Insights
Practical notes and examples connected to business writing.
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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.
Organisations tend to over-invest in set-piece production, and under-invest in the follow-up editorial work. A market briefing, webinar or customer event takes preparation, and by the time it happens the formal messages have usually been worked through carefully.
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.
AI writing creates several recurring problems. Drafts that sound more confident than the thinking behind them. Teams producing more versions than they can properly review.
It used to be easy to spot weak copy because the writing was a bit clunky and the structure was off. AI makes that harder because drafts can read perfectly well and still be wrong.
Most people have a pretty clear sense of what good writing looks like in their organisation. The standard exists and is maintained by experienced writers who have been applying it for years.
