Tommy Walker

And when we work together, one of the first things that I really try to do is establish that content code, really define that voice.

That's one of the things that I think a lot of blogs and content marketing strategies as a whole lack that sort of differentiation.

Right.

we all kind of default to that you know the keyword base like let's write for robots and the question i'm actually asking myself now is what if google didn't exist and how do we create content that would carry itself without you know a search engine being the thing to pick it up so

Right.

And perspective is the thing that's missing the most right now.

And the question and the reason I believe perspective is missing from your authors and just authors in general is because it comes back to that content code.

If you're not defining what that soul of your publication is, there's no anchoring into what that perspective is going to be.

Businesses need a point of view more now than ever.

And if you are not setting the guidelines on that, the rest of it just becomes, you know, it's the blogger Borg voice, right?

It's the same blog over and over again, depending on, you know, and that's obnoxious and terrible to read and nobody likes it.

I would say it's probably the first is really setting those guidelines, that tone, building up the operation itself and connecting people within the company.

So it's not just content marketers kind of siloed off on the other side of the business and they're all on a little island.

It's more about having an integrated team that you have the right people on board and

And everybody's really representing what that company is.

Blogs are, and content marketing as a whole, but blogs in particular are the most frequently published voice of the company.

And that's something that needs to be taken very seriously.

And that's one of the things that I try to stress both on the senior leadership level, but also with the people that I work with on the ground level.

Story by Robert McKee.

Ooh, I've actually been getting into Jarvis lately.