Category: Making Content
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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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My favorite AI project is a 75-page document nobody ever reads
It’s the single biggest unlock that has made our AI-assisted work actually good instead of just okay.
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Why everyone is talking about taste
Taste is a subset of judgment that’s inseparable from the person exercising it — a word for what’s at once skilled, and yet distinctly personal and human.
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What your content really needs is emotion
Nobody (external) cares about your content because nobody (internal) cares about your content. Your B2B content may be more interesting now, but still, it remains unmemorable because there is no real emotion behind it.
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This article is done, not perfect
More and more I wanted something concrete, a process for determining “when is this done?” After hours of building variations and trying to account for every corner case, I admitted that SOPs for choosing “done” on every piece of content weren’t happening. Instead, I’ve moved toward a three-part framework: purpose, limitations, value.