Ep. 65 Ross Crooks of Column Five
Every brand creates content, but only a few stand out. AI has made it easier for everyone to produce high-quality content, yet most brands get stuck in a cycle where they're creating good enough content but fail to stand out. What does it actually take to break through?In this episode, we interviewed Ross Crooks of Column Five to explain why the past decade's content playbook is dead.Ross shares why brands that aren't differentiated waste their time and resources, and why you should stop churning out content for content's sake and start creating with intent. We also explore:The biggest mistake brands make when trying to stand out (and how to fix it).How to inject real emotion in B2B content.The importance of using AI as a tool for leverage, not a crutch.How thoughtless scaling leads to generic, ineffective content.And much more.