When I worked in-house as a content marketing leader, I never had enough time to deliver everything to the quality I strived to deliver. Whether it was last-minute requests or late content drafts from contributors, it often felt like the best I could hope for was to just get through the day. When that's your daily reality, it can feel like a luxury to take the time to document your content strategy—let alone the processes and tools needed to bring it to life. But here's the thing—until you do...
26 days ago • 2 min read
Contrary to all the ads clogging our social feeds, most content teams don't struggle with creating content. They struggle with scaling their content operations. To get a clearer picture of why, I asked a simple question in two recent Meetup conversations and then shared the results of my content scalability assessment. The question: Which foundational content elements do you actually have in place today? What Most Teams Are Doing The good news is, as with the respondents to the assessment...
about 1 month ago • 2 min read
There's a pesky question that keeps coming up in my in-person workshops and webinars: "What if Copilot is the only AI tool our team is allowed to use?" While I usually reply quickly with my condolences, I also acknowledge that for a lot of enterprise and regulated teams, that's the reality. IT has approved Microsoft Copilot, and everything else is off-limits. And while it's tempting to see that as a limitation, it's more than that. It's actually a signal. Your organization isn't saying "no"...
about 2 months ago • 3 min read
Can you guess what these three intro pitches all have in common: 1) Our AI-powered traffic solution delivers engaged visitors to your site, costing significantly less than traditional paid ads. 2) Are you tired of "generic AI" spitting out robotic, soulless text that readers instantly reject? 3) You've poured months of hard work and your entire soul into your manuscript, but the reality is harsh: your book is effectively "invisible" in the vast ocean of Amazon. All three were sent to me via...
2 months ago • 2 min read
A few years ago, I built what I still think was one of the best editorial calendars I’ve ever created. I even use its format as a template. But the way I position it has completely changed. It was for a client with a growing content program and a lot of ambition. We mapped out the next three months of content in detail: blog posts tied to strategic themes, supporting social content, newsletter features, and even a few assets designed to support an upcoming product launch. Everything connected...
3 months ago • 3 min read
Everyone wants AI to repurpose their content magically. Turn a webinar into a blog post. A blog post into LinkedIn posts. A case study into sales enablement. And when it doesn’t work cleanly, we blame the prompts or the tool. But if your AI-generated repurposing feels messy, inconsistent, or exhausting to supervise, the issue usually isn’t the technology. It’s the infrastructure behind it. Repurposing isn’t just a productivity tactic. It’s a content maturity diagnostic. When derivative...
3 months ago • 3 min read
I've always been a "don't let the carrots touch the mashed potatoes on the plate" kind of person. In the early days of social media, it meant having a handful of different Twitter accounts, each focused on different facets of my interests. It took years before I friended work colleagues on Facebook. I've been keeping up that vigilance here, too, for months. But this Monday, I am beyond tired. So, I am going to share something with you that I shared on my personal accounts late last week....
4 months ago • 2 min read
I launched my book, Content Foundations, two weeks ago, and have gotten to catch up with so many of my favorite people to talk content strategy and governance. What was interesting (and not so surprising) is how many folks confided that they couldn't imagine being able to find the time to write a book. But here's the thing: those same people are always creating—podcasts, presentations, blog posts, books. But too often, we treat each piece of content like a one-time special edition of one...
4 months ago • 2 min read
Does this sound familiar? "We're creating more content than ever with the help of AI… but it doesn't get any easier." More channels. More contributors. More AI-assisted drafts. More pressure to publish faster. AI was supposed to lift us out of our never ending list of low-value to-dos. And yet, here we are struggling with more friction, more rework, and more "this doesn't sound like us" conversations. That's not a creativity problem. It's not a tools problem. And it's definitely not an AI...
5 months ago • 2 min read