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Gregory Ciotti
Do stuff, read stuff, write about it.
Do stuff, read stuff, write about it.


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A great content marketing strategy is built on what the company collectively publishes, not what you personally write.

Knowing the difference will stop you from trying to be the lone steward of good stories in your company.

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Editorial teams with even a modicum of traction need to make their hours count by prioritizing ways to promote content they already have to audiences that already exist.

Marketing is enthusiasm transferred to the customer. Expecting customers to get excited about your product without your help is expecting too much.

“Who cares?” I ask it every sentence I write: “Who cares?” That can be on my tombstone.
—Stona Fitch

Style guides are created to ensure what’s published sounds like it’s coming from the same place, but not from the same person.

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Scary hours for digital advertising. P&G on pulling $140M ad budget: "Clearly we don't need to be spending money that is seen by a bot and not a person. Clearly we don't need to be spending money on ads that are placed in inappropriate places, and that's why you see a significant reduction."

“I want to write because I have the urge to excel in one medium of translation and expression of life.” ―Sylvia Plath

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Editorial values are a codified way to publish in spite of reasonable alternatives. They describe in no uncertain terms what behavior you need to win and why.

"We write to taste life twice, in the moment and in retrospect."

—Anaïs Nin

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Self-promotion gets a bad rap. Every content marketing team should have confidence enough to presume more people want to read their work. But pursuing a larger audience shouldn't have to feel spammy, nor should it force you to trade trust for traffic.
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