The Content Brief

This episode explores how the words we use—in emails, employee advocacy, and content strategy reveal patterns that fail to resonate and create disconnection. Plus, while AI wants to please, that's not always a good thing. You'll hear how language from spammy marketing emails might be causing other professional communication (like legitimate requests) to sound weak and passive.  New insights into t...

This episode challenges us to step back and examine whether our content challenges stem from marketing problems or from human behavior patterns that affect everything we do. You'll hear h ow crisis communication and job searching reveal similar human patterns to many common content marketing challenges, including tired buzzwords, audience assumptions, and sticking to "the way it's always been done...

There will be no new episode this week, but the next episode is scheduled for October 8th.

This week's briefing takes a critical look at outdated marketing habits (like avatars and funnels), as well as other ways that might disrupt connections between brand and audience. You'll hear: Phil Treagus Evans shares an "EMPATH Framework," designed to go beyond avatars and one-dimensional demographic labels and build deeper, human connections. Michael Maximoff shares a perspective that cold out...

This week's briefing examines the issue of templated thinking, ranging from copy-and-paste posts on LinkedIn to the striking example of 7,000 white papers that were almost entirely unread. Both highlight what happens when marketers repeat tactics without critical thought. Then we'll preview the latest Orbit Media Blogger Survey (releasing on August 28) with Andy Crestodina, which reveals what's re...

This week, we break down a real example of transforming generic marketing language into meaningful content, explore how gated content barriers have spread beyond contact forms, and I share an AI mistake I made that others can learn from. You'll hear: A step-by-step transformation from generic marketing language to meaningful language using a fake company and product - but a real audience.  How gat...

This week, we examine how templated language can dehumanize LinkedIn DMs, the tendency to overthink our video content, the benefits of trying out Instagram, and how to transform a mobile experience into a Disney ride. You'll hear: How LinkedIn DMs that start with "At" instantly sound like radio commercials Keelyn Hart's advice for a different approach to DMs How the same templated language problem...

This week, we're looking at the gap between what marketers say and what they actually do—and how that disconnect shows up in their messaging, their goals, and their use of AI. You'll hear: Why so many "human" content strategists still sound robotic (via insight from Christopher Penn) A frustrating but telling look at where marketers are putting their focus in the year ahead, thanks to Rand Fishkin...

Just touching base with you about what's been going on and what to expect next!

Shira Abel is the CEO and Founder of Hunter & Bard and creator of The Perception Formula. She's here to help consider the ways company attitudes about audiences inevitably shape the content we create. She'll add much-needed depth and context to the concepts of having self-awareness in the content we create, and how we can tap into the thoughts and emotions of our target audiences. One of the ways...

This week, we're revisiting the episode featuring Marcus Sheridan. The show is back with a new episode on April 2nd. Sometimes, the simplest changes in a mindset or approach can make the biggest difference in improving your content strategies. However, the barriers that often block content improvements come from inside a business. Today's expert has some answers. Marcus Sheridan  is a world-renown...

Matt Locke, Director at StoryThings, joins us to discuss the epidemic of uninspired content marketing and how businesses can create truly distinctive thought leadership. Matt brings decades of experience from his BBC and Channel 4 background to explain why so much content fails to resonate with audiences.  He reveals practical strategies for escaping the zombie-like repetition plaguing corporate c...

In this episode, book coach and business advisor Jackie Lane reveals why writers shouldn't fear AI but should instead take agency over how they use it. As the founder of the HII (Human Intelligence and Imagination) Project, Jackie shares insights from both sides - as someone who actively uses AI while also championing the irreplaceable value of human creativity. Jackie explains her helpful approac...

Do you think social media can't really be "social" because people won't care or you don't work for a sexy brand? In this episode, John Gonzalez from the Northeast Ohio Regional Sewer District shares how his team transformed their utility's social media from basic announcements into engaging conversations that changed how people view infrastructure. John reveals how they found their voice and expla...

We know that internal communication can impact external communication (content marketing), but can content strategies improve internal communication and company culture? Communications expert and strategist Kristin Quiroz Bayona is here to explain how social media, video, and podcast strategies can be applied internally. Like humanized content, she'll explain why authenticity matters more than "sa...

In this episode, Marketing Communications and AI expert Dan Nestle joins us to discuss how businesses can apply everything we've learned about AI in content marketing to their 2025 strategies.  Dan shares insights on avoiding the dull content from over-relying on AI and discusses how to use it as a partner rather than a replacement.  We also talk about what Claude does better than ChatGPT and how...

Ted Lasso isn't just a heartwarming comedy series - it's packed with powerful lessons about leadership, company culture, and communication.  These factors can make or break a company's culture, content success and audience reputation. Nick Coniglio and Marnie Stockman are successful tech entrepreneurs and big Ted Lasso fans who have written a book called Lead It Like Lasso. It features a comprehen...

I'm one of those guys who can incorporate pop culture references into just about anything, but today, I'll be linking them to marketing, content and audience. Pop culture can put marketing concepts in a fresh context that resonates in unique and meaningful ways. Today's examples include: How Miracle of 34th Street teaches a powerful lesson about brand attitudes and consumer behavior How The Truman...

Professional photos can be the deciding factor when clients choose between experts. John A. Demato, a visual storytelling expert who works with speakers, authors, and consultants, explains why authentic photos can be a real game-changing difference-maker for their business. Today, he'll share how strategic photography builds meaningful and impactful connections with your audience. You'll learn: Wh...

While finding the right language is always a challenge in content marketing, some industries get stuck using the same words. In the higher education industry, it can be words like "student-centric." Brian Piper is the Director of Content Strategy and Assessment at the University of Rochester and the author of Epic Content Marketing for Higher Education . Today, we'll discuss the challenges and sol...

Hello! I was out of town last week, but I'm back now and booking guests for the rest of 2024. The next show will be in two weeks - October 23.

Cisco Talos Intelligence estimates that 150 billion emails sent globally are spam. Even marketers get a lot of spam! So, if you're a marketer, how do you create emails that stand out from the spam, make connections, generate responses and develop long-term customer relationships?  Business consultant and author Ed Forteau helps service providers, entrepreneurs, and sales professionals build authen...

Ever wonder why some slogans, product names or ads stick in your head while others fade away? James I. Bond does, and he's written a book about it called Brain Glue. In today's episode, he shares: Why some ads make you flinch How a clever name can turn a copycat product into a goldmine  Why men might want to buy a "Lawnmower" for their bathroom How fire helped a company boost its business Why rhym...

After a short break (holiday weekend) - the show will be back next week!

Let's dive into the world of social care and digital customer engagement with Brooke B. Sellas, founder and CEO of B Squared Media and author of Conversations That Connect. Brooke shares her extensive experience in leveraging social media to enhance customer experiences, focusing on proactive social care, the importance of quick and effective responses, and the role of social listening. You'll lea...