Your lack of social media guidelines could discourage employees from becoming brand advocates and even applicants from joining your company. I speak from personal experience. When I first joined LinkedIn, my profile said I worked for a “Bay area Fortune 500 financial services company” instead of noting its name and…
-
-
Why Your Content Won’t Surprise or Delight Unless You Expect More
We should rename generative AI. I suggest calling it “expressional AI.” The dictionary defines “generative” as “having the ability to produce, originate, or reproduce something.” That’s an inaccurate description of generative AI because it suggests that it originates an idea. “Expressional” is defined as “relating to or of expression, especially…
-
Oops, Google Did It Again — But You Still Need First-Party Data
In the immortal words of Britney Spears, “Oops, they did it again.” No, we’re not talking about the US government approving a TikTok divestiture. It’s possible, but so remote that it won’t stop people from investing every dime in it. We’re talking about Google’s most recent oops. Last week, they…
-
How To Write Faster With or Without an AI Assist
If only you could write faster … The deadline pressure would lessen. The work volume wouldn’t overwhelm. The headache assignment would go away more quickly. And generative AI only amplifies the stress. It just increases expectations — for both completion time and quality — for your human-written content. But you…
-
How To Develop a Great Creative Brief and Get On-Target Content
Every editor knows what it feels like to sit exasperated in front of the computer, screaming internally, “It would have been easier if I’d done it myself.” If your role involves commissioning and approving content, you know that sinking feeling: Ten seconds into reviewing a piece, it’s obvious the creator…
-
Avoid Traditional Marketing Metrics To Prove Content’s Real Value
There’s something in the air. In the past week, I’ve been asked more questions about how to measure content marketing than I have in two years. So, let me welcome you to the wonderful world of content marketing measurement. I can already hear your response: “I went into content and…
-
Don’t Follow Tesla’s Marketing Mistake
Tell us you don’t know anything about marketing without telling us you don’t know anything about marketing. Last week, multibillionaire and marketing genius Elon Musk fired the newly formed content and marketing team one year after he begrudgingly said he would “try a little advertising and see how it goes.”…
-
Build a Content Performance Dashboard With Google Looker
With so many nuances to content, from distribution to format to the buyer’s journey, you must take a drill-down approach to your analytics. Assess performance from a bird’s eye view and then break it into multiple perspectives. This process allows you to truly grasp the components of content and distribution…
-
Your Ultimate Guide To Master the Content Creation Process
Content creation acts as the heart of effective content marketing. And, as a skilled creative practitioner, you pour your heart into your work every day. It also takes a sharp mind to make effective decisions and helping hands to consistently transform fresh ideas and insights into resonant brand storytelling. Not…
-
Overcome Change Fatigue and Boost Your Content Strategy
Change fatigue. It’s a thing. My good friend and amazing consultant Jenny Magic wrote a whole book on the topic. Undeniably, fewer businesses have worked on innovative or incremental marketing change over the last 12 months. I’ve seen it. Technology companies have seen it. Consulting firms have seen it. The…