Let me tell you a secret. Editing used to be much simpler. Not easier. Simpler. A human wrote something. A human had blind spots. You corrected the blind spots. Everyone went home with their ego slightly bruised but intact. Now…

Let’s talk about trust. Not the dramatic kind. Not the “I would hand you my life savings” kind. I mean the quieter version. The one where you’re halfway through an article and you realise you’ve stopped evaluating it. You’re not…

Let’s talk about AI content quality debt. Not the shiny demo version. Not the LinkedIn carousel where someone claims they replaced their entire content team with a prompt that starts “Act as a world-class copywriter.” I mean the quiet bill…

Let’s start with a controversial truth. Most people are not reading your blog post. They’re circling it. Hovering. Sampling. Doing that thing where their eyes bounce down the left side of the screen like they’re checking the structural integrity of…

There’s an irony in content marketing that doesn’t get talked about much. We spend hours crafting elegant long form sections, polishing transitions, shaping arguments and feeling very pleased with our narrative flow. Then the analytics come back and the humble…

Let’s take a moment and honour the simple truth we all seem to be ignoring. At some point in the last few years, someone flicked a switch marked Subscriptions For Everything and now we’re paying monthly fees for software, socks,…

Whenever someone asks for the anatomy of a persuasive blog post, what they usually mean is, “Can you give me a formula I can follow so this converts?” I understand the appeal. Formulas feel safe. They give you the sense…

Something happened on LinkedIn recently and I need to talk about it before I pull a muscle from the sustained effort of keeping my mouth shut. People have discovered that AI can produce competent-looking prose, and a meaningful number of…

I have spoken before about the idea that AI will replace writers so I won’t bore you again right now. But there’s another angle to this argument, one that’s potentially more damaging to the industry. Writers are mostly fine. We’ve…

Let me confess something mildly embarrassing. I used to think the hard part of writing a blog post was… writing the blog post. Research. Structure. Flow. Clever turns of phrase. A quote from someone impressive so I looked well read…

When AI writing tools showed up, I did what every confident writer does when confronted with a machine that can produce 1,200 words in twelve seconds. I panicked. Then I got curious. Then I got slightly competitive. Then I realised…