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, […]
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 […]
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 […]
Free e-Book: 10 Content Strategy Questions Every Organization Must Answer
Today, we’re excited to let our newest creation loose in the wild — our very first e-book. ‘10 Content Strategy Questions Every Organization Must Answer’ is based on our popular blog post of the same name, and newly expanded with plenty of fresh content. Still, it’s a breezy read for busy executives, and by the […]
Why You Don’t Have a Content Strategy (And What To Do About It)
Nearly all B2B enterprises use content marketing. They’re doing more of it each year and spending more money on it than ever before — on average, 25% of their total marketing spend, according to research from Content Marketing Institute and MarketingProfs. Yet 65% have no written content strategy, 71% aren’t clear what content marketing success […]
Is Your Content Ready for the “Mobile Now”?
Regular readers will recall, I spoke at Content Marketing Institute’s Intelligent Content Conference earlier this year. My topic was content strategy for the untethered world — essentially, how brands should make their content ready for a future in which the number of interfaces by which that content will be consumed grows nearly infinite. At the […]
