In this episode, book coach and business advisor Jackie Lane reveals why writers shouldn't fear AI but should instead take agency over how they use it.

As the founder of the HII (Human Intelligence and Imagination) Project, Jackie shares insights from both sides - as someone who actively uses AI while also championing the irreplaceable value of human creativity.

Jackie explains her helpful approach to setting AI boundaries and shares surprising discoveries from interviews, writers, and clients. She also reveals why writers shouldn't worry about their jobs and what they can do instead.

Whether you're a content creator or an aspiring author looking for some assurance and guidance, this conversation offers fresh perspectives and ideas for an AI-obsessed era.

LINKS:

On LinkedIn - Jaqui Lane

Jaqui's website - The Book Advisor

Article - The Hii Project

Do you think social media can't really be "social" because people won't care or you don't work for a sexy brand?

In this episode, John Gonzalez from the Northeast Ohio Regional Sewer District shares how his team transformed their utility's social media from basic announcements into engaging conversations that changed how people view infrastructure.

John reveals how they found their voice and explains their strategy of balancing humor, humanity, and humility in utility communications. We'll also hear stories about how they successfully joined conversations their community was already having.

Whether you work in utilities, government, or any stereotypical "unsexy" industry, this conversation offers practical insights on how to break free from corporate communications' limitations and build meaningful relationships with your audience.

On LinkedIn - John Gonzalez

Social Media Page - Northeast Ohio Regional Sewer District

Ever wonder why some slogans, product names or ads stick in your head while others fade away? James I. Bond does, and he's written a book about it called Brain Glue. In today's episode, he shares:

• Why some ads make you flinch
• How a clever name can turn a copycat product into a goldmine 
• Why men might want to buy a "Lawnmower" for their bathroom
• How fire helped a company boost its business
• Why rhyming, honesty and being blunt are good messaging strategies

These concepts and more stick to our brains because they connect to it where decisions really happen.

James' website - YesBrainGlue.com

James' book - Brain Glue on Amazon

James on LinkedIn - James I. Bond

After a short break (holiday weekend) - the show will be back next week!

Let's dive into the world of social care and digital customer engagement with Brooke B. Sellas, founder and CEO of B Squared Media and author of Conversations That Connect.

Brooke shares her extensive experience in leveraging social media to enhance customer experiences, focusing on proactive social care, the importance of quick and effective responses, and the role of social listening.

You'll learn how engaging in meaningful conversations can lead to ROI, why hyper-personalization is the future of customer interaction and social media content ideas that generate conversations and responses.

Brooke's company - B Squared Media

Brooke on LinkedIn - Brooke B. Sellas

Brooke's book - Conversations That Connect

Nancy Harhut, Co-Founder and Chief Creative Officer at HBT Marketing, takes us into the fascinating world of behavioral science and reveals how it can completely evolve your marketing strategy and generate next-level results.

We explore critical concepts like availability bias, information gap theory, and more to learn how they can shape audience reactions and decisions.

You’ll get practical advice on concepts like balancing positive and negative messaging, transparency, and the power of humanizing your content.

Join us as we demonstrate how behavioral science is better than marketing “science.”

Nancy's Book - Using Behavioral Science in Marketing

Nancy's company - HBT Marketing

Nancy on Linkedin - Nancy Harhut

Content strategist and thought leader Andy Crestodina joins us to explore the balance between leveraging AI technology and preserving the irreplaceable human touch in marketing.

What is AI good at? What is it not good at when it comes to content? What are the pitfalls of over-reliance on AI?

How can humans and AI work together to make great content that stands out and forms connections?

You'll learn how to strategically integrate AI as a tool to enhance your content creation process without losing the authenticity and trust that human audiences continue to demand.

Andy's company - Orbit Media

LinkedIn - Andy Crestodina

Andy's Book - Content Chemistry

Globally recognized marketing strategist and bestselling author Mark Schaefer began to notice the shift toward community marketing as he wrote Marketing Rebellion and then Belonging to the Brand. This book contains insights, frameworks, and research showing how companies can harness the ultimate marketing strategy – community.

You’ll hear how community marketing goes beyond traditional methods, fostering deeper emotional connections and sustained customer engagement. Mark shares compelling examples of brands successfully implementing community-focused strategies, demonstrating the game-changing benefits of increased collaboration, advocacy, trust-building, and revenue.

Learn how to transform your marketing efforts by adopting the right mindset to create your community.

Mark’s website - BusinessesGrow.com

Mark’s book on Amazon – Belonging to the Brand

Mark on LinkedIn

Mark on X

Today’s featured expert is Robert Rose, Chief Strategy Officer at The Content Advisory and Chief Strategy Advisor at The Content Marketing Institute.

Robert sheds light on the critical evolution from traditional content campaigns to an always-on approach, explaining how this shift enhances continuous engagement and keeps your audience constantly connected.

We explore the revised approach to content as not just something you create - but a form of ongoing communication with modern audiences. You’ll learn how viewing content as a strategic tool for meaningful interaction and connection can revolutionize your marketing efforts.

As part of this renewed focus, you’ll find out how it benefits your overall content strategy to serve more than just potential buyers and how influencers and advocates can amplify your message and drive value beyond direct sales.

Modern marketers can learn about these insights, trends and more by enrolling in the 2024 Professional Certified Marketer (PCM) certification course from the Content Marketing Institute and the American Marketing Association.

Robert's Website - https://robertrose.net/

The 2024 PCM Course - https://contentmarketinguniversity.com/content-marketing-certification/

The Content Marketing Institute - https://contentmarketinginstitute.com/#

The Content Advisory - https://contentadvisory.net/

Robert's Podcast - https://www.thisoldmarketing.com/

Robert’s Book –  Content Marketing Strategy

Linkedin - https://www.linkedin.com/in/robrose/

Sometimes, the simplest changes in a mindset or approach can make the biggest difference in improving your content strategies. However, the barriers that often block content improvements come from inside a business.

Today’s expert has some answers.

Marcus Sheridan is a world-renowned keynote speaker, communication expert, digital marketing consultant and author of the revolutionary book They Ask You, Answer.

Learn how to master proven concepts like a two-sided approach to content, a walkaway paradox in sales, a transparency strategy and other simple and surprising ways to communicate and connect with buyers, prospects and audiences.

Marcus's website - https://marcussheridan.com/

His company - https://www.impactplus.com/team/marcus-sheridan

LinkedIn - https://www.linkedin.com/in/marcussheridan/

His Book - They Ask, You Answer

Carmen Collins is a visionary who has built and led social and content teams for brands like Intuit QuickBooks, Wish, and Cisco.

She is a social media and influencer marketing leader specializing in award-winning content marketing expertise, empathy, and storytelling.

She explains:

The True Meaning of Empathy in Marketing - Carmen demystifies the concept of empathy and explains how it goes beyond just being “authentic.”

Empathy’s Disruption of the Marketing Funnel - Discover why traditional marketing funnels fall short and how empathy can create more meaningful connections with your audience.

Real-World Success Stories - Hear fascinating examples demonstrating how empathy works in everything from social media to a store experience.

Practical Tips for Marketers - Get actionable advice on integrating empathy into your content strategy and see the potential for increased engagement and loyalty.

The Role of Social Listening - Understand the importance of social listening and how it can uncover opportunities to connect with your audience in unexpected ways.

Full show notes - https://www.yourcontentbrief.com/does-empathy-break-the-marketing-funnel-with-carmen-collins/

In this brief introduction to The Content Brief, I explain what to expect from each episode, how it relates to content marketing and innovation and why it's called The Content Brief.

We know that internal communication can impact external communication (content marketing), but can content strategies improve internal communication and company culture?

Communications expert and strategist Kristin Quiroz Bayona is here to explain how social media, video, and podcast strategies can be applied internally.

Like humanized content, she'll explain why authenticity matters more than "safe" templated messaging and how to measure the real impact of employee communications.

Plu.s, you'll learn how two-way communication, multi-channel content, and innovative ideas can build stronger company cultures.

Linkedin - Kristin Quiroz Bayona

Kristin's website - KristinQuirozBayona.com

In this episode, Marketing Communications and AI expert Dan Nestle joins us to discuss how businesses can apply everything we've learned about AI in content marketing to their 2025 strategies. 

Dan shares insights on avoiding the dull content from over-relying on AI and discusses how to use it as a partner rather than a replacement. 

We also talk about what Claude does better than ChatGPT and how Notebook LM can be an asset for podcast content.

Plus, we cover some of the implications of content audiences' changing attitudes and how that impacts opportunities to gain competitive advantages.

Whether you're a content creator, marketing leader, or business owner, join us for a conversation designed to help you incorporate AI into your content strategy in 2025.

Dan's website - Be Inquisitive 

Social Media - Dan Nestle

Dan's Podcast - The Trending Communicator

Ted Lasso isn't just a heartwarming comedy series - it's packed with powerful lessons about leadership, company culture, and communication. 

These factors can make or break a company's culture, content success and audience reputation.

Nick Coniglio and Marnie Stockman are successful tech entrepreneurs and big Ted Lasso fans who have written a book called Lead It Like Lasso.

It features a comprehensive dive into the show's themes of people, culture, communication and leadership and applies them to real-life settings—like your business. 

For example:

• Why the "Believe" sign demonstrates how core values need more than words on a wall
• How transparent communication turns challenges into opportunities to build trust
• How to create your own Diamond Dogs as a support network
• Why different leadership styles (from Roy Kent to Rebecca Welton) can all drive success
• How authentic communication builds stronger teams and customer relationships

Even if you're not a Ted Lasso fan, you'll discover practical insights about leadership that work in any boardroom, classroom, or living room.

Get the book - Lead It Like Lasso

Visit the website - LeadItLikeLasso.com

I'm one of those guys who can incorporate pop culture references into just about anything, but today, I'll be linking them to marketing, content and audience.

Pop culture can put marketing concepts in a fresh context that resonates in unique and meaningful ways. Today's examples include:

• How Miracle of 34th Street teaches a powerful lesson about brand attitudes and consumer behavior
• How The Truman Show demonstrates the disconnect between corporate speak and human connection
• What Coming to America's Randy Watson teaches us about social media
• Why Ted Lasso's and Roy Kent's communication styles tell us about self-awareness
• What Emperor Palpatine reminds us about copywriting

Even if you haven't seen one of these movies or TV episodes, these pop culture moments offer fresh perspectives on creating content that truly connects with your audience.

Professional photos can be the deciding factor when clients choose between experts. John A. Demato, a visual storytelling expert who works with speakers, authors, and consultants, explains why authentic photos can be a real game-changing difference-maker for their business.

Today, he'll share how strategic photography builds meaningful and impactful connections with your audience.

You'll learn:

• Why stock photos and generic poses are disrupting business opportunities
• How to think strategically about photos before the camera comes out
• Why being "camera ready" matters less than you think
• The key differences between smartphone snapshots and professional event photography
• Why your everyday business moments make compelling visual stories
• Why professional photos are an investment in relationship-building, not just marketing

Even if you think your business isn't "visual enough" for professional photography, today's show reveals how professional photos can improve how potential clients perceive and connect with you.

John's website - www.JohnDemato.com

On Linkedin - John A. Demato

While finding the right language is always a challenge in content marketing, some industries get stuck using the same words. In the higher education industry, it can be words like "student-centric."

Brian Piper is the Director of Content Strategy and Assessment at the University of Rochester and the author of Epic Content Marketing for Higher Education.

Today, we'll discuss the challenges and solutions around creating content that connects with today's prospective students and essential audiences, including:

• Why generic buzzwords are killing your message (and what to say instead)
• How to tap into your best marketing resource – the students already on your campus
• Smart ways to make online students feel like part of your community
• How insightful content like podcasts can change minds about higher education and reach multiple audiences
• Why playing the long game in content marketing pays off (and how to measure it)

Even if you're not a student, staff member, or university faculty member, today's show offers some excellent content marketing insights that are valuable for all content marketers.

Brian's website - www.BrianWPiper.com

Brian's Book - Epic Content Marketing for Higher Education

Brian on LinkedIn - Brian Piper

Brian's Podcast - AI for You

Hello! I was out of town last week, but I'm back now and booking guests for the rest of 2024. The next show will be in two weeks - October 23.

Cisco Talos Intelligence estimates that 150 billion emails sent globally are spam. Even marketers get a lot of spam!

So, if you're a marketer, how do you create emails that stand out from the spam, make connections, generate responses and develop long-term customer relationships? 

Business consultant and author Ed Forteau helps service providers, entrepreneurs, and sales professionals build authentic relationships, and he's here to share some answers, including:

• Why personalization is more crucial than ever in cutting through the noise
• The shift from mass emailing to focused, quality connections
• Why your email strategy should align with other platforms like LinkedIn
• How to use content amplification to warm up cold leads
• The power of behavioral segmentation in boosting engagement
• Why understanding customer personas leads to more impactful communication
• How AI can enhance your email strategy without losing the human touch

Ed's website - EdForteau.com

Ed on LinkedIn - Ed Forteau

Ed's Book - No More Cringe

This week, we break down a real example of transforming generic marketing language into meaningful content, explore how gated content barriers have spread beyond contact forms, and I share an AI mistake I made that others can learn from.

You'll hear:

• A step-by-step transformation from generic marketing language to meaningful language using a fake company and product - but a real audience. 
• How gated content hurts connection and why this barrier mentality has spread into uncomfortable sales tactics and even YouTube content.
• My confession about an AI mistake I caught myself making and how it applies to recent AI content and cognitive research.
• Research insights from Neil Patel about human-written content still wins, plus Ann Handley's post about an upcoming blogger survey,  and a gated content analysis from Impact Plus's Kaityn Petro.
• A conversation clip from my conversation with Michael Stelzner on the Social Media Marketing Podcast about breaking free from outdated processes and dangerous assumptions

This episode challenges the templated approaches that make brands sound identical, shows why removing barriers to create stronger relationships, and exposes the critical thinking skills we risk losing when we lean too heavily on speedy technology.

Show notes with links - https://www.yourcontentbrief.com/are-we-drowning-in-our-own-marketing-language/

This week, we examine how templated language can dehumanize LinkedIn DMs, the tendency to overthink our video content, the benefits of trying out Instagram, and how to transform a mobile experience into a Disney ride.

You'll hear:

• How LinkedIn DMs that start with "At" instantly sound like radio commercials
• Keelyn Hart's advice for a different approach to DMs
• How the same templated language problem shows up in emails and social posts (and makes people tune out)
• Video advice from LinkedIn's Purna Virji and Deya on why imperfect videos focused on conversations work best
• A conversation with Instagram expert Corey Walker about how businesses can turn to Instagram in 2025.
• Insights from Brandon Beatty about how Disney's ride design provides a path for creating mobile customer experiences that feel like stories, not transactions.

This episode delves into why we obsess over perfection when audiences crave authenticity, and explores why trying new approaches might be exactly what your connections need.

Get the full show notes with links - https://www.yourcontentbrief.com/connecting-on-social-do-we-sound-like-humans-or-radio-ads/

This week, we’re looking at the gap between what marketers say and what they actually do—and how that disconnect shows up in their messaging, their goals, and their use of AI.

You’ll hear:

• Why so many “human” content strategists still sound robotic (via insight from Christopher Penn)

• A frustrating but telling look at where marketers are putting their focus in the year ahead, thanks to Rand Fishkin

• A thoughtful breakdown of what real conversion looks like and what it says about content, inspired by Matt Cornelison and Andy Crestodina

• A conversation with Sabrina Amjad from Vanbri Consulting about the current pros and cons of AI in business

• And an idea from Roger Dooley on how AI could help improve emotional intelligence.

This episode’s full of questions worth asking if you’re serious about content that connects—and not just content that fills space.

All links and show notes can be found here - https://www.yourcontentbrief.com/has-human-language-disappeared-in-content/

Just touching base with you about what's been going on and what to expect next!

Shira Abel is the CEO and Founder of Hunter & Bard and creator of The Perception Formula. She's here to help consider the ways company attitudes about audiences inevitably shape the content we create.

She'll add much-needed depth and context to the concepts of having self-awareness in the content we create, and how we can tap into the thoughts and emotions of our target audiences. One of the ways she taps into this is through her innovative Perception Formula (Perception = Heuristics + Hormones + History + Heritage).

Drawing from her 25 years of experience and role as a lecturer at UC Berkeley, she's a sought-after expert who helps businesses improve their market presence and drive exceptional growth. 

Shira on Linkedin - Shira Abel

Her website - ShiraAbel.com

Her company - HunterandBard.com

This week, we're revisiting the episode featuring Marcus Sheridan. The show is back with a new episode on April 2nd.

Sometimes, the simplest changes in a mindset or approach can make the biggest difference in improving your content strategies. However, the barriers that often block content improvements come from inside a business.

Today’s expert has some answers.

Marcus Sheridan is a world-renowned keynote speaker, communication expert, digital marketing consultant and author of the revolutionary book They Ask You, Answer.

Marcus's website - https://marcussheridan.com/

His company - https://www.impactplus.com/team/marcus-sheridan

LinkedIn - https://www.linkedin.com/in/marcussheridan/

His Book - They Ask, You Answer

Matt Locke, Director at StoryThings, joins us to discuss the epidemic of uninspired content marketing and how businesses can create truly distinctive thought leadership.

Matt brings decades of experience from his BBC and Channel 4 background to explain why so much content fails to resonate with audiences. 

He reveals practical strategies for escaping the zombie-like repetition plaguing corporate content strategy, including frameworks to help you deliver real value that resonates with audiences.

Matt on LinkedIn - Matt Locke

Company Website - Storythings.com

Social Post - How to Avoid Generic Thought Leadership Disease

This week’s briefing examines the issue of templated thinking, ranging from copy-and-paste posts on LinkedIn to the striking example of 7,000 white papers that were almost entirely unread. Both highlight what happens when marketers repeat tactics without critical thought.

Then we’ll preview the latest Orbit Media Blogger Survey (releasing on August 28) with Andy Crestodina, which reveals what’s really working (and not working) in blogging today.

You'll hear:

• Krista Mollion’s critique of “copy-and-paste culture” and why it signals a deeper critical thinking problem.

• Lindsay Tjepkema and Ian Faison discuss the lesson behind the creation of 7,000 white papers and what it says about chasing quantity over value.

• How creative approaches to podcasting can help businesses stand out from the usual corporate formats.

• Andy Crestodina’s highlights from the 2025 Blogger Survey: what strategies deliver results, how AI is being used effectively, and more!

Full show notes with links - https://www.yourcontentbrief.com/can-blogs-succeed-where-templated-marketing-fails/

This week’s briefing takes a critical look at outdated marketing habits (like avatars and funnels), as well as other ways that might disrupt connections between brand and audience.

You’ll hear:

• Phil Treagus Evans shares an “EMPATH Framework,” designed to go beyond avatars and one-dimensional demographic labels and build deeper, human connections.

• Michael Maximoff shares a perspective that cold outreach doesn't work the way it did in 2010, and how to reframe it for your prospects and audience today.

• With new research showing that listeners give new podcasts very little time to impress them, I'll share some mistakes to avoid at the start of an episode.

This episode is all about breaking out of old habits for the better of your business and your audience. Sometimes you just need to tweak it. Other times, you may need to scrap the whole thing!

Full show notes with links - https://www.yourcontentbrief.com/is-it-time-to-replace-funnels-customer-avatars-and-cold-outreach/