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If you’re in content marketing, you must be familiar with Hubspot. They basically defined “inbound marketing” in the 2010s. They relentlessly beat the drum about awareness, consideration, and decision content. The playbook was this: the “writer” on the marketing team would go through Hubspot Academy to learn how to write content to address different parts…

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One thing I’ve been incorporating more into my briefs are questions. Turning to the People Also Ask (PAA) questions within Google can give you a great headstart on creating your briefs and more insights into what people are searching for. You are probably familiar with PAA questions even if they don’t show up on all…

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What to do with “What is…” blog content & SEO
My newsletter subscribers got this first! Sign up here for free. Recently, my Twitter pal John Henry from Growth Plays pulled out a gem of a tweet thread. If you don’t know John Henry, he spends more time in large enterprise accounts than a raccoon in dirty dumpsters (that’s a compliment). His tweets were about “What is” content and their…