Whose writing are you reading these days?

Here are some thoughtful essays — across marketing, creation and more — that I wanted to amplify.

A short thread:
ICYMI, @zoescaman's "Mad Men. Furious Women":

"When women don’t feel safe or valued, or when they are forced to endure abuse as the cost of their participation, they have no choice but to disengage."

zoescaman.substack.com/p/mad-men-furi…
@ali_montag on creating:

"This is the price of chasing the Inner Ring. The desire to be likeable... provokes the same reaction from anyone who harbors it: inescapable mediocrity. If you want to be in the Inner Ring, you’ve already lost."

every.to/divinations/th…
@kushaanshah on growth marketing:

"People say they want new things all the time. It’s helpful to understand the action-intention gap — the actions people are taking that don’t reflect their intentions."

kushaanshah.co/2021/07/09/ref…
@morganhousel on goalposts:

"If you look at the 1950s and ask what was different that made it feel so great?, this is your answer. The gap between you and most of the people around you wasn’t large."

collaborativefund.com/blog/goalpost/
@pomeranian99 on Instagram ads:

"Other friends I knew were getting irritated by the flood of ads on Instagram, so they were complaining and trying to figure out ways to block them. Not me. I started hitting 'Like' on every. Single. Ad."

clivethompson.medium.com/instagram-has-…
And this tool from @louispereira has been a delightful source of interesting articles.

readsomethinggreat.com
I'd love to hear from you too: Share a link to one article that has moved you.

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More from @amandanat

13 Jul
I have years of marketing experience — B2B, DTC and B2C, with a focus in content, communications, events and product marketing.

But this is my second career.

Here's how I pivoted, and how others can learn too. 🧵
The truth is, I stumbled into marketing.

In my quarter-life crisis, I decided to leave tech news and enroll in culinary school. To gain credibility as food writer.
Turned out, there weren't a lot of food writing jobs at media publications. Womp womp.

But there was this new-ish thing called content marketing. Where you could run a blog somewhat like a newsroom. But for a company, publishing in their niche.
Read 29 tweets
24 Jun
Tired: Content focused on SEO goals

Wired: Content that powers your entire marketing strategy

Here's why…

(That’s right, a thread!) 🧵 🧶 🪢
SEO-driven content works best in an underserved niche.

But many topics are saturated. Many industries — and search algorithms — have matured.
Examples where SEO may not be ideal:

• Legal
• Finance
• Health

It's harder to rank for related keywords. For health as a topic (as opposed to a clinic optimizing for local search), you may be better off leveraging other marketing to prove your credibility.
Read 10 tweets
16 Jun
The best case study is the one that gets the job done.

It may:

• Help you close a deal
• Increase awareness
• Make miracles for you

Here's how:
Goal 1: Help you close a deal

Case study: Your ride-or-die customer

Shine a light on a customer who's your biggest fan. The customer who's most willing to provide a reference.
This case study is one you can complete fast.

Maybe their account is so straightforward, you won't need a lengthy interview.

And maybe you've even become such good friends that you're on texting terms.
Read 13 tweets
29 May
A fun thread for the weekend!

I've been drinking whiskey for 8 years now. I'm not an expert, but I like geeking out on it.

Time for a stiff drink and the casually serious enthusiast's guide to whiskey. 🥃
What's the best whiskey?

It's the one *you* like.

There are no wrong answers. The best thing to do is develop your own preferences.
As an unassuming enthusiast, here's what I look for in a whiskey:

• Taste is smooth 🥃

• Flavor is smoky or not smoky 💨

• A classic or one I've never heard of 🤔

• Affordable (relative to the occasion) 💰
Read 12 tweets
27 May
How do you typically end your threads?

Sometimes I end with a suggestion to follow me. But I have a feeling we've reached peak "follow me."

Surely there are other calls to action? 🧵
More on my hunch:

People are used to seeing the "follow me for more content like this" CTA.

But they don't need an invitation to follow you.

They need a reason.
Whether you're giving information or sharing something personal, you're telling a story.

What does that story build up to? To... smash that Follow button?

Nah, you can do better. 😉
Read 15 tweets
20 Apr
Common assumptions executives make with a company blog:

• People want company news
• People want the brand story
• There's a captive audience

While any of those statements can hold truth, they’re often still wrong.

Let's debunk.
"People want company news."

Sort of. But only if it's clear how that news is valuable to them.

Launched a new feature? Great. How does this solve a user's problem?

Raised a Series B? Congrats. How will you use the $ to expand your offering?
"People want the brand story."

Sure. But they don't care what your story means to you. They care what it means to them.

Communicate:

• Your origin and how it reflects your values
• How your values inform your product
• How your product makes their lives better
Read 7 tweets

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