Distillations

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...
Career disruptions have a way of making you see the world more clearly. That’s exactly what happened to me when ESPN sold off my division of the company and the new owners decided my part of the business was expendable. (This is the second and...
I’ve learned a lot in the last few years, much of it has helped me become a better content strategist, writer and speaker. Even the frustrating stuff has made me a better and a more qualified evaluator of the marketplace and the role I can successfully...
  • career interruption leads to career disruption
I studied business disruption in college, but I never planned to become familiar with career disruption. Life had other plans, however. Shortly before Christmas of 2010, I was fired. Though the memories of that fateful day are in no way painful, they are vivid, illuminating...
(image source) Earlier this year, 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...
While I’m hopeful content marketers are working to extinguish the “content is king” nonsense from the vernacular, content is, nevertheless, important. It’s beneficial on our websites, in our outreach, in our presentations and in conversations, both online and offline. But if content is so important,...
Content strategy is difficult stuff. I’m not talking about content marketing strategy, mind you. We’re talking about, as Kristina Halvorson has said and written numerous times, “planning for  the creation, publication, and governance of useful, usable content.” Yeah … That. Doesn’t sound fun, does it?...
The first time I heard Mackenzie Fogelson say “It starts with goals” at MozCon 2013, I wondered if all of the SEOs in the room were muttering “Ugh … Here we go with this feel-good stuff again,” collectively under their breath. After all, every content marketer knows...
Community building is all the rage today, and for good reason. A strong, vibrant community will take your business further than any other single element of content marketing. What’s more, community building is a key component of successful inbound marketing efforts, in addition to being one of...
Content marketers have overplayed their hands, taking the storytelling bit too far. The web is now littered with blog after blog highlighting storytelling as the de facto game changer for your business. I don’t see it. [Before I go any further, I want to commend Gianluca Fiorelli...