Measuring Content ROI in Long Finance Sales Cycles
Finance deals close months after the content that influenced them. How to measure content ROI across long sales cycles and large buying committees.
The Content Strategist
The Content Strategist Blog
Your Best-Ranked Page Might Be Invisible to Google’s AI
Your Best-Ranked Page Might Be Invisible to Google’s AI Earn a spot in the top 10, close the tab satisfied, and head out to happy hour. That’s how it used to be. If you appeared high on the search results page, you felt confident about your page’s performance. In the past, pages in Google’s top…
5 Signs Your Financial Content Program Has a Credibility Problem
AI engines and buyers now trust the named, credentialed expert. Five signs your financial content has a credibility problem, and how to fix each one.
The Operating Model Behind Trustworthy Content at Scale
Your content program might be running on all cylinders, meeting volume goals, but is it making any impact? Here’s how to tell. Look for symptoms, such as competitors appearing in answer boxes above your content or compliance flagging a freelancer’s work. Another sign is the flood of requests to generate more and more content without…
Why “AI Productivity Gains” Is the Wrong Pitch for Every Stakeholder Above You
Pitching AI productivity gains will not move your CMO, CFO, or legal team. Reframe the metric per audience to defend headcount and unlock budget.
How to Write Content That Lands With Decision Makers
A practical guide for B2B content marketers whose thought leadership needs to move the people who sign the contract. Your content program has never produced more output, and senior buyers have never been less impressed. The dashboards look healthy: impressions are up, downloads are tracking, the newsletter is growing. Then a sales leader joins the…
The #1 Role Your Content Team Needs in 2026 Is a Managing Editor
AI makes content cheap to produce. What separates brands that matter is editorial judgment. Why every content team in 2026 needs a managing editor.
The Content Cultures That Last Have One Thing in Common
The editorial calendar fills up, and the first few pieces of your newly launched content program land well. You’re off to a good start, and the team feels momentum and energy. Then, somewhere around the 18-month mark, quality dips. Deadlines become aspirational, at best. The aims that felt so clear at launch become harder to…
The Future of Content Belongs to the Tastemakers
The Future of Content Belongs to the Tastemakers Polished copy is easy now with AI. You can quickly write blog posts, social campaigns, video scripts, thought leadership essays, white papers, and podcasts at scale across every imaginable format and channel. And yet, after the content is published, it’s quickly forgotten. What now separates authentic, smart…