In June, the online shop blog I run generated €6,606 in directly attributed revenue. Six months earlier: €1,400. The answer was hiding in work we’d already done. (The 5-step system behind the 4.7× jump ↓) Most e-commerce blogs have one treatment for bad content: feed it more content. I started digging through the graveyard instead.… Continue reading Come back with a knife
Category: Content Strategy
Holy sh*t, I’ve diagnosed an epidemic
Holy sh*t, I’ve diagnosed an epidemic sweeping through content marketing: Best-Practicitis. Symptoms include: – Post-itis: “Post 3–5 times a week.” Why? No clue. Just do it.– Word-bloat: every blog post must hit 1,500 words. Google said so. Or Bob on LinkedIn did.– Video fever: every brand needs short-form video. Right now.– Copycat flu: your rival… Continue reading Holy sh*t, I’ve diagnosed an epidemic
I committed a content marketing crime
Last January, I committed a content marketing crime on the online shop blog I run. I stopped asking how we could “provide value.” I don’t want “5 tips for …” posts people can get from ChatGPT in 12 seconds. I want money. So I rebuilt the blog. Six months later, revenue was up 4.7×. I… Continue reading I committed a content marketing crime
On paper, I was the problem
By 36, I’d spent years being the person who could turn a 20-minute content review into an hour. On paper, I was the problem. In reality, I’m just not built for pretending content is finished when I can still see what’s wrong with it: – I don’t say something works when the opening is generic.–… Continue reading On paper, I was the problem
Report as AI slop
“Let AI write this post” — LinkedIn, for years. “Report as AI slop” — LinkedIn, this week. You couldn’t make this s# up. LinkedIn gave us the match. Now it wants to know who started the fire. Google did this first. Sites used AI to make lots of content. More posts. More pages. More slop.… Continue reading Report as AI slop