This one is about the line marketers have to walk with AI. Let it handle the heavy lifting, but do not hand over the judgement, nuance, or message control. That feels like the part a lot of teams are still figuring out.
Gen Z is not ignoring marketing. They are ignoring marketing that feels like a pitch before it earns attention.
This piece looks at why product-first content is losing ground, and why education, relevance, and timing matter more now. It also gets into how reactive marketing can help brands show up in conversations people already care about.
This article looks at Jarlsberg's Adrian Grenier campaign as a good example of reactive marketing through cultural adjacency. The campaign is not trying to force the brand into the biggest headline. It connects a familiar actor, a comfort-food product story, and a timely pop culture moment in a way that feels pretty natural.
Burger King’s Star Wars campaign is a good example of reactive marketing that goes beyond just commenting on a cultural moment. The timing matters, but the real strength is in the details: themed menu items, packaging people want to share, collectibles, app engagement, and a clear connection to the brand’s broader reset.
It is a useful reminder that timely content works best when people have a real reason to participate.
Reddit is becoming a much bigger part of how people discover brands, especially as AI tools pull more answers from community conversations. The interesting shift is that visibility is not just about ranking pages anymore, but about showing up where real people are comparing, questioning, and validating ideas.
This is a big part of why we think content strategy needs to pay closer attention to live conversations, not just owned channels.
One of the more interesting shifts in marketing right now is how many brands are hiring journalists and building their own editorial teams.
It makes sense. If every brand can generate content, the real advantage becomes perspective, credibility, and knowing what is worth saying in the first place.
This article looks at why brand journalism is becoming a bigger part of content marketing, especially as brands try to build trust without relying entirely on outside media.
LinkedIn’s feed seems to be changing in a pretty meaningful way. Less focus on surface engagement, more weight on things like saves, expertise, and actual usefulness.
What stood out to me is how specific, experience-based posts are sticking around longer, even with lower initial engagement. It feels like a shift toward content people actually want to come back to, not just react to once.
Curious if others are seeing this in their own posts or feeds.
Email feels a lot more important again right now, and not just because social reach is getting messier. One of the strongest points in this piece is that newsletters give brands a more direct, intentional relationship with people who actually chose to hear from them. That shift toward owned channels and more authentic communication feels bigger than just a format trend. Curious whether others are seeing the same thing in their own marketing mix.
Reactive content has changed the economics of UGC.
The big issue is not whether creator content still matters. It does. The problem is that trend cycles move faster than most traditional production workflows can handle. This piece gets into why AI-generated UGC is becoming such an important layer for speed, testing, and consistency, especially when timing matters more than polish.
We have been thinking a lot about how AI is changing content creation, and it feels like things are splitting pretty clearly into two paths. Some creators are using it to move faster and test more, while others are trying to hold onto more traditional workflows.
The interesting part is that the winners do not seem to be the most automated, but the most intentional about how they use it.
Curious how others are approaching this right now. Are you leaning into AI or holding back?
We dug into the latest ad revenue projections and the bigger story is not just Meta passing Google, it’s how discovery itself is changing. More people are finding content through feeds, not search, which shifts how you actually need to create and distribute. It lines up a lot with what we’ve been seeing around reactive, feed-first content strategies. Curious if others are feeling this shift in how their audience discovers content.