Category: Content Strategy
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Content marketing isn’t just for robots
If AEO content is at least partially about building for robots, and we can engineer AI to do that work, it’s time to focus on the rest of content marketing.
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A conversation about taste: What do we actually mean when we talk about “taste?”
I think perhaps the “so what” piece is the big question here. Like, what does it matter if humans have taste? Or if robots do or don’t?
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I stopped guessing what to write and started eavesdropping instead
Most content calendars start with keyword research and capturing historical search volumes. Mine starts with listening to how people actually talk about their problems.
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What we can learn from animators about scaling content
In animation, as with any creative discipline, your results are only as good as the system behind it. The same is true for content marketing.
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Seeking: B2B content with range
Here’s the diagnosis hiding underneath most B2B content strategies: they default to the same two or three psychological jobs — inform me, guide me, advise me — and treat every other reason an audience might seek out content as someone else’s concern.
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“Storytelling” is crushing the content leader
The storyteller renaissance seems like a return to thoughtful, people-centered content against the backdrop of bottomless AI slop. I think it’s a Trojan horse that could open the floodgates to more random acts of content.
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What brainrot means for content marketing
The more I think about the cognitive context modern audiences encounter content within, the more I believe content marketing is set up to fail without a narrative strategy.
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I’m rethinking what makes for good content
I’ve always based my understanding of content marketing on a fairly simplistic set of assumptions. But I’ve recently noticed that I’ve been making another implicit assumption, one that doesn’t quite hold up.