Your Content Isn’t Broken. The Way You’re Using It Is.
For a while now, something has felt off.
You’re publishing consistently. You’re showing up on LinkedIn. The blog still gets written. The newsletter still goes out. On paper, everything looks fine.
And yet the returns feel thinner. Engagement feels flatter. Meaningful conversations feel harder to come by.
Most teams respond to this moment the same way: more content, more frequency, more volume. That instinct made sense once. It doesn’t anymore.
Because the problem isn’t that brands stopped publishing. It’s that publishing itself has lost meaning.
In this episode of Bullhorns and Bullseyes, Tom Nixon and Curtis Hays geek out (in the way that only true geeks dare!) on three powerful marketing models that shape how they plan campaigns, create content, and measure success.
If you’ve ever wondered why some campaigns flop while others convert like magic, this episode is your masterclass in doing it the Bullhorns and Bullseyes way—from the top of the funnel to the flip at the end.
That is the art of effective communication.
What I learned in sixth grade holds true today. If you’re using your marketing content and messaging to TELL people why they should engage with you, nobody will relate.
But if you SHOW them—through storytelling, testimonial, metaphorical allusions, emotional connection—your story will resonate. And be remembered.
Allow me to show you how…
If I told you my life story, would you care?
What if I asked you tell me your life story?
Eugene M. Schwartz’s The Brilliance Breakthrough: How to Talk and Write So That People Will Never Forget You should be (and often is) considered to be the “bible” of effective copywriting and storytelling. One of the many tenets Schwartz embraces is the notion of making the reader (or the customer) the hero of the story you’re trying to tell.
Too often, we put the capes on our own backs. And that’s where the writing falls short.
Adrian Lurssen tells the story of when he went to see Nelson Mandela deliver an address in his home country of South Africa. He still draws upon the experience today, but in the most unusual context.
As Adrian has recounted this tale to Jay Harrington and me on an episode of The Thought Leadership Project podcast, he likens this notion of a praise singer to how we considers thought leadership content to work on behalf of the expert that shares it.
See how…
Marketing doesn’t fail overnight. It drifts.
“Gradually. Then suddenly.”
There are two kinds of drift happening right now. Both are dangerous, if left undiagnosed.
One happens when marketing execution drifts away from its own strategy.
The other happens when the real world drifts away from the theoretical strategy.
It’s natural for marketing to be tempted and compromised by drift.
Not because teams are careless.
Because entropy is inevitable.
Don’t bury the lede. Don’t “save” your best ideas for last. Don’t miss your opportunity to persuade. Don’t waste your (or the reader’s) time.
Your lure must generate a click.
Your headline must fulfill the promise of the lure and justify the click.
Your open must build upon the intrigue of the headline.
Your opening salvo (the WHY section) must validate the intrigue and invite the reader on a promising journey.
Your headers and subheads must light the way to treasure within.
Then, and only then, will people make it to that all-important takeaway, analysis or advice.
Failure to do accomplish ALL of the above renders ALL of your expert "thought leadership" nearly invisible.
What does any of this have to do with Seinfeld, you ask?
Two years ago, simply showing up was enough.
If you published consistently, demonstrated expertise, and shared thoughtful perspectives over time, you separated yourself from most of the market. Content marketing worked because not everyone was doing it well — or doing it at all.
Today, everyone is showing up.
And most of them are using AI to do it.
That doesn’t mean content marketing is dead. It means generic presence is dead. The problem isn’t volume. It’s believe-ability.
Your Content Isn’t Broken. The Way You’re Using It Is.
For a while now, something has felt off.
You’re publishing consistently. You’re showing up on LinkedIn. The blog still gets written. The newsletter still goes out. On paper, everything looks fine.
And yet the returns feel thinner. Engagement feels flatter. Meaningful conversations feel harder to come by.
Most teams respond to this moment the same way: more content, more frequency, more volume. That instinct made sense once. It doesn’t anymore.
Because the problem isn’t that brands stopped publishing. It’s that publishing itself has lost meaning.
In this episode of Bullhorns and Bullseyes, Tom Nixon and Curtis Hays geek out (in the way that only true geeks dare!) on three powerful marketing models that shape how they plan campaigns, create content, and measure success.
If you’ve ever wondered why some campaigns flop while others convert like magic, this episode is your masterclass in doing it the Bullhorns and Bullseyes way—from the top of the funnel to the flip at the end.
Curtis and I wrapped the final episode of Bullhorns & Bullseyes this week. We broke some news, reflected on lessons learned, celebrated a star-studded roster of guests, and pledged to do something a little different and daring next year. And we hope you'll be a part of it!
One of the themes from Season 2 was the concept of storytelling. This time of year you see it everywhere you look…
"A guy falls in love with two women and ends up picking the wrong one."
My daughter hates the way I press her for details whenever she shares things about her day to me.
"Tell me about that," I might press.
"I just did," she'd reply.
No, you didn't, I press on (if I dare). You told me the outcome of what happened. What matters to me is how you got here from there. The storyarch.
Maybe that's just the storyteller in me. Details matter. Overcoming adversity matters. The hero's journey matters. I’m not just interested in the destination.
👉 Something to keep in mind as you formulate messaging and marketing for your business…
And it's probably because you’ve chosen the wrong hero.
Kristian Alomá just flipped everything we thought we knew about storytelling in marketing. His insight? We don't buy products because of features and data. We buy them because of the stories we get to tell ourselves after we own them.
That's worth unpacking.
Here's the uncomfortable truth: your content strategy just died. And you probably don't even know it yet.
The symptoms are everywhere. Your blog traffic is flatlining. Social shares are down. Email open rates are stuck. But the real problem runs deeper than vanity metrics.
AI collapsed the marketing funnel.
People don't browse anymore. They don't click through 10 Google results. They don't share your carefully crafted LinkedIn posts. They ask ChatGPT a question and trust the first answer they get.
If you're not in that short list of sources, you don't exist.
Let me start with a confession. Every time I say something clever like “don’t build your brand on rented land,” I’m likely quoting someone smarter that me. Someone like Mark Schaefer, for example..
In our latest Bullhorns and Bullseyes episode, Curtis and I sat down with Mark to talk about his newest book, Audacious: How Humans Win in an AI Marketing World.
And wow… this wasn’t a “tips and tricks” episode. It was a mindset shift, entirely..
Here’s the big idea:
