Content Strategy

LinkedIn just added a button to flag AI slop. Then quietly nerfed two things creators have relied on for years: comment-for-lead-magnet posts and CTAs asking for reshares. I've seen it firsthand. Posts that normally hit half a million views in a week getting capped at 500. Removed the CTA and watched it climb to 20,000. My take on the lead magnet suppression: it's the wrong call. The only people commenting on those posts are people who actually want what you're offering. That's not spam — that's an engaged audience self-selecting. LinkedIn should think twice. But the broader signal? It's good for those of us who do the work. LinkedIn's own CPO called AI slop a "top priority." Over a million people clicked the new button in two weeks. Views on flagged content dropped 40%. The platform is enforcing quality now — and that means posting five times a week is only an advantage if what you're posting is worth reading. AI can help you research, find angles, and organize your thinking. But the post itself needs to come from your brain. Do epic things. Write about them. That's still the playbook — and now LinkedIn is enforcing it. https://fortune.com/2026/07/31/linkedin-seems-like-ai-slop-button-billions-automated-comments-attempts/ #LinkedIn #B2BMarketing …more

"Our buyers are too technical for storytelling." https://melaniegoodmanlinkedinconsultant.substack.com/p/3-2m-linkedin-impressions-5-post-formats I hear this constantly in B2B tech marketing. It's one of the most expensive assumptions a team can make. The belief goes: engineers, architects, and security leaders evaluate on specs, so narrative is fluff. Give them the feature list and let the product speak for itself. But here's what actually happens in the buying room. Your technical buyer builds a business case they have to defend to a CFO who has never touched your product. They forward your content to a colleague who reads two lines before deciding whether it's worth their time. They sit through six vendor demos that all blur together by Friday. Specs don't survive that process. Story does. A narrative isn't the opposite of technical depth. It's the structure that makes depth memorable. The best technical content I've built across five enterprise tech companies never dumbed anything down. It gave the complexity a shape: here's the problem, here's why the obvious fix fails, here's what changes when you solve it correctly. Technical buyers aren't immune to story. They're just allergic to story that has nothing real underneath it. Respect their intelligence and give them a narrative worth defending, and you don't lose credibility. You earn it. If your technical content is accurate but forgettable, the gap isn't your product. It's the frame around it. Want a fresh take on your B2B content strategy? DM me and let's schedule a 30-minute consultation—I'll show you 3 things you can improve this week. #B2BMarketing #ContentStrategy …more

This got 39 million views. More than the Claude Fable launch. I've never seen anything like it — and here's exactly why it worked. Diogo Almeida co-invented ChatGPT. That's the first sentence of his launch post for TypeSafe AI. Before he says anything about the product, he's already established that you should stop scrolling and pay attention. That's not a hook. That's authority weaponized as a hook. And it's the hardest kind to compete with. Then he stacked three more things on top of it: He built something genuinely novel. A new type of reinforcement learning called RLCD and a new frontier model called Jev. The value proposition is borderline insane. 20–200x faster. 40–400x cheaper, with output tokens free. And he fit all of that into the hook. I've been studying launch content for a long time. I have never seen one post pack more value into a stronger opening. I saw it in my feed and there was no way I was skipping it. The moment I read "co-founder of ChatGPT," I was locked in. The lesson for B2B marketers: authority isn't what you say you've done. It's what you've done that makes people stop mid-scroll. Diogo didn't explain his credibility. He dropped it in one line and moved on. Start with the headline. Work backwards to everything else. #B2BMarketing #ContentStrategy …more

Samsung's instinct when Apple announced the iPhone Duo foldable was exactly right. Capitalize on a competitor's weak moment. They've been selling foldables since 2019, Apple just joined — "Let us know when you're done reheating our leftovers" wrote itself. The execution missed. "Reheating our leftovers" reads like it was written by someone who is not in the room with the people they're trying to reach. Clever on paper. Doesn't land. The follow-up posts were more of the same — four tweets that felt like a brief was checked rather than a reaction that was felt. What they should have done: an actor in a studio within 30 minutes of the announcement, filming a fake Apple keynote, making the whole thing so absurd that anyone holding an iPhone Duo felt the joke. Make it visual. Make it shareable. Make it something people forward into group chats. That's the move. The brand banter playbook is not "post a witty line." It is "move faster than anyone expected, with something that genuinely makes people laugh rather than nod politely." Whenever you have a moment to take market share from a competitor, you have to jump on it. Samsung knew the moment was there. They just didn't hit it hard enough. For B2B brands watching competitor moves, the lesson is the same. It's not enough to react. You have to react in a way that makes the other side look like they're playing in your leftovers — not you. https://rollingout.com/2026/09/10/samsung-trolls-apple-foldable-iphone-duo/ #B2BMarketing #ContentStrategy …more

Today's post is 263 words, a 2-minute read. Sources: Sahil Bloom — "9 Harsh Truths Nobody Told You About Success" https://www.sahilbloom.com/newsletter/9-harsh-truths-nobody-told-you-about-success 1 big thing: What just changed in how B2B marketers should think about success The market for telling people what they want to hear is much larger than the market for telling people what they need to hear. That fact explains most of what you see in B2B marketing — and most of what holds marketers back. Why it matters: The mental models that built your career to this point are not always the ones that take you further. Recognizing which ones to keep and which ones to replace is a leadership skill most people never develop deliberately. Driving the news: Sahil Bloom's latest piece identifies nine patterns common among people who plateau — not because they lack intelligence, but because they lack adaptability and self-awareness. → The most counterintuitive finding: success is a more powerful trap than failure. Once you reach a local maximum, the comfort of that position makes the descent required to reach the next peak feel unbearable. → With AI flattening the intelligence playing field, courage — the bias for action — is the differentiator that cannot be replicated Zoom in: The four principles Bloom identifies for consistent success: create value, finish things, be easy to work with, do uncomfortable things sooner. → In B2B marketing, that last one does the most damage when ignored. The delayed conversation, the avoided pivot, the campaign you know isn't working — the bill always comes due. Yes, but: Simple principles and easy execution are not the same thing. The bar is low. Clearing it consistently is what most people fail to do. Be smart: Audit your current work against those four principles. Where are you performing? Where are you hiding? The bottom line: Intelligence is abundant. Courage is not. Act accordingly. https://www.sahilbloom.com/newsletter/9-harsh-truths-nobody-told-you-about-success #Leadership #B2BMarketing …more

Today's post is 298 words, a 2-minute read. Sources: Superhuman Marketing — "Reddit's ChatGPT Citation Collapse Worries Marketers" 1 big thing: What just changed in AI visibility for B2B marketers? Reddit's share of ChatGPT citations dropped 86% in mid-August. Brands that built their AI visibility strategy around it are scrambling. Why it matters: Platform-dependent AI visibility strategies carry the same risk as platform-dependent social strategies. When the citation model shifts, everything built on top of it shifts with it. Driving the news: ChatGPT reduced how often it credits Reddit in final answers — but it is still consulting the platform behind the scenes. → Brand websites are now being credited more frequently in ChatGPT's final responses → Brands that treated Reddit as their primary AI visibility channel saw immediate exposure drops Zoom in: Experts now recommend treating social platforms as audience-insight channels rather than citation engines. → The brands gaining AI visibility are publishing authoritative, original content on their own domains — content that gets cited regardless of where the question is asked Yes, but: Most B2B marketing teams do not yet have a defined AI visibility strategy. The brands hurt most by this shift are the ones who had one built on a single platform. Be smart: Diversify where your brand authority lives. Original thought leadership on your own domain, consistent voice, and documented expertise are the assets AI models surface — not social posts optimized for one platform's algorithm. The bottom line: Platforms are channels. Brand authority is the asset. Build accordingly. https://www.businessinsider.com/what-reddit-chatgpt-citation-decline-means-for-cmos-2026-8 #AIMarketing #B2BMarketing …more

This is how you create great content for your customers - be specific, generous, and valuable. Elizabeth Greenfield runs a functional wellness practice. Her ideal clients are people dealing with exhaustion, weight gain, and feeling wired despite doing everything right. Classic signs of chronic stress. She could post generic wellness tips. Drink more water. Get more sleep. Eat better. Instead, she publishes content that connects stress to something most people don't know about: how cortisol alters DNA methylation and accelerates biological aging at the cellular level. That level of specificity does two things. First, it signals expertise. It shows she understands the root cause, not just the symptoms. Second, it attracts the right people. Someone who's tried everything and still feels terrible is going to stop scrolling when they see content that explains why nothing has worked. This is the pattern I see in content that actually converts. It's not about being everywhere or posting every day. It's about understanding your audience well enough to name the problem they're experiencing in a way that makes them feel seen. If you're struggling to figure out what to post, start here: What's the specific problem your ideal customer is dealing with right now? Not the surface-level frustration. The underlying issue they might not even have words for yet. Then create content that connects the dots. You don't need a big budget or a content team. You need clarity on what your audience is trying to solve. If you want help translating that into a repeatable content workflow, comment and I'll reach out. https://www.lizgreenfield.com/blog-1-1/h08r5dhgllb0kfyalh0zrty7ukbgic …more

Most founders I work with are genuinely compelling in conversation. They can hold a room, tell a story, make you lean in. Then they sit down to write a post and it becomes a press release. Here's the framework I keep coming back to — I use it in my peer groups, in my advisory work, and in my own content. Three parts: 1. The moment you identified the problem. Not "I noticed a gap in the market." The actual moment — specific, concrete, a little uncomfortable. That's where people trust you. 2. What you tried that didn't work. This is the part most founders skip. It's also where the trust gets built. Showing your failed attempts tells people you arrived at your answer honestly, not theoretically. 3. What you discovered that did work. Not "here's the solution." Here's what I found, tested, and now actually use. The reason this works: it's the structure of every good story ever told. Problem, struggle, resolution. Your audience has heard a thousand "here's a tip" posts. They haven't heard your specific version of steps 1 and 2. Try it on your next post. Start with the moment, not the lesson. Comment "voice" and I'll send you the full one-page framework I share with founders. …more

I've worked with hundreds of founders through my accelerator and peer groups. And when I look at why their marketing isn't converting, it almost always comes down to the same thing. They built the campaign before they validated the message. Here's what that looks like in practice: they spend two or three weeks building out a content calendar, designing assets, writing emails, setting up scheduling. Then they launch. And then they find out — through low engagement, no clicks, no replies — that the message doesn't resonate. All of that work, wasted. Not because the campaign was bad. Because the message was untested. The fix is simpler than most people think. Before you build a campaign, send 5 DMs or have 3 sales conversations using your core message. Pay attention to the responses. Do people light up? Do they ask follow-up questions? Do they forward it to someone else? Or do they politely change the subject? What you learn in those conversations is worth more than any A/B test you'll run later. Real humans responding to a real message in real time will tell you everything you need to know about whether your campaign is worth building. Build the conversation first. Build the campaign second. Book a free audit with me — I'll look at your current messaging and tell you exactly where I'd focus first. …more

Your product launch timeline just became a regulatory risk surface. Anthropic launched Claude Fable 5 on Tuesday, June 9. By Friday, June 12, the US Commerce Department had issued an export-control directive forcing the company to shut it down globally. This is the first time an export-control directive has ever been used to pull a publicly deployed AI model mid-operation. Here's what matters for B2B marketers in enterprise tech: You can no longer assume your launch will stay live. Anthropic priced Fable 5, ran benchmarks, built go-to-market assets, and had three days of availability before Amazon researchers found a prompting vulnerability that triggered a government response. Commerce Secretary Howard Lutnick issued the directive at 5:21 PM ET. Because Anthropic couldn't verify user citizenship in real time, they disabled access for everyone. I've worked on launches at Proofpoint, Druva, and MinIO where regulatory uncertainty was background noise. It's now foreground risk. The gap between launch readiness and regulatory approval is compressing, and most content strategies aren't built for that. If you're launching a technical product in a space where compliance, export controls, or security clearances matter, your content needs to be modular enough to pivot without rewriting everything. That means scenario planning for delayed releases, restricted availability, or post-launch changes to positioning. The discipline here is the same one I learned in the Army: you don't get to choose the conditions. You build systems that hold under pressure. If you're launching in a regulated space and want to stress-test your content strategy for regulatory scenarios, send me a DM. I offer a 30-minute consultation where I'll review your approach and give you three actionable improvements you can implement this week. https://theaipixel.substack.com/p/claude-fable-5-launched-tuesday-by …more

Most B2B tech marketers hit a ceiling. Not from lack of effort. From optimizing the wrong variables. I've seen this across five enterprise tech companies. A team will grind for months on a content strategy that isn't working. More blog posts. More social activity. More webinars. The output increases, but the results stay flat. The problem isn't execution. It's what they're measuring. Three variables I see teams optimize that rarely move the needle: Content volume instead of resonance. Publishing 20 generic pieces won't outperform 5 that genuinely address the technical skepticism your audience brings to every vendor conversation. When you're marketing to people who evaluate infrastructure decisions or security platforms, they can smell surface-level content immediately. Optimize for depth and credibility, not frequency. Channel spread instead of concentration. I watched a marketing team stretch across seven platforms because a framework told them to be everywhere. Their audience was almost entirely on LinkedIn and in niche technical communities. When they pulled back and focused, engagement doubled in six weeks. Your audience isn't everywhere. Find where they actually pay attention and go deep there. Simplification instead of respect for intelligence. The instinct in B2B tech is to make everything simple. But your buyers are smart. They want to understand how your product works, not just what it does. The best content I've built didn't dumb things down. It made complexity clear and connected it to business outcomes they cared about. When I work with teams stuck at this ceiling, the shift isn't about doing more. It's about reframing what success looks like and aligning effort with variables that actually matter. If your content strategy feels like pushing a boulder uphill, I'm offering 30-minute strategy consultations where I'll review your current approach and give you three actionable improvements you can implement this week. DM me and we'll schedule it. https://www.contrarianthinking.co/newsletter-articles/youre-asking-the-wrong-question …more

In every founder peer group I run, someone says some version of this: "I know I need to be posting more, but I don't want to sound like I'm just selling all the time." I hear this constantly. And I understand it. Nobody wants to be that person. Here's what I tell them. Salesy content isn't caused by selling. It's caused by skipping the value step. Look at your last 10 posts. How many of them taught something, shared a hard-won lesson, or gave your audience something they could use today? How many were asking for something — a click, a follow, a demo? The ratio matters more than the message. When your feed is mostly valuable, your promotional posts don't feel like interruptions. They feel like a natural next step from someone your audience already trusts. The rule I follow: for every post that promotes something, publish two that teach or share something genuinely useful. Not rephrased common knowledge. Something specific to your experience. It's not about being less promotional. It's about earning the right to promote. What's your biggest challenge when it comes to showing up consistently? Comment or DM me — I'm genuinely curious. …more