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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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The world we live in is a vast landscape of sensations, interactions, and interpretations. What we choose to focus on and how we interpret our experiences has a profound impact on who we become. The idea that “what we are is what we observe” suggests that our identity, beliefs, and worldview are shaped by what we pay attention to and how we choose to interpret it. This notion opens up a fascinating exploration into how observation shapes our reality and how, by shifting our focus, we can actively shape the person we become.

Observation and Identity: A Two-Way Street

At first glance, observation might seem passive—simply taking in what is happening around us. But observation is far from passive; it’s an active choice that defines who we are. When we observe certain aspects of the world repeatedly, we internalize those aspects, allowing them to influence our thoughts, beliefs, and actions.

Consider this example: if someone frequently observes acts of kindness, they may begin to believe that people are inherently good. This observation cultivates a mindset of compassion and trust. On the other hand, someone who frequently focuses on negative events or experiences may develop a more pessimistic outlook. This perspective reinforces their view of a world full of conflict and competition. In both cases, what they observe becomes integrated into their sense of self and their view of the world.

The Science of Perception: How Observation Shapes Reality

Cognitive science and psychology reveal that our brains are not passive recorders but active interpreters of reality. Our brains filter sensory information to prioritize what’s important to us, a phenomenon known as selective attention. This means that what we choose to observe is not random—it’s influenced by our interests, goals, and beliefs.

Over time, our repeated observations reinforce certain neural pathways in the brain. Just as walking on a particular path over and over creates a well-trodden trail, focusing on certain ideas or experiences creates strong mental connections that shape our perception of reality. This concept is tied to neuroplasticity, the brain’s ability to reorganize itself by forming new neural connections based on repeated experiences and thoughts.

When we consistently focus on positive aspects of life, our brains develop pathways that make it easier to notice and appreciate positive experiences. Conversely, focusing on negative events can reinforce a mindset that makes it harder to see the good in the world. Through observation, we are actively creating the mental landscape that we inhabit.

How Observation Shapes Self-Identity

Our identity is not fixed—it evolves as we observe and interpret the world around us. The stories we tell ourselves about our experiences and the parts of life we choose to focus on shape our self-image and beliefs about our capabilities and purpose. Observing our own successes, for example, fosters confidence, while focusing on past failures can foster self-doubt.

Mindfulness, or the practice of observing one’s thoughts and feelings without judgment, is a powerful tool for shaping identity. By observing our own thoughts and emotions, we can see patterns and habits that influence how we view ourselves. This self-awareness creates an opportunity for intentional change. We can choose to focus on empowering thoughts, letting go of limiting beliefs, and creating an identity that aligns with our highest values and aspirations.

The Power of Shifting Our Focus

One of the most empowering aspects of observation is that we have the ability to choose what we focus on. By consciously shifting our attention, we can change not only our perception of the world but also who we are as individuals. Here are some ways to use observation as a tool for growth and positive change:

1. Cultivate a Growth Mindset

Observe opportunities for learning and growth, rather than focusing solely on outcomes or achievements. When we observe life as a continuous journey of learning, we become more resilient and open to new experiences.

2. Practice Gratitude

Regularly observing things you’re grateful for rewires your brain to notice positive aspects of your life. This practice fosters a sense of abundance, helping you see yourself as someone who lives a fulfilling, meaningful life.

3. Challenge Negative Thoughts

When negative or limiting beliefs arise, observe them without immediately accepting them as truth. By questioning and reframing these thoughts, you can shift your perspective, opening yourself to new possibilities and healthier self-perceptions.

4. Surround Yourself with Positive Influences

The people and environments we surround ourselves with play a significant role in shaping our observations. By choosing supportive, inspiring company, we create an environment that fosters a positive view of the world and ourselves.

5. Set Intentions for What You Want to Observe

Every day, set an intention to observe qualities that resonate with who you want to become, such as kindness, resilience, or creativity. As you focus on these qualities, you begin to embody them, making them a part of your character.

Observation as a Path to Self-Transformation

The power of observation lies not just in its influence on our thoughts and beliefs but in its ability to transform us. When we consciously observe traits or qualities we admire, we’re more likely to develop those traits ourselves. This is why role models and positive influences are so impactful; by observing their actions and qualities, we adopt similar behaviors and values, shaping who we are.

In a similar way, practicing compassion, curiosity, or patience by observing these qualities in others helps us internalize them. We start to see ourselves as compassionate, curious, or patient, which in turn influences how we interact with others and approach life’s challenges.

Final Thoughts: Embracing the Power of Observation

The idea that “what we are is what we observe” reminds us that we have the power to shape our lives by choosing where we place our focus. We are not merely products of our circumstances; we are active participants in creating our reality. By mindfully choosing our observations, we can cultivate qualities that align with our values and aspirations, transforming ourselves and our experience of life.

As we move through our days, let’s remember that each observation is an opportunity to define who we are. We can choose to observe hope, growth, kindness, and resilience—and, in doing so, we become embodiments of those qualities. What we observe shapes us, so let’s be intentional about what we choose to see. Through conscious observation, we not only experience the world more richly but also become the best versions of ourselves.


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