Tag: good content
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What makes or breaks your B2B original research report often happens long before you start writing
Many marketers assume the success of a research report comes down to promotion, distribution, or budget. In reality, the reports that perform best are usually shaped by decisions made much earlier in the process.
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3 lessons on effective use of data from The Economist (+ fostering credibility without stats)
As B2B writers, we’ve accepted as gospel that a claim isn’t credible unless there’s a third-party claim to back it up. But I believe strongly that poorly used data is more detrimental to credibility than no data.
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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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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.
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What brainrot means for content marketing
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’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.