Content marketing

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.

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 […]

This is an article to help you get better at story-driven marketing within your organisation or for your clients.  I’m not talking about your old school wishy-washy once upon a time style storytelling. This is about drawing out the kind of authentic stories your colleagues (or clients) don’t even know they’re hiding. It’s about getting […]

You want to use AI to write content quickly. But here’s the problem. ChatGPT isn’t great with straight facts. It’s more interested in creating something that looks like a well-researched piece of content, but when you get into the nitty gritty, you’ll find that a lot of the details are incorrect or the descriptions very […]

There’s always a story. It’s all stories, really. The sun coming up every day is a story. Everything’s got a story in it. Terry pratchett ​​Two fish are swimming in the sea.  “Water’s warm today,” says one. The other looks confused.  “What’s water?”  It can be hard to notice something when you’re surrounded by it.  […]

We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories. Jonathan Gottschall, The Storytelling Animal: How Stories Make Us Human Mike was on the cusp of a breakthrough which would kickstart his meteoric rise from underdog to alpha male. All it […]