WORKWEEK

I was inspired this week by a few LinkedIn posts highlighting content strategies: These posts highlight the best of content marketing: And, they zero-in on one of the most important types of content: Original content, e.g. original research, thought leadership, blog posts, log-form assets, videos, website copy, etc.  Content marketing in concept is simple. Create…

Several years ago at BigCommerce, I put together a content plan to build out a nostalgic piece of content pre-holiday. The thought went something like this: BFCM has everyone’s attention over Thanksgiving, and even December. But by then, my content teams have usually published all we can to help the audience get ready. So, what…

Poor Richard’s Almanack is one of the earliest recorded content marketing efforts I can find, though I am certain not the very first.  It was published by Benjamin Franklin continuously from 1732 to 1758. He wrote it in an effort to promote his printing business, but like all great content marketing, it focused first on…

The #1 topic of conversation over Christmas among my extended family was AI. I now have my 74 year old aunt, who is CEO of our family business (sharp as a tack and refuses to retire because she’d get bored) willing to try it out.  We talked extensively about what AI is good at (insight…

I asked a content marketer the other day this question: “What’s a big, bold content marketing idea you’ve always wanted to execute but haven’t yet?” She said that she’s really been wanting to do a benchmark report. That she is an avid consumer of that kind of content herself when she sees it. She knows…

A strategic narrative is a document typically created by a product marketing team that tells the story of the company’s unique point of view and unique value that it brings to its customers. It helps to define target audiences, the tech structure and stack, and use cases. Strategic narratives go heavy on storytelling, building a…