Tag: audience
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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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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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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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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.
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I think we lost the plot about blogging
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.