WORKWEEK

At Klaviyo, my content marketers manage a piece of content’s vision and go-to-market. One of the very first things they have to do for any assigned piece is research it, and write out a brief.  Our briefs are pretty in depth. They include: This last one is new for the team. We started using it…

I talk a lot in this newsletter about content marketing teams being under-resourced, and that’s true! A lot of them are. But as you move up in your career, and as content marketing gets more and more popular as a marketing channel, it’s likely you’ll get at least some resources and then hire someone (or…

The first couple years of my content marketing career were spent researching and writing content as though I was an educator. My mom was a teacher, after all, and it was a field I was always interested in pursuing. Still am, in fact, but the state of public schools and the way teachers are treated…

As AI becomes more and more popular (and better!), I see editing becoming an even more crucial skillset. And this is a welcome shift!  Editing, in my experience, has never been a big part of content marketing. In journalism, editors are prized. They are the ones that make things come together, that put the finishing…

Google’s EEAT algorithm update was an attempt to optimize for humans––suggesting that humans prefer experts as the authors of their content. I don’t think that is necessarily true, but it’s a good first move for Google is surfacing content written by people versus AI (though experts will use AI, too).  AI or not, the truth…

A lot of folks out there seem to think that content written for or optimized for SEO is boring, repetitive, and just plain eye-roll inducing.  I get it, to an extent.  A lot of folks over the last several years have made “seo content” a term of its own, and they are often talking about…