Many marketers would agree that blog posts should become webinars, webinars should become blog posts, and so on.

But it isn't really that simple.

I think of it this way: Almost everything you do publicly — a conference presentation, webinar, or even a tweet — is a feedback opportunity.

Feedback is any type of reaction. It might be a confused look, eyes lighting up, likes & retweets, comments, audience Q&A, etc.

Once you gather that feedback, then it's time to incorporate edits for your source of truth — which might be your blog post, white paper or ebook.

Your source of truth is the codified version of your full-formed idea. It's the thing your readers search for and reference over time.

The best thing is that your source of truth can be edited. A feedback opportunity cannot. Got a typo or need to update a stat? No problem; update your blog post. Made a joke that got half a chuckle from the crowd? It's out there and you can't edit the audience's memory. It might seem disheartening that feedback opportunities can't be edited, but you can use that to your advantage. Use smaller events, or community forums where people know you well to gather your feedback. Publish your source of truth. Rinse and repeat. As you get better and your ideas take off, you can build upon the sources of truth to kick butt at bigger events that have higher attendance.

Here's a real example of feedback-to-source-of-truth: Last summer, I ranted to my boss about cold outreach. So we decided to host an Office Hours session on it. Then I wrote a high-engagement Twitter thread that outlined the webinar and nudged people to sign up. Based on the feedback — Twitter replies, audience Q&A during the webinar, and just having the opportunity to present my ideas out loud — I made some edits and finalized the content in a blog post.

Now... if I need to make a material change to the content, I can simply update the blog post.

Ask yourself: What feedback opportunities will you use to inform your source of truth?

🤓 If you want more advice on how to take this approach to content creation, consider signing up for the next cohort of Content Marketing 201. Class starts May 23.

(And I'm accepting scholarship applications until April 24.)

🦄 What's your unfair advantage?

We all have them. For my friend Jay Acunzo, it's video. He has over four years of professional public speaking experience. He's done keynotes, hosted podcasts, guested on a bunch of other shows. So when that camera is rolling, all he needs is a simple prompt to get going.

My unfair advantage is Twitter. I'm good at firing off pithy tweets and punchy threads. I'm not easily bothered by trolls, and I can dish it as well as I take it.

Ask yourself: What are you unusually good at? How can you use it for leverage? Chances are, your unfair advantage is at the intersection of what comes naturally to you, what you enjoy, and what makes you unique.

For more guidance on thinking this through, read Jay's blog post. And check out his every-other-Friday newsletter, Playing for Keeps. It's one of the best newsletters out there for folks in the creator economy.

🍮 Petits Fours

Four bite-sized blurbs linking to content worth consuming...

​Inbox Zero is kind of scam: Khe Hy makes the case for why getting to inbox zero is all wrong. (Hint: It's a reactive approach to work that ignores the need for you to be more purposeful and proactive about your work.)

​A random detour into interior design: I'm obsessed with interior design lately. In this video, designer Mandy Cheng turns a small alcove into a home bar in 4 hours. I love her focus on safety and function. (And who knew you should use earthquake putty to secure items that you lean against a wall?)

​Finally, South Park reveals the meaning of one beloved character's name: It is completely worth the 1 minute it takes to watch this.

​An adorable "how it started, how it's going" tweet: One woman (self-appointed "Discount Emma Stone") met her fiance on Twitter. Can you believe this site is free, friends?

🍰 Apple Oat Cake

It's kind of for toddlers but you can eat it too.

Serves: I don't know, it makes 1 loaf

Ingredients:​​​​

• 1 cup unsweetened applesauce
• 2 tablespoons ghee or neutral oil
• 1 egg (lightly beaten)
• 1/2 cup milk
• 2 teaspoons vanilla extract
• 3/4 cup infant oatmeal cereal (or all-purpose flour)
• 1/2 cup whole wheat flour
• 1/2 cup old-fashioned oats
• 2 tablespoons agave
• 1 teaspoon baking powder
• 1/2 teaspoon baking soda
• 1-1/2 teaspoons cinnamon
• 1/4 teaspoon salt
• 1/2 cup chopped walnuts (optional)

1. Preheat oven to 375 degrees. Whisk together all ingredients then pour into greased loaf pan. Bake until done, about 30 minutes.

I use infant oatmeal cereal to make this more nutrient-dense for my toddler. But you can use all-purpose or more whole wheat flour instead.​​​​

❤️ Hope you didn't mind the kid recipe

...That was just the last original thing I whipped up in my kitchen.​

Have a great week, friend!​