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
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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 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…
How to Turn Your Internal Experts Into Search Entities
Marketers have a new buzzword to either salivate or lose sleep over: entities. Not KPIs, not personas—entities. We know it sounds vaguely like the plot of a sci-fi film about sentient databases. But entities are real, and if AI models don’t recognize you (or your brand) as one, you may as well not exist to…
Targeted Advertising: Does it Actually Work?
I have a son named Henry. And ever since he was born, I have seen an inordinate amount of personalized baby and toddler items featuring the name “Henry” in my social feeds. Now, there are two ways to explain this coincidence. 1) Henry is currently a popular name for boys, so the advertisers looked at…
Content Creation 101: Tips for Working With Reluctant Subject Matter Experts
Matching subject matter experts with ghostwriters is supposed to be the golden ticket to content success. Sometimes, simply turning on the recorder (with permission) while they’re speaking in a meeting can reveal a host of exciting content topics. The challenge, however, is that many SMEs have day jobs that don’t involve content creation. They may…
Marketers Are Behind: Here’s How to Win Back that Competitive Edge
Marketing budgets may be on the rise, but many major companies are doing away with the traditional CMO role. Marketers obsessed with customers, data, and revenue have a competitive edge and may keep their seat at the table.
Why Isn’t Chief Content Officer a Bigger “Thing” Yet?
The search for Chief Content Officer (CCO) on LinkedIn yields almost 50,000 people. So why don't we know as much about them as we do Chief Financial Officer, Chief Operations Officer, or Chief Technology Officer? It's a new title, and it was all the rage a few years ago, but there's an answer to this question that may help us uncover what stands in the way of CCO becoming more widely accepted on the C-Suite.
3 Big B2B Content Marketing Mistakes—And What You Should Do Instead
Most B2B tech content marketing falls short—these 3 easy-to-fix mistakes are a big reason why.