Am I nuts? Or has the definition of content strategy changed?

And if that's the case ... what do you call what I do???

Not asking for a friend. 😆

Now I see so many "content strategist" roles being advertised, and they want an expert in social media, paid ads, video and graphic design.

That's not a content strategist in my book. That's a marketing manager, social media manager, videographer and graphic designer unicorn.

🧵...

My daughters are living proof that we can have discourse without hate; that we can disagree kindly and thoughtfully.

I'm looking forward to the day they run this country.

I’ve seen too many good people get laid off, and too many good products become yesterday’s news because of a botched enterprise move.

B2B friends, keep this in your back pocket.

8/8

Pretty quickly, you lose all differentiation, your customers are *still* using Microsoft and Google products for most things, and your customers begin to wonder what exactly they’re paying for. *You never want your customers to wonder what they’re paying for.*

7/

You’re not going to compete with Microsoft or Google. I’m sorry to be the bearer of bad news.

6/

2️⃣ Adding feature after feature in an attempt to be “the all-in-one platform for XYZ,” diluting your core use case.

5/

When you ask individual and SMB users to pay more, and then the product gets buggy or lacks important features you’re rolling out to enterprise only, resentment builds fast. Then the churn outpaces your enterprise motion.

4/

1️⃣ Redirecting all budget and resources to support an enterprise tier.

This usually goes hand-in-hand with a price increase for the individual and/or SMB tiers to support the move.

3/

Every time I see a company do these two things, the revenue ship sinks … and massive cost-cutting follows (read: layoffs, reorgs, RIFs).

In the last 11 years, I’ve seen it again and again and again from companies you would be shocked if I named.

The two things:

2/

I've been running my firm for 11 years now, and I've never needed more than a lean-but-experienced team to deliver radically successful campaign content for enterprise marketing programs. 3/3

I started my career working in-house at a corporate enterprise giant -- and when I left, I served enterprise tech marketing teams as a content strategist and conversion copywriter. 2/