The future of content marketing

Hey hey,

Had a good week?

This week, I drove a Tesla for the first time. I should probably put a post on IG with the caption #smallboybigGod.

Did you know a Tesla accelerates from 0 - 60Km/h in 4 seconds? That’s Porsche-level shithousery.

How do we win?

Today, I thought to share stuff I have been thinking about at work. And I would really love to hear your thoughts on this issue.

With the rise and rise of AI-copywriting tools, the B2B content arms race is heating up.

I believe that to break through the attention barrier, content marketers must own the narrative. This means we need to stop thinking of content in terms of SEO keywords (this doesn't mean we still won’t use keywords) and start thinking like journalists.

Paraphrasing this beautiful article by Packy McCormick on narratives:

We need to build a world so rich and captivating that others will want to spend time in it, even if we're not there."That means telling multiple, related stories, and telling them over and over again. It means making our overarching story clear enough that others can repeat it themselves. These individual stories add up to form a narrative, which constantly changes and evolves, but has a direction, size, and tone. But a narrative also compounds. Positive stories add up, particularly when they're positive for the same reason. Stories reinforce stories reinforce stories. A narrative forms. There's no formula, but the ingredients are:

• Number of stories told

• The ratio of positive to negative stories

• Consistency of positive or negative attributes

• Number of different storytellers

• The credibility of the storyteller to the target audience

• Confirmatory updates

• Persistence of stories over time

The best thing for a company or project's narrative is to have a lot of people with credibility to the target audience tell stories with roughly similar positive themes again and again over a long period of time, with new examples of the same positive themes added in. The more authentic and the less coordinated it all seems, the better.

To own the narrative, there are three audiences we need to talk to:

• Our core audience with whom we have a direct relationship

• The wider network around that audience (thought leaders or influencers)

• The broad range of audiences who might never use our product/service but can share and amplify our stories across a wider network

Please let me know your thoughts?

Content tools

A content tool I discovered this week

The Google Dataset Search is a search tool that helps you find online datasets that are free and available. It contains over 25 million datasets on different topics such as COVID-19, the revenue of leading companies in South Korea, external debt figures for Pakistan, and more.

Not Enough Writers

Next weekend, I'm talking with Ross Simmonds.He's going to share how Foundation has grown using content distribution over the last couple of years and how freelance content marketers can use content distribution to build a skill moat. I'm stoked to learn about the distribution strategy he and his team have applied and I am going to ask him all kinds of questions about what's worked. what hasn't and what lessons he's learned along the way. If you have any questions you would love me to ask him, hit the reply button or let me know in the comments.

Link to register here 👉🏾 SIGN UP

Content writing jobs (Remote/Freelance)

• Digital Content Writer, Media Relations Agency | Apply here

• Grant Writer, Ahsek Innovation | Apply here

• Junior Copywriter, Contra | Apply here

• UX Writer, Profi | Apply here

• Content Writers (Contract), Data-Driven Marketers | Apply here

• Tech & Games SEO Writer, GFINITY | Apply here

• And here’s a Google Docs link that also includes high-paying pitching opportunities

All the best folks. Please share with any of your friends/colleagues who might find this useful. 🙏🏾

My biggest takeaway this week 🚀

Sleep. You can’t do anything useful if you don’t get enough sleep.

What I’m thinking about?

Stop worrying about people who don’t even care about you.

What’s your biggest content marketing challenge?

Reply to this email. Let me know what you’d like me to cover next.

I read every reply.

Plus, if you would love me to review your writing and give you feedback, you can book a time here.

Thanks for reading this far. I am grateful!

Stay safe and sane.

I’ll be back on 9/5.

Dozie

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