WORKWEEK

It’s FY25 planning time. In an ideal world, you are planning your full content strategy for 2025, knowing much of it will change––specifically the details.  Dates will be pushed, forward and back. Product launches will move. SMEs will drop out. New channels or tactics may prove more effective, and you’ll shift. But what shouldn’t change,…

I’ve spent my first week back at work catching up with the team, and doing an audit––what is working for us now, and what are our competitors doing. It is 2025 planning season after all.  I’ve audited 6 different competitors, looking at their content types, formats, and UX. One thing is incredibly clear: written content…

If you aren’t familiar, Reforge is a fantastic place to find courses and “artifacts” from senior and executive-level marketers just like you. Artifacts are simply templates, decks, etc. that folks used at their companies. I find the artifacts specifically helpful for gut checks on how to approach something, how to organize it, and how to…

Everyone judges a book by its cover, which is to say that the look & feel of your content matters. Design matters. Readability matters. Work closely and well with designers. Elevate their work. Support their careers. Make sure they know that your success and theirs are tied. They are.

Like all disciplines, content marketing has a set of common tactics: blogs, webinars, newsletters. You are seeking to attract a like minded audience––one that will need your product to grow their business and their careers.  But content marketing goes far beyond these, of course. Some have claimed B2B companies should position themselves as media companies.…

Sure, there’s a lot changing in the content marketing world––but there’s also a lot staying the same. In fact, this LinkedIn post from Stewart Hillhouse caught my attention this week––primarily for reminding me of what I was first hired to do when I transitioned from journalist to content marketer, which was: A lot of content…