Google’s E-E-A-T Update and ChatGPT: Food for Thought

OpenAI had barely made the research edition of ChatGPT available to the public when marketers and media pundits began predicting that the generative AI wordsmith would (well) eat Google’s search business for breakfast. Now, with an “Extra E” update to its own E-A-T quality rater guidelines, Google bites back. We’re going to take a look […]

ChatGPT: What Every Content Marketer Needs to Know Now

An interaction with ChatGPT

The odds are that you’ve seen the buzz about ChatGPT, a large language model trained by OpenAI to generate human-like text based on the input it receives. It’s a variant of GPT-3 (Generative Pretrained Transformer 3), the machine learning model that’s considered to be one of the most advanced technologies for generating convincing, high-quality written […]

Micromarketing Is the Ultimate ABM Strategy: Greg’s #B2BMX Keynote

Last week I had the pleasure of keynoting B2B Marketing Exchange: Next-Level ABM — the first edition of the popular B2BMX conference to focus specifically on best practices in account-based marketing. And the first to go entirely virtual in light of the pandemic. This keynote was a bit different from my typical talk. For starters, it drew heavily […]

Why Every B2B Technology Company Needs a Content Marketing Strategy

If you’re a B2B technology company, you know that content is important. But do you know why having a documented content marketing strategy is just as important? A written content marketing strategy can provide a number of key benefits for your company. These include helping you market, sell, create thought leadership, generate demand, and differentiate […]

A Simple Way to Clean Up Messy Content

Clean Up Content Messes

If your company has been creating content for any length of time, you’re probably sitting on a mountain of messy content — content that lacks consistency, content that suffers from ROT, even content that confuses your customers. And even if you’re brand new to content, you might be struggling with long production cycles, frustrated creators, […]

Content Is the Only Thing Your Company Has Left

Content Creates Companies

Seth Godin once said, “Content marketing is the only marketing left.” But this doesn’t mean that marketing is the only content your company creates. In fact, even more than the product or services you sell, content is the main thing your company creates. You read me right — your product or service, while obviously a vital piece […]

Content Creation is Costly. Content Consumption is Priceless.

Content Creation is Costly, Content Consumption is Priceless

Is your content marketing little more than content-making? Then odds are, your content team is acting as producers when they should be thinking like publishers. Too many content initiatives are measured by output. Not enough are measured by outcomes. The unit of creation becomes the unit of measure. Unchecked, this results in runaway production of low quality, […]

Details & Differentiation

It’s been a double-D kind of week. I’m talking about recent highly public, in-your-face reminders that when it comes to creating content of any kind for any audience, details and differentiation matter. Wait, what did you think I was talking about?

Don’t Buy Content Marketing Software Until You Do THIS

“Men have become the tools of their tools.” – Henry David Thoreau For many of us, we’re living proof of Thoreau’s statement, as we sleep with our phones next to our pillows or forget how we made coffee before K-cups. (Was there coffee before K-cups?) And if you’re a teenager, forget it, you’re too far […]