Tequia Burt is the Editor-in-Chief of the LinkedIn Ads Blog. In that role (and many others), she has had a front row seat to the digital transformation of B2B advertising, marketing, and publishing. Prior to joining LinkedIn, Tequia also covered the B2B sector for Crain Communications, FierceCMO, and B2B Marketing USA. She's covered the rise of content marketing and has also been a leading practitioner. We asked Tequia six questions. Read on for her six insightful answers.
What's the best piece of content you ever created and why?
The LinkedIn B2B Marketing Benchmark Report stands out. It brought together two things I care deeply about: meaningful research and strong storytelling rooted in a sharp editorial narrative. I approached it like a journalist - grounding it in unbiased data, then shaping that into something cohesive, clear and actionable. What I love most is that it wasn't just content for content's sake. It was designed to elevate the conversation in our industry and to help us become better, more thoughtful marketers.
What content marketer do you pay the most attention to and why?
I keep a close eye on what Black women in this industry are creating. We often bring a level of depth, perspective and creativity that cuts through. I update a list of inspirational Black women marketers every year, and it's one of my favorite things to do. Beyond that, I gravitate toward people with strong editorial instincts; people who ask better questions and challenge the brief. I pay attention to the ones who make me stop scrolling.
Do you have a philosophy of content?
Yes, and it's rooted in my background as a journalist. I believe content should inform, clarify and build trust. But more than that, it should mean something. I'm not interested in creating noise. I'm interested in creating work that respects the audience and earns their time. I think the best content gives people language for something they've been feeling but couldn't quite name. That's when you know you've done your job.
How are you using AI? How should we be using AI?
I use AI to stretch my thinking. It helps me brainstorm faster, test angles and repurpose ideas across formats. But I don't rely on it to set the direction. Human editorial judgment still matters. The best use of AI is as a collaborator, not a ghostwriter. It's there to sharpen your ideas, not replace them.
What's the biggest misconception about content on LinkedIn today?
That it needs to sound like it was written by a committee. Some of the most effective content on LinkedIn is personal and unpolished in the best way. We're in an era where authenticity matters more than polish. If it reads like a press release or tries to speak to everyone, it probably resonates with no one.
What content makes you cringe?
Anything that confuses volume with value. I cringe at thought leadership that doesn't have a real thought. Or content that repeats what everyone else is saying, just in different fonts. As a former journalist, I have a low tolerance for vague statements and high tolerance for specificity, clarity and a point of view. I'd rather see someone take a risk than play it safe and forgettable.
Thanks, Tequia! Look for more insight on content marketing in The Hook. Subscribe now.