Writing about competition in content

As an inbound marketer, what marketing news matters to you ... if any? And how can you even tell the difference?

The core thrust behind They Ask, You Answer is that buying behavior has changed a lot in the last 10 to 15 years. On top of that, however, the pool of your ideal customers is a lot more diverse than ever before.

In less than 2 months, Google has rolled out six different updates. Is Google trying to hurt us content marketers? (Also, during the conversation, I made a mistake. I inadvertently said the new page performance report is in Google Analytics, when it is actually in Google Search Console. Sorry!)

Let's say you want to get started with inbound marketing and creating the content you need to establish yourself as the No. 1 authority in your space about what it is that you do or sell. However, there's just one eensy, weensy problem – you don't have anyone on staff who can be a dedicated in-house content manager. What do you do? Is outsourcing really the right answer?

When I was given the gift of running IMPACT's video program, I was not thrilled. I always viewed myself as a writer and editor, and video was for... someone (anyone) who wasn't me.  Clearly, today is a different story.  How did we launch a robust video program during a pandemic? And how can other content and marketing leaders like you get their own video marketing program off the ground, no matter how limited your time, resources, or experience is?

We're all in the business of attracting our ideal buyers through our content. But how do you actually make the right people fall in love with your words?

When you're asked to make your content "more accessible" to your audience, it can feel like you're being asked to "dumb down" something you're an expert in... and that's not a great feeling.

Countless business leaders say their people are their greatest asset... so, why does everyone's content sound the same?

You need to create content about your competition. But how do you do it in a way that makes sense and doesn't feel... awkward?

Oh, what a decade this year has been, am I right?