To deny one's own experiences is to put a lie into the lips of one's own life. It is no less than a denial of the soul. The concept I stick to - my core principle - is simple: I write in plain English, and only when I actually have something to say.
I wanted to write a book about how the smartphone changed the world, but the more I researched, the clearer it became that phones were actually the latest step in this evolution of storytelling technology that stretches all the way back to prehistoric times.
He goes, go get the umbrellas. Andrés stayed at the pan, cooking through the downpour while the crowd slowly circled back. Champagne came out, people laughed in the rain and a messy situation turned into a shared memory. That scene showed the group what the company does best.
Publishers' adoption of generative AI is reducing the friction between content and format, making it easier for the same story to appear as shorter summaries, audio, or video, often in real time. To some publishers, a text article may soon be more of a vehicle for original reporting, not a final product. That information could become no longer available strictly in a static piece of content, but transformed into different shapes and formats, based on a reader's signals and preferences.
To paraphrase a quote credited to poet and author Maya Angelou, people forget what you say and do, but they never forget how you make them feel. That understanding is becoming increasingly relevant in modern marketing, where differentiation is driven as much by emotional experience as by execution. For agencies, this means thinking beyond deliverables to the full experience clients and audiences have at every touchpoint.
Capturing your audience in the perfect moment with the perfect content to produce startling results is the ultimate goal of creative content marketing. But the real magic happens when creatives and performance marketers work closely together. When creative experts join forces with performance specialists, you are building a winning formula to achieve maximum impact for your campaign investment. So, the million-dollar question is: how do you create content that achieves your goals and cuts through the noise, across every touchpoint of the customer journey?
How do you create brand meaning that's algorithm-proof? By creating moments so meaningful that when the customer's need returns, the brand does too, without any algorithmic assistance. I call it appreciated generosity. In a marketing world increasingly optimized by AI, personalization engines and predictive systems, it's tempting to believe relevance can be engineered entirely through data. But the brands people default to, the ones they don't search for, compare or ask AI to recommend, are built through small, generous brand acts.
I have zero sense of direction, so when I travel, I rely heavily on my Google Maps app. Before I take a road trip, I mark the points where I need to go, where I will stop for breaks, and how long it will take to get to my destination. A content strategy is the same premise. Content is created to guide users on where they need to go, the stops they need to make along the way, and the destination they should arrive at.
