New year, new notes.

After nearly 20 years of working in marketing, communications, and content strategy, I’m excited to launch this next chapter of my business: Elevate Content, a brand editorial and content marketing consultancy.

Why now? Quite simply, it feels like time. As I’ve watched from various positions at tech companies large and small, AI-generated content has gone from a far-off fantasy to the hot topic of every marketing event — and a cause for (sometimes inconsolable) concern among every creative I meet. In light of these developments, I believe that high quality original content — and human creators — will continue to be crucial to brand success. I believe the brands that invest the time and effort into defining their unique narratives and building original content around them will create even greater customer loyalty and preference.

The internet has already been filled with bland, repetitive, regurgitated content. Sponsored content, “top ten” listicles and “ultimate guides” stuffed with keywords. The ease with which anyone can generate more of these pieces using AI tools has simply sped up what we’ve seen happening to our digital town square for years. And guess what? No one really wants to read that stuff.

As a career marketing strategist and writer, I have personally hit a tipping point where I just don’t want to create stuff I don’t believe in. Instead, I want to help companies that care about people, and build brands around stories that move us to act.

In future Studio Notes, I’ll share examples of how great brand storytelling can look, content marketing and strategy insights, and my thoughts as I build along the way.

Thanks for joining me,

IM

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