In this issue: What's missing in B2B content. A framework for discovering intent The state of content marketing A customer persona workbook Dan Levy stresses the importance of word choice Let's go! Top of mind: A story is made of two elements: objectives and conflicts. A character wants something; something gets in their way. Konstantin Stanislavski, the father of method acting, says to get to the heart of a character, you must understand their Super Objective: the simple, singular goal that...

In this edition: ​​ What is the role of conflict? Internal vs External conflict Progressive complications Story structure in public speaking. Jacob McMillen edits. Let's go! Top of mind: We are at a crossroads. On social media and in my private conversations, B2B creators all seem to feel a bit... lost. The old ways are working less, the new ways aren't apparent, and in the meantime, we have to stay on the hamster wheel while we figure it out. This newsletter is really only 14 issues old, and...

In this edition: ​​ Considering the stakes Why the forces of antagonism hold us back Content on writing better intros Why specificity matters A reminder on what you should do after you get the click How Katelyn Bourgoin made $14,950 in 57 minutes with two emails and a Google Doc​​ Katelyn Bourgoin is the founder of Customer Camp, author of the wildly popular “Why We Buy” newsletter and co-founder of ” The Un-ignorable Challenge” a cohort-based program that shows entrepreneurs how to create...

In this issue:​ Erica & I want to edit you Why are we getting bored with content? The Verge thinks SEOs drive Ferarris U.S. passes AI bill How to build an SEO team Jay Acunzo is fed up with AI Let's go! Coming soon: Erica Schneider & Tommy Walker Edit-a-Thon I HAVE AN IDEA!!!"​"IT LITERALLY CAME TO ME IN A DREAM!"​This was the message I got from Erica at 9:38 Am on October 18th.​"Tommy and Erica's 'Edit-a-thon'​A half-day sprint where we edit and explain edits and whatever else seems fun and...

In this issue:​ The bitter ending Fixing creativity's image issue Handling more channels than you have time for Earning topical authority Brian Dean edits the beginner's guide to SEO Let's go! Top of mind: This is it. The bitter ending. The protagonist does not get what they want. They do not get what they need. They succumb to The Lie, are blinded to The Truth, and end the story unhappily ever after. Is it possible to create for a B2B reader and still have a satisfying ending? Sure is. For...

In this issue:​ The bitter ending Fixing creativity's image issue Handling more channels than you have time for Earning topical authority Brian Dean edits the beginner's guide to SEO Let's go! Top of mind: This is it. The bitter ending. The protagonist does not get what they want. They do not get what they need. They succumb to The Lie, are blinded to The Truth, and end the story unhappily ever after. Is it possible to create for a B2B reader and still have a satisfying ending? Sure is. For...

In this issue: Semi-sweet endings Preparing for a launch Beginners guide to loyalty programs aHrefs content lead tears me a new one Let's go. Top of mind: What do the Disney movie “Onward” and the 1999 classic “Fight Club” have in common? A lot more than you think. But before we get into that, I have a question... What did you want when you opened an email titled “write better endings”? Advice on ways to better insert CTAs at the end of blog posts? Rules or frameworks on how to close a...

In this issue: Semi-sweet endings Preparing for a launch Beginners guide to loyalty programs aHrefs content lead tears me a new one Let's go. Top of mind: What do the Disney movie “Onward” and the 1999 classic “Fight Club” have in common? A lot more than you think. But before we get into that, I have a question... What did you want when you opened an email titled “write better endings”? Advice on ways to better insert CTAs at the end of blog posts? Rules or frameworks on how to close a...