“Better than nothing.”
That’s how I describe a run that I’m just barely able to squeeze into a busy day. It’s also how I describe this week’s newsletter. It’s not nearly as in-depth as a normal issue, but it’s been a crazy week. It’s better than nothing!
Please excuse the click-bait title. I hope this is one of the most useful blog posts I’ve ever written.
Content is traditionally used to drive top of funnel traffic and move users towards free trial signups. And that works really well—assuming that creating awareness of the product is the main constraint.
But often—in fact, very often—this B2B content strategy is applied to businesses with different constraints, rendering it ineffective.
I thought this article was fascinating. If you have an AdWords account, you can start a mattress company.
Stratechery’s new Concepts page is insanely useful. The more I read Ben Thompson’s stuff, the more I like it.
Have a great weekend!
PS - I'm looking to partner with a few great businesses to sponsor this newsletter. It reaches a bunch of smart folks from places like Google, Apple, Spotify, New York Times, Marriott and Harvard. Shoot me an email if you're interested in working together.
PPS - I created an email course called 5 Days to Better Content Marketing. More than 300 people have already taken it. You should check it out too.