Expert Interview | James McIntosh
1/ Hello James! Tell me more about yourself and your journey into content.
I came to content after working for 5 years at a local hospital. It was the first job I was able to land after graduating and involved being in charge of booking (and cancelling) surgery appointments.
While I was working there full-time, I managed to complete a Masters degree in Creative and Critical Writing. Words have always been a passion of mine and this felt like a way to solidify their presence in my life.
One of the great people I met while studying then posted about an opening they had on their team for a writer and I had a route into content. It was an opportunity to combine my love of words with public health.
I've now been writing and editing health-related content for over 10 years, and still doing some work alongside the person I met while studying all these years later!
2. What are some strategies for independent business owners to find new clients?
Developing your presence and building relationships with other people are so important.
Find ways to showcase what you can bring to the table and do it regularly. As more and more industries are affected by lay-offs, competition is going to get fiercer and the amount of noise you'll need cut through is going to get louder. Keeping up a regular cadence of posts will help with fostering awareness of what you do.
Try to show up and participate in communities where you can, be they in person or online. There's plenty out there to get involved with. And remember that it's just as important to support others as it is to put yourself forward.
Even if a conversation doesn't result in a new client, having positive interactions with people can make you more likely to be top of someone's mind if an opportunity comes along further down the line. Plus, you can always learn new things from others. Being open to this will help you raise your game.
It's been said countless times but always bears repeating. Fostering relationships is key. And don't be afraid to reach out to old contacts. You never know what needs folks might have or people they might know.
Review of the Best in Content Marketing This Week: Feb 6th
I read 100s of articles every week and find the best (so you don't have to).
1/ What does the future hold for SEO (Advanced Web Ranking)
The skinny:
This article features an in-depth interview with international SEO consultant Aleyda Solis, discussing the future of SEO. Solis explores the enduring dominance of Google in search, despite emerging tools like ChatGPT, and predicts more personalized, AI-driven search experiences in Google's SERPs. She highlights the shifting role of SEO professionals towards strategic alignment with broader marketing goals, emphasizing user experience over basic technical tasks. The conversation also touches on how client demands have matured, the importance of effective SEO reporting tied to business outcomes, and changing perceptions of SEO beyond the industry.
Why care?
Google is transforming its search results into a highly personalized, all-in-one marketplace experience, keeping users within its ecosystem for almost the entire buying journey. We gotta prep for that.
2/ The overlooked reason your content isn't getting traction (SparkToro)
The skinny:
Amanda Natividad explores why content often fails to gain traction, emphasizing that the issue usually lies in a mismatch between the content and the audience's intent on different platforms rather than the quality of the content itself. It highlights the importance of understanding why people use specific platforms—whether for entertainment, staying connected, or learning—and customizing content accordingly.
Why care?
You get practical methods for uncovering audience intent, such as direct conversations, social media audits, and analyzing online behaviors.
3/ Enterprise content marketing benchmarks (CMI)
The skinny:
This report reveals that many enterprise marketers felt their 2024 efforts were only moderately effective, citing challenges like unclear goals, poor data integration, and misaligned strategies with customer journeys.
Key issues include communication silos, difficulty measuring ROI, and a lack of scalable content models or effective tech stacks. However, top-performing organizations attribute their success to deeply understanding their audiences, aligning goals with business objectives, and producing high-quality, strategic content.
AI usage is growing, with 75% of enterprises incorporating generative AI, though trust in AI outputs remains mixed. Looking ahead, marketers plan to increase budgets, focus on audience needs, and integrate more AI-driven automation and personalization.
Why care?
Even well-funded enterprises struggle with unclear goals, misaligned strategies, and ineffective measurement—proving that success in content marketing depends less on resources and more on clarity, audience alignment, and continuous adaptation to avoid stagnation and stay competitive.
Additional resources
Free community: Join 133K other content marketers.
Resources: Get the freelance writing template bundle, contractor agreement, and content brief. Also, introducing templates for in-house or agency teams.
Post a job: Having trouble finding a good content marketer? No longer! Post your job on our niche content marketing job board.
