Forget outdated blog posts, keyword-stuffing and forced hashtags. Content marketing has officially come of age and now it’s about strategy, depth and making genuine connections with your audience. Here are three strategies that you can use to make your content sing in this dynamic landscape:

• Stop chasing down keywords and stuffing them into your content. Keyword terms are no longer a thing, according to Masthead Media’s Amanda Pressner and a lot of other digital marketing experts who have their finger on the pulse of the industry. “As search engines have gotten smarter, they're relying a lot more on natural human language--not broad keyword terms--to determine what a person is really asking,” she writes in Inc. “That means brands [that] are researching high-volume keyword terms and then writing articles around those searches (best practice just a few years ago!) won't reap the same rewards they once did.”  
• Humanize your content and write in the spirit of your brand. If large language model-based AI machines can spit out articles of any length—and on any and every topic in a matter of moments—the question becomes: How can you stand out within all that mediocrity? The trick is to create content that’s unique to your brand and valuable to the people who are reading, watching and otherwise engaging with it. “That means offering insider perspectives from real people--your executives, researchers, and customers--as well as proprietary data that couldn't have come from anywhere else,” Pressner writes. “Oh, yes, and let's not forget your voice--even AI that's been trained isn't very good at writing in the spirit of your brand, so make sure it rings clear in everything you create.” 
• Don’t let your sales team’s intel go to waste. I remind my own clients all the time that their sales reps are probably the best idea-generators for content. They may not be part of the marketing team, but inside and outside sales reps know exactly what’s keeping their clients up at night, what mountains they’re trying to climb and the key pain points that they’re dealing with. If you can pick their brains, you’ll get some great article, blog and white paper ideas that you probably never even thought of. 

“Whether salespeople are connecting with new leads, nurturing leads who have been on the hook for a while, or catching up with current clients, their ears are always on the ground—learning what's working and what's not,” Intero Digital’s Kelsey Raymond writes in MarketingProfs. “So, check in regularly with the sales team to talk about what an ideal buyer's journey would look like and what types of sales enablement materials and assistance could support them.”

Stay tuned! Next month I'll be launching a new course, interactive content marketing calendar and enough ideas to carry through the next 12 months. It will help you transform your content strategy from frantic to focused, drive measurable ROI and maximize your marketing investment.

Gen Z and Millennials will make up 74% of the global workforce by 2030. This gives companies all of five years to prepare for a time when individuals who are currently aged 19-42 dominate leadership roles and define workplace culture.

That’s not much time.

According to Deloitte’s new 2025 Gen Z and Millennial Survey, these two generations:

• Have extremely high expectations of their employers
• Tend to “job hop” more frequently than their predecessors (17% plan to leave their employers within two years)
• Prioritize learning and development
• And, they don’t really equate “success” with “climbing the corporate ladder”

Here are five more things that Deloitte says companies should know about younger generations of employees, their expectations and where their priorities lie:

• Yes, work-life balance is actually a thing. Gen Z, in particular, is focused on work/life balance and just 6% of them say their primary career goal is to reach a leadership position.
• Managers are missing the mark. Both Gen Zs and Millennials think their managers should be providing more guidance and support; inspiration and motivation; and mentoring opportunities.
• They know a thing or two about advanced tech. Most Gen Z and Millennial workers (56%) are also using generative artificial intelligence (GenAI) in their day-to-day work for everything from data analysis to project management to risk assessment.
• They’re worried about money. Both generations are concerned about the rising cost of living rates, and nearly half of them are not financially secure and/or living paycheck-to-paycheck.
• And they want to do meaningful work that matters. Gen Zs and Millennials want to do purpose-driven work—an important criteria for 89% of Gen Zs and 92% of Millennials.

You can download the full report here, but Deloitte’s recommendations include cultivating a culture of learning and development that starts on the day someone is hired and continues as they progress in their careers.

Deloitte also recommends prioritizing training and reskilling programs that prepare the workforce (e.g., technical training, development of soft skills like emotional intelligence, etc.) and clearly defining and communicating the organization’s purpose. The latter helps organizations attract individuals who align with that purpose, it says, “and helps employees find meaning in their work.”   

Anyone who experienced the wave of bookstore closures that started in the early-2000s knows how painful it is to see the one or two national or independent bookstores in your area shut down for good.

That meant no more Borders, no more B. Daltons and no more Waldenbooks in your area mall (weren’t those stores fun to browse through? I miss that.) Books-A-Million went through some changes—but is still chugging along in some regions—and Barnes & Noble reigned as one of the last major national bookstore chains standing.

At the time, I guess the prevailing thought was that we’d all be consuming content digitally in X number of years, so why bother with bricks-and-mortar anymore? Well it seems we’ve come full circle since then, and at least one nearby, refreshed Barnes & Noble store is definitely a testament to that.

It’s hopefully also a testament for what’s to come. And based on how full the parking lot and aisles were during opening week, all signs point to a renewed appreciation for physical bookstores as community hubs, tactile browsing experiences and spaces that digital platforms simply cannot replicate.

And this isn’t only happening in Tampa either. My daughter saw a similar scene at the Barnes & Noble at The Grove in Los Angeles just last month. All this to say, bookstores are back, and they’re better than ever. Companies are using more of their vertical space, facing books forward to entice readers with covers (versus spines) and making the overall experience more engaging and inviting.

If you’re interested in the backstory of how Barnes & Noble pulled itself out of a slump, modernized its stores and got people to start coming back to them again, Morning Brew’s Sam Klebanov does a great job of dissecting the company’s reemergence in this short YouTube clip.

In the fast-paced business world, time is your most valuable asset. But what if you could reclaim
hours each week, boost your productivity, and finally strike that elusive work-life balance? Taken from
my online course Fast-Track Your Real Estate Career with a Personalized Business
Plan, here are four actionable productivity hacks that will help you accomplish more – and with less
stress and more freedom.

1. Leverage the Power of Delegation (and Smart Swaps). Feeling bogged down by tasks that
aren't your core expertise? Virtual assistants, administrative support, even specialized marketing
help can free up significant time. Can't swing the cost? Explore "task trading" with another professional.
Maybe they excel at social media while you're a closing wizard – a win-win!

2. Beat the Deadline Monster. Early Bird Gets the (Closed) Deal: Imagine the relief of finishing
that crucial listing presentation or request for quotation days before it's due. Finishing projects early isn't just about avoiding stress; it gives you breathing room for unexpected issues and allows you to approach the final stages with a clear mind.

3. Know When to Say "Recharge." Burnout is real, and it's a productivity killer. Recognize your
limits. When the pressure mounts, schedule short breaks – a walk, a workout, a coffee with a
friend. Investing in your well-being directly translates to better performance and longevity in the
business.

4. Conquer the Chaos with an End-of-Day Power-Up. Spend the last 15 minutes of your
workday prepping for tomorrow. Lay out files, organize your to-do list and leave your workplace
tidy. This small investment of time sets you up for a focused and productive start the next day.

Want to rise above the noise and become the go-to real estate agent in your market? Understanding
your competition isn't just smart business – it's your secret weapon!

Here are six ways to analyze your rivals and position yourself for success:

1. Get to know your neighbors: Who are your five closest direct competitors? Identifying them is
   the first step to understanding their local footprint.
2. Spot the sideline players: Don't forget your indirect competitors. Who else is vying for your
   potential clients' attention, even if their services are different than yours?
3. Track their trajectory: Are your competitors' businesses growing, stagnant or shrinking? This
   gives you valuable insight into their market appeal and potential vulnerabilities.
4. Become a marketing Sherlock Holmes: What can you learn from their operations and
   advertising efforts? Analyze their strategies to identify what does and doesn’t resonate.
5. Uncover their Achilles Heel: What are their weaknesses from a client's perspective? More
   importantly, what are their strengths that you need to be aware of?
6. Think about how you can stand out: What can you do differently? And, how does your unique approach, service or expertise stand out from theirs? This is your key to attracting your ideal clients.

***Here's a bonus tip: Start a "competitor file" and collect their ads, brochures, and pricing. Regularly review this information to stay ahead of their moves!

Content marketing offers a wealth of benefits for B2B companies, making it a powerful tool for reaching your target audience, building brand awareness, and ultimately driving growth.

In Content Marketing: B2B sales’ secret weapon, ET Edge Insights shows B2B companies how to effectively harness the power of content marketing. Here are four strategies that you can start using today:

• Become your industry’s go-to resource by creating authoritative content. “White papers, case studies, and in-depth blog posts showcasing your expertise establish you as a trusted thought leader,” ET Edge Insights says. “Potential customers come to you, eager to learn from your knowledge and insights.”  
• Keep leads engaged throughout the buying cycle. Informative ebooks, engaging newsletters, and targeted email sequences can all help guide customers through their research and decision-making process, gently moving them closer to conversion.  
• Consistently deliver valuable content. By doing so, you can “demonstrate your dedication to helping your audience, fostering trust and loyalty that pave the way for future sales,” the publication points out. And by offering gated content that requires a login or registration, you can attract leads that are actively interested in your company’s products or services.   

• Give your sales team great content to work with. “Content marketing acts as a valuable sales enablement tool,” ET Edge Insights says. “Equip your sales team with case studies, customer testimonials, and other informational assets to close deals more effectively.” 

I can’t tell you how many companies come to me with last-minute content needs. I’m guessing this happens because their marketing and sales departments took a quick glance at their current content library, realized that much of it was old and even irrelevant, and then quickly mobilized to get it refreshed and up to date.

New business lines, products, services and customer segments—each of which usually require certain tweaks and promotional language that help subtly “spread the word” via content—can also send marketing departments into a content tailspin.

Company updates, product launches and market trends deserve space on a content marketing calendar, yet many organizations are sticking with a piecemeal content production approach. This may work for last-minute things—an article on how to manage tariffs, deal with the business challenges of the day, etc.—but there’s a better way to handle this.

The bottom line is that evergreen pieces can and should be planned out in advance. New product and service launches, and the content that supports them, can also be planned out on longer timelines (since they don’t generally just “happen overnight).

We all know that the reactionary approach doesn’t work well in today’s business world, where the C-suite expects results and accountability from all marketing investments and channels—content included. Current events and news-oriented pieces will have to be slotted in, but the core focus should be on developing and publishing evergreen content that prospects and customers can engage with and respond to.

For best results, plan out your marketing content for the upcoming month, quarter and/or year, depending on how far out you want to think. Include the various types of content you want to present—blogs, social posts, white papers, guides, videos, ebooks, executive bylined articles in trade media outlets, etc.—and then match those formats up with topics that your audience is hungry for.

If you’re at a loss for topics just ask your sales and/or customer service teams for help. These are the folks who are out on the front lines with clients every day, so they know the challenges customers are facing better than anyone. These conversations don’t even have to be planned or formal: simply ask your sales or customer service reps what’s keeping clients up at night.

By developing a quarterly or annual content marketing calendar and sticking to it, you can add more accountability and consistency to your strategies; ensure they’re in sync with other marketing strategies; and align them with your company’s broader sales, advertising and marketing mission.

In today’s constantly-evolving business landscape, standing still is akin to falling behind. As executives and business owners face new demands, conquer new roadblocks and explore new opportunities, online learning has become an important addition to their continuing education toolboxes. 

What started out as a few organizations experimenting with short videos and coursework on the web has blossomed into an entire industry focused on virtual learning. And it’s not just for high school or college students either: whether someone wants to take a deeper dive into Microsoft Excel, polish their leadership skills or start a profitable side hustle, there are plenty of virtual learning opportunities for them to tap into.

The beauty of online learning is that it happens on your own time and meets you where you are:  be it in the office, hunkered down at a café or sitting on your couch. This convenience and accessibility are helping to drive the virtual learning space to new heights. The market projections vary, but Grandview Research estimates that the global e-learning market is currently valued at about $300 billion and posting a compound annual growth rate (CAGR) of 19%. 

 “This rapid growth is driven by increased adoption of digital learning platforms across educational institutions and corporate sectors, fueled by demand for remote learning and upskilling opportunities,” the research firm says. “Advancements in technology, including artificial intelligence, virtual classrooms, and gamification, further enhance user engagement, driving market expansion.”

People are also drawn to virtual learning for its various formats, self-paced options and interactive modules. As the sector has evolved, the course creators themselves have also stepped up their games and now have an array of advanced tools to work with when developing and publishing their handiwork. 

Ultimately, Technavio says “demand for flexible and convenient education options” is pushing more students to explore and use online courses. That momentum isn’t expected to ease anytime soon. “The edtech industry is continuously innovating to meet the evolving needs of learners, offering a wide range of subjects and certifications,” it adds. “The future of education is digital, and online learning platforms are at the forefront of this transformation.”

Want to increase engagement, improve brand awareness and build relationships with your customers (and prospects)? Of course you do. But to get there you need content that actually connects with your readers.

Skip this step and you’ll just wind up wasting time, money and effort on marketing campaigns that don’t produce results.  

In Crafting content that connects, Jennifer Daniel reminds us that content marketing is part-art and part-science, and that it takes a good helping of both to develop campaigns that resonate with readers. Here are some of Daniel’s tips for creating content that connects: 

1. Don’t bury the lead. Respect your readers’ time and grab their attention from the get-go.    
2. Ditch the jargon. And, never use a 5-dollar word when a 50-cent word will do. 
3. An anecdote is the antidote. Share case studies, statistics, and testimonials to build trust and credibility.
4. Skip the buzzwords. Say goodbye to cliches like “innovate,” “disrupt,” and “unprecedented.”   
5. Avoid platitudes and hedging. If it goes without saying, don’t say it.  
6. Practice the rule of thirds. When you finish your initial draft, shorten it by one-third.