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
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 […]
A Simple Way to Clean Up Messy Content
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
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.
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?
FREE EBOOK: 10 Times Wise Content Strategists Ask WHO?
Introducing our latest content strategy quick-read, 10 Times Wise Content Strategists Ask WHO? It’s based on our popular post with a similar name and brought to life in a handy ebook format. This is the second in a series that aims to help anyone interested content (not just content strategists and content marketers; business leaders too) ask […]
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 […]
Mary Meeker’s Trend Report Fails As Content. Here’s How to Fix It.
Each year Kleiner Perkins Caufield Byers partner Mary Meeker releases her annual internet trends report. Each year, the tech press fawns over her findings. This year was no exception. But when you review her work through a content strategy lens, you find that no matter how well-researched her points are, the document itself fails as […]
5 Ways Your Content Makes Your Audience Say “Huh?”
We all know someone who can talk a mile a minute and bounce from topic to topic like lightning and then reintroduce a topic they mentioned an hour ago without skipping a beat. There they are, on a roll, talking about three unrelated things at once, and you’re passively nodding your head while you’re really […]
