Alex Birkett is a co-founder of Omniscient Digital, an organic growth agency that builds content & SEO programs for ambitious B2B brands. Previously, he worked on growth and experimentation at Workato, HubSpot, and CXL.  --- We Talk About: Figuring out the right opportunity areas for content marketing  Effectively using Generative AI to develop a unique POV  Applying the barbell strategy to make bets on approaches  Finding the next horizons of growth for content  ---We cover:  https://beomniscient.com/blog/barbell-content-strategy/ https://beomniscient.com/blog/first-steps-to-incorporate-ai-into-content-marketing/ --- Where to Find Alex Birkett:  Linkedin: https://www.linkedin.com/in/iamalexbirkett/ Personal Site: https://www.alexbirkett.com/ Website: https://beomniscient.com/ The Long Game podcast: https://beomniscient.com/podcast/ --- Where to Find Patrick Moran: LinkedIn: https://www.linkedin.com/in/pcmoran/  --- (02:14) Key drivers the definitions of organic growth  (04:04) Figuring out opportunity areas and goal definitions (06:30) Common mistakes companies mistake when figuring out their content strategy (11:16)  Finding channel-product fit and leaning in on strengths  (14:15) Generate AI in content and the current use cases  (16:28) Tactical usage of Generative AI and when to use it for competitive advantages    (18:21)  Maintaining authority and a unique POV with content  (19:38) Creatively molding concepts and developing foundational use cases   (20:31) How to think about measurement and effectiveness for content marketing  (22:13) Applying attribution based methods to the growth model  (26:24) Using a barbell strategy to developing a portfolio of content bets  (30:47) Evolving the portfolio over time  (34:27) Finding the next horizons of growth through the barbell strategy  (37:42) Affiliates and partnerships within the content strategy  (40:20) The differences between B2B and B2C and borrowing models from both  (42:06) Where to find Alex Birkett!