Category Archives: Strategic

Why ‘You’re Not Your Audience’ Isn’t Always Great Advice

“You are not your audience” reminds us to question assumptions and never stop learning about the people we aim to persuade. But I have a bone to pick with this advice. It has a darker side, one that separates us from the people we try to serve, and enables our worst marketing selves. If you’re a […]

Set the Strategic Goals that Drive Your Content Marketing

Are we talking about a YouTube “let’s play” gaming video? A clever tweet from a big brand? Or maybe a blog post or podcast episode? Because that word content is there, the content format is where most people seem to focus. But the type of content isn’t nearly as important as the strategic goals that inform it. […]