Tag: content strategy
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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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The most frustrating briefs are all missing the same thing: frustration
A creative brief is only useful when it gives the team a trigger (a.k.a. something the audience already feels strongly about) and frustration is one of the richest, most reliable triggers there is, because it’s specific and it’s emotional.
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The “report” is the least important part of your research report
Original data is one of the best, most distributable assets in your content closet. And distribution outside of that one PDF is your best shot of putting it well within reach of the right people.
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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 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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LLMs have only made your website more important
Your website is still a practical, powerful tool for talking to your entire audience – both the humans and the robots.
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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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“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.