5:00 - Using empathy to create more compelling content. Sonia Simone wrote an awesome article that explains how to walk the line between having a brand voice and personality, and not offending half your audience. The gist of the conversation is around how to be the Chief Empathy Officer for your audience - how do you create content that's really going to solve their problems? How are you going to select topics that truly matter to them?

18:00 - Creating content as a team activity. Imran Tariq brings up an interesting concept: using a team to create content. Jeff and Francis talk about how this strategy can be extremely useful, and how it can quickly become a major detractor. Listen to the intern, listen to the CFO, but make sure the specialist decides which ideas are good and which are bad.

33:00 - SEO is an $80 billion industry, apparently. Great article found on SparkToro's Trending tool. But the real interesting topic is at the bottom of the article: will Google change the rules? Have we put all our eggs in the Google basket in the hopes that they don't pull the rug out from under us?