Category: Content Marketing
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How to Know When It’s Time to Rebrand
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When Cracker Barrel unveiled its recent rebrand, the internet had thoughts—lots of them. From memes to outrage to measured applause, the reaction proved one thing: people feel deeply about the brands they’ve grown up with. But here’s the truth: backlash doesn’t necessarily mean the rebrand was a mistake. In fact, it can signal that a…
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From Lyrics to Launch: How Taylor Swift Turns Storytelling into a Marketing Masterclass
When Taylor Swift releases a new album, it’s never just music—it’s a cultural moment that’s carefully orchestrated, deeply personal, and nearly impossible to ignore. That’s not luck. It’s strategy. And it’s one of the clearest demonstrations of how storytelling can drive loyalty, conversation, and cultural relevance.
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Behind the Portfolio: The Story Behind My Most Impactful Campaign
When embecta—an injection technology leader with over a century of commitment to people living with diabetes—asked our team to create a storytelling campaign, the challenge was clear: How do you connect with more than half a billion people worldwide who share a diagnosis, but live in different countries, cultures, and circumstances? The answer was obvious:…
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Bad AI Is Everywhere—And It’s Wrecking Good Copy
AI is changing the way we work, create, and connect. But let’s be real—not all AI content is created equally. In the scramble to adopt the latest tools, a lot of brands are churning out copy that feels hollow, robotic, and painfully off‑brand. The result? A flood of content that all sounds the same and…
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Sweating the Small Stuff: Why Great Copy Lives in the Details
While the rest of the world is slathering on SPF and dreaming of popsicles, I’ve been thinking about sweat—the kind that comes from laboring over a single word in a headline, reworking a CTA for the fifth time, or debating whether “discover” or “uncover” feels more on brand. That kind of sweat? It’s the secret…
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Snackable Content: How to Make Every Word Count
Today’s audiences are busier, savvier, and more distracted than ever. If your content isn’t easy to consume, it’s easy to ignore. That’s where snackable content comes in: short-form, high-impact content designed to grab attention, quickly deliver value, and keep your brand top of mind.
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My Buyer Persona is Cooler Than Your Buyer Persona
In general, I like personas because they help marketers make decisions based on a deeper understanding of their buyers. Plus, as a writer, I find them extremely helpful because they help me pinpoint the buyer’s specific needs, motivations, etc., giving me a specific person to write to. As whole, personas are great. Until they aren’t.
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Create a Content Calendar in Seven Easy Steps
Last week, we talked about why you need a content calendar. Now, we’re going to dive in and actually do it. Ready?
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Content Calendars Aren’t Just for Nerds Anymore
While you know you need to create content on a regular basis, actually conjuring up material is another story altogether, which is why you need a content calendar.
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Creating a Great Landing Page
Landing pages are a crucial element in your content marketing game because they convert casual users into customers.
Sara Barton 