Relational Content

Relational Content

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March 2025

What does "content strategy" even mean?
Yesterday on LinkedIn, I may have insinuated that for many life science software marketers, their idea of content strategy is walking down the hall and…
Where in the funnel does relational content fit?
So, those of you following along will recall that I recently shifted this newsletter to focus on a flavor of marketing that I call relational content…
The four kinds of relational content
Last week, I explained why I think a lot of B2B marketing content these days misses out on opportunities to drive more engagement because it feels too…
The problem with transactional content
The more I’ve worked on content marketing for B2B software, the more uncomfortable I’ve become with the typical approach.
A rename for Viral Esoterica
So, now that I’ve been writing this newsletter for a few months, I’ve realized I don’t like the name.

February 2025

Is the marketing funnel dead?
Last week, I presented a mental model for what we, as marketers, want readers/viewers to get from marketing content.
What's the point of marketing content?
Last week, I wrote that I was going to start exploring mental models of the B2B SaaS market.
Five models of the B2B SaaS Market
So, I’ve been immersing myself in the subject of B2B SaaS Marketing, hoping to evolve from a newsletter writer to a marketing guru for the age of AI.
It's farming, not fishing
Last week, I argued that once a team/organization makes a decision to replace a software system that your B2B SaaS competes with, you have a very short…

January 2025

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