Ep 65: How to Revamp Your B2B Content Strategy in the Age of AI
Watch the YouTube video version above or listen to the podcast below!
Episode Summary
Key Themes:
Entering a new B2B content role and identifying priorities
Building internal relationships to navigate content politics
Leveraging AI for scalable content audits and production
Creating efficient workflows in large, complex organizations
Balancing content creativity with operational optimization
Segment Breakdown:
The B2B Content Thought Experiment
Alex kicks off the episode with a scenario: you’re hired to overhaul content at a legacy B2B manufacturing company. Dave outlines his top three actions—identify target audiences, review existing data, and prioritize low-effort, high-impact content wins. The hosts emphasize understanding the full ecosystem, including global content syndication and translation needs.
Don’t Burn Bridges: Relationship Management 101
Alex shares a crucial early step: don’t blame the devs. He warns that many SEO professionals ruin momentum by pointing fingers. Instead, start with empathy and curiosity. Dave adds that conversations around underperforming content must be framed constructively to avoid triggering defensiveness—especially if the original author is in the room.
Validate Everything: Data, Rumors, and Internal Truths
From old sales anecdotes to tribal knowledge, the team explores how unverified “truths” can derail good strategy. Alex advocates for verifying stories across departments and using tools like LinkedIn or calendars to find the real experts. Anecdotes aren’t enough—good strategists become detectives.
AI-Driven Audits and Metadata at Scale
Alex breaks down how Screaming Frog and LLM integrations can audit and improve thousands of product URLs, saving time and budget. He shares real-world uses of AI-generated metadata, benefit copy, and categorization—all with minimal cost. This section is packed with actionable insights for technical marketers.
Editing Content vs. Creating New: The Organizational Cost
Dave explains why updating existing content is often easier than creating new assets—editing avoids budget debates, vendor searches, and creative approvals. However, when the original content creator is involved, tact is key. Both agree that small edits can often be made quietly, while larger initiatives require strategic buy-in.
Content Strategy in a Rapid AI Evolution Cycle
AI is advancing faster than traditional marketing planning can keep up. Dave suggests shorter strategic cycles—maybe 6 months instead of 12—and points out how many teams underestimate AI's speed. Alex agrees and notes that AI-informed users are entering websites further down the funnel than ever before.
Big Teams, Bigger Bottlenecks
Alex laments how a single blog post in an enterprise can take six months due to too many stakeholders. Meanwhile, a startup publishes the same thing over lunch. They contrast these realities and highlight how video creation, in particular, amplifies complexity—scripts, legal, rights, edits, and more.
Optimizing Creative Work with AI
Dave shares a real example from Best Buy where AI-generated storyboards saved $150K in pre-production per campaign. By helping visualize scenes and wardrobe ahead of shoots, AI becomes a tool that enhances—not replaces—human creativity. The discussion explores how AI can serve as both optimizer and ideation partner.
Tactical SEO: Folder Structure and User Intent
Alex dives into his folder-based method for understanding site structure and content purpose. By examining URL patterns and aligning them with the user journey, he identifies redundant content, missing internal links, and misaligned sections. A favorite memory: physically printing and cutting up pages for a content workshop—something he’d love to do digitally.
Human Touch vs. AI Delivery
Anecdotes emerge about training content where it’s unclear if the “speaker” is real or AI-generated. The team reflects on how, even in scripted video, humans lend credibility. They argue for maintaining a human presence in educational or trust-building content, especially in regulated industries.
Content Strategy Closing Thoughts
Dave reiterates the need to keep your digital footprint accurate and up to date—especially as AI-powered users rely more on information discovered through tools, not your homepage. Alex concludes with a call to action for listeners to share any content editing tools that could help recreate their “cut and mark up” strategy in a remote, digital world.
Ep 65: How to Revamp Your B2B Content Strategy in the Age of AI Podcast and Video Transcript
[Disclaimer: This transcription was written by AI using a tool called Descript, and has not been edited for content.]
Dave Dougherty: Hello, and welcome to the latest episode of Enterprise Minds. Thank you for checking it out. It's Alex and Dave. Today we're gonna revisit a topic that keeps coming up. 'Cause it keeps changing and. And keep finding out more things. So for a different, do a different take on this or some analysis into kind of what some industry thought leaders have been talking about or, research from SaaS, tools that we all know and love.
That was in one of the recent, more recent. Pathways newsletters. So if you don't subscribe to that, go find that, subscribe to that link will be in the show notes. And I think we're gonna expand upon our takes from that post and previous episodes that we've talked here. So Alex, why don't you cue us up.
Alex Pokorny: Keep it up, but I'm gonna kick it right back to you. Here's the thought experiment, right? Just to try to help, I think our listeners and watchers understand kinda how to put this into practice, right? So let's say you are your own agency, working agency, whatever got hired by a new company or an in-house role, any of those work is for a B2B manufacturer type company. They have an existing website, likely a lot of products. Press release is investor news, careers the basics, right? Their content is a joke. Whatever. Let's say it's super messy, super outdated, hard to understand, mistargeted, you name it. It's on their site.
You are no going to be in charge of their new content effort, what are the first couple of things, maybe first three things that you would do when entering that role and looking at that site and say, okay. Here's a way to get you forward and moving in the right direction.
Dave Dougherty: For me it starts with who are the audiences we're targeting.
Makes sense. Yeah. What is the previous data that we have? Sure. Or current data on that knowing full well that Yeah, that might not be the whole story. Yeah. But then combine combining things with that, and then
any of the conversations that we've talked about. I'm big on prioritizing the big stuff first. So what, where are the areas of opportunity? And where are the paths the least resistance, where we can, get a move. Gonna move on and get some early wins and, go.
So that might be, updating product descriptions for the product detail that might be Sure. Making sure that everything has an image, because, especially in the big corporations like. Not every image, not every system talks to one another perfectly. So you could have a whole bunch of broken images without even realizing it.
Especially since you probably won't get an alert, when a system goes down. Setting up those alerts is a good idea too. Yeah. Yeah. So then, but also understanding what's the full ecosystem, right? Because it might be problems on your end, but then also are you syndicating content out to Amazon to channel partners, to global, e-commerce, things like Mercado Libre or Neva or Baidu.
Sure. Any of those. What's the process that we have to go through, right? If you're a multinational, then you're gonna have to figure out translation and estimating budgets for translations and all of these things you'll review. Sure. Yeah. So understanding those nuances would be the first.
But that's also 'cause I'm a high context individual, right? I know a lot of people who, who will just go in and say, here's what I think, let's do it. And you're like, no, you're breaking things you're not like but that approach can work in certain situations, that's for sure. Those are, those are clearly hot take operational, my preferred way of working kind of things.
Navigating AI and Marketing Changes
Dave Dougherty: But given the way things are changing with AI and we've talked about this a lot on the show about how people are saying SEO is dead. And it's but people have been saying that for 30 years, we're not quite there years there. Blog post feels like that. Yeah. And just the old ways of doing things are coming back.
Yeah. So instead of performance marketing, now we get to do brand marketing again. We get to do PR and email newsletters instead of spamming the world with advertisements. Like everything, everything changes and that's all fine and wonderful, what's your, what's the marketing mix that will resonate?
There is that discovery portion of it, but then jumping in and realizing how things are changing is gonna be important. And I don't know personally if enough people are taking into account how quickly. AI is changing and how good some of these ais are becoming every three to six months.
Yeah. In their strap planning. Because if you're putting together a plan for a full year, that might actually be too long. Yeah. Depending on specific you get once it gets to an operational stage.
Alex Pokorny: I don't think you can at this stage.
Dave Dougherty: I've been asking around about, hey, maybe we only planned the first six months.
Can we get away with that? Maybe, yeah. Maybe. I don't know. How does that, how's that resonate with you? How would you approach it? Similar
Alex Pokorny: process? I guess kind some words of advice.
Building Relationships and Gathering Data
Alex Pokorny: I was talking to somebody about some technical SEO kind of basics. One of the first things I mentioned was.
Don't blame the Debs. Yeah. Don't burn your relationships. And I've seen that happen so many times from SEOs, from agencies or whatever, they show up with their laundry list of problems saying, you messed up this. This is junk, this is crap. And the reaction to that is always very defensive and it stalls out the thing.
And it basically kills the project before it starts. Relationships matter. Exactly. So that's, yeah. I'm totally with you on those different points. I guess the process in which I go about it was, would be a mix of things. So the data, absolutely getting to understand the customer base and like some of those, base targeting, interests, persona, demographic, you name it, psychological, all the way down, information as much as you can, and.
Anecdotal stories have anecdotal evidence, right? So just because one person or two people repeat the same thing doesn't mean it's true, which I think that catches a lot of new employees. Where the latest or the oldest rumor, oh man, there's one I worked at a company. They said these two professions who are so close to each other in profession, that they literally start with the same degree program and they just go in slightly different specialties.
One of them gets angry if they see the other one in a dropdown that contains their products. And it was like, what? What? What psychopath cares that much. And then I started asking, and the best we could get. Just because I was like I'm tired of it because I kept hearing it and I'm so tired of hearing it.
'cause I was like no. We are not gonna change our entire content plan around anecdotal things.
The best we got was potentially a salesperson said it six years ago once, and it was like, okay then we're not gonna care about this. Can we just be done now? But it, it just goes to show how this very old rumor from who knows, probably an offhand comment of someone, maybe they're a KOL reviewing a website, key opinion leader who is, a customer.
Maybe they said something random about that, and then it just started getting repeated and that became just a part of the tribal knowledge.
And that just to further iterate the point of you're going to hear random stuff at the beginning and it's, you have to have that detective hat on of going at it from multiple people.
Validating the alibi is a thing of, asking different people the same sort of questions and seeing if you start getting the same sort of answers and variations on it, instead of exact duplicates of it. 'cause exact duplicates means someone's repeated something but they didn't think about it.
If they had their own variation on it, they're thinking about it. So then you have, multiple people all saying kind the same idea, same problem. They might be seeing it from different perspectives, sales, tech, support, marketing, you name it. Then yeah, that's probably pretty, pretty valid, legitimate problem.
So I guess the ways I go at it would be one, absolutely going down that data line. And Screaming Frog is great, especially nowadays. 'cause you can have open AI or Plexity or cloud, whoever you want. Gemini tied into it as an API. And you can have it ask prompts to every single URL. So you can say categorize this for me.
Write a new benefit description that's better and more unique and within this character set. And you can use chat GBT to create those prompts. To then put the prompts in. There is cost with that. It's very small, but there is cost. There's an API connection you have to set up, but we're talking like a dollar for a few hundred URLs depending on complexity of prompt and how many prompts you have, right?
Or even less. I had to run one set a. A dollar per thousands URLs. So not bad at all. That's a fantastic
Dave Dougherty: return.
Alex Pokorny: Yeah, no, it really was. Honestly, coming back with a giant amount of metadata that is like completely updated, like meta descriptions and page trials being like, Hey, let's, these are pretty good.
Just have to go through the factor of just reviewing them. That's, that makes life so much easier than trying to write 'em All right. But going through that data side is like a parallel path for me of always trying to go down that data side as much as possible. Trying to understand sales numbers and profit margins and inventory issues and all that kind of stuff, like running down that line as hard as I can while at the same time basically booking time with different people and just interviewing them.
And what I found at any company is you send people a meeting invite, usually they show up like. 80% plus of the time they accept and they show up. So it doesn't even matter what your agenda is. If I write a nice agenda, send 'em a, a note saying, Hey, I'm new. I'm trying to learn. I got a bunch of questions.
Can you spend half an hour with me asking, answering questions. Basically everyone always says yes to that,
Dave Dougherty: right? And
Alex Pokorny: if you can't find out who they are through your Outlook calendar, go on LinkedIn. I found some amazing people at my own company even to happen to prior companies where I search.
People who work at this company with the various kind of different job titles, because I was like trying to find somebody who just knows something out of, I need to find a particular salesperson or technical support person or, scientist.
Dave Dougherty: And I don't
Alex Pokorny: know them personally. I don't know people who know them, but I can find 'em on LinkedIn, right?
So absolutely interview people, chat with them, learn what you can to kind of validate things on your own trust but verify sort of thing. And then. I think you have an idea, but then here's a good question.
Implementing Changes and Gaining Buy-In
Alex Pokorny: What's your kind of tips for getting buy-in for, let's say removing, editing existing content?
That one can sometimes get a little tricky 'cause egos get involved pretty fast.
Dave Dougherty: I, all existing content to me is always easier. Okay. Because. You're not dealing with budgets, you're not dealing with personal opinions on how the brand should be represented or all those sorts of things.
Alex Pokorny: Depending if you're talking to the writer or not. I've had that prompt where I end up talking to the person who wrote the thing and they get defensive, of some really poor copy.
Dave Dougherty: Yeah those are always fun conversations, but those are necessary ones. And I think too, the, sure, there's a lot of soft skills in that sense that are getting lost with productivity.
Where it's like, Hey, you know what? I know you're a good writer, but this wasn't your best. So can you take another shot at it? You have to learn how to deliver that kind of feedback and still get the good quality outta that. But anyway, the yeah. New content to me is always harder because new immediately goes into a whole bunch of processes with a whole bunch of expenses.
Yeah. Because, okay, who's gonna do that? I don't want to be responsible for that. Who's managing the project? Do we have any creatives? No. Who's, where are the approved vendors? Do we have an approved vendor? It's like. Why can't we just do anything fun?
Alex Pokorny: There are days that I always think about that of some small little startup is also publishing blog articles that might be the exact same topic.
Yet we're going through. Six months of process. And they did it before they grabbed lunch because they were busy and they wanted to slam something out.
They did it right. And then they went to lunch. Oh, they got a lunch some days.
Dave Dougherty: Yeah. They got a lunch. They're not working over. Yeah. No, I think the editing and changing things, I think that's where you get a little bit of cloud cover, especially in larger organizations because. If you're responsible for the website and people just know that you're responsible for the website, they're so busy with everything else, they have to do that, they're just not gonna look.
Obviously if you're gonna do a massive change, you should be like, Hey, heads up. Is this cool? But like small changes, like just go do it, ask for forgiveness later. For some of those things, but big content initiatives, you should have it mapped out. You should have it.
Here's the things that we wanna talk about. Here's why it's important, here's how it impacts the organization. Those types of things. To your point, you have to have for the larger organizations, for the smaller ones, it's just. Hey we're doing the blog or we're gonna do shorts videos on LinkedIn, or, whatever.
So here's the next three months that we've generally mapped out. But part of that too is you need to leave room for experimentation. I find like anything creative, and I, we talk about this a lot in our conversations and in the newsletter. Sometimes the messy, inefficient things are actually just better. You get a better output, you get more team building, you get a deeper understanding of the products and services you're trying to help sell. Or you get a deeper context that helps you connect certain things rather than just checking the box, moving on to the next meeting, and.
Looking at your to-do list, that has maybe a couple things checked off, but you still have eight more to go, right? I've been thinking about that a lot actually. And as we record this today, that's the topic of our newsletter. So another plug for the newsletter. Go check it out.
Speaking of content, go read our content. Yeah, exactly. And I know you asked a while back, would it, does it still make sense to create content for the company? And I said, yes. Has your thoughts changed in any way since we last talked about that? Or where are you standing now? I think, of course
Alex Pokorny: it's still valid and I did that as well.
There's a question of, does that continue? What kind of content do you need to say? There is some definitely changes that are happening and. There's a few articles even speaking of, again, of Pathways mentioned the newsletter too, of AI visitors who are way more qualified than our standard search visitor.
And they come in very late into the whole cycle. Might be all the way down to the product line or product purchase stage, like they they know exactly what they want and they just. Suddenly show up there and they buy it and it's whoa, where did they come from? There's no path, there's no history or anything else, like no referral code or tagging or whatever else, or tracking, if you can, you look at your referrals and you see they came from an AI tool and they're far more researched and ready because they did that within that tool versus on your site.
Challenges of Digital Footprint
Alex Pokorny: Always being there is a lot harder than it ever has been in the past. Having that large scale digital footprint that you have to have now, which is you're spread out all over the place and your website, we can talk a little bit about SOAR two launching, and by the time this podcast comes out, who knows what's gonna be the latest one out there also on video creation, which,
Speaking of like the difficulty that it takes to get a piece of, a single blog post written at a corporation is far more difficult than if you haven't done it.
It's way more difficult than you think. There's just so many people who have an opinion and want to be involved. It's like everybody who looks at a piece of art, everyone can come up with a criticism and now they're an art critic, right? And my gosh, you got a room full of 'em and it really slows down your painting process if you're trying toe everybody.
So not easy. But video creation is. I don't know, 10 times, 50 times more. It was, script writing. The costs were exceptionally high. You're hiring a video production company, you are potentially even having people act. And then there's, sign-offs and liabilities and agreements and everything. Music intros that now you have to buy rights for there, there's so much more that goes on there. And that's when you get to editing and posting. And syndication of it. If that gets all the way nailed down all the way, concentrated down to a single individual, making a single prompt and then posting it live to, or posting it up to YouTube, that really changes things.
Then you're posting content, video content, almost like you would be a blog post or web copy content where you have a single individual able to do all of the steps, including posting it, creating it, thinking of it, ideation all the way through. And I know for me that's a different world.
Dave Dougherty: And there are two things with each of these processes too. And this is a thing that I've been teasing around in my head. There's definitely AI for operations and optimization.
Which seems to be getting a lot of the business views. Sure. But the AI for Creation, that has always been the weakest one for me.
Now granted, coming from a creative side of things, I like to create things, so of course I would, standards are a little higher. Yeah. But, and then also I wanna believe that creatives will still have a place in this world. But I remember I did a presentation at the University of St.
Thomas here earlier this year, and one of the panel guests that was on with me, is high up in Best Buy.
AI in Advertising Campaigns
Dave Dougherty: And she was talking about how for every ad campaign that they do with like TV ads, they were leveraging AI to storyboard. And by leveraging AI to storyboard, they were able to save close to $150,000 of pre-work.
Time per campaign because you can pick out the outfits like ahead of time Sure. Or get an idea of what kind of outfit you'd want for each scene or each person. You could just change the flow without having to redraw stuff or, test a whole campaign idea. Before scrapping it and then it costs you like nothing.
Yeah. Or like next to nothing. It's $20 instead of 150,000. So if you think about the number of campaigns that a company like Best Buys are gonna be doing across the year with all of the different product partners that they have, all the new phone launches, all the new computer launches, back to school, Christmas.
That's a lot. That's a lot. And that's not just the TV ads, that's also the over, over the top, TV streaming ads that they have YouTube video ads. There's some massive things there. Even just on the side of getting to a point where you say, yeah, okay, let's bring in the actual agency.
Let's bring in actual models. Let's bring in, the wardrobe person. That to me is the best use that I've heard of so far on the optimizing a creative process side of things, right? Where the creativity is still up to the people in the room. The final output is still people putting it together in a collaborative way, but. Leveraging AI to take down some costs on the front end as part of the idea creation and brainstorming side of things.
Yeah. I wonder
Alex Pokorny: maybe it's possible, maybe it's not possible. Depends on your organization,
Streamlining Content Creation with AI
Alex Pokorny: Of whether or not you're able to come up with a complete enough set of brand standards, including like tone, even layout on the site, if you have some best practices on that side of things, that's a little bit beyond brand, but if you had that set, I wonder if you could get a group of people just to agree on a strategy and like a keyword or topic list. And then you use various AI tools and kind of an internal or small team review process to get the copy done.
And then posted. And then they have a small review session after it's live. Like not a draft mode, but a live version of it, saying you trust that we're gonna follow all these other fine, agreed upon standards and you agree upon the strategy and titles.
And we're good to go.
I know some copy projects absolutely run like that. Like especially when you're working with external writers, that's basically it, right? But again, to the storyboarding part, it's a lot of money, a lot of upfront costs, like coming up with all the different concepts and ideas and the rest, which you could definitely speed that up with AI tools.
And then of course, the content production aspect. Absolutely. You could speed up and reduce the cost with AI tools which you could probably reduce the team size too.
Which might be helpful. Kind speed things up.
Dave Dougherty: Yeah.
Human Element in AI-Driven Content
Dave Dougherty: And this is where when you see something like the Sora two launch, people like to say stuff like, oh my God.
There goes, there goes creativity. It's no, hold on. If you take an advertisement like medical stuff, like actual medicines, even though you know they're paid. Actors True. You like the fact that it's a human being telling you like, this is my experience on, true oxil or whatever may cause death, god love those ads. Yeah. These list of side effects will take away any joy from your life. Call your doctor now. Exactly. But yeah. Do we know they're fake? Absolutely. Because do you see any cancer patient chasing a dog in a park? No. You do not. Not with a smile on their face. You, yeah. Like we know that they're fake.
We know they're paid actors, but there's something about. Seeing real humans, they're selling the idea of a post, post-treatment thing. That may or may not actually be true. But that's, at least that's, that's the rub. And at least you're seeing real humans doing it. That,
Evaluating AI-Generated Content
Alex Pokorny: I did a certification recently.
And it was a vendor who had this certification. It was very helpful actually because it covered the. The overall subject matter of what their product is a part of versus their individual product and how to use it. So it was nice and it was well done. There was an external company that they enlisted as being the ones who helpfully put it together.
And throughout the training, there's a lot of different quizzes and exams and stuff like that throughout it. And then, there's different speakers who would speak through the different parts explaining kind of the PowerPoint slide, kind of standard training, right? And it kept cutting to them, and a few of them, the background moved.
And I found the people on LinkedIn afterwards. There are definitely real people. One of 'em, the background didn't seem to move. There's like a lot of like random hand gestures. They're staring off where other people were looking at the camera, they were looking just past it and like hardly they ever blinked on it.
And it could literally just be the individual and how they happen to operate in front of a camera. That's just their style and their personality. But I couldn't find 'em online. And I'm still wondering, it's over, it's been over a week now. I am still wondering if that was ai. I don't know if that was a human being.
And you know it, it's mostly showing just the content, the PowerPoint slide and occasionally cuts away to the person you're speaking and it cuts back and it cuts back. It kinda goes back and forth. You have two camera angles max on the person, so it's mainly just staring at the PowerPoint slides of as the text, starts to move on.
So you don't get that much time with, seeing the person. So you just get these little small little clips. And I'm still not convinced. I literally still can't tell because it was so not like the others that they stood out, but it was still within the realm of human possibility of, just a more awkward individual in front of a camera that's, who seemed like they really knew their stuff.
At least the slides were good, or the script was good, or they're really good. I don't know which one, who gets the credit, or maybe all of them. And this goes back to the original.
Dave Dougherty: The original thing of who's your audience? What are the information they're trying to consume?
Yeah. If it's informational, what are the best ways to do that?
Alex Pokorny: Yeah.
Dave Dougherty: How many touch points do we need to have before a typical conversion or a B2B? It's a lot. Yeah. So then, are they leveraging AI mode to then go verify on actual websites that what AI mode gave them is accurate? Yeah, probably.
Is the data and the content on your website up to date and Correct. 'cause if it's not, go do that right now. Yeah. That's.
Alex Pokorny: I found tech support teams are fantastic. Like just a wealth of content ideas, especially quick win kind of stuff. Because the moment you can say that some person calls in with this problem and it's one of these problems that's embarrassing for the company to admit that it still has a problem.
And you said we fix that. And nobody questions if the reason why you exist at that company, right? It's thank you for taking care of that. Please continue to do
Dave Dougherty: yeah. I have a recent work example that I'll tell you off camera.
Alex Pokorny: Yeah. I got a couple that are just like, oh my goodness.
How does this happen and how does it keep happening? Especially over the course of like months to years and we just didn't do anything about it. That's embarrassing.
Dave Dougherty: Yeah. Or the, Hey, I've told you we should work on this. Six months ago. Yeah. And he didn't listen and now it happened and he didn't think it would happen.
So guess who's got egg on their face? Not me. Not me. Yeah. Like folks. Yeah. So all of those human things haven't changed at all. No. And those I don't think will ever change, especially if senior leadership decides, hey, we're just gonna. Keep trimming or not back filling because we're just gonna leverage AI for stuff now, yeah. If that's the thought process, then, Lord, help us.
Alex Pokorny: Yeah.
SEO and Content Strategy
Alex Pokorny: Get real tactical for a second. Just piece of advice of when you're taking over a site, I like to also think of things. I mean it's more my tech SEO background maybe. But I think of things in a folder structure still of trying to understand, this is the main site.
As I start to click around, I start to see that URO get a little bit longer. Everything between those slashes is another folder. And trying to think out what kind of content is within each one of these folders. And then start thinking about okay, what is the purpose and point of these different ones?
And once you start getting down to that level and you feel like you have a good enough grasp kind of mental concept, mental model of the website, and you have a start to have a grasp of what is the point and purpose of each one of these sections, right? You can start to see which ones are interrelated and should be internally linked and navigated and navigable between each other.
But also which ones might be, different parts of the funnel and journey of. This is lower, this is higher. We should be able to link all the way down deep into the product catalog at this point, even though it's a blog article, right? But this one really needs like a beginner's guide overview sort of thing.
And then also it gets down to maybe some of these sections are pointless. If there is no point in purpose or they're duplicative of another one, maybe they get edited out. And my favorite content process. We ever done is the one that Ruthie did with us which was printing off pages of the website, giving us scissors and markers and saying, edit it, cut it up.
And it was so tangible, but also if you really have the page in your hand and you're looking at it, you're. Wow, this is junk. And there were these entry paragraphs to these categories that we were or some of the pages that we were looking at that were literally like three or four sentences of run on sentences that literally said nothing.
It was just fluff, just all business. Each one had it. Yeah, because there was a part of the template and man, it got filled out each time and it was like, you are doing your visitor a disservice by wasting their time. Especially, there's half the page. To have to somehow scan through this, read through this, or skip by this, even have it on the content, like on the page, right?
Like it drove it home so hard. And I would love, and I haven't found one an online tool where you can do fake live edits to a page, save and share it. Because I'd love to see something like that to go through a site. Digitally because of, everybody working remotely and, work from home and the like.
I know meeting in person is probably pretty unlikely. So something like that. If everybody knows a tool, please do, take a look at the show notes, drop a us an email or a message, let us know about that. Or any kind of cool content tools that you've been trying and using. There are so many out there that can make this process of bringing everybody along on the journey too, right?
Educating them, you name it, whatever it can be. Tell us, help us out too. Yeah.
Dave Dougherty: All right. I think that's a good point to, to stop. Absolutely. Give us any recommendations. I love playing around with any sort of new tool. Try to understand it. That is one of the things that I love about our SEO community, former SEO community, is just how everybody's testing everything.
And sharing all of their outputs. I think, in all of my experiences, the SEO community is the only one that will do that. And actually show you like, here's what I did, here's how you might do it without going, oh, aren't I the greatest? So I really enjoy that. So go check out, some SEO people.
Thank you for making it this far, like subscribe, share again, check out pathways that I got three, three CTAs in today. So that's fantastic. And we'll see you in the next episode of Enterprise and Minds. Appreciate it.
