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.
The Content Strategist
The Content Strategist Blog
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…
Your Content Isn’t Just Competing With Other Brands Anymore
For the past two decades, SEOs and content marketers played a fairly predictable game: Optimize for rankings, maximize share of voice against direct competitors, chase CTRs. Success meant earning the click and driving traffic back to your site. That model is breaking down. In AI-driven discovery environments, your content is no longer competing with other…
Why Content Teams Are Quietly Becoming Risk Managers
Six months ago, your team published a detailed guide on data security best practices. Since then, your policies have changed. The article has not. So when a customer asks your support chatbot a routine question and the bot confidently cites that guide as current policy, the advice is wrong. Your support team now has to…
What’s Working in Content for 2026? What the Holiday Season Taught Us
By many accounts, this past holiday season was a banner year for brands. Adobe Analytics found that 2025’s holiday spending hit record highs, despite slower growth than the 2023–2024 season. Overall, online spending from the start of November through the end of December hit $258 billion (6.8% YoY) in 2025. Behind those millions of searches,…
5 AI Marketing Myths to Leave Behind in 2025
Marketing teams have spent three years experimenting with generative AI. Some have discovered genuine efficiency gains. But far too many others have simply accumulated tool subscriptions while their teams’ frustration mounts. That’s because there’s still a gap between AI’s promise and its practical value — you know, all those “AI best practices” that no one can…