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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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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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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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Four things I read online this month that I’m still thinking about
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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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Your website is still a practical, powerful tool for talking to your entire audience – both the humans and the robots.
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It’s the single biggest unlock that has made our AI-assisted work actually good instead of just okay.
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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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I have done time in the internal comms trenches, and I’m grateful for it because it showed me how vital it is—for both the effectiveness of your marketing and the health of your organization—that what you say externally reflects what people experience internally.
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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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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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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.
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To that end, I’ve been thinking a lot lately about empathy in content. Not in terms of your audience (that’s kind of a given, right?), but in terms of the people you encounter in the process of creating content.
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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’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.
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Blogs used to be a way to connect with people. Then, at some point, they transformed into a bait that was focused more about getting people onto your site than saying something interesting once they got there.