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In the ever-crowded digital space, finding your voice is tough. Most content out there? It falls flat. A massive 60% of it misses the mark entirely. So, what’s the difference between content that gets scrolled past and content that sparks action? It’s not rocket science. It’s about staying relevant, being real, and tapping into the everyday hustle of your audience. Content that doesn’t just fill a feed—but changes the game. This is your roadmap for building content that adapts, improves, and earns trust—powered by strategy, alignment, and a feedback engine that actually works. 1. Lay Down the Right Foundations Forget one-off posts—think bigger. Create modular content chunks that you can adapt and reuse. These pieces serve long-haul goals while still suiting the fast pace of social. That’s the dual power of relevance and scale. 2. Use Tools to Stay Ahead of the Curve Deploy analytics, polls, and content-fit frameworks (like…

Let’s talk about the kind of content that actually earns attention in 2025.Not the AI-polished listicle. Not the “insight” that could’ve been written by a freelance ghost in 2021.We mean real stuff. From real people. Based on real conversations with customers.That’s what a Field Notes series is: quick, raw observations from the people closest to your prospects. Not overthought. Not overdesigned. Just honest, timely perspective—published while it’s still warm.And in a market where everyone’s suddenly publishing more, faster, louder?That kind of content cuts through. Why NowLet’s be honest: the internet is getting louder by the day—and blander by the week.Everyone’s scaling content. But few are scaling truth.We’re already seeing companies publish six posts a week and say less than they did in one last year.That’s the gap Field Notes fills.A short post about something a customer said this week will do more to build trust than your seventh “Ultimate Guide…

Let’s say the quiet part out loud:Most content doesn’t convert because it avoids the hard stuff. It paints a rosy picture. Explains the benefits. Maybe even drops a few stats.But it dodges the friction. The hesitation. The “Yeah, but…” And that’s where trust actually begins. If you’re leading marketing at a growing B2B company—especially one where sales is louder, sharper, or closer to the customer—you’ve probably heard those objections before. In Slack. In meetings. Maybe shouted across the room. But are they showing up in your content?Or are they still stuck in the sales team’s heads? Because here’s the truth:Objections are gold.They’re not problems to avoid. They’re insight. Opportunity. Conversion waiting to happen. And if you build your content around them, two things happen: You build trust faster than your competitors. Your content starts to actually help close deals. Let’s break it down. Objections Aren’t Roadblocks. They’re Roadmaps. Salespeople know…

Most industries are littered with partial answers. Searches return blog posts that scratch the surface, listicles that skim by, or overviews that assume too much. The result? People rely on Slack channels, DMs, or old PDFs from former colleagues to get their jobs done. This is your opportunity. If you're a marketer inside a sales-led company, a "Missing Manual" series could be your most powerful asset. It builds authority, helps your sales team, fuels SEO, and creates the kind of evergreen content your competitors wish they had the patience to make. Let’s unpack how to plan and execute one — borrowing the best ideas from the likes of Animalz, Foundation Inc., and Orbit Media. What Is a "Missing Manual" Series? A Missing Manual is a deep, structured guide to a problem or process that matters in your industry — and that nobody has taken the time to fully explain. Think…

Still Works is the Antidote to Consensus-Driven Sludge There’s a quiet killer lurking in your content strategy.It’s not lack of ideas. Or bad writing.It’s agreement. Too many companies smother their most interesting insights with layers of consensus. What starts as a sharp internal take—challenging, specific, maybe even divisive—gets watered down by sign-off cycles, brand policing, or “What if this upsets someone?” syndrome. The result?Well-crafted sludge.It sounds safe. Professional. Balanced.It also sounds like everyone else. “One of the first warning signs for me is when content feels super balanced. Like a GCSE essay—listing every possible view but standing for nothing.” Strong Content Starts With Tension Disagreement is where the gold is. Sales hears things product doesn’t. Marketing sees patterns leadership ignores. Founders have opinions no one else dares publish. That tension isn’t a problem to fix.It’s the raw material of powerful content. The job of marketing isn’t to smooth it over.It’s…