ClickUp Bet $5M on the Super Bowl. Did It Pay Off?

every company can, you know, publish, I mean, a hundred articles a day.

You were chatting about it earlier about the publishing more doesn't necessarily mean that you're actually, you know, getting the reach that you should, that you're actually publishing the right kind of content, that you're getting all the right information out there and that you're actually getting in touch with your customer completely because you're just publishing all the time, you know? So it does need to have that little bit of something, something, you know, that bit of magic.

Do you then think in your company, personal view and just well in your experience and then also your sort of personal perspective that most b2b content is about to become completely worthless

Yeah.

I like the way you phrased that.

Yes, yes, I 100% do.

Because it's written for no one and it says nothing.

And everyone is writing the same content.

Like, think about what that model is.

When content becomes the cheapest thing that you can produce and everyone is writing 100 pieces a day geared towards no one saying nothing.

Um, yeah, I mean, it's the, it's the end.

Like, uh, so yeah, I, I, I think that like, there's not enough of a perspective in it.

Like the way that I like, I think also the greatest gift I was ever given was the education that I had at Buzzfeed, which now I apply to the frameworks of how we're building this company.

and the the frameworks of how we think about content which is the buzzfeedification of enterprise like that's what i call it because it's basically like what are the frameworks in which why people even care why what makes them resonate what makes them share how does it like what does it actually do in which that person like what is the trigger in which that person would actually send that content to someone in their slack or their email or their whatsapp group And what is the rallying cry of the audience? And that's the framework that we've built an entire company on because I think that's what makes people read something and care about it.

And I don't know if anyone really knows how to think that way.

And maybe it's just because my education was effectively in virality.

So, I mean, could just be...

Like, rightfully, like you're saying right now, people that have not been sort of taught that, people that maybe have not got that kind of experience, they won't understand to cross-question and sort of interrogate whatever it is they're receiving content-wise.

Yeah.

Also, like, if you're, I mean, like...

I'm seeing a lot of this where people are they don't come with a perspective.

They don't come with a framework and they don't come up with an understanding of what they're trying to get out.

So they just put garbage in and garbage out.

Right.

Like like and they don't know then how to look at that content and say, like, well, this isn't right and this isn't right.