"One, inevitably, you hit a law of diminishing returns. You can only force so many people through this experience. You go to your owned channels over-and-over again. Your “strategy” becomes less effective as your owned audience becomes less engaged. The only way to continue to produce results is to create more content. Now, content quality suffers and you’re on a hamster wheel of producing very average content."

"The second reason this playbook has become flawed is because while it hasn’t changed, our audience has. When gated content rose in popularity in the 2000’s when consumers weren't used to curated experiences."

"60% of content marketers create at least one new piece of content each day."

"This leads to curation becoming more valuable than creation."

"Is your content adding friction or removing friction from this process?"

"“B2B content is just broken. We spend all of this money and resources on a beautiful deliverable and then we try to entice someone with a shi**y landing page.”"

"How much time does your team spend curating content for your audience vs. creating more content?"

"The proper balance of content creation and curation is how your strategy can move from boring 2 bingeable."

"Meet your audience where they are"

"Create Brand Rabbit Holes:"

"Create rabbit holes with related content. Recycle your own or share content that validates your message."

"Forget B2B, we’re all type C:"