Julia Bailey Writes

The content marketing landscape is changing at a dizzying pace. In healthcare, content marketers are making some big changes, shifting away from broad awareness campaigns and generic, keyword-stuffed content toward more measurable, educational, and revenue-focused engagement. As the proliferation of AI drives all this activity, healthcare content marketers are prioritizing high-trust, data-driven content with human involvement. It's the best way to establish and maintain cre

It’s getting to the point where pretty much anyone can spot AI-generated content. It can look and feel impersonal, synthetic, and, frankly, a little boring. And when people suspect AI’s involvement, they don’t trust what they’re reading. For healthcare organizations and healthcare B2B marketers—for whom trust is critical and decisions are often high stakes—that can be a real problem. Patients, providers, and other users want to know there's human involvement in the healthca

Thinking about launching a new blog or revisiting your existing blog? What a great idea! There’s never been a better time to be a blogger. As businesses everywhere struggle to navigate a crowded AI marketplace, many are shifting strategies to generate bulk content or abandoning their blogs altogether. The bad news is that all that AI-generated content is saturating the market with low-effort, generalized blog posts. The good news is that blog content that speaks with authorit

B2B content is getting shorter. Or at least it feels that way. More and more, it seems, we’re seeing more short-form videos (under 60 seconds) and other snackable formats designed for initial engagement and awareness. Clearly, the pressure to condense ideas into quick hits and clever hooks is real and, in many cases, short-form content works exactly as it was designed—to grab attention, spark awareness, and keep brands visible in crowded feeds. But visibility isn’t the same t

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With all the talk these days about the prospect of two old fogies vying for the most stressful job on the planet (update: now it’s just...

I started my career as a direct mail copywriter. Those were my salad days, when clients had generous direct marketing budgets and I had...

I've always been a proponent of simple, clear language—even when writing about the most complicated subjects. I'll never forget a...

I moved to Los Angeles from Chicago nearly two years ago. While I've managed the culture shock pretty well since then, one thing...

I’ve been a content marketer for a long time, but this year feels different. Maybe it’s because AI continues to nip at our heels. More...