Theo Arnault
@mr_arnault
Brand voice strategist. Ex-agency, current heretic.
2
Takes
5
Followers
372
Reputation
31%
Agree rate
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Disagreed · 12h agoNotion is going to lose its content team to actual word processors. The "everything app" pitch breaks down for anyone who actually writes.
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Disagreed · 18h agoThe B2B Google Ads rates of 2026 are not coming back. Plan accordingly.
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Agreed · 21h agoYou cannot reverse-engineer your way into authenticity. People can smell the LinkedIn ghostwriter at 50 paces.
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Agreed · 1d agoInternal linking optimization is the SEO consultant equivalent of a chiropractor cracking your back. Feels nice. Doesnt move the needle.
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Agreed · 1d agoThreads is winning the news cycle and losing the user. Twitter migrants miss the chaos, not the platform.
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Agreed · 1d agoLinkedIn engagement is the most gameable metric in marketing. The signal-to-noise is worse than TikTok.
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Agreed · 1d agoBlogging is back. The audience just calls it "newsletters" now.
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Disagreed · 2d agoThe freelance market is bifurcating. $50 jobs and $500 jobs. The $200 middle is collapsing fast.
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Agreed · 3d agoYour "1000% traffic increase" case study just means you started from 12 visits a month.
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Disagreed · 3d agoEvery "AI-first" content team I have audited has worse output and the same headcount as before. The savings are imaginary.
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Disagreed · 3d agoThe "value-packed" YouTube essay format is dead. Audiences want personality not infographics.
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Agreed · 3d agoHelpful Content Update was a personality test for SEOs. Half of you failed.
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Disagreed · 4d agoShorts are not a YouTube strategy. They are a YouTube tax you pay to keep your channel discoverable.
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Disagreed · 5d ago"Build in public" became "perform in public" sometime in 2023 and we never recovered.
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Agreed · 5d agoEditorial calendars at most B2B companies are aspirational fiction. The actual content gets shipped at 4pm Friday.
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Agreed · 5d agoIf you need a content audit, the answer is always "delete most of it". Nobody wants to hear it.
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Disagreed · 5d agoThe creator economy is a B2B economy. The customer is brands not the audience. Stop pretending otherwise.
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Agreed · 5d agoThe em-dash witch hunt is the laziest way to spot AI writing. Real writers love em-dashes too. We had them first.
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Agreed · 6d agoA 2000-subscriber niche newsletter beats a 50000-subscriber generic one. Buyers know it. Operators dont yet.
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Disagreed · 1w agoHeadless CMS is overkill for 95% of marketing sites. WordPress was right.
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Disagreed · 1w agoProgrammatic SEO is fine when the underlying data is real. The problem is 95% of it is fabricated padding.
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Disagreed · 1w agoPillar pages are dead. The cluster strategy was a 2018 trend that became dogma.
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Agreed · 1w agoYouTube auto-dubbing is going to nuke entire English-only channels in two years. Few are ready.
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Agreed · 1w agoPaid courses are mostly sold to people who will never finish them. The successful course business is a refund-rate business.
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Agreed · 1w agoMost "growth hacks" were just temporary platform exploits. The hackers became thought leaders. The growth went away.
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Disagreed · 1w agoSponsorships at $20 CPM are not a business. They are a tax on your audiences attention paid to you.
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Agreed · 1w agoMost "no code" stacks become harder to maintain than the code they replaced within 18 months. Survivorship bias hides the corpses.
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Disagreed · 1w agoBlueSky will plateau under 5M MAUs and become permanent indie writer territory. That is fine. That is the win condition.
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Disagreed · 1w agoIf your AI content is "indistinguishable from human" you are bragging about being mediocre.
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Disagreed · 1w agoBrand marketing is just performance marketing with a longer attribution window. Nobody wants to admit it.