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5 Content Marketing Hills I’ll Die On (and How They’ll Elevate Your Content Program) - Content marketing thrives on strategy, creativity, and consistency. But amidst all the shifting trends and endless advice, there are some foundational principles I stand by—non-negotiables for any content program that wants to succeed. These are the "hills I’ll die on" and, conveniently, also my to-do list for your content program. Here’s how these pillars can transform your strategy. 1. Zero-Click Content: Deliver Value Without the Detour Zero-click content is all about keeping the audience engaged where they are. Instead of creating teaser content that forces users to click away to another platform or website, this approach focuses on providing full value directly within the medium—whether that’s social media, newsletters, or in-app experiences. Why It Matters: People scroll fast and lose interest even faster. If your content doesn’t deliver immediate value, they’ll move on. Examples: On social media: Post the complete tip, insight, or micro-story instead of linking to a blog. In newsletters: Include actionable advice or summaries that don’t require jumping to external pages. By meeting audiences where they are and delivering instant value, you foster trust and engagement. 2. Less TOFU, More MOFU and BOFU: Stop Living at the Top of the Funnel The internet is already overloaded with "What is X?" content—broad, entry-level explanations designed to attract search traffic. While top-of-funnel (TOFU) content has its place, it’s tough to rank for broad keywords, and competitors have likely beaten you to it. The real value lies in middle-of-funnel (MOFU) and bottom-of-funnel (BOFU) content, where the stakes are higher. MOFU (Middle-of-Funnel): Help people solve problems. Show them how your product or service meets their needs. Example: A step-by-step guide or case study on how your solution works. BOFU (Bottom-of-Funnel): Focus on conversions. Answer objections, provide comparisons, and share testimonials. Example: Pricing breakdowns, product demos, or ROI-focused content. MOFU builds trust, and BOFU drives sales—this is where your content program should lean heavily, unless you’re starting from scratch and need to build awareness. 3. Newsletters Are Non-Negotiable A well-executed newsletter is one of the most powerful tools in a marketer’s arsenal. It offers a direct, personal line to your audience, free from algorithms or platform constraints. Why They’re Crucial: Captive Audience: Subscribers have opted in, meaning they’re already interested in what you have to say. High Conversion Rates: Email consistently outperforms other channels in driving conversions. Content Control: You decide the format, frequency, and style, creating a unique voice for your brand. How to Win with Newsletters: Write them like a cross between a social post and a blog: conversational, punchy, and packed with value. Offer native content (tips, advice, or commentary) rather than a laundry list of links to other posts. Newsletters build relationships, nurture leads, and push readers closer to buying. 4. Distribution Everywhere: Don’t Let Good Content Go to Waste Creating content is only half the battle. If no one sees it, what’s the point? A robust distribution strategy ensures your content reaches the widest possible audience. Key Tactics: Share across multiple channels (social media, email, your website). Re-share content periodically. Audiences change, algorithms evolve, and most people don’t see your content the first time around. Tailor your distribution to fit each platform. For example: Instagram: Visual snippets or carousel posts. LinkedIn: Long-form posts or professional insights. Twitter: Bite-sized, engaging takeaways. Your content deserves to be seen—and distribution is how you make that happen. 5. Repurposing Relentlessly: Your Content Deserves a Second Life Your best content shouldn’t be a one-and-done effort. Repurposing extends its shelf life and ensures your message reaches as many people as possible. Why It Works: Different audiences consume content in different formats. Reusing content saves time and resources while maximizing ROI. How to Repurpose Effectively: Break down long-form content into smaller chunks. For example: turn a blog post into multiple social media posts or a video into a podcast. Reframe the content for different platforms. For example: a data-heavy infographic for LinkedIn, a casual summary for Instagram Stories. Revisit high-performing content regularly and refresh it with new insights or updated information. Remember, you will tire of your message long before your audience does. Keep delivering it in new and engaging ways. Final Thoughts: Build a Smart, Sustainable Content Program A successful content marketing strategy isn’t about following trends or churning out endless content for the sake of it. It’s about creating value, focusing on what works, and leveraging your efforts strategically. By adopting these five principles—zero-click content, prioritizing MOFU and BOFU, newsletters, widespread distribution, and relentless repurposing—you can build a content program that drives real results. The hill I’ll die on? Strategy and execution that delivers substance, not just noise. Now, let’s make it happen.

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April 17, 2025

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Understanding Psychopathic Tendencies: What You Need to Know

Introduction Psychopathic tendencies, often depicted in movies and television as cold-blooded killers, are a subject of fascination and fear for…
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Introduction

Have you ever found yourself deep in the rabbit hole of a passion project, completely absorbed and lost in your work? Meanwhile, the pile of small, mundane chores sits neglected? Many of us can relate to this scenario, where we seemingly prioritize extensive projects over quick, manageable tasks. In this article, we’ll explore the psychology behind this phenomenon and shed light on why we often love to get hyper-fixated on a project instead of attending to small chores that take less time.

  1. Sense of Accomplishment

One of the most significant reasons for our preference for projects over chores lies in the sense of accomplishment that projects offer. Completing a project, whether it’s writing a novel, building a piece of furniture, or developing a new skill, gives us a profound sense of achievement. These endeavors often result in tangible and meaningful outcomes that we can proudly showcase or enjoy for a long time.

In contrast, small chores like doing the dishes, folding laundry, or organizing paperwork, while necessary, often lack the same sense of fulfillment. They might offer short-lived satisfaction but are quickly overshadowed by the never-ending cycle of daily life. As a result, we gravitate toward projects because they offer more significant rewards for our time and effort.

  1. Intrinsic Motivation

Another factor contributing to our preference for projects is intrinsic motivation. When we work on something we are genuinely passionate about or interested in, our motivation comes from within. This intrinsic motivation fuels our desire to dive deep into a project and immerse ourselves in the creative process.

On the other hand, small chores are typically driven by external factors like societal norms or immediate necessity. We may not find them as inherently engaging or rewarding, making it harder to muster the enthusiasm to tackle them. Consequently, we are more likely to choose projects that align with our interests and passions.

  1. Flow State and Time Perception

Getting hyper-fixated on a project can often lead to what psychologists call a “flow state.” This is a state of deep concentration and absorption in an activity where time seems to fly by. When we’re in a flow state, we become oblivious to our surroundings and distractions, making it easier to stay focused on a project for extended periods.

In contrast, small chores can be perceived as time-consuming and tedious. The minutes seem to drag on as we perform these tasks, and our brain’s natural inclination is to avoid activities that make time feel like it’s standing still. Consequently, we opt for projects that allow us to experience the exhilarating sensation of time flying by.

  1. Personal Growth and Mastery

Projects often offer opportunities for personal growth and skill development. Whether we’re learning a new language, perfecting a craft, or honing our professional skills, projects provide a platform for us to continually challenge ourselves and expand our abilities. The pursuit of mastery can be incredibly satisfying and motivating.

Small chores, while necessary for daily life, may not offer the same growth potential. They are typically repetitive and require less mental effort, leading to a sense of stagnation rather than growth. Our natural inclination towards personal development and mastery drives us to hyper-fixate on projects that provide these opportunities.

Conclusion

While small chores are an unavoidable part of daily life, our preference for hyper-fixating on projects instead of these tasks is rooted in the deeper psychological and emotional rewards that projects offer. The sense of accomplishment, intrinsic motivation, flow states, and opportunities for personal growth make projects an attractive choice for our time and energy.

However, it’s essential to strike a balance between projects and chores to maintain a well-rounded and organized life. By finding ways to make chores more engaging or breaking them down into smaller, manageable tasks, we can ensure that we don’t neglect our daily responsibilities while still indulging in the pleasure of project hyper-fixation. Ultimately, embracing both aspects of life can lead to a more fulfilling and harmonious existence.



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