Stewart Hillhouse

Not sold on content marketing? Replace the word "content" with "customer education" Seems pretty important to have, doesn't it?

@thinking_slow Hearing this a lot from VP level marketers. Trying to use as much as possible, but now their small team is spending most time doing cleanup and building, rather than making life better for their prospects

@stew_hillhouse love this, gets to the crux of whether AI adoption is actually useful :)

what would you ask a panel of SaaS CMOs about how they/their teams use generative AI? (the best questions will receive an answer in our next research report)

@thinking_slow And a leadership question: how are you thinking about accountability? If a prospect gets an awful experience from a marketing asset generated by gen ai, who takes responsibility? How do you learn from it and improve (both the prompts and the role/responsibilities)

@thinking_slow What work is now getting done better than before, and what areas are struggling with the fallacy of productivity using AI? Reason being there are a ton of workflows where gen ai is getting shoehorned in, but net net might actually take longer due to quality assurance revisions

@jstrelioff Early days, but taking the same approach at @storyarb (and def took inspo from some of those you shared) storyarb.com/blog

What are some company editorial blogs that have stand-out brands but still feel connected to the umbrella brand? Some examples: 1. Retool: retool.com/blog 2. Figma: figma.com/blog/ 3. Dropbox: blog.dropbox.com

The challenges in content and software have never been more similar. - great writers and great engineers are 100x’ers. Bad ones are .1x’ers. - skill is a function of fundamentally better ideas, taste and coordination. - context engineering is what separates good from great AI workers - there’s an acceleration of supply, but way more slop than brilliance

@businessbarista @youdistro Can confirm that @businessbarista is a man of his word

#4 on Product Hunt. Sorry to my next zoom call who needs to face the fake stache. Next up gallon of milk over my head once we get to #3. If you want to see it happen, head to @youdistro’s PH page.

@Julian Abso-lutely

🎙️ NEW EPISODE: "I don't think in this environment you can think more than 90-100 days in the future because it's gonna be a totally different conversation." Today on the Animalz Podcast, @stew_hillhouse shares his framework for AI-enabled content teams of tomorrow. 🧵1/4

@AnimalzCo @storyarb Thanks for the great convo!

🎙️ "The hack behind the hack is: don't write your own prompts. AI is always going to write it faster and more detailed than you ever could." Tomorrow on the Animalz Podcast: @stew_hillhouse, VP of Content at @Storyarb, with counterintuitive AI approaches. 🧵1/4

@amandanat I feel like all my marketing watercooler chats have moved to the DMs and 1:1 virtual coffee chats. I feel like there's lots of excitement in the industry, but I guess it's now moved behind closed doors?

I used to log onto Twitter in the mornings and see people talking about a major brand’s latest ad campaign, skim through the latest viral marketing thread, and DM my friends for the tea of the main character of the day. I’d go onto LinkedIn and see some connections who have gotten new jobs, those who have just gotten laid off, and a viral marketing thread from two weeks prior. (IYKYK. And if you don’t know “IYKYK” then no, you definitely don’t know.) But now when I log onto Twitter, I see some product announcements and shitcoin ads. On LinkedIn, it’s mostly podcast teasers. On Threads, it’s a bunch of strangers fighting about airplane etiquette. On Bluesky, it’s the 12th straight week of online acquaintances saying, “Hello? Is anyone here?” It feels like the marketing watercooler is gone, and I don’t know where to go. I don’t know what to react to. And I don’t really know what to write about next.

@edfryed The suspense is killing me!

4 days to launch…

@brittlestar @AirCanada Hope the rest of your trip was great. Until we cross paths in a stuffy airport terminal again!

At Fredericton airport. @AirCanada flight delayed 4x. Imminent cancellation feelings creeping in. Fellow passengers smiles melting. This is a lovely airport but I could be back at the hotel enjoying a riverside beverage.

@brittlestar Thanks for stopping by the NB Highland Games! Come back anytime —there's tons of room in NB for another Stewart (spelt the right way).

NEW BRUNSWICK TOURISM VIDEO

@mijustin $600-750k CAD in Fredericton, NB, Canada

@Ashread_ Such great design!

Debating selling indoorplants.com. I love the domain but haven’t had time to dedicate to it. ~ 175 articles Growing traffic Not monetised yet Torn between selling or holding in the hope I eventually dedicate more to scaling it. Potentially open to partnerships too.

@oli_bridge I appreciate you @oli_bridge! I also think they're really important because it allows your content team to interview real customers and hear what kinds of challenges they're up against.

Best email marketing strategy for SaaS startups? In-depth *Playbooks* Best at this right now IMO is @stew_hillhouse at Mutiny Never feels like I'm being sold to Never feels like a traditional "case study" Just super tactical and detailed advice that offers heaps of value

@heytayhar This is so awesome! Last time I was in NYC I had a night alone and was looking for a list like this! I ended up doing a painting class at Muse Paintbar in Tribeca which was great. Not exactly a community event as people usually arrive in groups, but still open to anyone.

If you live in New York City and love community experiences, this was made for you 💜🏙️ I wish I was gifted this the moment I moved to NYC...buuuut, the journey to find cool things like this was pretty damn fun 💌 bit.ly/nyc-community-… Curious what is missing from this list? 🤔

@kaleighf My feeling is all evergreen written content (like SEO, instructional) will become "good enough" AI-written. But timely and relevant written content (as you describe above) will need to be human-made. And it will almost exclusively be distributed through email.

In this new era of AI-powered writing tools, I’ve been thinking a lot lately about quality when it comes to writing. Are we generally satisfied with “good enough”? Or are there still organizations out there dedicated to producing top-notch, highly researched, funny, culturally relevant writing? The latter is a LOT of work. It’s expensive. It takes time. It’s a team effort, with various experts (or one person with a lot of varied expertise) weighing in on different aspects of the piece. So I understand why so many organizations shy away from it. But over the course of my (almost) decade of full-time freelance writing, I’ve written for a handful of places that maintain extremely high editorial expectations. And every time, those expectations have pushed me (and other contributors) to rise to the high bar they set.

@akennada unreal — i felt this to my core

Using AI to grow subscribers has us... in our feelings. So our team decided to write a song about it. It's called Target Sub. This is my favorite one yet.  Lyrics below.

@JoelKlettke Been noticing the consistency! Love it.

For ~4 weeks I've been quietly seeing if AI-generated imagery can help build a personal 'brand'. I took consistent elements (square glasses, plaid shirt, bald) and used them in imagery over and over on LinkedIn. It's to the point people notice/comment. Thread of examples: