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

In last week’s atomic essay, I wrote about storytelling in marketing and how to actually define it. As I said in that essay, “storytelling in marketing,” has become a trendy buzz-phrase that plenty of people will bring out when they want to sound like they know what they’re doing. But many of these same people, if you were to press them, wouldn’t be able to define what it actually means. And that makes sense, too. With it becoming just a thing that people say, the actual mean

As marketers and content creators, we can sometimes overthink storytelling. “Storytelling” has become a buzzword that gets thrown around all the time, with the true meaning of the word being lost in a sea of jargon-heavy Slack updates and meetings that could be emails. When a client says their marketing “needs more storytelling,” they're not asking you to write a book. Instead, they want the message behind their brand to make their target audience feel something, guiding them

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