Stewart Hillhouse

Sharing big ideas on content marketing
VP of Content @storyarb
Writing + podcasting @

[Stewart Hillhouse @stew_hillhouse]

Not sold on content marketing?

Replace the word "content" with "customer education"

Seems pretty important to have, doesn't it?

[Stewart Hillhouse @stew_hillhouse]

@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

[Stewart Hillhouse @stew_hillhouse]

@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)

[Stewart Hillhouse @stew_hillhouse]

@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

[Stewart Hillhouse @stew_hillhouse]

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

https://t.co/uv7QDsIVpm

[Alex Lieberman @businessbarista]

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

[Stewart Hillhouse @stew_hillhouse]

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

[Stewart Hillhouse @stew_hillhouse]

@Julian Abso-lutely

[Animalz @AnimalzCo]

🎙️ 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

[Stewart Hillhouse @stew_hillhouse]

@AnimalzCo @storyarb Thanks for the great convo!

[Stewart Hillhouse @stew_hillhouse]

@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?

[Stewart Hillhouse @stew_hillhouse]

@edfryed The suspense is killing me!

[Stewart Hillhouse @stew_hillhouse]

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

[Stewart Hillhouse @stew_hillhouse]

@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).

[Stewart Hillhouse @stew_hillhouse]

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

[Stewart Hillhouse @stew_hillhouse]

@Ashread_ Such great design!

[Stewart Hillhouse @stew_hillhouse]

@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.

[Stewart Hillhouse @stew_hillhouse]

@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.

[Stewart Hillhouse @stew_hillhouse]

@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.

[Stewart Hillhouse @stew_hillhouse]

@akennada unreal — i felt this to my core

[Stewart Hillhouse @stew_hillhouse]

@JoelKlettke Been noticing the consistency! Love it.