No comment? Why responding to tracked changes matters for B2B content
A lot goes on in the tracked changes and comments sections of a Word document. That’s ...
Blog
Our team’s thoughts on content, B2B and everything.
We love to make sense of complex topics.
Latest posts
IT buyers build trust ‘in-person’ as AI generated content creates scepticism
Photo by Jaime Lopes on Unsplash “You cannot build trust with AI and you don’t get ...
11 essential content marketing links for Q1 26
The State of AI in Thought Leadership Would be remiss of us not to lead with ...
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5 content-related reasons I’ve seen marketing campaigns fail in 2025
The last weeks of December come with a guarantee that we’ll all be seeing lots of similar posts: the round-up. ...
3 examples: audiences seeking out ‘the human’
How do you stand out in a world of AI mediocrity and, more broadly, B2B same-ness? Where ...
Making a good last impression
The peak-end rule goes back 32 years. So why is unsubscribing from email such a lousy ...
The recipe – opening up about our content strategy for LinkedIn
Our CC LinkedIn content strategy is a subset of our wider content strategy. (I’ll add here ...
Commit No Nuisance – whatever that means
I was at a meeting in Southwark last week and walked past a somewhat well-known street ...
Researchers’ verdict on AI detection tools? Don’t use them to make ‘significant decisions’
Writers have been stung by critics for as long as there’s been writing. Samuel Pepys declared ...
Tech Quarterly
Our quarterly summary of top research, market stats, new developments and predictions in five key technology topics of importance to our readers and clients: artificial intelligence, automation, CIOs, Internet of Things and virtual reality/augmented reality/extended reality (VR/AR/XR).
If a major analyst report, survey or forecast has been published on any of these topics in the preceding three months, you’ll find out about it in Tech Quarterly.