Content Engineer PracticeToronto

B2B Content
Engineer.

AI-first
systems
by design.

For lean teams and busy founders who want to activate content channels, ship consistently, and meet their audience where they are. Run by Justin DeMarchi in Toronto.

How we work →Book a discovery call

MOCA · Toronto · 2026

Ways to work with DUO

01 · Fractional

Content engineer.

Embedded inside your team. Senior strategy, content systems, and AI workflows. The judgment calls in between.

See how it works →

02 · Specific

Specific AI-first systems.

Scoped, priced, AI-first systems. Web presence, LinkedIn consistency for founders, and other targeted projects.

See the systems →

On perspective

The work changes when the angle does. A different light, a different room, a different weight to what mattered yesterday.

About

I'm Justin. I run DUO,
a Content Engineer Practice.

Eight years inside B2B teams across SaaS, IoT, ed-tech, AI, and a few years doing government comms. DUO is the practice I built for lean teams that need consistent content production with senior judgment behind it.

Engagements take one of two shapes. Fractional, embedded with your team. Or I can implement and manage specific systems.

The “engineer” in Content Engineer is about AI-first methods. The point isn't just to ship faster. It's to ship better, more consistently.

Based

Toronto

Years

Regions

CA · EUUSCA · EU · US

Justin DeMarchi · Toronto

Systems

A few workflows we use.

Examples of real workflows and the stack behind them. The principle: minimum number of steps and tools to achieve the desired output.

Custom Site
Ideate and plan in
Notion
Design and draft in
Claude Code
Store in
GitHub
Deploy in
Vercel
Tracking SEO + AI
Communicate in
Claude Code
Pull traffic from
PostHog
Pull rankings from
Search Console
Pull AI citations from
AthenaHQ
Store in
GitHub
Founder LinkedIn
Communicate in
WhatsApp + Google Meet
Store voice in
Supabase
Draft in
Claude Code
Schedule in
Buffer
Edit clips in
Descript
Content Repurposing
Source from
Notion
Extract angles in
Claude Code
Generate variants in
Claude Code
Schedule via
Buffer
Send via
Resend
Founder Newsletter
Ideate in
Notion
Compose and design in
Claude Code
Store in
GitHub
Write to
Resend
Manage contacts in
Supabase
VOC (Voice of Customer) Extraction
Transcribe in
Descript
Extract language in
Claude Code
Generate variants in
Claude Code
Store in
Notion
Distribute via
Buffer + Resend

View more workflows →

Dundas West · Toronto

Clients

“

Justin helped us position our brand as a trusted authority, providing real value through one of the top-performing channels.

Armin Baig

Director of Sales & Marketing, Kritik

“

Justin helped strengthen our global presence by clearly communicating differentiators in quality, innovation, and advanced asset intelligence.

Dan MacGregor

Co-Founder & CXO, Nexxiot

“

Justin has a real talent for brand storytelling. He knows how to craft a narrative that resonates and makes your company stand out.

Nick Jones

Co-Founder, Classet

Selected clients
2021–2026

Writing

Writing from inside the work.

All writing →

Operating2026.04.14

The fractional trap, and the quiet way out of it.

Most fractional engagements fail for the same structural reason. It has nothing to do with the work, and everything to do with the meeting on Tuesday.

8 min readRead →

Content2026.03.28