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If you missed the year-end issue, I wrote about virtual events and the metaverse.

Happy New Year! 

During the holidays you can never have enough mistletoe, eggnog or holiday cheer, but one thing I saw too much of was the "Top 10 Posts (/Articles) of 2021."

I get it.

They require limited effort and yield decent results.

Get the top 10 list from analytics. Copy and paste the title and link.

Generate traffic to older posts your audience might have missed.

Create a new page that links to other pages on your site.

But here's what I tweeted about the practice in late December:

Ask yourself when publishing "The Top 10 Most Popular Posts of 2021," is that really serving your audience or is it more serving you?

For most sites I visit, I'm not interested in their Top 10. Instead, give me one interesting thing to read that was published this week

Here's the tweet.

Here are other things to consider that might serve your audience better:

  • Reach out to 10 audience members. Ask them for their favorite post of the year and why. Publish their thoughts and the links
  • Write about three of the year's posts your audience will get the biggest benefit from. Explain why they'll benefit
  • Find the laggards. Pick from the bottom of the page-view pile and make a passionate case on why your audience should care

How about you: do you like "Top 10" year-end posts? If not, what would better serve you, the reader?


P.S. Welcome to new subscribers from this week's #CMWorld Twitter chat and from yesterday's talk at the Bay Area Content Marketing Meetup. So glad you're here!

Around the Corner
How We Might Think Differently About Work. And Retirement.

Joe Pinsker writes for The Atlantic and I'm a fan of his work.

In December Joe published a piece titled "The Future of Work Is a 60-Year Career."

Some intriguing things to think about:
  • As many as half of today’s 5-year-olds can expect to live to the age of 100
  • "Over the course of 100-year lives, we can expect to work 60 years or more.”
Laura Carstensen, director of the Stanford Center on Longevity published a report with her colleagues. One idea mentioned in the report, as told by Pinsker:

"Instead of a prescribed march through education, work, and retirement, the report imagines people zipping in and out of those phases, and stitching in time dedicated to leisure and to caregiving as well."

Read the article at The Atlantic.

Disclosure: this article has nothing to do with marketing and yet it's something all marketers might want to think about.
Next Meetup
How to Think About Data-Driven Content Strategy in 2022

Presenter: Brian Piper, Director of Content Strategy and Assessment at University of Rochester

Looking to supercharge your website content and performance?

Learn where to look in your data to find opportunities to optimize your content and website to increase traffic.

Discover free resources and tools that will help you figure out what existing content to optimize and what new content to create.

January 13, 2022, 12 to 1pm PT


Note: Thanks to our sponsors, Hushly, TalendToTheWeb and Treasure Data.
Twitter Corner
In each newsletter, I recommend a Twitter user to follow.
This week, I recommend Brian Piper (@brianwpiper).

Brian is Director of Content Strategy and Assessment at University of Rochester

Brian is presenting next week at the Bay Area Content Marketing Meetup (see "Next Meetup").

I met Brian at Content Marketing World in Cleveland last year.

We chatted about marketing and also discussed his hobby as a skydiver and skydiving instructor. Neat!
NFT Corner
Yes, before long NFTs would have to get their own "Corner."

I read an interesting article from AP, "Charities wade into NFT craze with mixed financial results."

I was fascinated by two NFT use cases mentioned in the article:
  • A real-life shark tag
  • Land for reforesting efforts in the Amazon
Read the article at AP.

See you on January 21st!
Corner Mentions
Thanks to Alexandra Rynne and the LinkedIn Marketing Solutions team for including me in their post:

"Which B2B Marketing Trends Will Rule 2022? Here’s What Top Experts and Influencers Say."

My advice was to stick to the basics of satisfying your audience. 

Read what I and 10 others had to say at LinkedIn Marketing.
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