Opinion

Senior Content Strategist Charlie Stewart explains how B2B firms can create authentic, story-driven marketing content that resonates with audiences and builds trust in the age of AI.

Google’s AI search demands higher standards for YMYL content. Learn how to keep your financial, legal or health advice visible, trusted and compliant.

Google’s search experience is changing – fast. Iain Scott explains how AI Overviews and AI Mode are reshaping search, and what your business needs to do to.

Google’s Performance Max just got a major upgrade. Anna Corbett breaks down how new channel-level reporting helps you make smarter, data-driven decisions about your ad spend.

Charlie Stewart shares how video content can connect with your audience at the exact moment they’re searching – and why it’s time to treat video as a vital search asset, not just a creative one.

Senior Content Strategist Charlie Stewart shares how Base Creative uses AI to streamline research and content audits – while keeping strategy, creativity, and quality in human hands.

Base Creative’s Anna Corbett explains how we use AI to boost campaign performance, from analytics to client conversations – without losing the human touch.

In our new video series, our team explains the role of AI can play in your digital strategy, starting with Iain Scott, Director of Growth at Base Creative.

At Google Marketing Live 2025, the focus was clear: AI is already changing the way people search, and as a result, it’s changing what brands need to do to show up in search results. Here’s what you need to know – and what it means for your marketing.

Love it or hate it, everyone’s seen it.  Google’s AI Overviews are changing the way your search results appear. Now, AI-generated summaries will often answer user questions before the usual list of site links we’ve come to expect. In fact, 47% of Google Search results now include an AI Overview – at least, according to AI […]

If you’re hoping to create one perfect piece of content so manipulative that it sends your site straight to the top of Google Search, I’ve got some bad news. Exactly how Google’s algorithm works remains a bit of a mystery. What Google has made crystal clear, however, is how its team assesses the quality of […]

At Base Creative, Christmas isn’t just about ticking off the last to-dos of the year – it’s about giving back when and where we can. This year, we’re continuing a tradition close to our hearts by donating £1,000 across three fantastic initiatives we have worked with over the last 12 months. To decide how that […]