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The Content Professional’s Guide to Value Creation

Content professionals have an opportunity to play a central role in creating value. But not on their current path. Imagine…people who can find and amplify great ideas that drive growth and change. They would be at the center of everything that matters to an organization, wouldn’t they? Senior leaders would trust them innately, seek out […]

Pruning the Web of Smut

I have a mission—to rid the internet of smut content. No, it’s not what you’re probably thinking. Although it’s likely just as lost a cause. Smut is a kind of fungus that shows up as dark, sooty spores. Over time, smuts can choke off leaves’ photosynthesis. Some varieties grow on the leaves of fruit trees […]

The Shift from Filling Spaces to Creating Meaning

Once you start thinking about “content,” it’s over. You’re already in a world of bottomless, numberless containers that need to be filled for their own sake. You’re already shouting messages no one wants to hear into holes no one wants to be in. You’re creating meaningless tokens that have no value outside of a game […]

The Marketing Machine vs. the Human Heart

Let’s face it—writers are NOT an asset to marketing. We are a constraint. Because only so many humans can write only so much content during any given interval. AI shows the potential of finally getting writers out of marketers’ way. You can generate virtually infinite content. No supply constraints at all. Of course, the fantasy […]

An Industry Obituary

Content marketing is dead. I got an email this week that PROVES it. Look! The race to the bottom is unwinnable, but plenty of providers are trying to do so anyway. This email reminds me of the moment that I knew crypto was over. Months before conventional wisdom pronounced crypto dead, I was waiting in […]