The story of how I learned that going viral is overrated is as painful as it is vivid in mind years after the incident. It begins with a Midwestern friend and fellow angler who was enjoying a comfortable retirement until I chose to fish with...
[updated 03-31-2023] Most brands’ content marketing fails because it lacks adherence to solutions ideally suited to their businesses. That is, they’re trying to execute a strategy that’s not optimized for the content marketing success they hope to enjoy. Simply put, their strategy is neither well...
Updated: February 2023 Years ago, Rand Fishkin addressed what was referred to as the “The Greatest Lie Content Marketing Ever Told”: The belief, held by many who dive into content marketing, that publishing content will quickly result in traffic to their website and/or conversions for...
Brands as publishers? Rubbish! Your brand doesn’t need to be a publisher to be successful at content marketing. In fact, publishing your own content could actually be a detriment to your business. I attacked the logic of brands as publishers before, making the point that...
Content strategy is about far more than strategy. We tend to get caught up in deliverables: Content audits, competitive analyses, tone of voice guidelines, workflows, great website content…the list goes on and on. At their best, these deliverables work together as part of a cohesive...
I became a content strategist by accident; I was very deliberate in finding my content strategy community online. It all began in 2010. One of my friends, an executive at a multi-billion-dollar outdoor brand, shared with me that online marketing was blistering hot. “If you’re...