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Content Strategy for Horizontal SaaS

Content marketing is baked into the DNA of most successful horizontal SaaS companies. And with good reason: the growth challenges...

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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...

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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...

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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...

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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...

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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 —...

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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...

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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...

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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...

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