05/27/2026
We see it time and again.
The content that takes someone from skepticism to confidence is strong yet understanding. It's not mass-produced or necessarily uber optimized. It's real and helpful.
Should you consider AEO? Social media best practices? Behavioral studies? Yes, yes and yes.
Framing matters, as it always has.
But don't throw substance out the window for "optimization."
Marketing Against the Grain said it this way: "Across years, as tactics rise and fall, the only enduring marketing strategy is quality." 👏
Get specific about what you do well, and for whom. (If anything, the opportunity to set your brand apart is even greater than in the past!)
Create strong content, and then tailor it for the channel and audience — that's where the magic is.
(And don't forget "nonline" opportunities to draw in your audience like mail, signage, merch, in-person events, etc. These can help you create connections that go well beyond the internet.)
The bottom line? Quality > Quantity. Always.
