
Strategy
Structure
Clarity
Precision
Consistency
Alignment
At Content Squared, we believe technology is a powerful enabler, but not a creative compass.
Used wisely, modern tools can accelerate content creation, from articles and summaries to social posts and sales materials. They provide efficiency, structure, and scale.
But, content alone does not build a brand.
It takes strategic insight, consistent voice, persuasive framing, and deep audience understanding to connect messaging to both market realities and business goals.That is where we come in.
We shape raw ideas into refined, brand-aligned communications that reflect your positioning and values. In some cases, that means leveraging modern tools to develop early concepts and drafts. In others, it means crafting editorial-grade content from the ground up.
Either way, strategy leads.
Clarity guides every message.
And execution reinforces trust.
Insight
Story
Voice
Emotion
Connection
Trust
Three Pillars of Service
Strategy
• Creative Briefs
• Communication Plans
• Positioning Statements
• Value Propositions
• Brand Strategy
• Merger & Acquisition Communications
Copywriting
Design & Production
• Product & Technical Writing
• Brand Storytelling
• Sales Enablement Content
• Executive Speeches
• Press Releases
• Video Scripts
• Training Materials
• Websites & Long-Form Content
• White Papers
• Brochures & Catalogs
• Case Studies
• Interactive PDFs
• Spec Sheets
• Operating & Installation Documentation
• Point-of-Purchase Materials
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 represents logic, structure, and efficiency, the systems that bring clarity and speed to complex communications. The right side reflects creativity, intuition, storytelling, and emotional resonance, the elements that transform content into meaningful brand experiences.
That is where we come in.
Rooted in journalism, marketing strategy, and editorial craft, we act as creative directors, guiding not just what is said, but how it lands, aligns, and endures. When speed and scale are priorities, we can leverage modern tools to accelerate early drafts and ideas. When precision and nuance matter most, we craft content from the ground up.
Either way, every message is shaped with human judgment, strategic intent, and brand authenticity.
The result is communications that are clear, credible, and genuinely brand-true, without the hand-holding.
From Strategy to Finished Piece — Without the Hand-Holding
OUR
WORK
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Trusted by global industrial leaders, private equity-backed companies, and growth-focused brands
From multinational manufacturers to specialized companies supporting complex supply chains, Content Squared brings enterprise-level strategy and execution to organizations at every stage of growth.
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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
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