Most people have this backwards. They think complexity signals intelligence, and that difficult words, layered sentences, and industry jargon demonstrate mastery of a subject. In reality, it usually signals the opposite. It shows you understand something well enough to repeat it, but not well enough to explain it. The people who truly understand something can make you feel like you understood it all along. They can explain a concept in the simplest of terms that you can under

Thinking about the connection between Brand (with the capital B) and the content it publishes, the main thing I see is people treating the two as separate entities. Brand over here, content over there, with each doing its own thing independent of one another. That's the wrong approach. Brand isn't something that can be an afterthought when it comes to marketing. Brand is the layer underneath everything that, when it’s done right, influences every touchpoint, every message, an

When creating content for brands, you need to have systems in place to keep things in order. Without systems, you’re going to run out of ideas – especially if it’s an industry you’re not experienced with. When I begin working with a new client, there are three systems I set up immediately. Content Buckets Sitting down to make content is difficult, especially when you don’t have an idea already. When you sit down to work on content, you should already have an idea ready to go.

One of the biggest mistakes that people make when they start creating content is trying to speak about too many ideas at once. It can be tempting to fit as many things as possible into a single carousel (or a single article, LinkedIn post, atomic essay, or whatever else), but that’s a very quick way to both overwhelm yourself and your readers. We want to show that we know what we’re talking about, but we often bite off more than we can chew. Posts claiming to be “The ULTIMATE

Working in marketing, you get to dip your toes into a whole bunch of different industries. And a core part of that is learning . Each industry has its own turns of phrase, jargon, acronyms, writing styles, and so much more. Once you’ve got to grips with all this, it can be very tempting to start applying all your new knowledge everywhere. If you work for a finance brand, for example, you might want to use all those fancy acronyms - like ROI, A2A, BCPP, etc - in every piece of