Insights
Practical notes and examples connected to content strategy and audit.
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Content teams are feeling a new version of an old anxiety: how will people find us? For years, it has been Google. Now it’s AI. The first round of advice to improve AI visibility was technical: schema, markup, knowledge graphs.
Budget week is the highlight of the corporate content calendar. But just because everyone is paying attention doesn’t mean they’re paying attention to you. The strongest content programs we see have a regular slot and consistent sources of material — recurring casts of named specialists, each writing or speaking about what the audience is already trying to understand.
Content used to be pretty simple — publish something useful, get found through search, get people to visit your site. But some six in ten Google searches are no longer clicking through to websites.
What is quality content? The answer is always in the eye of the beholder. An economics boffin will judge quality content differently to a sports lover or a political junky.
Measuring Success Engagement is often the measurement yardstick for corporate content. How many people visited? How long did they stick around? How many times did they click on something?
