Blog

Medium • 16th November 2025

Beyond the Blog: The Future of Content Is Distributed, Atomized, and Immersive

For the last two decades, the B2B content marketing playbook has been remarkably consistent: write a high-quality blog post, optimize it for SEO, and use social media to drive traffic back to your website.The blog was the sun, and all other channels were planets revolving around it. This model, known as the “hub and spoke,” has been incredibly effective. But its dominance is coming to an end.We are entering a new era of content, one that is defined by three powerful trends: distribution, atomiza...

Medium • 14th November 2025

Using Cialdini’s 7 Principles of Persuasion to Ethically Supercharge Your Landing Pages

Your landing page is the most important piece of real estate on your website. It’s the place where a visitor makes a critical decision: to take the action you want them to take, or to leave.To make that page as effective as possible, you don’t need flashier design or more aggressive pop-ups. You need a deeper understanding of human psychology.Dr. Robert Cialdini’s groundbreaking work on the principles of persuasion provides a powerful, ethical framework for doing just that. His seven principles...

Medium • 10th November 2025

The Difference Between a Content Plan and a Content Strategy (And Why It Matters to Your Budget)

To a CEO or CFO, the terms “content plan” and “content strategy” often sound interchangeable. They are seen as marketing jargon for the same thing: the list of blog posts and social media updates the marketing team is going to create.This misunderstanding is the root cause of most failed content marketing initiatives and wasted budgets.A content plan and a content strategy are not the same thing. They are two distinct and essential components of a successful program, and understanding the differ...

Medium • 3rd November 2025

A CEO’s Guide to E-A-T: Why Google’s Core Principle Is Your Company’s Biggest Moat

As a CEO, you are likely focused on the big picture: market share, profitability, and competitive advantage. You may see things like your company’s blog or its social media presence as “marketing stuff” — necessary but secondary to the core business.This is a dangerous and outdated perspective.In the modern digital economy, your company’s content is not a marketing asset; it is a strategic business asset. And the single most important principle governing the long-term value of that asset is a co...

Medium • 2nd November 2025

The Future of Branding Is Synaptic: Building Brands That Live in Your Audience’s Memory

For decades, branding was a game of real estate. The goal was to own a piece of the physical world: a billboard on a highway, a jingle on the radio, a logo on a product. Today, the game has changed. The most valuable real estate is no longer on a street corner; it’s inside your customer’s mind.The future of branding isn’t about logos or taglines. It’s about building a synaptic brand — a brand that is so deeply embedded in the neural pathways of your audience that it becomes a mental shortcut for...

Medium • 31st October 2025

The Content Distribution Waterfall: A Scalable Model for Maximizing Reach

You’ve created a masterpiece. A 2,000-word, data-driven, pillar blog post that is the definitive guide to your area of expertise. You hit “publish,” share it once on LinkedIn, and then… you move on to the next piece of content.This is the single most common and costly mistake in content marketing. It’s like spending a month building a high-performance race car and then only driving it once around the block.The best content strategists know that creating the content is only 20% of the work. The o...

Medium • 29th October 2025

Your Brand Voice Guide Is a Waste of Time Unless It Includes These 4 Elements

Somewhere in your company’s shared drive, there is a PDF file that nobody ever reads. It’s called the “Brand Voice Guide.”It’s filled with well-meaning but utterly useless adjectives like “authentic,” “innovative,” and “passionate.” It’s a document that feels important but has zero impact on the actual content your team produces. Your social media posts still sound generic, your blog articles are dry, and your sales emails are inconsistent.The problem with most brand voice guides is that they ar...

Medium • 26th October 2025

Why Generative AI Won’t Replace Strategists (But It Will Replace Unstrategic Writers)

The panic is palpable. With every new release of a large language model like GPT-4, a wave of fear washes over the creative and knowledge industries. “AI is coming for our jobs,” the headlines scream. For writers, the threat seems particularly acute.And they are right to be worried. But they are worried about the wrong thing.Generative AI is a tool of unprecedented power. It can produce grammatically perfect, well-structured, and contextually relevant text on almost any subject in seconds. It is...

Medium • 25th October 2025

The A.C.T. Model: A Simple Framework for Mapping Content to Your Customer Journey

Most B2B content strategies have a fatal flaw: they treat all potential clients as if they are in the same stage of awareness. They publish content that screams “Buy now!” to an audience that doesn’t even know they have a problem yet.It’s the equivalent of proposing marriage on a first date. It’s awkward, ineffective, and a little desperate.A high-performing content strategy doesn’t just create content; it creates a journey. It guides a potential client from a state of passive ignorance to one o...

Medium • 24th October 2025

Forget Keywords — Build Your SEO Strategy Around Topic Clusters Instead

For years, the world of SEO was a simple game. You picked a keyword, you stuffed it into your article as many times as you could without sounding like a robot, and you hoped for the best.That game is over. Google won.Modern search engines are no longer simple keyword-matching machines. They are sophisticated semantic engines that understand context, intent, and the relationships between ideas. They don’t just want to rank a single page for a single query; they want to identify and reward the tru...

Medium • 23rd October 2025

The 5-Question Framework for Creating Audience Personas That Aren’t Useless

Let’s be honest: most audience personas are a waste of time.You’ve seen them. A slick PowerPoint slide with a stock photo of “Marketing Mary,” a 35-year-old marketing manager who enjoys yoga, owns a golden retriever, and struggles with “work-life balance.”This is a demographic caricature, not a strategic tool. It’s a collection of superficial details that do absolutely nothing to help you create content that connects, persuades, and converts. Knowing that Mary enjoys yoga will not help you write...

Medium • 22nd October 2025

Content Strategy Is a Misleading Term — Here’s What It Actually Is

Content Strategy Is a Misleading Term — Here’s What It Actually IsYou think you have a content strategy, but you probably just have a content calendar.It’s one of the most common and costly mistakes I see in the B2B world. A business decides to “get serious” about content. They hire a writer, fill a spreadsheet with topics, and start publishing three times a week. They post, they hope, and six months later, they wonder why their expensive efforts have produced nothing but vanity metrics and a ha...

Medium • 27th October 2024

SEO for Social Media Copywriters: Boosting Visibility in a Crowded Digital World

How do you ensure your social media content reaches the right audience in a world where billions of posts compete for attention every day? The answer lies in Search Engine Optimization (SEO). SEO isn’t just for blog posts or website pages — it’s a powerful tool for social media as well. By optimizing your content with SEO best practices, you can increase visibility, attract more followers, and drive higher engagement. The Social Media Copywriter’s Playbook dives into essential SEO techniques tha...

Medium • 27th October 2024

Crafting Content with Clarity and Brevity: Why Less is More on Social Media

In a fast-paced digital world, social media users skim through content at lightning speed, looking for posts that immediately grab their attention and deliver value quickly. To stand out, your content needs to be clear, concise, and impactful. Clarity and brevity allow your message to resonate without overwhelming your audience. In The Social Media Copywriter’s Playbook, I highlighted that creating clear and concise content as a critical skill for effective social media copywriting. Here’s a gui...

Medium • 27th October 2024

10 Proven Strategies to Write Social Media Headlines that Drive Engagement

crafting a compelling headline is like waving a neon sign in front of your audience — it’s your chance to grab attention, spark curiosity, and entice followers to engage with your content. The first impression is everything, and your headline is often the only thing standing between your post and a scroll-past. In my book, The Social Media Copywriter’s Playbook headline crafting is broken down into actionable, powerful techniques that anyone can apply to their social media strategy.Here are 10 p...

Medium • 27th October 2024

How to Use Storytelling to Build Stronger Connections on Social Media

In a digital world dominated by endless scrolling, capturing attention and building genuine connections has become an art form. The secret? Storytelling. Stories have the power to turn passive viewers into active followers, fostering relationships that go beyond just likes and shares. In my book, The Social Media Copywriter’s Playbook, storytelling is presented as a key component of successful social media strategy. This guide offers actionable advice on creating stories that captivate and reson...