Why Your Rebrand Should Start With a Sentence, not a Style Guide
Message before mood boards. Voice before visuals. Strategy before sparkle.
You Can’t Outrun GenAI—Here’s How To Escape The Race To The Bottom And Step Into A League Of Your Own
Tools like ChatGPT make it easier than ever to get lazy about content creation. Here’s how brands can rise above the slop.
The Rise (and Fall) of Doppelganger Content
Doppelganger text is a menace to marketing. Read on for FireSmith Carol Guasp’s views on the scourge of franken-content, as well as her ideas and strategies for overcoming its perilous grip.
Supercharge Your Content Review Process With These Best Practices
Is your content review process mired in an endless back-and-forth over details that add little value to the final product? Are conflicting suggestions rendering pieces into unreadable and uninspiring flops? Let’s fix that.
Reddit, Not Google, is the Future of Content: Searchers Hunt for Authentic, Straightforward, Human-First Copy
A degraded Google search experience is forcing users to find new avenues to answers. Here’s a glimpse into the problem, the workaround, and what it all means for content.
