“Until the robots can go out and have their own lived experiences, they gain sentience and start a brick and mortar store, I'm not too worried about them being able to take over that aspect of the content. Maybe they can help speed up the very basic foundational surface level content. Sure, that's fine. But that's not like the exciting stuff anyway.”

“One of the things we like to do is go beyond the KPIs, the metrics, to talk about the impact of those results. What did it mean that they got 10% more traffic? What was made possible by that? What did it change for them?”

“All we really focus on is writing for the user. You know, trying to help the reader, find out whatever they wanna find out or solve, and solve the problem that they have.”

“I think that, generally speaking, the thing that I'm most heartened by and what I think is most important about this particular content strategy, which is driven by the message proceed with confidence, is that it goes against the grain of the gloom and doom.”

"The idea is to really determine outcomes first. Do you wanna build your brand? Do you wanna drive website traffic? Are you looking to engage more people on social media? Once you have those outcomes identified, then it's really easy to reverse engineer a strategy and figure out what you need to be doing or what levers you need to pull to make that happen."

"Sometimes the creation of a brief can take almost as much time as just writing the dang thing yourself."

"The sooner that marketers can appreciate that the only reason their job exists is to make sales easier, the better they'll be at their job."

"We measure input rather than output. We measure things that are in our control. ...Things like sessions and impressions and clicks, we measure them for sure, but we understand that the input is more important there and that often if we're seeing a drop or an increase, we can trace it back to input."

"The metaphor that I like to use is operating less like an assembly line, which is what a lot of companies would kind of think of, and more like a Formula One pit crew."

"When I was teaching writing, I started every writing lesson with audience and purpose because kids needed that. And that's the first thing that shows up in my briefs as well: Who is it for? And what are we trying to do?"