Ready To Embrace AI?
Seeing more and more news about AI?
Content marketers need to start viewing AI as a writing and a strategizing tool, not a crutch, when it comes to differentiated content.
Some recent takes that could settle your nerves and give you some ideas:
Media-First Marketing
Considering media-first marketing?
A few posts from the PeerSignal / Keyplay.io team you should check out:
Media + Software
This flywheel approach uses the two companies to build each other, and they’re not alone. Dharmesh Shah of HubSpot (which acquired The Hustle) tweeted:
“Modern media companies have a software company embedded inside. Next-gen software companies will have a media company embedded inside.”
Media Strategy
PeerSignal’s Head of Content and Community Camille Trent chimed in about shifting from being a SaaS Marketer to becoming the director of a B2B media company and it can be summed up like this:
“I don’t really do content marketing. I do B2B media strategy.”
Her priority metrics?
The angle here is investing in building a devoted community first, providing them quality content to engage with, and letting their desires guide you to develop a product you know they’ll love.
What Makes Someone An “In-Demand” Writer?
There are a lot of good writers out there… but, what makes one highly sought after?
How can you become a content manager’s dream? And what do you look for if you’re that content manager?
This list of things the best writers do better than others from Diana Briceño is a great guide to reference (first 4 listed below):
Check out the rest here.
SEO And Thought Leadership Roundup
There’s a lot of chatter about both SEO and Thought Leadership in the content marketing world. Take a look at the roundup below for insights, questions, answers, and more.
SEO vs Thought Leadership
Jessica Malnik opens her Linkedin post with this question:
“When did SEO content become separate from “thought leadership content?”
She then explains why good content combines both, and offers a framework for building a “content moat” that involves: positioning, depth, POV, and search intent.
Influencer vs Thought Leader vs Subject Matter Expert
Ashley Faus is asking and answering questions of her own. When it comes to distinguishing between influencers, thought leaders, and SMEs, she advocates for using 4 assessment pillars: credibility, profile, prolific, and depth of idea.
Thoughtful and Leading Thought Leadership
How do you know if you’re creating “good” thought leadership content? Greg Levinsky offers a definition and shares 4 dimensions you can use to evaluate your content: Market context, audience insights, corporate alignment, and organizational readiness.
Investing in SEO
“Invest in SEO early and avoid the problems that could limit your growth tomorrow.”
Ross Simmonds’s LinkedIn post explains why businesses fail to invest in SEO and what the consequences can be.
AI Writing Tools Can’t Do This
AI content tools are improving daily, so what can and should (human) writers do now to prepare? Tracey Wallace thinks a strong interview game will be a differentiator. Here’s why.
Can you create demand with SEO?
In this LinkedIn post with a companion video, Gaetano Nino DiNardi says nope, but that you can
He also emphasizes that you can create content for terms you want to be known for before they have search demand, the way Hubspot did with Inbound Marketing.
Check out more examples here.
In her LinkedIn post, Emilia Korczynska lists 3 of the worst content crimes she thinks you can commit:
Guilty?
Have You Listened To These Content Marketing Podcasts?
Looking for a new podcast to help improve your content marketing?
Here’s a list of 8 good ones from Cierra Loflin.
By the way, she didn’t include promotional ones, those without solid substance, and the ones that show up on Google as “best content marketing podcasts.”
Discovered via Ghost Newsletter.
A Free “Helpful Content” Guide Worth Downloading
MarketMuse has put together a guide designed to help you better understand Google’s Helpful Content update. Download it for free here (name and email required).
Ben Goodey provided a list of the bits that make up “Good SEO” in this LinkedIn post.
Among them are some pieces you might not be thinking of, like
✅ Integrated content strategy
✅ Product management thinking
✅ Psychology of conversion
Read the full list here.
Related: Google is deranking websites due to AI generated-content. Tom Dotan explains why it matters here. (Business Insider account required)
