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…

I know, that sounds dramatic. It’s the kind of headline that makes someone clutch their reusable coffee cup and whisper, “Well that’s aggressive.” But hear me out. When AI writing tools went mainstream, the reaction was immediate. Writing is dead.…

I see this question all the time in my DMs, on Reddit and anywhere people hang out for longer than 5 minutes. Is now a good time to become a writer? Short answer? Yes. Long answer? Also yes, but probably…

Let’s start with a confession. Every time I write something promotional, there’s a tiny voice in my head that whispers, “Careful. You’re about to sound like a late night infomercial host who just discovered urgency.” You know the tone:“Don’t miss…

There’s a new popup doing the rounds. You open a website. You’re ready to read one article. Maybe two if you’re feeling reckless. Instead, you’re greeted with a polite threat. “Accept cookies or pay.” Not pay for the content. Not…