I’ve been a fan of Smart Brevity for years. It made communication better because it forced us to respect the reader: get to the point, use structure, make content scannable, and stop burying the thing people actually need. But AI has changed the assignment. Today, anyone can paste a long report, newsletter, or article into […]
Smart Brevity Has an AI Problem Read More »
For years, brand narrative was often treated as a marketing exercise. Important? Sure. Strategic? Sometimes. A boardroom conversation Rarely. But this is changing. Recently, I came across a trend that immediately caught my attention: major organizations are increasingly creating roles focused on storytelling and narrative. Titles like Head of Narrative, Lead Storyteller, and Storytelling Director
Why Brand Narrative Is Finally Getting the Respect It Deserves Read More »
I was reviewing a piece of copy recently and scratched out the word “fast” when it referred to the B2B buyer journey. My thinking was simple: B2B buying is not fast. These are big decisions. Expensive decisions. Decisions that involve multiple stakeholders, budget scrutiny, procurement, demos, internal conversations, and usually at least one person who
B2B Buyers Don’t Need More Content. They Need Better Marketing Moments. Read More »
AI is showing up everywhere in brand messaging right now. That is not the problem. The problem starts when brands lean on the term too heavily without clearly explaining the value behind it. That is where AI-washing begins. AI-washing happens when companies use AI language to sound more advanced, modern, or competitive, but fail to
AI Is Not the Message. The Outcome is. Read More »
As cookies disappear and privacy expectations rise, marketers need a smarter way to understand their audience. In this Podcast, Sarah and Dave break down zero-party data: what it is, why it matters, and how value-based data exchange can accelerate trust, personalization, and sales outcomes in both B2B and B2C marketing.
Podcast: Zero Party Data Read More »
AI is everywhere, but not always in the way brands claim. In this Podcast, Sarah and Dave unpack the growing risk of “AI washing” and why overusing the term can erode credibility. They discuss how marketers should refocus their messaging on real outcomes rather than inflated promises. This is a timely conversation on trust, transparency,
Podcast: AI Washing Read More »
AI has brought power and precision to marketing. Campaigns launch faster. Content scales with ease. Data flows in real time. But for all that intelligence, one thing is too often missing: empathy. As I said in Forbes: “Don’t automate without empathy. The most effective automated emails feel like they were written just for the reader
The Missing Link in AI Content Marketing: Emotional Mapping Read More »
The end goal of any online marketing campaign is to drive visitors to your website and in turn, convert these same people into paying customers. With so many tools at a marketer’s disposal, this task sounds simple enough, right? Still, many companies are not seeing quality returns from their marketing spend and the 90% of
The Key to Conversion is Education Read More »
For some companies—especially start-ups or businesses undergoing major turn-arounds—content marketing can seem like a luxury. Content marketing—good content marketing—frames the case for why one approach to a business challenge is the way to go, or why one category of solutions is better than the alternatives. It is not a pitch for your company or products
Content Marketing: 3 Reasons It Fails, And How It Wins Read More »
