How to Use Twitter for Thought Leadership Twitter is pretty consistently the fourth-best traffic source for Animalz. And that’s great—but it’s also entirely the wrong way to... read more
The Pageview Paradox: How Great Results Cause Poor Performance Here’s the pageview paradox: many of the things that we do to improve our marketing metrics actually hinder long-term business... read more
5 More Mental Models for Content Marketers Back in 2018, we published an overview of five mental models we find useful for content marketing. Now, four years... read more
6 Predictions About AI in Content Marketing I shared a cryptic LinkedIn post last week, so in the spirit of elaboration, here are six predictions about how... read more
The Winner Doesn’t Take It All: ‘Information Gain’ and the New Future of SEO Content marketing today is a story of underdogs and goliaths, of upstart brands trying to compete with industry giants —... read more
The Power of Second-Order Pain Points One of the simplest (and best) content marketing strategies is to write about pain points — the ugly problems your... read more
Media Strategies Aren’t as Crazy as They Seem More companies are investing in “media content” like publications, books, podcasts, and shows. Think HubSpot’s acquisition of The Hustle newsletter... read more
Content Arbitrage: Shopping at the Thrift Shop of Ideas The core risk of content marketing is creating something that nobody cares about. You pour time and energy into a... read more
Dear Executives, Stop Writing Your Own Thought Leadership What do Will Smith, Megan Rapinoe, and Gucci Mane have in common? Besides being masters in their respective fields, they... read more
