Because nobody (not even Product Managers) can predict which content piece is going to be the smash…

This is a good point. I do think that using research-based content is a great way to add more predictability to content marketing, I wrote about this a bit in my last post:

But you’re right that there is never a guarantee. For example, I had no idea this post was going to get the kind of attention it did. I wrote it as kind of a “thinking out loud” piece. We can develop better instincts around what will and won’t work, but there will always be surprises.

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