Writing, websites and content strategy
Misreading the data is costly.
Website analytics can show you traffic, rankings and engagement. But they cannot always tell you what the problem is. Here are four signals that may point to the need for a content marketing audit.
A blog post or case study may bring someone to your website. But your services pages are where a cautious prospect decides whether getting in touch is worth the risk.
A new website can end up making old content look better without making it work better. For professional services firms, a website content audit helps identify commercial, credibility, compliance and SEO risks before the rewrite begins.
A content audit is not just a spreadsheet of URLs. It is a structured way to decide which pages still earn their place, which need improving, and which are quietly damaging trust. Here is how B2B and professional services firms can review existing content before creating more.
AI has not made good writers obsolete. It has made mediocre writing harder to defend. Being human is not a positioning strategy.
An AI detector is not a breathalyser for content. It does not prove who wrote the work or how responsibly it was produced. At best, it raises a question. Here is why businesses should stop treating AI scores as verdicts and start asking better questions about judgement, accountability and results.
AI can produce a draft, generate alternatives and help structure an argument. What it cannot do is decide what matters, catch a confident-sounding error or care whether the finished piece works. That still requires judgement – and judgement is where good content begins.
How a girl who did the world's best duck impression taught me to write envelopes that make heroes of their recipients.
Much-quoted research into the 12 most persuasive words in English is nothing more than a myth...
Convicted murderer Louis Victor Eytinge forged a career as a successful sales copywriter from inside prison. This is his story.