This episode is kinda special to me because I get to interview my friend and colleague, Jess Cook. Jess is the Head of Content and Comms for Island (that startup I run brand for). She joined around a year ago after heading content for Lasso, and Fastly before that. And she's a content powerhouse.

With upwards of 30k followers on LinkedIn, Jess is a master of the art of content marketing, and after listening tothis conversation, you'll understand why.

We discuss all things content marketing, including the importance of quality control in content, what the word 'content' even means these days, the usage of AI in content creation, and Jess's journey in content marketing, including her role at Island.

The conversation also touches on Jess's experience as a LinkedIn content creator, her strategies for engaging audiences, and the challenges and rewards of building a personal brand on social media.

1. Intro

   • I welcome Jess Cook to the podcast (like a good host)

2. How Jess and I know each other

   • Jess and I discuss our mutual respect and evolving friendship.
   • We reminisce about their early professional interactions and connections via a mutual former boss, Ellen Roeckl.

3. Content Marketing Philosophy

   • We discuss the evolution of content marketing from a supplementary role to being central in marketing strategy.
   • Jess and I talk about the importance of authentic and high-quality content in a noisy digital landscape.

4. Role of AI in Content

   • Jess and I discuss experimenting with AI for content creation and shares experiences.
   • Jess explains her use of AI for operational tasks like research, summaries, and proofreading, but emphasizes the irreplaceable value of human creativity and strategic input.

5. Understanding the Word 'Content'

   • Ari critiques the generic usage of the term 'content', explaining its impact on quality and perception.
   • Jess highlights the need for intentional and meaningful content that stands out.

6. Jess's Role at Island

   • Jess discusses her approach to defining and targeting key personas and use cases at Island.
   • She shares insights on collaborating with internal SMEs for unique and impactful content.

7. Collaborations Within the Company

   • Importance of building relationships across departments like sales and customer success to unearth valuable content ideas.
   • Examples of leveraging internal expertise for developing strategic content.

8. Jess as a LinkedIn Content Creator

   • Jess describes her journey of becoming a LinkedIn influencer, starting from addressing common pain points in content marketing.
   • She shares the evolution of her purpose on LinkedIn, from helping others to building professional equity and now as a source of additional revenue through partnerships.

9. Challenges and Vulnerability

   • Jess emphasizes the need to share failures and learning moments to connect authentically with the audience.
   • Examples of popular LinkedIn posts that were highly relatable and appreciated by her audience.

10. Final Thoughts

    • Jess and I discuss the importance of genuine connections and providing unique perspectives.
    • They reaffirm the significant impact of sharing practical insights and personal stories on LinkedIn.

11. Conclusion

    • The conversation concludes with mutual appreciation, and Jess's contributions to content marketing and her influence on LinkedIn are highlighted.