GreenMellen

Most marketing content has a shelf life of about 48 hours.

Some social post get engagement for a day or two, then disappears.

But some content keeps working for months, even years.

Examples:
→ A well-written FAQ page that ranks in search and answers real customer questions
→ A blog post that explains a process your competitors won't bother to explain
→ A resource guide that people bookmark and come back to
→ An email welcome sequence that nurtures every new subscriber automatically

The trick isn't producing more content. It's producing fewer pieces that keep earning attention long after you hit publish.

If your content calendar is a treadmill, it might be time to rethink the approach.

Honest question for in-house marketers:

What's the one marketing task you keep putting off?

Not because it's hard, but because no one on your team knows where to start?

We hear a few common answers:
→ "We know we need to update the website, but…"
→ "Our email list exists, but we haven't sent anything in months"
→ "We should be doing something with SEO, probably"

Drop yours in the comments.
No judgment. Just curious what's collecting dust on your marketing to-do list.

We've been thinking about the word "authenticity" in marketing.

It's used so often that it has lost its meaning.

Every brand claims to be authentic.
Every content strategy promises authentic storytelling.

But authenticity isn't a strategy. It's a byproduct of actually having something to say and being willing to say it plainly.

The most authentic marketing we've seen from small businesses is usually the simplest:

→ A real answer to a customer's question
→ An honest explanation of how something works (or doesn't)
→ Admitting what you're not great at so people trust you about what you are

You don't need a branding exercise to be authentic. You just need to stop trying so hard to sound like a brand.