Content Marketing
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Content as a system, not just parts
Treat content as a system, or it won’t work. The idea of looking at content holistically, not just as parts, isn’t new, though in my experience, few really apply it. And, lately, I’ve seen it framed as something new, driven by AI (of course, everything is nowadays) and changing SEO and social media algorithms. While…
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AI Can Help You Write. But It Won’t Make You Credible
So much of today’s business writing simply lacks credibility. AI is part of the problem, but only because it proliferates it. Bad writing existed way before ChatGPT, Gemini, and Claude. The truth is that if you know how to write well without AI, you can also direct AI to write well for you. If you…