Tag: care in content
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Your content doesn’t need schema. It needs the voice of your customer.
Every B2B brand striking oil these days gets their content marketing right by investing in buyer research so they can speak with and for customers, not to them.
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Two editors red-lined my copy for being “too negative.” Both were wrong.
The instinct to strip negativity out of content/copy comes from the fear that anything negative will rub off on the brand. The problem with that line of thinking is that it doesn’t factor in how our brains work. And how our brains work is the foundation of all strategic marketing.
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The Great Botoxification of Content (ft. the ARS Framework)
We’re living in the age of the great botoxification of content—everything nipped, tucked, and pulled to give you the illusion of perfection while remaining completely devoid of emotion. And that’s a big problem.
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For better content, throw away your question list and do this instead
In content marketing, like in journalism, getting the question right determines the fate of your final piece. That’s where the art comes in.
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Most B2B research wouldn’t survive a peer review — and it’s costing us our credibility
Genuine research requires you to move beyond the brief, into your audience’s world. Nothing in the system rewards that move, at least for 90% of companies out there. But the 10% that prioritize this publish content that survives algorithmic changes and shapes perceptions for years to come.
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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 think we often underestimate the power in just telling people we tried really hard” and 3 other ideas I’m still thinking about
Four things I read online this month that I’m still thinking about
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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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“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.