Ask this question in most marketing circles and you’ll get “consistency is key” within about four seconds, usually from someone who has never once had to write the thing they’re recommending you publish weekly. It’s not wrong, exactly. It’s also…

If you read The performance trap: When metrics start shaping mediocre ideas, you already know the argument. Chasing CTR does a disservice to content. CTR is a number. It sits in a dashboard, goes up or down and gives everyone…

In March 2018, an ad ran inside Snapchat for a game called “Would You Rather.” It asked users to choose between slapping Rihanna or punching Chris Brown, a grim callback to Brown’s 2009 assault on Rihanna. Every word in that…

Publishing runs on more inputs than most people give it credit for. The idea. The argument. The timing. The voice behind it. Whether anyone needed to read the thing in the first place. Click-through rate is one input among many…

You’ve done this before. You send over a brief that says “write a blog post about our new feature, roughly 800 words, SEO-friendly, engaging tone.” A few days later you get back 800 words that are technically about your feature,…