Introducing the B.L.A.C.K. Framework for whitepaper development
You’re preparing your content strategy for the year and you add a whitepaper or two. Hold it. Think: ☑️ Are…
Stop publishing educational content on your B2B blog
November 28, 2025
Stop publishing educational content on your B2B blog
Yes, you should still educate. No, not on your blog. Educational content has a place — but your company blog…
From “word salads” to clear strategy: A better approach to ESG reports
I’ve been writing and reviewing ESG and sustainability reports since 2018, and let me tell you: most ESG reports read…
The one thing you can do to make your B2B content unique
April 11, 2025
The one thing you can do to make your B2B content unique
Is there such a thing as uniqueness in content marketing? I used to think not. That’s because I had a…
Kill your darlings and smash your siloes: advice from an ex-Bytedance, ex-TiA content marketer
March 25, 2025
Kill your darlings and smash your siloes: advice from an ex-Bytedance, ex-TiA content marketer
Two European detectives walk down a street in Hukou County, China. A crowd follows them, pointing and laughing and heckling.…
The painful marketing lesson we learned this week (Rise #22)
When we launched Rise, we promised to share not only analyses and frameworks, but also lessons we’ve learned from our…
Hey content marketer, do you have imposter syndrome, too? (Rise #20)
When I started in content marketing, I had a severe case of imposter syndrome. I was a writer interviewing musicians…
Use These Emotional Hooks to Create Compelling B2B Content
January 24, 2025
Use These Emotional Hooks to Create Compelling B2B Content
It’s funny how little we consider emotion in B2B marketing, when it pervades almost every other aspect of our daily…
Tackling Scale: The Dilemma All Southeast Asian Marketers Face
November 6, 2024
Tackling Scale: The Dilemma All Southeast Asian Marketers Face
Marketers in Southeast Asia have a problem: It’s hard to scale website traffic across such a fragmented region. This challenge…
25 Questions to Help C-Suites Publish Content
August 17, 2024
25 Questions to Help C-Suites Publish Content
A huge headache for B2B marketers is getting their company’s C-suites and subject-matter experts (SMEs) invested in content. C-suite executives…
Hit Your Audience Where it Hurts
August 9, 2024
Hit Your Audience Where it Hurts
Hi! Jolene here, a Senior Content Strategist at With Content. Last week, to celebrate the Rise newsletter’s 3rd month, we…
Seven Tips to Help You Write More Concise, Interesting Copy
I have a pet theory: bilingual Asian writers have to work doubly hard to write concise copy. I think we’re…