WORKWEEK

The biggest leaps I feel I’ve made in my career in terms of learning and understanding more about content marketing and SEO have always come from analyzing competitor websites and asking: “Why would they do that?”  It doesn’t have to be a competitor, either. Look at any of the major tech companies out there: Salesforce,…

Every marketing team has to figure out how to earn brand awareness and visibility, drive traffic, and convert that traffic into leads and ultimately customers. That’s it. That’s the game.  How do you play that game? Well, you learn the rules. The below rules are not new. You’ve seen and heard them everywhere. AI changes…

I’m still thinking a ton about information architecture, specifically because of how much search is changing. LLMs serve up answers very different from search engines. It’s not just what you content says that matters. It’s how it’s organized.  Let’s take a look.  OK, some data to ground us: So, people are using it. A lot.…

Content teams can’t do it all. You can’t fulfill every ask. You can’t focus on every good tactic, or even good strategy. Content marketing requires hedging your bets, and then shifting your strategy based on what’s working and/or your company needs.  Here are three types of content your brand needs to produce: Depending on the…

A few important things happened to me this week that feel relevant to share with you.  I used ChatGPT’s voice memo option for the first time and it worked––as everyone said it would––waaayyyyy better than when I typed things out. I used it specifically to help me visualize a process that I’ve had in my…

Some weeks, you’re focused on strategy, reporting out on performance, and see the bigger picture coming together. Others, you’re deep in the details, wondering how something got so off track –– and how you could have paid more attention to it.  Content marketing is a deep mix of creative, strategic, high-level thinking, and detailed, mundane…