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 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 Fasion 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!

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clip from my conversation with Michael Stelzner on the Social Media Marketing Podcast about breaking free from outdated processes and dangerous assumptions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