The Ex-Influencer Episode: What Broke Content Marketing
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The Ex-Influencer Episode: What Broke Content Marketing
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Ankita Bhatia Dhawan was an influencer before the term existed. She started blogging in 2004, built real community, monetized through brand work, and eventually stepped away from the game entirely.
Now she's back—not as a creator chasing metrics, but as someone who's seen both sides: the marketer responsible for corporate content, and the individual writing purely because she wants to.
This conversation goes deep on what happened to content. Why B2B feels so safe and similar Why employees are scared to stick their necks out. And why the data actually shows that scannable content gets more eyeballs but fewer buyers.
Anoop, Nisha, and Ankita talk about the early internet, the death of personality in business writing, and what it would take to bring authenticity back.
A must-listen if you've ever wondered why your content performs on paper but doesn't move the needle.
