#content-strategy

#content-strategy

As content demands continue to skyrocket, marketing teams are under increasing pressure to produce more, faster, without sacrificing quality or team well-being. From repurposing assets to leveraging AI and modular design systems, sustainable scaling requires creativity, structure and focus on what truly drives value. Balancing innovation with efficiency can help brands stay consistent and authentic even at high volume. To help, 18 members of Forbes Communications Council share the best strategies for scaling creative output while protecting both quality and your team.

Too often, we pick formats because they're "hot" (hello, TikTok and AR lenses) rather than because they align with our brand's outcome. As marketers, we must reverse the lens by asking what business objective we're pursuing-awareness, consideration, conversion, retention-and then choosing the format that best fits that objective. For example, if your goal is top-of-funnel reach with a younger demographic, then short-form immersive reels or stories might make sense.

On its face, ChatGPT is a chatbot. Give it any text prompt - a question, statement, challenge - and it will generate a response ranging from a sentence, to a paragraph, to computer code. Under the hood, ChatGPT is a Large Language Model (LLM). The core is a massive text dataset, a big bunch of words. ChatGPT uses this massive text dataset to predict what the next sequence of words will be in a given context.

Facebook engagement -likes, comments, shares, and other interactions -is vital because it directly affects the organic reach of posts. When users engage with content, Facebook's algorithm interprets that engagement as valuable, boosting its visibility to a wider audience. Higher engagement also fosters community building, strengthens brand affinity, and increases the likelihood that posts will appear in users' newsfeeds. A robust social media strategy involves prioritizing genuine interactions to sustain long-term audience growth and trust.

Over recent years it feels like the evolution of technology has increased in speed. The way we consume media has changed and video is spearheading the charge. Being able to stream movies and TV shows, capture and upload imagery straight to your social channels within seconds, and produce high-quality content using cost-effective tools is making video production accessible to the masses.

If you covered up your name and profile picture on LinkedIn, would your dream client still know that post was written by you? The LinkedIn feed is overrun with AI-generated posts, regurgitated quotes, and surface-level advice that sounds like everyone else. Your ideal clients scroll past dozens of posts every day, glazed eyes searching for something real, something that actually helps them solve their problems.

Creativity, AI, analytical thinking, problem-solving, and leadership skills are core skill sets that are in extremely strong demand for 2026 and beyond, based on data gathered from the U.S. Bureau of Labor Statistics' projections, the World Economic Forum's Future of Jobs Report and Coursera's Job Skills Report, From these skills, there are three specific skills that are directly tied to high-paying jobs, which are already in demand right now.

In a market flooded with digital noise and half-baked strategies, legal marketing expert Chris Dreyer stands out by offering something rare: clarity. As the CEO of Rankings.io and the mind behind the PIMCon conference, Chris is reshaping how law firms think about scaling, branding, and attracting clients. In our "Be That Lawyer" conversation, we explored what actually works in 2025, and how lawyers can stop overthinking and start executing.

Seemingly overnight, we've shifted away from search to the answer economy. In the last year, B2B buying channels have transformed, altering how customers search, discover and evaluate SaaS solutions. Already, up to 6% of B2B organic traffic comes from AI sources and is growing monthly by 40%. By the end of 2025, over 20% of organic traffic is expected to come from AI sources.

Live video has quickly become one of the most powerful ways for businesses to connect with audiences, build trust and showcase the people behind the brand. Yet for many business owners, it's also one of the trickiest formats to get right. The camera captures everything-not only confidence, clarity and culture, but also hesitation, over-preparation and mixed messaging. The difference between a live video that inspires and one that falls flat often comes down to avoidable missteps,

Looking to get your first 1,000 subscribers? "Your first 1000 subscribers: a playbook for small businesses" is exactly what you need. This playbook is for you. Learn step-by-step how to define your audience, create compelling lead magnets, and build effective landing pages. We'll also cover content strategies, email marketing, and using social media to grow your subscriber base. Start here to reach 1,000 subscribers.

Jenny Meassick is the Chief Marketing Officer at Socium Advisors. Over the past few years, content has become a cornerstone of the modern marketing strategy. The role of content is twofold: unifying campaigns across channels, from social media to email newsletters, and establishing a cohesive brand narrative that allows audiences to recognize your company's tone, values and voice. Selling a product is one thing, but selling an idea and trust is another entirely.

Authority is currency. Without it, you chase clients instead of attracting them. Without it, you're invisible while others get attention. Stop waiting for recognition. Manufacture it. Engineer the exact perception you want people to have when they hear your name. Establishing yourself as the go-to expert in your field is simpler than you think. ChatGPT can help with the right prompting. Copy, paste and edit the square brackets in ChatGPT, and keep the same chat window open so the context carries through.

For decades, a great reputation was built by word-of-mouth, a fleet of clean trucks, and an ad in the local phone book. But today, the "town square" where your reputation is built and discussed has moved online. Your potential customers are on social media every single day, and if you're not there to be a part of the conversation, you are invisible. This is where a smart, local social media strategy becomes your most powerful asset.

You had the perfect story idea, a limited-time offer, and your audience was active. But by the time you posted, half your viewers had logged off. That timing gap? It's where opportunities quietly disappear-unless you schedule Instagram stories ahead to match peak audience activity. Instagram Stories are essential in driving engagement and conversions, but only if your content shows up when your target audience is all logged in and active.

Most people jump right in. They choose a theme, browse around for awesome plugins, set up Mailchimp and do all this other... stuff, before they sit down and think it through. I've learned that when you do this, it's easy to end up with a really pretty blog....with very few readers. When I joined Canva a couple months ago,instead of writing a word or improving the blog's design, I spent the first month simply building a strategy.

Google EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and refers to a set of signals used to assess a website's content. Google sets these signals to ensure it promotes only the best and most credible content, especially in niches that are either connected to people's well-being or require special knowledge. Emitting SaaS authority signals is pivotal for traditional search and SEO AI optimization. To get featured in AI Overviews, you must have a website that appears credible and trustworthy.

Will Critchlow is joined by Ross Hudgens, founder and CEO at Siege Media. Ross brings a complementary skillset and background to Will's, with a deep focus on content and PR, and together they lay out a blueprint for the future of e-commerce SEO. This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow.

Small businesses are no longer trying to rank solely on Google search results with SEO. AEO is now part of the picture, too, and ranking on Google's AI overviews and the search results of LLMs (like ChatGPT and Perplexity) should also now be a goal for businesses. A recent study from Semrush found that Reddit is one of the top two domains from which Google pulls its AI overviews (second behind Quora).