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Past Issues

  • #28: PLC = TLC
  • #27: It could be BMail
  • #26: No content weft behind 🧶
  • #25: Documenting your content strategy
  • #24: A checklist for content UX
  • #23: A new guide + tool from Ercule
  • #22: Getting aligned
  • #21: About that blog post from six years ago
  • #20: Find new content in the stars
  • #19: Why lemons deserve your attention
  • #18: Encourage your wallflowers
  • #17: Popular, but lazy
  • #16: Direct traffic, idk
  • #15: Where is this revenue coming from???
  • #14: What content people need to know about paid search
  • #13: An issue about smooth jazz 🎷🥱
  • #12: MUM = next BERT???
  • #11: The pages are *eating* each other! Is that a problem?
  • #10: Cue the dramatic hamster
  • #9: 🎶 This issue has a soundtrack 🎶
  • #8: 30% more cuddles
  • #7: SEO Speedwagon
  • #6: It's like living in the future!
  • #5: How sketchy could it be?
  • #4: Hieronymous Bosch levels of detail
  • #3: We miss you, Kid Pix
  • #2: GPT-3 is coming for your job, or it isn't
  • #1: The first one

#2: GPT-3 is coming for your job, or it isn't

It’s a newsletter from Ercule! 👋 In this issue:

  • How you should relate to AI copywriting tools.
  • Our new guide to content outlining.
  • Plus getting out of Zoom meetings. And pugs! (That last one’s at the end, you gotta earn it.)


🤖 Does GPT-3 write everything for everyone forever now?

Lots of marketing folks are singing the praises of A.I. copywriting tools like GPT-3. The copy it generates isn’t flawless. But it does occasionally pass the Turing test, and it’s improving rapidly.

Does this mean that copywriters and content marketers should be gearing up for a war against the machines?

Maybe? But more likely, smart content people will use tools like GPT-3 as levers, to automate away hard and boring stuff (like the first, not very good, draft) and focus their efforts where they can really deliver value.

You might want to start studying up on what it’ll be like to have an AI in your toolbox. This piece on the SEMrush blog is a good place to start.

Also, we experimented with A.I. video creation and the results were… fun.


🏖️ Better content, faster, with outlines

We made another guide for marketers and managers. This one focuses on the greatest underrated writing tool: the outline! Specifically, how to use outlines for better content production.

What’s in the guide:

  • How to provide SEO specs that your writers can actually use
  • Which website has the best outlines, hands down, in all of the internet
  • How to steer writers toward the creating the content you actually want
  • Examples from LaunchDarkly, Gong, Guru, Wagepoint, and more
  • A free, customizable template for outlines

We’ve been using this process for years and it’s saved us a lot of time.


🧨 Sabotage your Zoom

This deviously absurd app will get you out of any Zoom meeting, blame-free, by superficially sabotaging the quality of your Zoom-feed.

Someone somewhere will probably be able to make use of this in a real way.

Luckily, we haven’t needed to use it at Ercule, because Justin is really good at standing completely still and modulating his voice to make it seem like his connection is bad.


🐹 Community

  • Our friend Sara Gates wrote a post about gratitude that resonated with a lot of people, us included
  • Marketing fundamentals for non-marketers – a resource from the the generous Peter Zawistowicz
  • How to design for color blindness – Andrew Rhodes leans into his science background for this deep dive
  • Josh got a pug and named it after Nintendo game characters. Yes, characters – plural.

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